It's bad enough having to compete with Google's engineers. But to win the search game, you need to out-compete your competition, too! Back in the dark, distant past - around the turn of the century - there was an "us" vs "them" mentality in search. "Us" being webmasters, and "them" being search engines. Back then, in those simple times, in-the-know webmasters gathered in dark forums to discuss and share cunning strategies to crack the algorithms.