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Local SEO Importance

In Digital marketing, Local SEO, Online Reputation, Search Engine Optimization, SEO Search Engine Optimization by Julio Ahumada

Local SEO is critical for local businesses

Previously, we’ve discussed SEO, and detailed what “Local Search Engine Optimization” is and the important role it plays in a company’s digital marketing presence. (Find that blog here: As the pandemic slowly subsides, more an more people will be going out. The pent up pressure of being home bound will see an increase in search for local businesses.  Since the end of 2019 our reliance on online has increased like never before. We rely on our home and mobile digital devices to gain access to what we want. 

You want to rank as close to the top of the page as possible on their search engine results page (SERP). Capture your buyer early in the process (like on their first “search!”) and you are more likely to funnel them directly into your channel or store. It’s clear they are going to search. Use the best local SEO to reach them sooner rather than later. Otherwise, you may be too late.

And speaking of too late. Did you know that there are 6.4 billion smartphone users worldwide in 2021 according to a Oberlo report

People are searching before they leave or on their way. If they don’t find you, they will go to someone they can find. “Where to buy” + “near me” mobile queries have grown by over 200% in the past two years.  (March 2019 Google Data)

What makes local SEO so special? It’s really just another branch of the SEO tree, but with a focus on actual physical location. If yours is a strictly online business, you won’t need the same type of Local SEO that a brick and mortar store will. Local SEO involves Local Directories, for example, and other specific local SEO links. You will also want to pay attention to Google’s Local SEO algorithms. Start by optimizing your homepage and your meta data. Use local schema and SEO best practices. These help search engines understand you, your business, and your site. 

Yes, there’s a lot to it. And the more you do, the higher you’ll rank. That’s just the way it is. In the weeks to some, we’ll be discussing more about digital marketing and how to make it work for your company. So come back for more knowledge on the how-to’s of digital marketing. 

Want to learn more to to one of our experts – for free.

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Four Reasons to Use DNA Digital for Video Marketing

In Video, Video Production by Julio Ahumada

Tools, Talent, Experience, Expertise – What You Need to Succeed
We’ve spent some time blogging about the importance of video in your digital marketing strategy –  tips, techniques, and trends. 
We haven’t spent much time telling you why we are so passionate about video.  Guess what? Here it comes!

Our founder, Julio Ahumada has a long and storied history in this space. He’s a humble guy, but I got him to give up news on some of the awards he’s won: “several national awards that include C-TAM marketing ad campaigns, Telly Awards Gold and Silver, NPPA Awards 1st place, C-Tam, Beacon Award for documentary, The Froggy Award – Warner Bros. Television  and the Cable Ace Award.” 

He started as a news photographer, then moved to television producer with more than 1,000 TV commercials to his credit. In short, he knows what he’s doing!

Research shows that over 75% of companies hire a marketing/advertising agency to create their videos, but those agencies ‘outsource’ video production more than 60% of the time…

Is that bad?  – It could be…

We’ve all played the ‘telephone game’ as kids –  where the first person comes up with a phrase and then whispers it to the second person in a chain, right? By the time the phrase gets to the end of the chain, it has totally transformed!!  Like the ‘misheard lyrics’ – “‘Scuse me while I kiss this guy” or “There’s a bathroom on the right…” 

It’s funny in that context, but NOT FUNNY if the agency you hired doesn’t understand your business, your personality, your ‘voice’ – and then hires ANOTHER company to make the video! Granted, they may create a great video, but if it doesn’t fit your business, you’ve wasted money and possibly alienated current or future customers.

The “Why should you consider DNA” comes down to this – we’ve won the awards, we’ve been successfully supporting our clients for decades. We’re also wired in to the cutting edge strategy and technology that is vital to your business’s survival in today’s world. But more than that – we’ll make the videos that sound like YOU! 

We never outsource video production.  We encourage your input – in fact, we demand it! When you sign on with DNA Digital Marketing, your contribution is vital.  The success of our clients is dependent on teamwork, and we’re really great at that!

We have the Tools, Talent, Experience, Expertise – Get a free quote

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The Familiar is what we need

In Digital marketing by Julio Ahumada

The Familiar is what we need right now.

