us” link on the shopping directory, figure out if that placement is a service they offer,
and determine whether you want one, too.
Developing a healthy curiosity about how the search engines work, and an itch
to solve interesting puzzles, is key to do-it-yourself SEO. It’s a poor man’s or woman’s
marketing study, and it’s the best way to find your own path toward getting more tar-
Over the past several years, we have both drifted on and off of the SEO career
path from time to time. Extended side projects and maternity leaves have caused us to
focus our attention elsewhere temporarily, but we’ve always come back, and what’s
more, we’ve always gotten our SEO chops back and been able to offer respected, use-
ful, and well-received consultation within a relatively short time, every time. Why?
Because we have internalized the Eternal Truths of SEO and use them as our basic
frame of reference. Now that you understand the longer-lasting aspects of SEO, it
should be a lot easier to make sense of the “right now” qualities, which will be
described in the next chapter.
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