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Differences & How to Use Them

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Differences & How to Use Them

The main difference between push and pull marketing is that push marketing focuses on pushing a product to customers, whereas pull marketing focuses on getting customers to come to you.

In this guide, you’ll learn some examples of push and pull marketing, which is more effective, and how you can combine both strategies together for your business.

What is pull marketing?

Pull marketing is a marketing strategy that focuses on getting your target customers to discover your brand, products, and services.

Pull marketing tactics

Here are three examples of pull marketing tactics.

1. Search engine optimization (SEO)

Customers turn to Google whenever they’re looking for an answer to a question or solution to a problem. Along the way, while searching, they discover many brands, products, and services.

If you want your brand to appear for these queries, you’ll have to do SEO. SEO is the practice of optimizing your website and its webpages to rank higher on search engines.

Broadly speaking, SEO involves:

  1. Discovering the words and phrases your customers use to 1) describe the problems your product solves and 2) find your brand or products similar to your brand.
  2. Optimizing your website and its webpages to stand a higher chance of ranking for these keywords.
  3. Getting people to link to your pages, either building them or earning them organically.

If you want to learn more about SEO, I highly recommend watching this course in its entirety.

2. Word of mouth

Customers who like your product will tell their friends and family about it. And research from Nielsen shows that 83% of people trust recommendations from their friends and family.

Getting more positive word of mouth is mostly out of your control. However, you can attempt to influence or encourage your customers to tell their friends about you.

This means creating a great product, building a likable and well-respected brand, and regularly engaging with your customers.

Recommended reading: Word-of-Mouth Marketing: A Simple Tried & Tested Guide

3. Social media

While paid advertising on social media is considered push marketing, the organic side is pull marketing. That means:

  • Creating fun, engaging, and helpful content.
  • Building a following.
  • Interacting with your audience.

Recommended reading: What Is Social Media Marketing? 

What is push marketing?

Push marketing is a marketing strategy that focuses on placing your products or services in front of your target customers.

Push marketing tactics

Here are three examples of push marketing tactics.

1. Cold emailing

Cold emailing means sending an email to someone with whom you have no previous relationship to get something from them. This can be promoting a new product, acquiring links, and more.

This is typically done by building up a list of prospects, finding their emails, and then reaching out to them.

2. Direct mail

The offline, traditional version of cold outreach. Instead of an email, marketers send physical mails to actual homes in order to introduce a new product or offering.

While a simple mail can be used, other variations like lumpy mails (i.e., mails that are not flat) and mails with actual money have also been sent to capture attention and prevent the mail from being thrown into the wastepaper basket.

3. Advertising

Whether it’s a physical billboard or an advertisement on Facebook, ads are considered push marketing because they “interrupt” you to show you a product or service.

Nobody goes around looking for ads; ads are usually shown when someone is in the midst of doing something.

Pull vs. push marketing: Which is more effective?

Neither push nor pull marketing is more effective than the other. Both are legitimate marketing strategies.

Which one you use depends on your customer profile, your goals, and the business stage you’re at.

Here are three scenarios to guide you in the right direction:

Scenario 1. You’re launching a new product/startup

In this scenario, no one knows who you are. You have no brand, no customers, and no base of content. Therefore, at this stage, you likely have to do things that don’t scale. You have to go out there and get customers.

Typically, these involve push marketing tactics such as cold emailing other businesses (Intercom, Birchbox), attending events (Pinterest), going door to door (Airbnb, Alibaba Group), and even flyers (Groupon).

This isn’t to say that pull marketing won’t work for a business at this stage. But it does take time for a company to build its brand, its content, and rank high on Google for queries that matter.

Ideally, you should be executing both strategies at the same time—acquiring your first customers and also building your brand for the future.

In fact, research shows that most companies will achieve the greatest marketing effectiveness if they invest around 60% into brand-building and 40% into sales-boosting campaigns:

Line graph showing effects of short- and long-term focused promotion. Line for long-term generally goes up over time. Line for short-term goes up and down repeatedly over time

Scenario 2. You’re promoting a one-time offer/short-term campaign

Pull marketing tactics take time. The campaign may be over even before its effect kicks in.

In such a scenario, you may want to consider using push marketing tactics like ads or influencer marketing.

Scenario 3. You’re building for the long term

Pull marketing tactics tend to compound over time. Take SEO, for example. For as long as your articles rank on Google, you’ll receive consistent, passive, and organic search traffic.

Line chart showing spike in traffic followed by passive search traffic

The reason is most pull marketing tactics work like a flywheel. In the beginning, you won’t see any huge effects as the flywheel is getting “pushed.” But as you go along, it becomes much easier to get results.

