SEO
The Top 8 Heatmap Software Options Compared
Knowing how visitors are engaging with your website can provide your brand with invaluable insights.
Are users finding what they’re looking for right away?
Where and what are they clicking? Do they make it below the fold?
Answering these questions requires one simple solution: heatmap software.
What Is Heatmap Software?
Heatmap software can give your brand a transparent look at what elements on your website users are interacting with most, where they’re clicking, how far they’re scrolling down on the page, and even their mouse movements.
A heatmap tool can even record a user’s session on your site to see their entire journey with your web page.
Heatmaps can also help guide your SEO and web design strategy.
But with an abundance of options to choose from, how do you know which heatmap tool is best for your business?
Comparing The Top Heatmap Software Options
In this post, we will explore the top heatmap software options, comparing each and uncovering the unique features each has to offer.
1. Crazy Egg
Crazy Egg gives brands an in-depth look at user behavior.
For example, its confetti heat map feature enables you to drill down to individual clicks visitors make, and segment them using different metrics.
This granular level of user activity allows you to better help customers navigate their journey across your company’s web page.
Unique Features
The Crazy Egg A/B Testing Page Editor functionality helps businesses test new designs before implementing them.
These design elements may include images, copy, or CTAs (call-to-action).
While this may seem like it requires a vast amount of technical knowledge, with this tool, these changes can be made without needing a developer.
Pricing
Crazy Egg offers a 30-day free trial, which can be canceled at any time.
It also offers a $29/month* Basic plan which includes 30,000 tracked pageviews, a $49/month* Standard Plan which includes 75,000/month tracked pageviews/mo, and a $99/month* Plus plan which includes 150,000 tracked pageviews/month.
2. Mouseflow
Removing the friction in user sessions starts with observing real customer journeys.
Session replays are a key feature Mouseflow focuses on to identify red-flag metrics by watching actual site users’ behavior.
It also features a conversion funnel optimization tool, so you can tackle obstacles that may be preventing sales.
Unique Features
Mouseflow enables brands to also create custom surveys to obtain critical customer feedback.
These surveys are customizable, so you can find the information you need to make navigating your brand’s website simple.
Current Mouseflow users say, “Feedback is very simple to use and implement for any user.”
Pricing
Mouseflow offers five different pricing plans, depending on the number of recordings, months of storage, and websites.
Plans start at $0 and go up to $299 per month when paid annually.
3. VWO
Data is invaluable (and necessary) to drive meaningful growth and improve pre-existing processes.
VWO not only offers heat mapping software, but also experience optimization through session recordings, testing, funnels, and form analytics.
You’ll understand how your visitors are interacting with you every throughout step of the sales funnel – from the moment they enter your site, through to where (or if) they drop off.
Unique Features
VWO gives end users the autonomy to implement most tests without the support of a designer.
This allows product and marketing teams to focus on other priorities while being able to scale the number of growth experiments.
Some of these tests include an A/B test, split URL test, and Multivariate test.
Pricing
VWO has three different pricing tiers, which include Growth, Pro, and Enterprise.
The Pro plan is recommended for small to mid-sized organizations and enterprise is recommended for large teams.
Enterprise includes onboarding and training, as well as a dedicated Account Manager.
4. Hotjar
Hotjar allows your team to prioritize what you want to (and should) work on without guesswork.
With the transparency to see where your visitors are looking and interacting, you’ll learn what your users love about your site, and what elements they ignore.
Hotjar’s software also enables you to spot opportunity areas or bugs hiding in plain sight, as your users see them.
This provides greater clarity on what your consumers want to see on your site, which can help you improve conversion rates and user engagement.
Unique Features
One unique Hotjar feature is its visitor recordings, which show exactly how customers are interacting with your site.
You can see how individual users click, scroll, and move their mouse on the page.
You can also replay recordings of their visits to further analyze behavior patterns.
Pricing
Hotjar’s pricing model varies based on the number of daily sessions you’d like to capture.
Its free version allows for 35 daily sessions, Plus is $31/month for 100 daily sessions, and Business is $79/month for 500 daily sessions.
There is also a Scale version for unlimited daily sessions.
5. Lucky Orange
Lucky Orange equips brands with analytics tools to see their top visited web pages, landing pages, and where users are coming in from.
