What should a SEM professional do when competitors buy links and gain an advantage on search engines? Certainly, not tattle, Raw Hoffman writes. The topic came up for discussion during a SMX Advanced
panel. Tattling never pays off, she writes, reminding us that search engine reps, such as Matt Cutts, might be good people, but he "isn't Google -- and Google is not your friend."
Consider looking at your own SEO practices to find the answers, Hoffman writes. "Are you using nofollow heavily? Do you have your keywords repeated on the page one too many times? Do you have 20 links
in your footer, keyword laden, to internal pages on your site?" Focus on your own site, because consistently focusing on others takes the focus off where it should be, she writes.
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