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Link: http://www.biz-blogs-2.com/blogs/index.php/2008/02/08/grasping_the_essence_of_seo_strategy

There are many misconceptions about SEO strategy. Many practising SEO specialists turn SEO into a mechanical exercise of putting keywords in the right places on your web pages. This is important, but it can also be quite misleading. For someone on the outside looking in, to hear SEO described in such mechanical terms tends misconstrue the essence of SEO.

That essence is that SEO is basically just common sense, and in order to grasp its importance, it is necessary to think like a search engine.