Online marketing tactics must constantly evolve in order to anticipate and adapt to increasingly complex search engine algorithms. Google notoriously updates its algorithm regularly in an effort to combat spam and meet searchers' needs. Some changes are major and cause considerable shake-ups in the marketing community, but the majority are minor adjustments that are rarely noticed. According to Moz, Google tweaks its algorithm 500-600 times per year; no firm could be expected to keep up with such...