SEO
From cookie, to beyond CRM and constant consent

The demise of the cookie as we know it may have been given yet another stay of execution by Google, but let there be no doubt: its end is coming. Yet, people are still underprepared: one recent study of 500 CMOs in the UK and US suggests that nearly 50 percent are not well prepared for the days when cookies become a thing of the past.
They are not alone. Repeated delays and a lack of concrete roadmaps for credible scalable long-term alternatives for identification, targeting, reporting and evolving marketing strategies are muddying the waters. However, there are steps which can and should be taken by businesses of all kinds to prepare for the day the cookie is finally removed from the jar. Parking the issue and sleeping on the job could prove more problematic in the long run, as the cookie has been one of the more foundational aspects of performance marketing and digital infrastructure as a whole. Preparing for its absence is a marathon, not a sprint.
It may not be sexy, but a full data compliance, first-party data and activation strategy needs to be a crucial first step. The problem with cookies is their ubiquity. We’ve all become very used to dealing with them; still, they are far from the be all and end all of recognising customers online and especially in these increasingly privacy-conscious days, they have significant limitations. Google’s own VP and GM of ads, Gerry Dischler, put it best: “Cookies and other third party identifiers which some are advocating for within the industry do not meet rising expectations that consumers have when it comes to privacy. They will not stand up to rapidly evolving regulatory restrictions. They simply cannot be trusted in the long term.”
Luckily, businesses have been gifted more breathing space to prepare for this coming paradigm shift both organisationally and technically in how brands and platforms garner consent, remain relevant and foster full-funnel, and long-term, relationships. Make no bones about it, the impact of cookie depreciation will be wide ranging. It will restrict the potential for remarketing, long a staple of online acquisition in an attempt to recapture the attention of those who may have looked at a product or site and slipped through the net. It will also limit resolution with walled gardens, which have become so influential. Brands often cannot envisage a future without liaison with Facebook or LinkedIn platforms to broaden the perspective on customers. Apple are already ahead having taken a product first stance on ad privacy opt-ins – given this path is now beaten, it looks set to be a well-trodden one. This may also trigger a complete overhaul of consent and re-evaluation of remarketing as a strategy, and many should be acting now to overhaul their first party data consent if they re-imagine their propositions in a new, cookie-free future.
The reappraisal of data doesn’t stop there – to fill perceived gaps in knowledge we are looking at a rise again in use of second party data sources and partnerships, and profiling to build a more complete view of the customer. As ad networks’ audiences diminish, the size, scale and accuracy of cross-device tracking will make it harder and less valuable to sequence creative. CRM approaches will become much more valuable as a result, evolving into Experience Relationship Management (ERM) and providing a much richer view of customer behaviour. This will fold CRM-to-ERM strategies much more closely back into digital planning, but also drive yet further focus on consent. This in turn will raise the bar for value exchanges with consumers – basic offerings will no longer suffice, and bolder service exchanges will be needed to match the needs of audiences who are well aware of the value of their time, attention and data. When you need to reaffirm consent frequently, you open regular doors to people jumping ship. The value to stay needs to be significant.
The relationship between brand and publisher will also change – no longer as simple as starting with ‘dropping a cookie’, the onus will be on brands to pass express and clear first party consent on to any intended publisher for enrichment. Data clean rooms and an owned-ID graph will become much more widespread to manage this process alongside dynamically maintained consent practice. We also expect to see further IP masking develop, again following the path beaten by Apple with Mail’s ability to mask tracking pixels, and to mask IP addresses from email senders. All of this combines to make brand trust in data handling and stewardship a fundamental given within the post-cookie world.
All of this may seem like a lot – effectively some of the longstanding fabric of digital marketing practice and internet infrastructure is being unpicked, without clarity on what will replace it. But brands and marketers can take action to prepare for what comes next. Embrace changes of adtech partners, who are also better prepared for the newly cookieless landscape. Rethink consent and the reciprocal value exchanges to consumers. Amplify current data collection, and find an ID resolution partner who suits your purposes. Start to build second party data partnerships, and ultimately, recognise that tough conversations are coming and necessary. The cookie-free future might seem uncertain, scary and unfamiliar, but it is worth remembering it’s roots and the often missed potential. Cookies have always been given credibility without question which for technologists has always been a frustration. The cookieless future should remove the limits they have long set on the market, and instead open up a new, broader and richer future for well-rounded and valuable digital experiences with audiences as a whole.
