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7 Steps to Grow Your Traffic & Sales

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7 Steps to Grow Your Traffic & Sales

Content marketing has become one of the best (and most cost-effective) ways to get traffic to a website. When done right, the traffic keeps coming long after you stop actively promoting it.

If you own an e-commerce website and want to learn how to utilize blogging to grow your brand and increase your sales, this is the guide for you.

I’ve personally grown blogs to over 250,000 monthly visitors, and I’ve worked with dozens of clients in the e-commerce space to help them do the same. Here’s an overview of my seven-step process to starting and growing an e-commerce blog. 

But first…

Why start a blog on your e-commerce site?

Creating a blog has a whole host of benefits for e-commerce websites:

  • It can help you move visitors along your marketing funnel so they eventually buy.
  • You’re able to rank highly for keywords on Google that your product pages could never rank for but that are still important for building brand awareness and finding customers.
  • It can help you grow your email list.
  • You’re able to continue to get traffic without constantly spending money on ads.
  • It provides many opportunities to link to your product and category pages to help them rank better on the SERPs.

If you don’t know what some of these things mean, don’t worry—I’ll explain them along the way. But for now, let’s take a look at some e-commerce blogs that are working well right now so you can see the end goal.

Examples of successful e-commerce blogs

Three of my favorite examples of e-commerce websites using blogging are:

  1. Solo Stove
  2. Flatspot
  3. v-dog

Solo Stove comes in at the top of my list due to its excellent use of videos, photos, and helpful information on the blog. It also does search engine optimization (SEO) really well, bringing in an estimated 329,000 monthly visits from Google (data from Ahrefs’ Site Explorer).

Overview of Solo Stove, via Ahrefs' Site Explorer

In fact, it’s grown its brand to such a level of popularity that it even created search demand for keywords that include its brand name in them, then created blog posts to rank for those keywords:

Ahrefs' keyword report for Solo Stove

But that’s not all it did. Its blog posts also rank for other keywords in its marketing funnel, such as how to have a mosquito-free backyard or how to change your fire pit’s colors.

E-commerce blogging keyword examples

Then on its blog posts, it uses pictures of its fire pit:

Solo Stove blog post example

Ranking for these keywords does two things:

  1. It introduces Solo Stove’s brand to people who may eventually purchase a fire pit from it.
  2. It gives the brand the opportunity to promote its products to an audience who may not have even known it existed, such as the “mosquito free backyard” keyword.

Moving on, skater brand Flatspot also does blogging well, with a cool ~80,000 monthly visitors to its blog just from search engines.

Overview of Flatspot, via Ahrefs' Site Explorer

One of its tactics is to piggie-back on the popularity of new shoe releases from major brands like Nike, then use that traffic to get readers to buy the shoes directly from it:

Flatspot promoting Nike SB shoes in blog post

Finally, let’s look at v-dog—a plant-powered kibble manufacturer that gets ~8,000 visits per month.

Overview of v-dog, via Ahrefs' Site Explorer

My favorite post it’s done is its guide to making wet dog food at home, which ranks for the featured snippet for “how to make wet dog food”:

Google search results for "how to make wet dog food"

This guide directly promotes v-dog’s product to make wet dog food. So people who search the query will be introduced to its brand and potentially buy its product to make their own wet dog food at home.

And there you have it—three examples of blogging for e-commerce that’s working right now. With that, let’s talk about how you can start your own blog.

Seven steps to start and grow an e-commerce blog

In my 10+ years as a professional SEO and freelance writer, I’ve worked with over a dozen e-commerce stores to help them grow their website traffic. I’ve also run several of my own e-commerce websites.

In that time, I’ve distilled what works into an easy-to-follow seven-step process:

1. Do some keyword research

I never start a blog without first doing keyword research. Not only does this make coming up with blog topic ideas much easier, but it also ensures that every blog post you write has a chance to show up in Google search results and bring you free, recurring traffic.

While we wrote a complete guide to keyword research, here’s a quick and dirty strategy for finding keywords fast:

First, find a competitor who has a blog. Let’s say you’re selling dog food just like v-dog—if I search for “dog food” on Google, I can see some of my competition:

Google search results for "dog food"

At this point, I look for relevant competitors. For example, Chewy and American Kennel Club are good competitors for research. But I’ll skip sites like Amazon and Walmart, as they are just too broad to get relevant data from.

