In the early 2000, search engines and SEO firms attempted to establish an unofficial "truce." There are several tiers of SEO firms, and the more reputable companies employ content-based optimizations which meet with the search engines' (reluctant) approval. These techniques include improvements to site navigation and copywriting, designed to make websites more intelligible to search engine algorithms.
Search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences and seminars. In fact, with the advent of paid inclusion, search engines now have a vested interest in the health of the optimization community.
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