There are some key actions that we’ve been taking with our savvy clients over the past 12-24 months which turn what can seem like a daunting negative into a consumer focused positive:
- Assess your vendor list to see which partners you already have, and may not be utilising their data clean room functionality e.g. Microsoft, AppsFlyer, Snowflake, AWS and GCP. Don’t be scared off by putting your eggs into one basket – the whole purpose of the clean room is to be a safe platform agnostic home for all your 1st part data to broker its integration between your external marketing ecosystem partners
- Get your technology, product marketing, data and experience design teams talking seriously about evolving your data-value exchanges. Start evolving now, and accelerate if you’ve already started. Move beyond newsletter sign-ups, voucher-codes and re-engagement well after purchase. Build true unique reasons to sign-up and keep connected with your brand e.g. exclusive bundles, loyalty only you can do, sustainability and community programmes that amplify reasons to share data beyond the core products. This can include recycling schemes, pop-up experiences, and partner events.
- Don’t forget that the 3rd party cookie-sunset doesn’t shut the door on partner data sharing. Use your clean room (AKA. CDP, DMP 2.0) to broker meaningful and transparent relationships with trusted partners whose proposition is complimentary or can extend new value-adds to your customer base.
- .. don’t forget addressing the measurement challenges that the cookie-sunset is already causing. Rethink or reconsider Multi-touch Attribution. It has fallen short of delivering on its promises. Multi-touch Attribution is developing a reputation for failure. It’s NOT about deploying an off the shelf CDP/DMP or attribution modeling solution and hey-presto!
It’s ABOUT combining all available data to interpret and contextualise performance drivers, to demystify contributors and influence confident optimisation – we call this Full-funnel Attribution outputs of which include:
- Marketing spend with attributed view lens (e.g. Attributed vs Last Click)
- Channel contribution to drive trusted budget reallocation
- Explore conversion paths to easily act on conversion blockers
- Act on segment impact to optimise linear spend and invest in specific cohorts
- Content effectiveness attributes value to pages and contribution to conversion
- Project and campaign incrementality drill-downs to map performance attributed to specific initiatives run across teams
- Unify measurement of search (Paid + Organic) to align strategies and begin to eliminate cannibalisation – starting to confidently prove incrementality
Anthony Magee is the Director of data and experience technology at SYZYGY.
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SEO
Top 3 Ways To Build Authority By Going Beyond Just Link Building

You want your online business to thrive. One of the best ways to do this is to establish website authority – and the key to successful authority building is to increase trust with your audience.
With the rise of AI tools, you must publish high-quality content that stands out from your competition, who may be using tools like ChatGPT.
On March 15, I moderated a webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress.
Hipps and Rivera demonstrated how content promotion, link building, and authentic subject matter expertise could help you rank higher on SERPs and elevate your online authority.
Here’s a summary of the webinar. To access the entire presentation, complete the form.
1. Create Unique Content With First-Hand Experience – Avoid AI, The “Fancy Parrot”
In the world of content creation, where good content creators are showing their expertise, there are certain key things AI can’t do.
- AI can’t have first-person experience. They can’t think for themselves the same way humans can.
- If the AI follows a generative model, and it can’t yet distinguish the truth. If you fact-check some of the information, you’ll find it doesn’t exist.
The counter to AI content is unique content that shows this truth, expertise, and first-hand experience.
[Learn how this helps build your authority] Instantly access the webinar →
2. Highlight Quality Authorship
High-quality content encompasses everything from accuracy and mistake-free writing to clearly displaying expertise.
Ensure Your Content Is Error-Free
In many cases, low-quality content, or posts with false information and repetitive issues, can lead to being devalued on SERPs or accidentally containing duplicate content.
Add More “E” To EAT – Experience
The Issue: To combat low-quality SERPs, Google seeks first-hand experience.
The Solution: Invite a subject matter expert to review the content, check for factual inaccuracies, and add that extra layer of expertise to the content.
Bridge The Write ≠ Expertise Gap
The Issue: It’s important to recognize that the ability to write is not synonymous with expertise; just because someone can write doesn’t mean they are accurate or a subject matter expert.
The Solution: Try pairing a subject matter expert with a strong writer who can interview and interject quotes helps build better content.
Ask Questions
The Issue: Sometimes, you may not have the in-house subject matter experts you need for a piece of content.
