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Another way it's different -- and this is CRITICALLY IMPORTANT -- is that the methods I use are Google-Safe. I don't use "black hat" tactics... GOOGLE DOESN'T LIKE THEM.
And that leads me to my little "secret"...
You see... my big discovery is that you can RANK HIGHER by giving Google what it wants, rather than trying to trick or manipulate it.
But, foolishly, most SEO people spend their time trying to "game the system." The problem is that Google is smart and getting smarter all the time.