Additionally, rather than just seeing heatmap snapshots of previous user activity, you can see activity in real-time, and even start a live chat with them.
Visitor session recordings and advanced features such as automated replies to live chat messages can help improve a searcher’s overall digital experience with your brand.
Unique Features
Lucky Orange’s chat feature is unique and helps guide the user’s navigation path to create a more seamless experience.
You can give people the option to start a chat when they need help, or take a more proactive approach and create rules to automatically invite people to chat.
You can also directly ask people to chat if you think they need additional support navigating your site.
Pricing
Lucky Orange offers a free 7-day trial with no credit card required.
Plans start at $35/month for 40,000 pageviews/month, $70/month for 100,000 pageviews/month, $150/month for 300,000 pageviews/month and enterprise plans for 1,000,000+ pageviews/month.
6. FullStory
FullStory differs from other heatmap solutions in that it is primarily for leveraging session recordings to identify bugs and potential roadblocks.
The company recommends reviewing session recordings to see the bigger picture and learn how and if action is driving your desired results.
All website visitor’s sessions are recorded, which gives your brand comprehensive visitor analytics.
Unique Features
FullStory can alert you to”frustration signals”, which highlight areas users are experiencing errors.
You can then view the session replay to see where things may have gone wrong for the user, and where to improve the experience in the future.
Pricing
FullStory offers two pricing models.
The first is its Enterprise plan, which FullStory classifies as “large, cross-functional teams who need total clarity into their digital portfolio.”
The second is its Business plan, “For growth-minded teams who need actionable data to discover trends, perfect experiences, and plan roadmaps.”
You can also opt for a 14-day free trial.
7. Smartlook
Smartlook provides session recordings to help you determine what’s wrong with your brand’s mobile app or website.
It also provides funnel analysis to reveal snags in the user experience and uncover what is preventing people from converting.
Funnel analysis can help you focus your optimization efforts by showing you your website’s highest exit pages.
The company also offers heat mapping.
Unique Features
Smartlook also offers functionality for mobile applications, to ensure the best mobile app experience possible.
Pricing
Pricing plans are free for 1,500 sessions per month and up to three heatmaps, $39/monthly for 5,000 sessions per month and up to 10 heatmaps, and 15,000 sessions per month and up to 30 heatmaps.
8. Attention Insight
Keeping your audience engaged is a challenge.
That is the challenge Attention Insight aims to solve.
By identifying these potential issues during the design phase, you can ensure your concepts are solid before you even publish them.
Predictive attention heatmaps can help with this – and that is where Attention Insight comes in.
Unique Features
Attention Insight offers unique types of heatmaps, including AI attention heatmaps that use warm-to-cold colors to show what areas of your web page attract the most and least attention.
This information can help you determine which elements of your web page are most engaging to visitors.
Pricing
Solo pricing starts at 19 euros a month and includes three months of storage, and 1 user seat.
Team pricing starts at 399 euros a month, 12 months of storage, and includes five user seats.
You can also try Attention Insight with a 7-day free trial.
Which Heatmap Software Is Best For Your Business?
Now that you have more knowledge about the top heatmap platforms, it’s time to determine which is best for your business.
Features
Each of the aforementioned heatmap platforms offers different advantages.
Some offer better visitor analytics, including real-time analytics and visitor segmentation abilities.
Others have numerous heatmap features to see precisely where your customers are engaging with your page.
Price
Aside from visitor analytics, heatmap features, and other software capabilities, cost also plays a key role for many businesses.
As with most software, the most expensive heatmap software isn’t always the best.
Technical Setup
It’s also essential to consider the ease of getting started.
For smaller teams with limited development resources, you may want to opt for heatmap platforms that are easier to set up – or, heatmap platforms that take care of the technical aspects for you.
Bottom Line
The heatmap software solution that is best for your business may look different than what’s best for other businesses.
Consider your budget, the heatmap features and reports your business needs most, and your development team’s bandwidth.
All these considerations will allow you to choose the best software solution for your business.
More resources:
Featured Image: BestForBest/Shutterstock
SEO
Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