Next, plug the competitor’s URL into Ahrefs’ Site Explorer and click on the Organic keywords report to see the keywords its website ranks for on Google:

Organic keywords report for chewy.com

In this example, it has over 700,000 keywords. That’s way too many to sort through. Let’s add some filters to make things easier:

  • First, set the KD (Keyword Difficulty) score to a maximum of 30 to find easier-to-rank-for keywords.
  • Then we can exclude brand name keywords using the “Keywords” dropdown, set it to “Doesn’t contain,” and type in the brand name.
  • If the website has /blog/ in its blog post URLs, you can also set a filter in the “URL” dropdown to “Contains” and type “blog” in the text field. In Chewy’s case, it doesn’t do that, but it does use a subdomain for its blog, which we can search specifically.

When you’re done, it should look like this:

Ahrefs keyword filters

In the case of chewy.com, this only shaved it down to 619,000 keywords. That’s still a lot—let’s filter it down further. We can apply the following:

  • Minimum monthly search volume of 100
  • Only keywords in positions #1–10
  • Only show keywords containing “dog,” since my example website only sells dog food, not all animal food

Here’s what it looks like with these new filters applied:

Filtering down Ahrefs' Organic keywords report

Now I can find some more related keywords like “what to feed a dog with diarrhea” or “can dogs eat cheese.”

Data for keyword "what to feed a dog with diarrhea"

In addition to picking interesting keywords, you can also get an idea of how to become a topical authority on the topic of dog food by searching “dog food” in Ahrefs’ Keywords Explorer.

Overview for "dog food," via Ahrefs' Keywords Explorer

This keyword is extremely difficult to rank on page #1 for. However, if we go to the Related terms report and set the KD to a max of 30, we can see keyword ideas that are still relevant but may be easier to rank high in the search results.

List of keywords related to dog food

Go through and click the gray + sign next to any keywords you may want to target to add them to your list of potential article ideas. 

2. Create templates for future blog posts

One of the first things I do when I create a new blog is to establish a repeatable template that I use for every post. Typically, it looks something like this:

Blog post template example

It has breadcrumb navigation to help with SEO and navigation, the article title and the date it was last updated, then a short intro with an image on the right to make the lines shorter (and easier to skim). Finally, I include a clickable table of contents to help with navigation, then get into the article.

Within the article itself, I will use headers (H2s) and subheaders (H3s) to make my content easier to skim and to help Google understand what each section is about.

You can make templates for every kind of post you plan on creating—such as list posts, ultimate guides, tutorials, etc.—and reuse them for every post you ever create. It’s a huge time-saver.

While you’re at it, you should also create a standard operating procedure (SOP) that you go through for every article. This could include writing guidelines, what to do with images, formatting, tone, etc.

3. Outline your article

I never dive into writing an article without outlining it first. An outline ensures the article is well structured and planned before you start writing, and it bakes SEO right into your writing process. It’s another big time-saver.

Typically, you want this outline to include:

  • Potential title or titles of the article
  • Target keyword
  • Brief description of the article angle
  • Links to competing articles on Google for research
  • Headers and subheaders, with brief descriptions of the section as needed

Here’s a look at part of an example outline I’ll either send to my writers or write myself:

Content outline example

I wrote a guide to outlining content, which you can follow here for the full step-by-step process.

4. Write, optimize, and publish your post

Next up, it’s time to write your article. As you write more articles, you’ll find what works for you—but you may find it easier to fill in the sections then go back and write the intro once the article is finished.

Here are a few writing tips to help you become a better writer:

  • Ditch the fluff – If a word isn’t needed to bring a point across, cut it.
  • Keep your paragraphs short – Two to three lines per paragraph is plenty, especially for mobile readers where the screen width is shorter.
  • Use active voice over passive voiceHere is a guide for that.
  • Make your content easy to skim – Include photos and videos and make use of headers and bulleted lists to share key points.

Once you’ve written your article, do some basic on-page SEO to help it rank higher in search results:

  • Ensure your article has one H1 tag – The title of the article.
  • Have an SEO-friendly URL – Include the keyword you’re targeting, but keep it short and easy to read.
  • Link to other pages on your site using proper anchor textHere’s a guide for that.
  • Ensure your images have alt text – This is the text Google uses to read what the image is about, as well as what is shown to readers if the image can’t render.

Finally, publish your post and give yourself a pat on the back.

5. Add product promotions, email opt-ins, and internal links

Before you promote your content, there are a few things you can do to squeeze more ROI from it—namely, you should add a way for people to either push them through the funnel toward purchasing a product or subscribe to your email list. I’ll give an example of each.