OK, by now we all know the drill. We are all under the same challenge, the same pressure, the same lock down, that COVID-19 put is in. People are writing about how they are coping. What they’re doing, what they can’t do, what they want to do. They are all expressions of our humanity. We are looking for reassurance in familiarity. Our routine has been disrupted indefinitely, and we are seeking out the familiar. 

Interestingly enough if you have been watching ads online or on TV, you may not have noticed how similar the ads are to one another. They are virtually the same ad with slight variations. Some marketers have chided the big brands for not being imaginative enough to break out with something unique and meaningful. I beg to differ. They are doing exactly what they are supposed to do. The messages you see and hear in these branding ads are those of reassurance, inspiration, and perseverance. They speak to the emotions that we are experiencing – loss, worry, loneliness, and uncertainty. 

Karen B as a pretty convincing Rosie the Riveter

During World War II, it was a “We can do it” message. Humans, as an animal, like novelty only up to a certain point and that is on a good day. When the tribe is stressed and the horizon looks bleak, it is reassurance from those on high that help us get through it. We seek the familiar. It calms, it is recognizable, and it gets us through one more day. 

I love music and I am always amazed at how many great songs there are that are created with the same three chords (E, A & D). We say we want to hear something new but it is only so true. We want to hear the same, but the same a little differently. 

That is what these big brands have done in their storytelling. They are communicating the needed message for our time. The reassurance that we are inevitably not getting from our elected leaders, but that we need to keep up the flame of our animus glowing. 

We will get through this time together. We need to take a moment and realize that we are not alone in this. That by not being alone, we have a responsibility to each other. We need to subsume some of our own individuality for the greater good. In this case it’s staying home, wearing a mask, and washing your hands. You know what to do. 

It isn’t political as much as it is scientific. Until there is a vaccine, COVID and all the other closely related members of the coronaviruses will be with us. We can only get through this together and keeping some part of the familiar is a powerful tool in getting there, and we will get there.

Let us know what you think. Tell us your story we would love to know.

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The Importance of Video Production for B2B Companies

In Digital marketing by Julio Ahumada

Video is revolutionizing the Business-to-Business digital marketing landscape. It is a major tool for securing your digital presence.

B2C companies were the early adopters of video, but with Cisco predicting that video traffic will make up over 80% of all Internet traffic by the year 2021, B2B companies are coming to embrace the technology, as well.

“I think there’s solid evidence that we’re starting to see a pretty good movement behind video, especially in B2B,” said Michael Brenner, CEO of Marketing Insider Group. “I really think that LinkedIn has actually helped to spur that on with their big push into live video on their own platform. I’m definitely seeing evidence of brands finally listening to the call and the opportunities that video has presented and I think LinkedIn has really led the way.”

A recent Forbes study of more than 300 C-level executives at large US companies (over $500 million in revenues) revealed surprising insights on the growing impact of video content.

  • Video is becoming a critical information source for senior executives. More than 80% are watching more online video today than a year ago.
  • Senior executives are turning to video more frequently. 75% said they watch work-related videos on business-related websites at least weekly.
  • Work-related video can drive executives to take action. Overall, 65% have visited a vendor’s website after watching a video.

Note: 80% of all video consumed on LinkedIn is done so with Audio OFF so make sure you embed subtitles into the video before uploading to the platform.

Traditional B2B marketing collateral – leadership reports, white papers, presentations and customer case studies – can be great tools, but video offers a different way to stand out. A company’s videos can serve as a virtual “handshake”, giving your audience a fuller impression of who you are than flat text or still images would. People like to buy from people that they know, and video is a great way to make an introduction. 

Businesses can humanize their brand, deepen customer loyalty, tell a story, and build a personal connection with their audience through video. Use video to tell a story and make your potential clients feel connected to your brand. Concentrate on the value the product would bring, not just the product itself. (Don’t drive away viewers by throwing a sales script in their faces!)

The importance of video in marketing

You can use video to get your product out in front of decision makers by posting videos on B2B optimized social media sites like LinkedIn (the #1 social media platform for B2B companies) but you’ll also benefit from distributing videos over multiple channels, including YouTube and Facebook.

