For most sites a search engine optimization is quite unnecessary. The editors for creating and deploying Web sites are getting better in terms of W3C standards. And that content will automatically get the rankings that they deserve. Only if the expected profit through SEO is greater than the cost of the search engine optimization, SEO is to be considered. But that should, in global terms, be a tiny rather small number of pages. The current hype certainly fired a number of initiatives that think they can make money on or to the Internet. I believe this but mostly for window dressing, fueled not least by the SEO scene. But that's business.
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