The Solution: Conduct outreach to gather expertise to boost your content quality. First, consider what your audience wants to know. Then, generate three to ten questions to ask a professional.
[Learn a tactic that works] Instantly access the webinar →
Tap Social Media
The Issue: Where do you find the professionals you need to interview for your next piece of high-expertise content?
The Solution: With so many experts creating on social media, it’s a great platform to leverage. Here are essential outreach steps you can do:
- Observe.
- Participate.
- Engage.
- Network.
Doing this can also be considered link-building in another sense. Because link building is marketing, and marketing is about building relationships.
Find Allies Who Are Also Targeting Your Audience
Combining outreach efforts with the Nexus approach helps you create relationships and connections beyond just the link.
[Learn what the Nexus approach is] Instantly access the webinar →
3. Use Other Authority Builders, In Addition To Links
One way to increase brand queries is through influencers, knowledge panel (which becomes part of a brand’s search results), and mentions.
To increase mentions:
- Use HARO & Terkel.
- Publish unique industry data.
- Do something distinctive that stands out.
- Connect with publishers with significant traffic, not for links but for visibility & mentions.
- Leverage influencers and industry experts.
[BONUS: Get a step-by-step branded keyword strategy] Instantly access the webinar →
At the end of the day, when you publish unique, relevant, and authoritative content, it gets referenced and cited by others.
[Slides] Discover The Top 3 Ways To Build Authority By Going Beyond Just Link Building
Here’s the presentation:
Join Us For Our Next Webinar!
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Join Malin Blomberg, CEO of Bidbrain and Google Shopping expert, as she shares the best hacks for digital marketers and ecommerce business owners to maximize conversion value.
Image Credits:
Featured Image: Paulo Bobita/Search Engine Journal
SEO
Microsoft Introduces Category-Based Targeting For Search Ads

Microsoft has unveiled a new approach to search advertising that aims to help businesses more effectively reach their target audiences in the retail media space.
This innovative category-based targeting solution aims to address the limitations of traditional keyword targeting while leveraging the power of keywords to optimize campaign performance.
Moving Beyond Keyword Targeting
Although keyword targeting has been a cornerstone of search advertising for years, it has limitations.
By focusing solely on keyword targeting, advertisers may miss out on valuable opportunities to promote their products, which can negatively impact a campaign’s performance and limit revenue potential.
Retailers and advertisers are beginning to realize that shoppers browse digital aisles on retailer websites rather than solely searching for specific products using keywords.
As a result, strategies limited to keyword targeting don’t adequately address their needs.
Unlocking The Power Of Category-Based Targeting
Microsoft’s new solution targets shoppers based on their browsing categories, utilizing keywords to boost campaign bids.
This approach allows advertisers to capitalize on both audience behaviors, resulting in a stronger performance.
By boosting bids with keywords, advertisers can increase their chances of converting purchase intent into sales.
Retailers can optimize the site experience for shoppers through product taxonomy, making it easier for customers to find what they want.
Microsoft PromoteIQ’s AI-driven algorithms can then deliver more relevant ads by layering keywords as a booster in addition to categories.
This new approach simplifies campaign management for advertisers, as they only need to test and retain a few high-performing keywords.
For retailers, this efficiency translates into increased demand.
Proven Results: Higher CTR & RPM
Tests have shown that this unique solution delivers impressive results.
Campaigns that utilize category-based targeting and boost bids by keywords have a 320% higher click-through rate (CTR) than campaigns without keyword bid boosting.
Retailers also benefit from this approach, achieving 8x higher revenue per thousand impressions (RPM).
The Future Of Search Advertising?
Microsoft PromoteIQ’s new category-based targeting solution is a significant shift in search advertising.
By addressing the limitations of traditional keyword targeting and maximizing the value of both audience behaviors, this innovative approach can potentially improve performance for advertisers and retailers alike.
As the advertising landscape continues to evolve, embracing solutions like this is crucial for staying ahead and delivering an exceptional shopping experience for customers.
Featured Image: sockagphoto/Shutterstock
Source: Microsoft
SEO
10 Strategic SEO Insights & Tactical Advice For 2023 And Beyond

I’ve written about search engine optimization (SEO) for over 20 years.
So, I wasn’t shocked when the editors asked me to refresh an article I wrote on October 21, 2020, titled “3 Strategic SEO Insights & Tactical Advice for 2021.”
