The Real SEO, it would seem, is relativistic, something of the time or of the moment, whatever works is good... However, I would argue that Real SEO is something more than this, for example, what works now may be penalised in the future. Also, what works now may have no value in the future, due to algorithm changes.

We can't predict what Google will do next with their algorithm, but I don't think the rules have never changed much since Google first came about. The guidelines have always been pretty much stable, the only change is in Google's ability to enforce their guidelines. Thus I would assert that SEO has always really been about "doing it properly".

Anyone who has been hit by a Google update will know the value of doing it right in the first place. A loss in rankings for an online business can be devastating.

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