Embed the video on your website and use tagging, keywords, descriptions, and video transcripts to make it easy for people to find your video and to boost your SEO rank. Video use on landing pages can increase conversion rates by 80% and using video in emails can double click-through rates. Create videos for the various stages of your sales cycle:

  • Top of sales funnel videos that raise brand awareness.
  • Bottom of sales funnel videos that drive conversions.
  • Customer retention videos that provide education on how to use the product.

Video Marketing is one of the most effective business communication tools available and the impact of video in digital marketing can’t be dismissed. If you’re just getting started with video, or want to step up your game, DNA Digital Marketing can help. We offer a full range of digital marketing services and have some of the best video talent in the business in-house. We’d love to chat about your goals, challenges and video projects! 

For more on digital marketing and the importance of video content, we offer this trusted source from Design Rush

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Reputational Vandalism

In News, Online Reputation, Reviews, Search Engine Optimization by Julio Ahumada

Reputational Vandalism

If you are a business, especially a small one, you often rest your business fortunes on what people say about you. It’s your reputation after all. What people say about you often influences others to buy from or to avoid you. It can make or break your business. And when you fall victim to reputational vandalism what then? 

It was true in the time before the internet, when we lived in small villages. Let’s say you heard about the baker skimping on the creme for his eclairs or how you needed to watch for the butcher’s thumb on the scale. Often enough, that behavior didn’t last long, because of word of mouth. 

Your Reputation

Your reputation often tends to precede your introduction, and it is especially true in the 21st century. The online digital world has shifted the balance of power to the consumer. The consumer now has more information in order to base their decision on. People have always sought out what others think about a buying decision. Now they seek out what others have experienced online. 

There’s an old saying – it takes 20 years to build a reputation and only five minutes, or in my case a one star review, to ruin it. Recently my company DNA Digital Marketing received a one star review on Google Business. It was from an individual who we did not know and had never done business with. One star, a black ink stain on our perfectly clean suit of reviews. Google’s mission is to provide the most relevant search results possible (albeit at a profit). Here DNA, a relatively young company who has been praised in the community and by its clients, has suffered a one star drive-by. It is a case of Reputational Vandalism, a phrase I coined as a result of this situation. 

I reached out to Google to get the review expunged. Several colleagues have done so on my unsolicited behalf (thank you), and yet, there it is, the one star stain on our profile. There for those who do not know us, can not be faulted in thinking, “I’ll pass on engaging with this agency.”

There is no recourse. No court of appeals. Just our own mission at DNA Digital Marketing: To provide the highest level of attention and quality of work that yields the best results for our clients. To work every day – yes, we work every day – to make sure that our client’s interests are being advocated for in the digital arena. 

It is what it is

My colleagues who own businesses tell me that this is the nature of the beast. That people will throw you under the bus for the least infraction, the slightest slight, a misinterpreted glance or tone. I could accept that from a client if they were unhappy, I would at least take responsibility for it and try to make amends. I would bleed in order to make things right. But this, I can’t accept. I don’t tolerate it. Someone who is either a fake profile, or someone who has made a mistake in identity,(the person hails from NYC where there is a company containing DNA in their name. They have a low rating), however it got there, the  one star stain remains. 

So I close with this. In this era of outrage and rush to judgement, take  a moment. Think of the humans – the business owners, the servers, the cashiers, the hard-working people –  on the other end of your cursor. They have families to support, kids in college, and mortgages to pay off. Think before you one star review someone. Make sure your review is fair and balanced. In the digital age it’s easy to stroll through the stars and reviews that are available for everything that is for sale. (Don’t you wish there were review stars for our political leader when election time rolls around?) During the consideration phase of buying, it is a beneficial part of the caveat emptor process that a buyer be aware of what they are buying, but this does not hold true if those stars and reviews are untrue or unbalanced. Look beyond the stars and look to see the company’s response.  

If you would like to learn more about DNA Digital Marketing we would be happy to have a conversation with you.  Click here 

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Websites, Lawsuits & ADA Compliance

In Digital marketing, Inbound Content Marketing by Julio Ahumada

You may have heard in the news recently that some law firms and individuals are filing lawsuits against companies who they believe are in violation of the Americans with disabilities act of 1990 – ADA compliance. More specifically against companies whose websites may not be complaint. The ADA in case you don’t know is a civil rights law that prohibits discrimination against individuals with disabilities in all areas of public life, including jobs, schools, transportation, and all public and private places that are open to the public. Websites are increasingly being considered as public accommodations under Title III of the ADA. Wondering how this affects your company’s website or mobile app? 