Researchers discovered a way to defeat the safety guardrails in GPT4 and GPT4-Turbo, unlocking the ability to generate harmful and toxic content, essentially beating a large language model with another large language model.
The researchers discovered that the use of tree-of-thought (ToT)reasoning to repeat and refine a line of attack was useful for jailbreaking another large language model.
What they found is that the ToT approach was successful against GPT4, GPT4-Turbo, and PaLM-2, using a remarkably low number of queries to obtain a jailbreak, on average less than thirty queries.
Tree Of Thoughts Reasoning
A Google research paper from around May 2022 discovered Chain of Thought Prompting.
Chain of Thought (CoT) is a prompting strategy used on a generative AI to make it follow a sequence of steps in order to solve a problem and complete a task. The CoT method is often accompanied with examples to show the LLM how the steps work in a reasoning task.
So, rather than just ask a generative AI like Midjourney or ChatGPT to do a task, the chain of thought method instructs the AI how to follow a path of reasoning that’s composed of a series of steps.
Tree of Thoughts (ToT) reasoning, sometimes referred to as Tree of Thought (singular) is essentially a variation and improvement of CoT, but they’re two different things.
Tree of Thoughts reasoning is similar to CoT. The difference is that rather than training a generative AI to follow a single path of reasoning, ToT is built on a process that allows for multiple paths so that the AI can stop and self-assess then come up with alternate steps.
Tree of Thoughts reasoning was developed in May 2023 in a research paper titled Tree of Thoughts: Deliberate Problem Solving with Large Language Models (PDF)
The research paper describes Tree of Thought:
“…we introduce a new framework for language model inference, Tree of Thoughts (ToT), which generalizes over the popular Chain of Thought approach to prompting language models, and enables exploration over coherent units of text (thoughts) that serve as intermediate steps toward problem solving.
ToT allows LMs to perform deliberate decision making by considering multiple different reasoning paths and self-evaluating choices to decide the next course of action, as well as looking ahead or backtracking when necessary to make global choices.
Our experiments show that ToT significantly enhances language models’ problem-solving abilities…”
Tree Of Attacks With Pruning (TAP)
This new method of jailbreaking large language models is called Tree of Attacks with Pruning, TAP. TAP uses two LLMs, one for attacking and the other for evaluating.
TAP is able to outperform other jailbreaking methods by significant margins, only requiring black-box access to the LLM.
A black box, in computing, is where one can see what goes into an algorithm and what comes out. But what happens in the middle is unknown, thus it’s said to be in a black box.
Tree of thoughts (TAP) reasoning is used against a targeted LLM like GPT-4 to repetitively try different prompting, assess the results, then if necessary change course if that attempt is not promising.
This is called a process of iteration and pruning. Each prompting attempt is analyzed for the probability of success. If the path of attack is judged to be a dead end, the LLM will “prune” that path of attack and begin another and better series of prompting attacks.
This is why it’s called a “tree” in that rather than using a linear process of reasoning which is the hallmark of chain of thought (CoT) prompting, tree of thought prompting is non-linear because the reasoning process branches off to other areas of reasoning, much like a human might do.
The attacker issues a series of prompts, the evaluator evaluates the responses to those prompts and then makes a decision as to what the next path of attack will be by making a call as to whether the current path of attack is irrelevant or not, plus it also evaluates the results to determine the likely success of prompts that have not yet been tried.
What’s remarkable about this approach is that this process reduces the number of prompts needed to jailbreak GPT-4. Additionally, a greater number of jailbreaking prompts are discovered with TAP than with any other jailbreaking method.
The researchers observe:
“In this work, we present Tree of Attacks with Pruning (TAP), an automated method for generating jailbreaks that only requires black-box access to the target LLM.
TAP utilizes an LLM to iteratively refine candidate (attack) prompts using tree-of-thoughts reasoning until one of the generated prompts jailbreaks the target.
Crucially, before sending prompts to the target, TAP assesses them and prunes the ones unlikely to result in jailbreaks.
Using tree-of-thought reasoning allows TAP to navigate a large search space of prompts and pruning reduces the total number of queries sent to the target.
In empirical evaluations, we observe that TAP generates prompts that jailbreak state-of-the-art LLMs (including GPT4 and GPT4-Turbo) for more than 80% of the prompts using only a small number of queries. This significantly improves upon the previous state-of-the-art black-box method for generating jailbreaks.”
Tree Of Thought (ToT) Outperforms Chain Of Thought (CoT) Reasoning
Another interesting conclusion reached in the research paper is that, for this particular task, ToT reasoning outperforms CoT reasoning, even when adding pruning to the CoT method, where off topic prompting is pruned and discarded.
ToT Underperforms With GPT 3.5 Turbo
The researchers discovered that ChatGPT 3.5 Turbo didn’t perform well with CoT, revealing the limitations of GPT 3.5 Turbo. Actually, GPT 3.5 performed exceedingly poorly, dropping from 84% success rate to only a 4.2% success rate.
This is their observation about why GPT 3.5 underperforms:
“We observe that the choice of the evaluator can affect the performance of TAP: changing the attacker from GPT4 to GPT3.5-Turbo reduces the success rate from 84% to 4.2%.
The reason for the reduction in success rate is that GPT3.5-Turbo incorrectly determines that the target model is jailbroken (for the provided goal) and, hence, preemptively stops the method.
As a consequence, the variant sends significantly fewer queries than the original method…”
What This Mean For You
While it’s amusing that the researchers use the ToT method to beat an LLM with another LLM, it also highlights the usefulness of ToT for generating surprising new directions in prompting in order to achieve higher levels of output.
- TL/DR Takeaways:
- Tree of Thought prompting outperformed Chain of Thought methods
- GPT 3.5 worked significantly poorly in comparison to GPT 4 in ToT
- Pruning is a useful part of a prompting strategy
- Research showed that ToT is superior to CoT in an intensive reasoning task like jailbreaking an LLM
Read the original research paper:
Tree of Attacks: Jailbreaking Black-Box LLMs Automatically (PDF)
Featured Image by Shutterstock/THE.STUDIO
SEO
The Lean Guide (With Template)