Here’s an illustration of how word of mouth works like a flywheel:

Flywheel cycle: Attract fans, optimize funnel & reward loyal fans, launch media campaigns, build press relationships and get coverage, boost coverage

Comparatively, if you’re using a push marketing tactic, e.g., advertising, traffic stops the moment you turn it off.

Thanks to the compounding effect, pull marketing tactics are often cheaper in the long run. For example, our website gets an estimated 1.2 million search visits per month.

Site Explorer overview of Ahrefs

If we had to acquire this traffic via Google Ads, it would cost us $1.3 million per month. Considering that our content marketing team isn’t paid $1.3 million in salaries, it’s reasonable to say pull marketing tactics are cheaper and a better long-term investment. 

Pull and push marketing: combining them together

The best businesses use both pull and push marketing to complement each other. After all, if both strategies work, why wouldn’t you want to do both?

Here are some ways you can combine both pull and push marketing together:

1. Generate leads with pull marketing and close them with push marketing

This is a strategy used by many companies like HubSpot. The idea is simple:

  1. Create content that ranks high on search engines for their target queries (pull marketing)
  2. Get these readers to sign up for an email list, usually via an incentive
  3. Later on, sales team will reach out to these prospects via email or phone (push marketing)

For example, HubSpot’s post on writing an effective email gets around 28,000 search visits per month and ranks for over 1,700 organic keywords:

Site Explorer overview of HubSpot's article

When someone discovers the article and begins reading it, HubSpot encourages them to sign up for its email list via a “content upgrade”:

Excerpt of article showing CTA to sign up for HubSpot's email list via “content upgrade”

Once the prospect has handed over their email address, HubSpot can now contact them via its sales team.

Of course, its sales team doesn’t reach out to everyone. There are just too many people, and not everyone is willing and able to buy. What HubSpot does—and many companies do too—is “score” these leads.

Basically, each prospect is given a score based on the actions they take. So someone who is downloading a beginner’s guide to email marketing is probably relatively new to marketing and is not an ideal prospect to reach out to right now.

Of course, they may be a good prospect in the future if they continue to consume HubSpot’s content and download more and more advanced guides.

Comparatively, someone who opts in for HubSpot’s free marketing dashboard tool is more likely to be a prospect who makes a purchase:

Excerpt of HubSpot's Marketing Analytics & Dashboard Software

Learn more about how to execute this strategy step by step with our guide on inbound marketing.

2. Run social ads to promote your content

Your content is not going to promote itself. You need to help people discover it by, perhaps, putting it right in front of them.

And one of the most reliable ways to do that is to run ads.

That’s why we run ads for most, if not all, of our blog posts. Since we take an average of 10–20 hours to create each piece, it’ll be a waste if no one sees it.

Here’s one of our Facebook ads promoting our post on the best marketing Facebook groups:

Ahrefs' ad on Facebook

If Facebook ads are too competitive for you, remember there are also other ad platforms you can consider. For example, we also promote our content via Quora and Twitter ads:

Excerpt of Quora Ads manager

3. Target your ads to lookalike audiences built from your “pulled” audience

If you’re using tactic #2 and want to reach new people who are likely to be interested in your content, you can consider creating a lookalike audience.

A lookalike audience is one that shares similar characteristics with whichever “source audience” you upload on the ad platform.

Page to set up lookalike audience

Since your “pulled” audience is made up of people who are actively seeking out the type of content you’re creating, they’re perfect as your “source audience.”

4. Send outreach emails to boost awareness of your existing content

Links are an important ranking factor. And one way to get more of them is to build them. This means reaching out to other websites and persuading them to link to you.

To start, you need a list of websites to reach out to. One way to find these websites is to find ones that cover the same topics as you. Here’s how:

  1. Go to Ahrefs’ Content Explorer
  2. Search for a term related to your article
Graph showing trends for "pages over time" in Content Explorer. Below the number of pages found after plugging in search term "home workout"

For example, searching for “home workout” gives us 290,125 pages. But that’s too many pages to look through, so let’s add a few filters to narrow things down:

  • Set Language filter to English (or the language you write in)
  • Set a DR filter to a range of 30–90 (or a range you’re comfortable reaching out to)
  • Set a Website traffic filter to 500+
  • Set a Words filter to 500+
  • Filter explicit results On
  • Check Exclude homepages
  • Check Exclude subdomains
  • Check One page per domain (we don’t need to reach out to each site more than once)
Excerpt of results with filters applied

This brings us down to around 9,000 pages. If you want to narrow the list down even further, play around with the filters.

Once you’ve done so, find the email address of the website owner. Then reach out to them to see if they can link to you.

We have a video that covers the link building process from start to finish, so I recommend watching it:

https://www.youtube.com/watch?v=C5ddo63kHHI

Final thoughts

Neither strategy is better than the other. Depending on the scenario and your goals, one can be more suitable than the other.