But looking back at what I’d written two-and-a-half years ago, I realized that my actionable insights now need to be thoroughly updated in this era of constant change.
The advent of OpenAI’s ChatGPT on Nov. 30, 2022, has triggered a “code red” at Google, which rushed out a new experimental conversational AI service called Bard in response to Microsoft’s AI-enhanced Bing.
UBS estimates that ChatGPT reached 100 million monthly active users in January, 2 months after its launch. According to the Swiss bank’s analysts, it would be the fastest-growing online application in history.
So, what strategic SEO insights and tactical advice could I share with you today that will still be relevant a year from now?
What critical data or search trends would encourage you to display a motivational poster on your wall that advises everyone to “Keep Calm and Carry On”?
By the way, that last piece of advice is not half bad.
Google was launched on Sept. 4, 1998, and didn’t pass AltaVista to become the leading search engine until the second half of 2002 – about 4 years later.
And even the Panda Update, which shocked the SEO industry and effectively ended the “content farm” business model, only impacted 12% of queries, according to the History of Google Algorithm Updates.
The Penguin Update, which downranked websites that engaged in aggressive webspam, only impacted 3.1% of English queries.
And it’s worth recalling that the first iteration of the Panda Update started on Feb. 23, 2011, but was followed by 27 more adjustments until the final update on July 17, 2015. And the Penguin Update, which began on April 24, 2012, didn’t end until Sept. 23, 2016.
It may take more than four years to know the full impact of Google’s Bard AI or the new AI-powered Bing search engine.
So, SEO professionals would be well advised to “Keep Calm and Carry On.”
That means I can confidently share 10 strategic insights, bits of critical data, pieces of tactical advice, or search trends that will impact SEO in 2023 and beyond without losing too much sleep over the fact that 30% of them may not be relevant a year from now.
(After telling you why “the fundamental things apply as time goes by,” I’ll circle back to explain why a 70% success rate is the right benchmark.)
SEO remains an essential element of any digital marketing strategy.
And even though the search industry is constantly changing, Google is still the leading search engine.
According to Similarweb, Google.com got 3.2 billion unique visitors in January 2023, making it the most visited website globally. The search giant also got 88.3 billion visits in January 2023.
So, don’t bet the farm on Google going away anytime soon.
And if you need to keep other people within your company, or at one of your clients, from rushing off to panic stations, then show them the chart below from Google Trends, which displays worldwide web search interest over the past 90 days for the search terms Google, ChatGPT, and Bing.
You can calmly explain that the dips in interest for Google occur on weekends.

If Google remains the dominant search engine for the foreseeable future, then SEO pros don’t need to be retrained or replaced.
Why? Because they’re already familiar with Google Search Essentials (formerly Webmaster Guidelines).
And they’ve successfully navigated through the 22 Google Search ranking updates.
This is why I’m confident that more than 70% of SEO pros will continue successfully navigating the uncharted areas of keyword maps that bear the phrase: “Here be dragons.”
1. Focus On User Intent
One of the most important aspects of SEO is understanding user intent.
Google’s algorithms have become more sophisticated, and they’re now better able to understand the intent behind a query.
So, SEO pros should focus on creating content that satisfies user intent rather than just targeting specific keywords. This means creating content that is not only relevant to the user’s search query, but also provides helpful information or a satisfying experience.
Now, I realize this strategic insight isn’t breaking news.
But you still might benefit from re-reading my article, The Future of SEO Lies in the ‘Messy Middle’ of the Purchase Journey.
According to research by Google’s Market Insights team in the U.K., the “messy middle” is where people decide what to buy.
Among other things, this research found:
“People look for information about a category’s products and brands, and then weigh all the options. This equates to two different mental modes in the messy middle: exploration, an expansive activity, and evaluation, a reductive activity. Whatever a person is doing, across a huge array of online sources, such as search engines, social media, aggregators, and review websites, can be classified into one of these two mental modes.”
Let me translate this “big idea” into counter-intuitive tactical advice: SEO pros must create and optimize at least two pieces of content to address the user’s different intents in the “messy middle” of the purchase journey.
And, if your company or client is targeting half a dozen different segments, then you need to create and optimize at least a dozen pieces of content.
Creating and optimizing one page for each target segment is so 2019.
