How can you ensure the viability of your SEO program well into the future? How can you reduce the impact of search engine algorithm changes and enjoy long-term visibility and ranking?

The answer to both questions involves having a well-rounded SEO program.

Website owners who put too much emphasis on a single element of SEO are more vulnerable to changes in search engine algorithms. If you look at the history of search engine optimization, you'll see a pattern of this:

Back in the day, a lot of webmasters relied heavily on keyword tags to drive their visibility and ranking. But the search engines demoted the importance of the keyword tag, and many websites suffered as a result.

Link exchange networks are a more recent version of this scenario. Search engines are now devaluing links that are part of link farms and obvious reciprocation schemes. And once again, some websites are suffering from it.

But how is it that some websites coast right along, largely unaffected by search engine updates? What's the difference between these unaffected websites and those that are negatively impacted?

Sure, the age of the domain plays a part. But another key difference is the well-rounded nature of a website's SEO program. Instead of focusing on the hottest SEO "trend," websites with long-term SEO success focus on a variety of strategies with equal emphasis.

In that sense, SEO is similar to financial investments. The more you diversify, the less likely you are to suffer across the board when uncontrollable factors fluctuate.

So how do you diversify your search engine optimization? By using a variety of tactics in conjunction with each other.

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