First, Solo Stove wrote an article titled “Ambiance Is A Girl’s Best Friend,” where it promotes its tiny Solo Stove Mesa as a way of improving a space’s ambiance: 

How to promote your products in a blog post

Beyond directly promoting your products in the articles, you can also add email opt-ins that give people a percentage off their orders. You may lose a little money on the initial order. But once you get someone’s email address, you can promote to them again and get multiple orders from them.

For example, Primary sells kids’ clothing and uses this email pop-up to promote money off its products after you spend a certain amount of time on its website:

Email opt-in pop-up offering a discount on first order

Just make sure your discount code only works once per unique IP address. You can learn more about how to do that here if you use Shopify.

Finally, when you publish an article, you should make it a point to add internal links to your new article from older articles. 

This won’t be as important for your first few because you won’t have a ton of articles. But as your blog grows, it’s an important part of the process to ensure your readers (and Google) can still find your articles and that they aren’t buried deep on your site.

Refer to our guide to internal linking to learn more about this step.

6. Promote your content

At this point, your content is live and optimized for both conversions and search engines. Now it’s time to get some eyeballs on it.

We have an entire guide to content promotion you should read, but here are some highlights:

  • Share the article on all of your social media channels
  • Send the article to your email list if you have one
  • Share your content in relevant communities (such as relevant Reddit forums)
  • Consider running paid ads to your article

There’s a lot more you can do to promote a piece, including reaching out to other blog owners. But I won’t cover all of that here.

The other important piece of promoting your content is getting other website owners to link to your new articles. This is called link building, and it’s a crucial part of SEO.

There are many ways to build links. Some of the most popular include:

Link building is an entire subject on its own. If you’re serious about blogging and getting search traffic, it’s a crucial skill to learn.

7. Scale your efforts

The final step in blogging for e-commerce is scaling up your efforts by creating repeatable processes for each step and hiring people to do the tasks you yourself don’t need to be doing.

You can hire freelance writers, outreach specialists, editors, and more. You can put together a full SEO team for your business.

If you’re not in a place to start hiring, there are still things you can do to squeeze more output from your time, such as creating the SOPs I mentioned earlier.

Final thoughts

Blogging is one of the best ways to increase your e-commerce store’s traffic and sales. It costs less than traditional paid advertising and can continue to provide a return long after a post has been published.

This guide will hopefully help you start your e-commerce blog and publish your first post. But remember that success with blogging doesn’t happen overnight. In fact, it takes three to six months on average to see any results from your SEO efforts. Keep learning and be patient.

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Google Documents Leaked & SEOs Are Making Some Wild Assumptions

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Google Documents Leaked & SEOs Are Making Some Wild Assumptions

You’ve probably heard about the recent Google documents leak. It’s on every major site and all over social media.

Where did the docs come from?

My understanding is that a bot called yoshi-code-bot leaked docs related to the Content API Warehouse on Github on March 13th, 2024. It may have appeared earlier in some other repos, but this is the one that was first discovered.

They were discovered by an anonymous ex-Googler who shared the info with Erfan Azimi who shared it with Rand Fishkin who shared it with Mike King. The docs were removed on May 7th.

I appreciate all involved for sharing their findings with the community.

Google’s response

There was some debate if the documents were real or not, but they mention a lot of internal systems and link to internal documentation and it definitely appears to be real.

A Google spokesperson released the following statement to Search Engine Land:

We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information. We’ve shared extensive information about how Search works and the types of factors that our systems weigh, while also working to protect the integrity of our results from manipulation.

SEOs interpret things based on their own experiences and bias

Many SEOs are saying that the ranking factors leaked. I haven’t seen any code or weights, just what appear to be descriptions and storage info. Unless one of the descriptions says the item is used for ranking, I think it’s dangerous for SEOs that all of these are used in ranking.

Having some features or information stored does not mean they’re used in ranking. For our search engine, Yep.com, we have all kinds of things stored that might be used for crawling, indexing, ranking, personalization, testing, or feedback. We even have things stored that we aren’t doing things with yet.

What is more likely is that SEOs are making assumptions that favor their own opinions and biases.

It’s the same for me. I may not have full context or knowledge and may have inherent biases that influence my interpretation, but I try to be as fair as I can be. If I’m wrong, it means that I will learn something new and that’s a good thing! SEOs can, and do, interpret things differently.

Gael Breton said it well:

I’ve been around long enough to see many SEO myths created over the years and I can point you to who started many of them and what they misunderstood. We’ll likely see a lot of new myths from this leak that we’ll be dealing with for the next decade or longer.

Let’s look at a few things that in my opinion are being misinterpreted or where conclusions are being drawn where they shouldn’t be.

