Algorithm

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This is the formula that search engines use in order to determine what your website does, the type of products/services that are available and what type of search queries that your website should be ranking for. Search Engines keep these secret from competition so that they are not able to copy them and from marketers so that they cannot beat the system/algorithm. 

These algorithms are constantly updated and some large updates, for example by Google, are even named: Penguin, Panda, and Hummingbird to name a few.

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