Gary Arndt tries to make the case that social is a better investment than SEO. He believes the increasing pollution of search engines spewing content from farms, Google's love of big brands and big
media, and the increasing amount of work required to rank for the growing length of keyword phrases no longer makes SEO worth the effort for most bloggers. It's all about Google-proofing, he explains,
and cautions not to allow fortunes to rise and fall based on how Google decides to rank your site.
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