A competitive analysis (or market competitive analysis) is a process where you collect information about competitors to gain an edge over them and get more customers.
However, the problem is that “traditional” competitive analysis is overkill for most businesses — it requires impractical data and takes too long to complete (and it’s very expensive if you choose to outsource).
A solution to that is a lean approach to the process — and that’s what this guide is about.
In other words, we’ll focus on the most important data you need to answer the question: “Why would people choose them over you?”. No boring theory, outtakes from marketing history, or spending hours digging up nice-to-have information.
In this guide, you will find:
- A real-life competitive analysis example.
- Templates: one for input data and one for a slide deck to present your analysis to others.
- Step-by-step instructions.
Our template consists of two documents: a slide deck and a spreadsheet.
The Slide deck is the output document. It will help you present the analysis to your boss or your teammates.
The spreadsheet is the input document. You will find tables that act as the data source for the charts from the slide deck, as well as a prompt to use in ChatGPT to help you with user review research.


We didn’t focus on aesthetics here; every marketer likes to do slide decks their own way, so feel free to edit everything you’ll find there.
With that out of the way, let’s talk about the process. The template consists of these six tasks:
- Identify your direct competitors.
- Compare share of voice.
- Compare pricing and features.
- Find strong and weak points based on reviews.
- Compare purchasing convenience.
- Present conclusions.
Going forward, we’ll explain why these steps matter and show how to complete them.
Direct competitors are businesses that offer a similar solution to the same audience.
They matter a lot more than indirect competitors (i.e. businesses with different products but targeting the same audience as you) because you’ll be compared with them often (e.g. in product reviews and rankings). Plus, your audience is more likely to gravitate towards them when considering different options.
You probably have a few direct competitors in mind already, but here are a few ways to find others based on organic search and paid search ads.
Our basis for the analysis was Landingi, a SaaS for building landing pages (we chose that company randomly). So in our case, we found these 3 direct competitors.