SiteAuthority

As much as I want to be able to say Google has a Site Authority score that they use for ranking that’s like DR, that part specifically is about compressed quality metrics and talks about quality.

I believe DR is more an effect that happens as you have a lot of pages with strong PageRank, not that it’s necessarily something Google uses. Lots of pages with higher PageRank that internally link to each other means you’re more likely to create stronger pages.

  • Do I believe that PageRank could be part of what Google calls quality? Yes.
  • Do I think that’s all of it? No.
  • Could Site Authority be something similar to DR? Maybe. It fits in the bigger picture.
  • Can I prove that or even that it’s used in rankings? No, not from this.

From some of the Google testimony to the US Department of Justice, we found out that quality is often measured with an Information Satisfaction (IS) score from the raters. This isn’t directly used in rankings, but is used for feedback, testing, and fine-tuning models.

We know the quality raters have the concept of E-E-A-T, but again that’s not exactly what Google uses. They use signals that align to E-E-A-T.

Some of the E-E-A-T signals that Google has mentioned are:

  • PageRank
  • Mentions on authoritative sites
  • Site queries. This could be “site:http://ahrefs.com E-E-A-T” or searches like “ahrefs E-E-A-T”

So could some kind of PageRank scores extrapolated to the domain level and called Site Authority be used by Google and be part of what makes up the quality signals? I’d say it’s plausible, but this leak doesn’t prove it.

I can recall 3 patents from Google I’ve seen about quality scores. One of them aligns with the signals above for site queries.

I should point out that just because something is patented, doesn’t mean it is used. The patent around site queries was written in part by Navneet Panda. Want to guess who the Panda algorithm that related to quality was named after? I’d say there’s a good chance this is being used.

The others were around n-gram usage and seemed to be to calculate a quality score for a new website and another mentioned time on site.

Sandbox

I think this has been misinterpreted as well. The document has a field called hostAge and refers to a sandbox, but it specifically says it’s used “to sandbox fresh spam in serving time.”

To me, that doesn’t confirm the existence of a sandbox in the way that SEOs see it where new sites can’t rank. To me, it reads like a spam protection measure.

Clicks

Are clicks used in rankings? Well, yes, and no.

We know Google uses clicks for things like personalization, timely events, testing, feedback, etc. We know they have models upon models trained on the click data including navBoost. But is that directly accessing the click data and being used in rankings? Nothing I saw confirms that.

The problem is SEOs are interpreting this as CTR is a ranking factor. Navboost is made to predict which pages and features will be clicked. It’s also used to cut down on the number of returned results which we learned from the DOJ trial.

As far as I know, there is nothing to confirm that it takes into account the click data of individual pages to re-order the results or that if you get more people to click on your individual results, that your rankings would go up.

That should be easy enough to prove if it was the case. It’s been tried many times. I tried it years ago using the Tor network. My friend Russ Jones (may he rest in peace) tried using residential proxies.

I’ve never seen a successful version of this and people have been buying and trading clicks on various sites for years. I’m not trying to discourage you or anything. Test it yourself, and if it works, publish the study.

Rand Fishkin’s tests for searching and clicking a result at conferences years ago showed that Google used click data for trending events, and they would boost whatever result was being clicked. After the experiments, the results went right back to normal. It’s not the same as using them for the normal rankings.

Authors

We know Google matches authors with entities in the knowledge graph and that they use them in Google news.

There seems to be a decent amount of author info in these documents, but nothing about them confirms that they’re used in rankings as some SEOs are speculating.

Was Google lying to us?

What I do disagree with whole-heartedly is SEOs being angry with the Google Search Advocates and calling them liars. They’re nice people who are just doing their job.

If they told us something wrong, it’s likely because they don’t know, they were misinformed, or they’ve been instructed to obfuscate something to prevent abuse. They don’t deserve the hate that the SEO community is giving them right now. We’re lucky that they share information with us at all.

If you think something they said is wrong, go and run a test to prove it. Or if there’s a test you want me to run, let me know. Just being mentioned in the docs is not proof that a thing is used in rankings.

Final Thoughts

While I may agree or I may disagree with the interpretations of other SEOs, I respect all who are willing to share their analysis. It’s not easy to put yourself or your thoughts out there for public scrutiny.

I also want to reiterate that unless these fields specifically say they are used in rankings, that the information could just as easily be used for something else. We definitely don’t need any posts about Google’s 14,000 ranking factors.

If you want my thoughts on a particular thing, message me on X or LinkedIn.



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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