So what exactly does your website have to be in order to be in ADA Compliance? It is a long list and you can find the latest best practice at the World Wide Web Consortium’s website at . In a nutshell the document (it is kinda of long) describes the obvious things you would expect from a good web developer. Bake in the meta descriptions of a photo in the Alt text let’s say.  Or provide closed captioning for any video. Simple enough, some places it gets a little trickier, in the case of buttons and their functions. If you have a button that is for submitting a form. The button should say that in it’s alt text, for example: this button is to submit form “XYZ”. You see many visually impaired individuals use text readers and other devices that read the guts of the website to know what’s going on. Since they have difficulty seeing or can’t see at all, the alt text description, is critical for them to interact with your content. Plus, it makes good SEO sense to put in a little more effort. 

Another aspect of Title III of the ADA is something we at DNA have been doing as a natural outcrop of our esthetic, but genuinely didn’t know until recently that it was compliant. It is having the proper contrast in your color palate when designing. I know you’re probably thinking – “how does is that a thing?”. Think of the people who are fully or partially color blind (it’s a spectrum like everything else). Depending on the color palate your designer picks out, to a colorblind person there may not be enough contrast between the two – essentially looking really similar to each other on the greyscale. DNA Digital Marketing tends to be naturally compliant in creating simple high contrast color palettes. We know that psychologically speaking, the web viewer reacts more positively towards them while ADA compliance is top of mind. 

Most website designers do not follow technical SEO best practices let alone creating websites that are ADA compliant. 

One thing we at DNA can not stress enough is the importance of being compliant with the ADA.

It’s not only the law and the right thing to do, but it will actually help your website in its search engine optimization or SEO. Websites that are compliant do better in overall search because of all the searchable information in pictures, audio and video that are baked into the site from scratch.

ADA is a civil rights law. If anyone of us have our civil rights violated, we all suffer that violation. We DNA Digital Marketing pride ourselves of building our client’s websites in just that way. If you are curious or worried that your website is not compliant click the button below. 

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Voice Search – What Every Website Owner Needs To Know

In Digital marketing, Search Engine Optimization, SEO Search Engine Optimization, Voice Search by Julio Ahumada

There is no doubt that the technology and the ways people use and access the Internet is nothing like it used to be even a few short years ago. 

According to recent research conducted by Pew Research, 96% of Americans own a cell phone, with roughly 81% owning a Smartphone. In comparison, a mere 35% of Americans owned a Smartphone in 2011, when Pew first began gathering data on Smartphone ownership.

People have easily adapted to using voice for voice-assisted tasks, including conducting internet searches, once their smartphones were equipped with microphones, speakers, maps, apps, and internet access.

And the introduction of Smart Speakers and other voice-activated technology, including Amazon Echo, Google Home, and Apple HomePod also helped establish the switch to voice search for many consumers.

How Fast Is Voice Search Growing?

The short answer to this question is “quickly.”

According to reports at ComScore, nearly 50% of all searches are conducted by voice already. Smartphones and Smart Speakers serve as people’s faithful virtual assistants, answering questions, and even giving reminders.

Many users place their smart speakers in highly accessible places in their homes. It isn’t uncommon to find smart devices in living rooms, kitchens, bedrooms, and other areas of the house where having a voice assistant nearby make sense. (In times when a Smart Speaker isn’t available, a Smartphone can pick up the slack to answer questions or uncover information.)

Gartner Group forecasts that by 2020, 30% of all Internet searches won’t be conducted while in front of a screen.

How Is Voice Search Changing Web Search Dynamics?

Voice search up-ends the way search results are returned. There is only one result, which ideally would be the best answer for the question being asked. When there are thousands of possible best results to choose from in every category and niche, it creates a highly competitive environment to win over these vaunted results.

How Does Voice Search Impact Web Design And SEO?

There is a considerable difference in the way people search when using voice and traditional online searches. Searches done by voice tend to be more conversational and include more words. On the contrary, queries that are typed tend to be much shorter, containing only a couple of words.

Nearly 22% of voice search seeks local content.