Look at keyword overlap
Keyword overlap uncovers sites that target the same organic keywords as you. Some sites will compete with you for traffic but not for customers (e.g. G2 may share some keywords with Landingi but they’re a different business). However, in many cases, you will find direct competitors just by looking at this marketing channel.
- Go to Ahrefs’ Site Explorer and enter your site’s address.
- Scroll down to Organic competitors.
- Visit the URLs to pick 3 – 5 direct competitors.


To double-check the choice of competitors, we also looked at who was bidding for search ads on Google.
See who’s advertising
If someone is spending money to show ads for keywords related to what you do, that’s a strong indication they are a direct competitor.
- Go to Ahrefs’ Keywords Explorer.
- Type in a few broad keywords related to your niche, like “landing page builder” or “landing page tool”.
- Go to the Ads history report.
- Visit the sites that have a high presence of ads in the SERPs (Search Engine Result Pages).


Once you’re done checking both reports, write down competitors in the deck.
You can also take screenshots of the reports and add them to your deck to show the supporting data for your argument.


Share of voice is a measure of your reach in any given channel compared to competitors.
A bigger share of voice (SOV) means that your competitors are more likely to reach your audience. In other words, they may be promoting more effectively than you.
In our example, we found that Landingi’s SOV was the lowest in both of these channels.
Organic:


And social media:


Here’s how we got that data using Ahrefs and Brand24.
Organic share of voice
Before we start, make sure you have a project set up in Ahrefs’ Rank Tracker.


Now:
- Go to Ahrefs’ Competitive Analysis and enter your and your competitors’s sites as shown below.


- On the next screen, set the country with the most important market for your business and set the filters like this:


- Select keywords that sound most relevant to your business (even if you don’t rank for them yet) and Add them to Rank Tracker.


- Go to Rank Tracker, open your project, and look for Competitors/Overview. This report will uncover automatically calculated Share of Voice.


- Add the numbers in corresponding cells inside the sheet and paste the graph inside the slide deck.


It’s normal that the numbers don’t add up to 100%. SOV is calculated by including sites that compete with you in traffic but are not your direct competitors, e.g. blogs.
Social share of voice
We can also measure our share of voice across social media channels using Brand24.
- Go to Brand24.
- Start a New project for your brand and each competitor. Use the competitors’ brand name as the keyword to monitor.
- Go to the Comparison report and compare your project with competitors.


- Take a screenshot of the SOV charts and paste them into the slide deck. Make sure the charts are set to “social media”.


Consumers often choose solutions that offer the best value for money — simple as that. And that typically comes down to two things:
- Whether you have the features they care about. We’ll use all features available across all plans to see how likely the product is to satisfy user needs.
- How much they will need to pay. Thing is, the topic of pricing is tricky: a) when assessing affordability, people often focus on the least expensive option available and use it as a benchmark, b) businesses in the SaaS niche offer custom plans. So to make things more practical, we’ll compare the cheapest plans, but feel free to run this analysis across all pricing tiers.
After comparing our example company to competitors, we found that it goes head-to-head with Unbounce as the most feature-rich solution on the market.


