As any SEO blog will tell you, there is a real emphasis on appearing 'natural'. What is meant by 'natural' is to structure your link building in such as way as to make it appear completely unforced – to make it look to search engines like your site has merited links from a diverse range of sources, using diverse anchor text and linking to a range of internal pages. This is harder than it seems, and the sophistication of Google in particular makes it even harder to pull off. So what info do you need to optimize your site in a way that won't obviously flag the attention of the search engine algorithms?
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