It’s essential to concentrate on using optimization tactics to achieve higher status and recognition as a trusted provider in whatever product or service you’re providing to the public.

These tactics could include using common phrases and words people would use to describe or find you. Zipcodes, city or neighborhood names all help to pinpoint and direct clients and customers to your door.

Essential search engine optimization approaches – using intelligent title tags, detailed meta descriptions, and smart internal linking with formatted anchor text – remain a best practice. SEO offers the best opportunity for ranking in mobile search, voice-assisted search, and traditional search.

Have More Questions About Optimizing Your Site For Voice Search?

Our team would love to help! Contact us to find out more.

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Local SEO or Global SEO?

In Digital marketing, SEO Search Engine Optimization by Julio Ahumada

You Need Both

You’ve just started a business so attracting visitors to your website and storefront is vital.  Or your organization is well-established and you’ve always relied on local customers who know who you are, where you are, and what you do.  

Are you missing out if your website stinks?

In order for potential customers to find you online and to attract traffic to your website, you must incorporate SEO or Search Engine Optimization into your website.

What’s that?

Essentially, SEO is a digital marketing strategy that increases your online visibility. SEO is the strategic use of keywords, content and technology to increase a website’s rank in search engine results – preferably into one of the top three-to-five spots. The higher your ranking, the more visitors you’re likely to get.

There are two types of SEO that your business needs to utilize. Local and National/Global SEO.


Asian couple in front of their store
Be sure your business shows up on Google maps by setting up your “Google My Business” page.

If your business has a physical storefront in a specific location, or if you provide services that are ‘consumed’ locally (plumber, daycare, retail)  it is necessary to implement local SEO. This helps put your business on the top of search pages of specific locations and drives local business. According to a Reviewtrackers study, 35% of all search traffic is local and if you aren’t doing local SEO, you are leaving this 35% of traffic for your competition.

  • The first thing to do when trying to attract a local audience is set up your “Google My Business” page. It is free; it establishes your presence in the community; and puts your business on Google maps for everyone to see.
mobile phone showing apps, website optimized for mobile devices
  • The next thing to do is optimize your site for mobile devices. People are on their phones doing research for what they want. They using their phones to search for things near them while out and about. If you make your website quicker, make it easy to read, and don’t crowd the page with extraneous or irrelevant information, you will attract more mobile traffic. This is an audience you want because, according to a study done by Acquisio, 75% of local searches produce offline visits within the day.
  • The last thing you need to do is make sure that you make sure your business name, address, and phone number (NAP) are listed, and listed correctly and identically, across multiple local directories. These directories include Yelp, Yellowpages, and Foursquare. This will give your brand more recognition.


While having local SEO is necessary, it is also essential to have brand awareness on a much broader – national or global –  level. Making it easier for search engines to determine what your website is all about can make a huge difference in your rank.

You can do this two different ways, onsite/onpage and offsite/off-page.

Onsite SEO is when you are optimizing your own website’s content and functionality. A good way to do this is to implement keywords into your website. Do research on what keywords what will attract the most traffic for your industry. A way you can do this is by finding what your competition is getting a lot of traffic from and try to beat them at their own game. You can also see what keywords are used for your industry. Be sure to rank high in keywords that have good potential to bring traffic. If you are the number one website for a keyword that doesn’t get any traffic, it will mean nothing.

It is also important to look at the technicalities of the website. Making your website easier to navigate will likely help lengthen visits on your site. A solid site design using best SEO practices will inform search engines what your most relevant information is. With a well-designed website, you can attract more customers and give them a positive experience that they may recommend to others.

Review, increase rating, performance and classification concept. man draws five green stars to increase rating of his company, blank background.
Reviews on sites like Yelp and Google can help improve and enhance the reputation of your business.

Offsite SEO (also known as “off-page” SEO) is the way you can gain recognition for your business off of your website, but still on the internet. This involves driving organic traffic to your site. It could mean increasing inbound links (links from other sites to your site), building social media influence, and increasing site credibility.  It can also include reviews on Yelp and Google. Your aim here is to improve and enhance the reputation of your business. A creative and innovative social promotion (on Facebook or other social media platforms) can also engage many potential customers, as friends and colleagues will want to share it with their friends and colleagues.


mobile phone showing Google search

By following Google’s guidelines to implementing thorough local and national search engine optimization, you can put yourself on the top rankings of search engines. This will help you reach more people and gain more traffic for your business and website. Go ahead and start optimizing!