2. Create High-Quality Content
Content is still king, but if SEO managers want to become prime ministers (or presidents) someday, then they need to create more original, helpful content written by people, for people.
How can you ensure you’re creating high-quality content? By following Google’s long-standing advice and guidance for core updates to create content for people, not for search engines.
So, let me suggest you re-read my article, What Is A Content Marketing Matrix & Do We Need One?
It shows you how to use a content marketing planning tool to generate ideas for enchanting content that changes hearts, minds, and actions. That’s how you become the VP of SEO.
3. Prioritize E-E-A-T
On Dec. 15, 2022, Google updated its search rater guidelines – adding an extra E for Experience to the concept of E-A-T: Expertise, Authoritativeness, and Trustworthiness.
Although these guidelines don’t directly influence ranking, they are useful for anyone who works in SEO because they give us an idea of where Google wants its algorithms to go.
To improve your content’s E-E-A-T, someone with first-hand life experience on the topic should produce it.
If you can’t convince someone with experience to produce this content in-house, you need to find a freelance writer – or content creator – who has used your product or service, visited a place, or influenced brand purchases.
Unfortunately, many SEO pros still don’t think this is their job – even though the first mention of E-A-T occurred in 2014 when Google added the concept to its Search Quality Guidelines.
Even Google said:
“These are not fundamentally new ideas. And we’re by no means abandoning the fundamental principle that Search seeks to surface reliable information, especially on topics where information quality is critically important.”
If you’d like some practical advice, read How To Find Talented Writers To Fuel Top Quality Content Creation, which includes my interviews with a couple of thought leaders in this field.
4. Optimize YouTube Content
According to the Video & Visual Storytelling Survey by Content Marketing Institute (CMI) published on Oct. 27, 2022, 73% of marketers said videos have become more important to their business in the last year; 27% said they are about the same in importance; and, no one said videos have decreased in importance.
Why should SEO pros lose sleep over this critical data?
Because the content marketing department, not the SEO department, is jumping on this trend.
And that means many of the videos cranked out in 2023 and beyond won’t be optimized for search – let alone integrated into an overall SEO strategy.
So, here’s some tactical advice: first, read Sam Hollingsworth’s guide, YouTube SEO: How To Optimize Videos & Rank Higher.
Next, invite the content marketing department to a brown bag lunch to discuss ways to create great content together.
5. Earn High-Quality Links
Links continue to be one of Google’s most important ranking factors. And at least 70% of SEO pros have already read articles like:
Unfortunately, the lion’s share of chief communications officers (CCOs) and public relations officers (PROs) haven’t read articles like these.
So, only a handful of organizations use one of the most effective techniques to earn links to help your website rank higher on search engines.
Ironically, the biggest barrier is not journalists. Pogo once observed, “We have met the enemy and (they are) us.”
This means you might need to invite your CCO or PRO to a swanky restaurant to discuss link building instead of hosting another brown bag lunch.
But this is a better use of your time and money than trying to figure out a clever way around Google’s December 2022 link spam update, which can now detect both sites buying links and those used to pass outgoing links.
6. Optimize For Local Search
Brick-and-mortar businesses serving specific towns, cities, regions, and states know local search is important.
When done correctly, local SEO enables people to find information about their business, putting them one step closer to making the cash register ring.
And SEO pros specializing in local search know a consistent Name, Address, and Phone number (NAP), local links, local reviews, and star ratings, as well as optimized Google Business Profiles, are important parts of Google’s local search and Local Pack algorithms.
But, to learn the latest trends and tips to help your local business grow using local search optimization, local marketing, and local advertising, read Search Engine Journal’s A Guide to Local SEO, which tackles what you need to know about optimizing for local search.
7. Keep An Eye On Multisearch
In April 2022, Google introduced an entirely new way to search using text and images simultaneously.
With multisearch in Lens, users can go beyond the search box and ask questions about an object or refine their search by color, brand, or visual attribute.
To learn more about this, read Matt G. Southern’s article, Google Multisearch: A New Way To Search With Text & Images.
Then, read Roger Montti’s article, How Does Google Multisearch Affect SEO?
So, keep an eye on multisearch in 2023 and beyond.
8. Keep Your Ear To The Ground For Voice Search
According to Roger Montti’s article, Google: Voice Search Is Not The Future, Google’s Martin Splitt shared his opinion that voice search is not the future and that there will be no need to optimize for it.
