For the past couple of decades, SEO has been about linear visibility. Your website ranks for more keywords in higher positions, which, in turn, drives more clicks, and has been benchmarked by total opportunities in search (MSV) and ranking comparisons against your competitors.
This model worked well because search operated within a shared reality, and even with the “light touch” personalization Google was making, there was a recognizable, mostly replicable search results page. These benchmarks for success were universally known, repeatable,…

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