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Posting this on behalf of a friends at a breast and ovarian cancer support organization... We're trying to improve our web site's results in search engines. I've been reading up on SEO and learning that it's wise to optimize for more specialized keywords rather than for highly competitive keywords (e.g., "triple negative breast cancer," instead of "breast cancer"). Practically speaking, how does this work when you're optimizing content? Does "triple negative breast cancer" need to appear multiple times in the page's content and is there an optimal place on the page where it should appear? Do keyword tags actually work, or should we not even bother spending time on adding them? How about title tags and description metatags? Will they help with search results? I know that increasing the number of outside links makes a difference, but will it help if I provide links from one page on our web site to another? Thanks!

Occasionally, I get asked by another blogger if they can repost (in full) one of our blog posts on their blog as a guest post. I've always been under the impression that Google penalizes this type of behavior, but I haven't seen any evidence. Is this true?

A client of ours made a mistake that has dropped their Google rankings. They posted a holiday greeting on our homepage for several weeks, and now the search engines are not picking the page up at all. Any thoughts or suggestions on how to repair this?