Even though I’ve written about Amazon’s Big Game Commercial: Mind Reader twice in the past year, I haven’t paid much attention to voice search until I was prompted to read a couple of recent articles on this topic, including:
And while writing this article, I re-read Kristopher Jones’ How Can Voice Search Benefit Your SEO? He wrote:
- 40.2% of Americans use voice search.
- 71% of people prefer using voice search to physically typing out a search online.
- 27% of the online population worldwide uses voice search on mobile.
- 58% of people have used voice search to find information about local businesses.
In other words, four out of five people with a veritable ton of E-E-A-T think that voice search represents a phenomenal SEO opportunity.
So, keep your ear to the ground for new voice search developments in 2023 and beyond.
9. Migrate To Google Analytics 4 (GA4)
I’ll bet Google sent you an email with the subject line: “We’ll soon configure Google Analytics 4 for you.”
It said:
“For any customer who does not set up a GA4 property with basic settings, starting in March, we will configure one with a few basic settings consistent with the existing Universal Analytics property; this includes certain conversion events, Google Ads links, and existing website tags.”
This means the chaos expected on July 1, 2023, when standard Universal Analytics properties will stop working, has arrived ahead of schedule.
And, as Sun Tzu once observed, “In the midst of chaos, there is also opportunity.”
In my article, Google Analytics 4 Should Trigger Reorganizations & Agency Reviews, I said the advent of GA4 would cause the marketing department to start “freaking out” if the web analytics team – which still sits in the IT department in far too many organizations – doesn’t respond to urgent requests for “help” within a week, a day, or even an hour.
So, this is the perfect time for you to make the business case for moving the analytics team out of the IT department and into the SEO department.
If there’s any pushback, remind decision-makers that 53.3% of all website traffic comes from organic search, according to BrightEdge Research.
10. Build A War Room
If you’re a chief marketing officer (CMO) or vice president of Marketing and you move the analytics team into the SEO department, your team may ask to build a dashboard. Build a war room instead.
Why? Because “most dashboards tend to stink when it comes to helping the Executive make any decisions,” according to Avinash Kaushik, the Digital Marketing Evangelist for Google.
This is because the interpretation of the “easy-to-understand visuals” in most dashboards is left to the executive.
But most war rooms feature not only maps of the global market and charts of the company’s key performance indicators (KPIs), but also an analytics and insights manager with the experience, expertise, authoritativeness, and trustworthiness to interpret the trends and add context.
This “Analysis Ninja” can explain to executives why some key trends are up or down (in plain English).
And over time, executives will begin to ask their analytics and insights manager to recommend which actions or steps should be taken to move the dial.
And an Analysis Ninja can answer the question, “As a result of this trend (up or down) what was the impact on the company and its customers?”
Why Should SEO Pros Adopt The 70% Solution?
Now that I’ve shared 10 strategic SEO insights and some counter-intuitive tactical advice for 2023 and beyond, I’ll circle back to explain why a 70% success rate is the right benchmark.
Ty Kiisel’s article, 70% Solution: The Marine Corps Framework for Making Battlefield Decisions, should be required reading for every SEO manager who wants to become the VP of SEO someday.
The Marines teach their young officers what they call the 70% solution.
And it could be a good strategy to adopt for making decisions in situations where you don’t have all the information or resources you’d like.
In a perfect world, you’d have all the critical data you need to make informed decisions. But we don’t live in a perfect world.
Nevertheless, if you have 70% of the information you’d like to have, then you can still make good decisions – provided you accept the notion that you may need to adjust and compensate for the critical data you lack as you move forward.
And like battlefield commanders, most SEO managers never have all the resources they need to meet their objectives.
But it can sometimes be enough if you have good people and 70% of what you need. And finding creative solutions to challenges is a hallmark of successful SEO professionals.
Finally, are you 70% confident that your plan will succeed?
In other words, do you feel good about your plan’s success with the information and resources you have?
The Marines believe a well-conceived plan, along with taking the initiative, is more likely to succeed than doing nothing.
This is why I can confidently share 10 strategic insights, bits of critical data, pieces of tactical advice, or search trends that will impact SEO in 2023 and beyond without losing too much sleep over the fact that 30% of them may not be relevant a year from now.
The Marines have given us a framework for making decisions in less-than-ideal circumstances.
That is why you should “Keep Calm and Carry On.”
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