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Why Digital Marketing is Important

In Digital marketing, Inbound Content Marketing, Marketing Automation by Julio Ahumada

Unless you have been “off the grid” for the past twenty years, you have heard something about digital marketing. Since the late 1990’s the buzz about “digital marketing” has only increased. If you’re a business owner, you may have dabbled in it. Perhaps you email your customers. You most likely have a website. Maybe you have a Facebook page, and some Instagram followers. You might even tweet now and then. But do you have a plan? Does it all come together? Is it a cohesive? If you don’t have a clear vision of the path you should take, the people you want to attract and where you want to end up, you could easily be swallowed up by the digital jungle.

Dave Chaffey says that it’s “achieving marketing objectives through applying digital technologies and media” but I say it’s “attempting to achieve marketing objectives through applying digital technologies and media.”

If you’ve done your due diligence, then yes, it is “achieving marketing objectives… blah, blah, blah.” If you haven’t done the research and haven’t been a digital explorer, you could be throwing your time and money into a digital hole.

If it’s so complicated, why do it? First of all, it doesn’t have to be complicated, but it can get that way – FAST! But that’s a topic for another time. As far as why do it? Well, humans are becoming more and more “digitally attached.” Statista projects that the number of smartphone owners will be at 2.87 billion by 2020. That’s next year! (The number of mobile phone users is expected to pass the 5 billion mark by 2019! That’s THIS year!)

According to Walker Sands’ 2017 Future of Retail survey, which polled over 1,600 consumers, 78% of Americans now own smartphones. And smartphone owners do practically everything on their phones – shop, watch videos and TV and movies, take pictures, play games, listen to music, exercise, research, bills, banking, navigate, and that’s just the beginning. With the “Internet of Things,” we’re even more attached to our devices in order to program appliances and see who’s at the door.
So, depending on who you are and what you’re selling or providing, chances are you’re going to want to connect with at least SOME of the 78%. Their smartphone or other electronic device is a great way to do that, considering the amount of time they spend on those devices! It’s likely one of the ONLY ways to reach them. Print advertising, TV, radio, billboards – none of these are what they once were. Yes, they may have their place but digital is where the people are, or at least 78% of them! According to some studies, over 90% of adults in the US always have their electronic device within reach. Always. Best to figure out how to reach them.

DNA digital marketing knows how to market, digitally! We can help you navigate the digital jungle.

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What is SEO?

In Digital marketing, Inbound Content Marketing by Julio Ahumada

SEO, search engine optimization, lead generation, sales

SEO (search engine optimization) is system of organizing and categorizing, coding and presenting your “data” (website, links, metadata, and more) in order to rank higher in search engine results. Good SEO can help visitors find you more quickly and easily, boost your credibility, and put you ahead of the competition. For example, even if two websites appear nearly identical, the SEO optimization that lies underneath can make a huge difference in where they rank.

Although it seems like it should be straight forward – after all it’s a system –  SEO is a bit of a moving target. The complex algorithms on which Google bases its results on are not static or even fully divulged. So you’ll want to follow the suggestions and guidelines, and you’ll want to keep up on changes to those suggestions and guidelines.

“Do I really need to bother with all that? You know, the learning and then more learning?” you may ask. Well, considering that nearly 60% of all traffic on the web starts with a Google search, yes. Yes, you do. The internet is only growing, more every minute. That means more data is out there to be sifted through (or “crawled” as Google calls it). If your data isn’t easy to crawl, and doesn’t adhere to the Almighty Google’s “suggestions,” you can pretty much say goodbye to Page One.

And you want to be on Page One, not just because no one goes any further than that, but for a number of other reasons. Being front and center on Google’s ranking means credibility, increased visibility and branding, and more traffic of a higher quality. Solid SEO means those who make their way to your site are there on purpose.

And while SEO continues to change shape slightly and make modifications, there is absolutely no evidence that it is going anywhere anytime soon. So invest in it. If you’re not on Page One, do what it takes to get there. If you already have the SEO chops that put you on Page One, make sure you’re keeping current with SEO. It’s here to stay.

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