Search engine optimization has become a specialty within marketing and PR.  There are good and bad ways of doing it and techniques need to change constantly to keep up with Google’s immense algorithms.  The article discusses a number of methods, both black hat and white hat means of guiding the search engine.  What is significant in the story, however, is the comment that it takes at least six months now to optimize a link in Google. This is a long time, especially for companies looking to push down bad news about themselves.  Read the whole piece.  It is a good summation of the field.  

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