Watch this video on YouTube Early in Lily Ray’s SEO career, her CEO offered her a deal: Get the company to No. 1 in Google, and he’d buy her a drum set. This was around 2011. Ray had discovered that buying links worked. Really well. So she kept buying them. Then came Penguin. “I think it was August 2012. Went to work that day and all of our rankings disappeared,” Ray said. The company had gone from ranking second, third, or fourth for nearly every keyword it cared about to being gone from the search results. “That was my first experience with algorithm updates, and that probably informed a lot of how I approach SEO to this day.” More than a…
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