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The common answer in this article was "keeping up with search engine changes" but for me, it's finding quality employees. Everyone says they have SEO experience but once you work with them you find its basic and what they're reading off blogs. IMO, there is no subsitute for serious experience in this business.
Kevin Gallagher's profile photoDebra Mastaler's profile photoJonathan Schikowski's profile photo
I would agree people I know who do well in the industry don't get affected by what Google does. As they don't chase the algorithm.

Some people also can say what sounds right but are just regurgitated blog posts without the experience or knowledge to implement an SEO campaign focused on the user and not Goggle. 
I should have said "Many people say they have SEO experience...." instead of "Everyone". I correct myself :)
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