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Has much has the SEO process evolved in the last few years, and where is it heading?

The search engines’ algorithms over the last few years have improved as the online media industry has grown bigger and bigger.  As a result of the increased commercial interest, search engines such as Google have made it much more difficult to use ‘coarse’ techniques to rank in order to preserve the integrity of their search results for any given keyword.  What this means is that SEO techniques are becoming increasingly more sophisticated and expensive in order to remain competitive.