Google's head of search spam, Matt Cutts, announced at SXSW that Google was going to release an algorithm update that targets websites that over aggressive about SEO. It is supposed to be an attempt to help level the playing field for webmasters that are actually trying to build quality content instead of over doing SEO. Apparently, there has been some backlash by webmasters, against the changes. This is understandable where lost revenue is concerned, but the good news is that content is still king, and social media is being very highly valued by Google lately as well. As such, I would personally recommend not focusing too heavily on SEO, but instead building pages that function well, and that are visitor friendly. Give people ways to share and be social. If you build it, they may or may not come - the important key is to make yourself visible as well using a wide array of strategies, and not just SEO. Forum discussions, offline marketing, promoting your events via Facebook or Google+...The possibilities are endless and the tools are out there.
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