Here’s how we got that data.
- Note down your and your competitors’ product features. One of the best places to get this information is pricing pages. Some brands even publish their own competitor comparisons — you may find them helpful too.
- While making the list, place a “1” in the cell corresponding to the brand that offers the solution.


- Enter the price of the cheapest plan (excluding free plans).


- Once finished, copy the chart and paste it inside the deck.
User reviews can show incredibly valuable insight into your competitors’ strong and weak points. Here’s why this matters:
- Improving on what your competitors’ customers appreciate could help you attract similar customers and possibly win some over.
- Dissatisfaction with competitors is a huge opportunity. Some businesses are built solely to fix what other companies can’t fix.
Here’s a sample from our analysis:


And here’s how we collated the data using ChatGPT. Important: repeat the process for each competitor.
- Open ChatGPT and enter the prompt from the template.


- Go to G2, Capterra, or Trustpilot and find a competitor’s reviews with ratings from 2 – 4 (i.e. one rating above the lowest and one below the highest possible). Reason:
businesses sometimes solicit five-star reviews, whereas dissatisfied customers tend to leave one-star reviews in a moment of frustration. The most actionable feedback usually comes in between.
- Copy and paste the content of the reviews into ChatGPT (don’t hit enter yet).
- Once you’re done pasting all reviews, hit enter in ChatGPT to run the analysis.


- Paste the graphs into the deck. If you want the graphs to look different, don’t hesitate to ask the AI.
There’s a faster alternative, but it’s a bit more advanced.
Instead of copy-pasting, you can use a scraping tool like this one to get all reviews at once. The downside here is that not all review sources will a have scraping tool available.
Lastly, we’ll see how easy it is to actually buy your products, and compare the experience to your competitors.
This is a chance to simplify your checkout process, and even learn from any good habits your competitors have adopted.
For example, we found that our sample company had probably nothing to worry about in this area — they ticked almost all of the boxes.


Here’s how to complete this step:
- Place a “1” if you or any of your competitors offer convenience features listed in the template.
- Once done, copy the chart and paste it into the deck.
This is the part of the presentation where you sum up all of your findings and suggest a course of action.
Here are two examples:
- Landingi had the lowest SOV in the niche, and that is never good. So the conclusion might be to go a level deeper and do an SEO competitive analysis, and to increase social media presence by creating more share-worthy content like industry surveys, design/CRO tips, or in-house data studies.
- Although the brand had a very high purchasing convenience score, during the analysis we found that there was a $850 gap between the monthly full plan and the previous tier. The conclusion here might be to offer a custom plan (like competitors do) to fill that gap.
We encourage you to take your time here and think about what would make the most sense for your business.
Tip
It’s good to be specific in your conclusions, but don’t go too deep. Competitive analysis concerns many aspects of the business, so it’s best to give other departments a chance to chime in. Just because your competitors have a few unique features doesn’t necessarily mean you need to build them too.
Final thoughts
A competitive analysis is one of the most fruitful exercises in marketing. It can show you areas for improvement, give ideas for new features, and help you discover gaps in your strategy. It wouldn’t be an exaggeration to say that it’s fundamental to running a successful business.
Just don’t forget to balance “spying” on your competitors with innovation. After all, you probably don’t want to become an exact copy of someone else’s brand.
In other words, use competitive analysis to keep up with your competitors, but don’t let that erase what’s unique about your brand or make you forget your big vision.
Got comments or questions? Ping me on X.
SEO
Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.
MW WP Form Plugin
The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.
It makes it easy for users to create and customize forms with various fields and options.
The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.
Unauthenticated Arbitrary File Upload Vulnerability
An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.
These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.
The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.
According to the security researchers:
“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.
…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.
This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”
There Are Conditions For A Successful Attack
The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.
The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.
Actions To Take
Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.
The vulnerability is patched in the lutes version of the plugin, version 5.0.2.
The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.
Read the Wordfence advisory:
Featured Image by Shutterstock/Alexander_P
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