But the best businesses don’t discriminate between the two strategies. Instead, they combine the strategies for greater effectiveness.

Did I miss out on anything about pull marketing? Let me know on Twitter.




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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

Keeping your website fast is important for user experience and SEO.

The Core Web Vitals initiative by Google provides a set of metrics to help you understand the performance of your website.

The three Core Web Vitals metrics are:

This post focuses on the recently introduced INP metric and what you can do to improve it.

How Is Interaction To Next Paint Measured?

INP measures how quickly your website responds to user interactions – for example, a click on a button. More specifically, INP measures the time in milliseconds between the user input and when the browser has finished processing the interaction and is ready to display any visual updates on the page.

Your website needs to complete this process in under 200 milliseconds to get a “Good” score. Values over half a second are considered “Poor”. A poor score in a Core Web Vitals metric can negatively impact your search engine rankings.

Google collects INP data from real visitors on your website as part of the Chrome User Experience Report (CrUX). This CrUX data is what ultimately impacts rankings.

Image created by DebugBear, May 2024

How To Identify & Fix Slow INP Times

The factors causing poor Interaction to Next Paint can often be complex and hard to figure out. Follow this step-by-step guide to understand slow interactions on your website and find potential optimizations.

1. How To Identify A Page With Slow INP Times

Different pages on your website will have different Core Web Vitals scores. So you need to identify a slow page and then investigate what’s causing it to be slow.

Using Google Search Console

One easy way to check your INP scores is using the Core Web Vitals section in Google Search Console, which reports data based on the Google CrUX data we’ve discussed before.

By default, page URLs are grouped into URL groups that cover many different pages. Be careful here – not all pages might have the problem that Google is reporting. Instead, click on each URL group to see if URL-specific data is available for some pages and then focus on those.

1716368164 358 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of Google Search Console, May 2024

Using A Real-User Monitoring (RUM) Service

Google won’t report Core Web Vitals data for every page on your website, and it only provides the raw measurements without any details to help you understand and fix the issues. To get that you can use a real-user monitoring tool like DebugBear.

Real-user monitoring works by installing an analytics snippet on your website that measures how fast your website is for your visitors. Once that’s set up you’ll have access to an Interaction to Next Paint dashboard like this:

1716368164 404 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Interaction to Next Paint dashboard, May 2024

You can identify pages you want to optimize in the list, hover over the URL, and click the funnel icon to look at data for that specific page only.

1716368164 975 Optimizing Interaction To Next Paint A Step By Step GuideImage created by DebugBear, May 2024

2. Figure Out What Element Interactions Are Slow

Different visitors on the same page will have different experiences. A lot of that depends on how they interact with the page: if they click on a background image there’s no risk of the page suddenly freezing, but if they click on a button that starts some heavy processing then that’s more likely. And users in that second scenario will experience much higher INP.

To help with that, RUM data provides a breakdown of what page elements users interacted with and how big the interaction delays were.

1716368164 348 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Elements view, May 2024

The screenshot above shows different INP interactions sorted by how frequent these user interactions are. To make optimizations as easy as possible you’ll want to focus on a slow interaction that affects many users.

In DebugBear, you can click on the page element to add it to your filters and continue your investigation.

3. Identify What INP Component Contributes The Most To Slow Interactions

INP delays can be broken down into three different components:

  • Input Delay: Background code that blocks the interaction from being processed.
  • Processing Time: The time spent directly handling the interaction.
  • Presentation Delay: Displaying the visual updates to the screen.

You should focus on which INP component is the biggest contributor to the slow INP time, and ensure you keep that in mind during your investigation.

1716368164 193 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Components, May 2024

In this scenario, Processing Time is the biggest contributor to the slow INP time for the set of pages you’re looking at, but you need to dig deeper to understand why.

High processing time indicates that there is code intercepting the user interaction and running slow performing code. If instead you saw a high input delay, that suggests that there are background tasks blocking the interaction from being processed, for example due to third-party scripts.

4. Check Which Scripts Are Contributing To Slow INP

Sometimes browsers report specific scripts that are contributing to a slow interaction. Your website likely contains both first-party and third-party scripts, both of which can contribute to slow INP times.

A RUM tool like DebugBear can collect and surface this data. The main thing you want to look at is whether you mostly see your own website code or code from third parties.

1716368164 369 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Domain Grouping in DebugBear, May 2024

Tip: When you see a script, or source code function marked as “N/A”, this can indicate that the script comes from a different origin and has additional security restrictions that prevent RUM tools from capturing more detailed information.

This now begins to tell a story: it appears that analytics/third-party scripts are the biggest contributors to the slow INP times.

