Ask a room full of SEOs whether something is a best practice, and there’s a good chance everyone will agree before anyone asks the obvious question: Why? We’ve accumulated plenty of these recommendations over the years: Use one H1. Keep title tags under a certain character count. Put your target keyword in the title, H1, and first paragraph. Improve your Core Web Vitals until the report turns green. Use schema. Create fresh content. None of these recommendations came out of thin air. Many were based on reasonable observations, testing, or guidance that was relevant at the time. Some still are. The problem comes when an idea gets repeated…
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