I have been saying this for a while - 5 Reasons Why Rankings Are A Poor Measure Of Success and there's nothing new in Jill Whalen's post but it's interesting that rankings, more and more, mean less - because it's almost impossible to figure out what's going to change next month, or next year.
Besides, Search Engines come up with new ways to enforce penalties all the time - and what was good last year, last month, yesterday, all of a sudden can get you in the dog house.
On the other hand, if you play it totally safe, you'll often not be doing much SEO or be ranking highly in Search Results, except by accident - and then, figuring out why your ranking well, when you didn't plan to - could be more work than it's worth.
Which is exactly what Google wants - to frustrate us, so we'll give up trying to optimize and "manipulate" content.
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