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CR: SEO is really just not understood by most people, there's no magic, witchcraft or tricks that sends you to the top of the search rankings to make you rich. SEO is a complex marketing channel that requires ongoing work over a considerable period of time in order to increase rankings (for the right terms), increase organic traffic, and ultimately achieve conversions that make your business money. BN: Isn't it just about getting the right keywords? CR: No. This is akin to saying having a fast car is really about having 4 wheels. Yes, you need to target the right keywords but there are over 200 factors in Google’s algorithm combined with an AI processing engine that no one completely understands (including Google). SEO results are determined by a combination of on-page SEO factors, off-page SEO factors, and technical SEO factors. We are also managing Google’s constantly changing algorithm as well as a constantly changing competitive landscape. CR: If your SEO is working you should see KPIs consistently increase over time (assuming you have properly set up tracking within analytics).
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