Working the search enginges for rankings

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Any one have experience and tips on improving your rankings on search engines? I have been battling Google for years. It is tough to get ranked. Pay-Per-Click is tough. Ten years ago I was consistently in the top five on all major search engines. All I had to do was play with key words. Alta Vista was the easiest and would give me the quickest feedback. Today it is a jungle out there. Any one have any insights and tips that work. Any big picture approach. Specifics for the major engine, I know they are all different.

[Baldrick]

I think you will get better help in www.webmasterworld.com

[Midzuki]

Before Google was born, I could type any "exact phrase" into
Altavista's search form, and if there was at least one web page that
contained that phrase, its URL would be promptly revealed. Today,
the search engines have very little interest in providing exact information ---
doubtful "page rankings" are all that matters.

*****

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Thanks Baldrick.