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Has the SEO game changed?
Google seems to have a pretty good grasp on who and what ranks on search engines these days. How has the game changed and how has social media affected SEO?
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Social media like PlentyOfFish and Facebook provide for specialized markets i.e. people with focused purpose and intentions. These communications channels are actively moderated (or they try to) for appropriate interactions, which includes advertising.
Google's "grasp" of the univeral web is good. Still, if your intent is to use social media for developing brands or markets then you should try using platform specific ranking tools to help inform your SEO efforts.
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