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SEO or Search Engine Optimisation has changed drastically in the last decade. Now just typing in the keywords on your website will not suffice. The whole algorithm has changed, and so the way content is written on the web also has to change.
There are many factors that are now associated with SEO. It is not as simple because now the whole cyberspace has become so complex that simple techniques will not cut it.
Digging deeper and then finding the right tools is what must be done for proper SEO to take place.