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Google repeatedly advises SEO practitioners not to chase the algorithm and simply focus on what’s best for users. Over the years, this has led to general contempt for SEOs who focus solely on getting their sites ranked for intended keywords.

Rohan argues — with empirical and mathematical evidence to boot — that without top rankings, there is no visibility, no qualified traffic, no conversions and no sales. Armed with data and strong opinions, he looks to keep the age-old debate alive — whether Google rankings are the means or the ends of SEO.

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