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Search queries, the words that users type into the search box, carry extraordinary value.

In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it.

black-hat services are not illegal, but trafficking in them risks the wrath of Google. The company draws a pretty thick line between techniques it considers deceptive and “white hat” approaches, which are offered by hundreds of consulting firms and are legitimate ways to increase a site’s visibility.

In deriving organic results, Google’s algorithm takes into account dozens of criteria,

one crucial factor in detail: links from one site to another.