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Winning the Google game: play fairly

Real Estate Connect keynote speaker: Vanessa Fox

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Don't bother trying to game Google -- your time and energy is better spent generating quality online content. That's according to Vanessa Fox, and she should know. Fox spent two years building tools for Web site owners while employed at online search giant Google. She left in 2007 to take a job at Zillow. "I think that spending all of your time trying to figure out the algorithms and what's changed the algorithms, that ultimately will not provide long-term value," said Fox, who will deliver a keynote address titled "What does the role of 'Googling' Play in Your 2010 Marketing Plan?" at the upcoming Real Estate Connect conference in New York City, which runs from Jan. 13-15 in New York City. "The Web has evolved to the point -- you don't necessarily have to be a techie if you want to do well." So online marketers don't necessarily need to be privy to insider search-engine-optimization (SEO) tips to succeed, she said -- instead, the easier road to...