John Rampton: "By now everyone has heard of Google’s RankBrain, the new artificial intelligence machine learning algorithm that is supposed to be the latest and greatest from Mountain View, Calif. What many of you might not realize, however, is just how fast the SEO industry is changing because of it. In this article, I’ll take you through some clear examples of how some of the old rules of SEO no longer apply, and what steps you can take to stay ahead of the curve in order to continue to provide successful SEO campaigns for your businesses."
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SEO has really changed a lot. One can only rely on the genuine white hat methods only and it is somewhat a good thing.