5. Identify Why Those Scripts Are Running

At this point, you now have a strong suspicion that most of the INP delay, at least on the pages and elements you’re looking at, is due to third-party scripts. But how can you tell whether those are general tracking scripts or if they actually have a role in handling the interaction?

DebugBear offers a breakdown that helps see why the code is running, called the INP Primary Script Invoker breakdown. That’s a bit of a mouthful – multiple different scripts can be involved in slowing down an interaction, and here you just see the biggest contributor. The “Invoker” is just a value that the browser reports about what caused this code to run.

1716368165 263 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Invoker Grouping in DebugBear, May 2024

The following invoker names are examples of page-wide event handlers:

  • onclick
  • onmousedown
  • onpointerup

You can see those a lot in the screenshot above, which tells you that the analytics script is tracking clicks anywhere on the page.

In contrast, if you saw invoker names like these that would indicate event handlers for a specific element on the page:

  • .load_more.onclick
  • #logo.onclick

6. Review Specific Page Views

A lot of the data you’ve seen so far is aggregated. It’s now time to look at the individual INP events, to form a definitive conclusion about what’s causing slow INP in this example.

Real user monitoring tools like DebugBear generally offer a way to review specific user experiences. For example, you can see what browser they used, how big their screen is, and what element led to the slowest interaction.

1716368165 545 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a Page View in DebugBear Real User Monitoring, May 2024

As mentioned before, multiple scripts can contribute to overall slow INP. The INP Scripts section shows you the scripts that were run during the INP interaction:

1716368165 981 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP script breakdown, May 2024

You can review each of these scripts in more detail to understand why they run and what’s causing them to take longer to finish.

7. Use The DevTools Profiler For More Information

Real user monitoring tools have access to a lot of data, but for performance and security reasons they can access nowhere near all the available data. That’s why it’s a good idea to also use Chrome DevTools to measure your page performance.

To debug INP in DevTools you can measure how the browser processes one of the slow interactions you’ve identified before. DevTools then shows you exactly how the browser is spending its time handling the interaction.

1716368165 526 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a performance profile in Chrome DevTools, May 2024

How You Might Resolve This Issue

In this example, you or your development team could resolve this issue by:

  • Working with the third-party script provider to optimize their script.
  • Removing the script if it is not essential to the website, or finding an alternative provider.
  • Adjusting how your own code interacts with the script

How To Investigate High Input Delay

In the previous example most of the INP time was spent running code in response to the interaction. But often the browser is already busy running other code when a user interaction happens. When investigating the INP components you’ll then see a high input delay value.

This can happen for various reasons, for example:

  • The user interacted with the website while it was still loading.
  • A scheduled task is running on the page, for example an ongoing animation.
  • The page is loading and rendering new content.

To understand what’s happening, you can review the invoker name and the INP scripts section of individual user experiences.

1716368165 86 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Component breakdown within DebugBear, May 2024

In this screenshot, you can see that a timer is running code that coincides with the start of a user interaction.

The script can be opened to reveal the exact code that is run:

1716368165 114 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of INP script details in DebugBear, May 2024

The source code shown in the previous screenshot comes from a third-party user tracking script that is running on the page.

At this stage, you and your development team can continue with the INP workflow presented earlier in this article. For example, debugging with browser DevTools or contacting the third-party provider for support.

How To Investigate High Presentation Delay

Presentation delay tends to be more difficult to debug than input delay or processing time. Often it’s caused by browser behavior rather than a specific script. But as before, you still start by identifying a specific page and a specific interaction.

You can see an example interaction with high presentation delay here:

1716368165 665 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the an interaction with high presentation delay, May 2024

You see that this happens when the user enters text into a form field. In this example, many visitors pasted large amounts of text that the browser had to process.

Here the fix was to delay the processing, show a “Waiting…” message to the user, and then complete the processing later on. You can see how the INP score improves from May 3:

1716368165 845 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of an Interaction to Next Paint timeline in DebugBear, May 2024

Get The Data You Need To Improve Interaction To Next Paint

Setting up real user monitoring helps you understand how users experience your website and what you can do to improve it. Try DebugBear now by signing up for a free 14-day trial.

1716368165 494 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Core Web Vitals dashboard, May 2024

Google’s CrUX data is aggregated over a 28-day period, which means that it’ll take a while before you notice a regression. With real-user monitoring you can see the impact of website changes right away and get alerted automatically when there’s a big change.

DebugBear monitors lab data, CrUX data, and real user data. That way you have all the data you need to optimize your Core Web Vitals in one place.

This article has been sponsored by DebugBear, and the views presented herein represent the sponsor’s perspective.

Ready to start optimizing your website? Sign up for DebugBear and get the data you need to deliver great user experiences.


Image Credits

Featured Image: Image by Redesign.co. Used with permission.

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