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Doing seo in 2017 is different from seo in 2012. Many things have changed, digital evolves every year with new techniques, so it is important to do seo in the correct way without incurring penalties. A penalty that comes from Google is difficult to recover, when positioning yourself, you should always pay attention to what technique is used by the reference SEO expert. For example, I only use white hat techniques to support long-term growth on google.