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To be found in the wilderness when referring to the Internet has changed a lot recently. The days of over optimising and keyword stuffing your paged in order to rank higher in the search engine results, are now long gone. Gone too are the days of building tons of links with only one anchor text to get a page to rank for that keyword. Sadly, however many digital marketing providers still advocate link building as the best form of getting quick rankings. Quick, maybe? Sustainable? NO.