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59

by Mike Fleming



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blank">Google Instant Preview: A Game-Changer for Landing Pages


Until now, the only information a user had on a search results page
to decide where to click was the 135 characters in the ads.  This led
to many advertisers getting away with bad post-click marketing as long
as they wrote great ads.  Not any more.  Advertisers can no longer hide behind the click.
Now, users can hover over an ad and see a preview of the landing page
with snippets of real text to see how closely it relates to what
they're looking for.



Google Instant Preview.png

You see that call-out box inside the preview frame?  That's text from
your page that acts like a second ad.  This changes the game because
now searches can not only compare ads, but landing pages as well BEFORE
they decide where to click.  This makes design and message even more important on landing pages. It also affects CTR, and therefore quality score and cost.


US Lawmakers plan "Do Not Track" bills


This legislation would allow Internet users to block companies from gathering information about their online activities. It
was inspired by controversy over tracking technology present in iPhones
and Androids, as well as some recent data-theft incidents.


Google AdWords Can Now Target Tablets Separately


Tablets were considered "mobile devices" until now.  Now AdWords
considers them as separate devices from both computers and cell phones. 
So, you should organize your campaigns accordingly.


Google Call Metrics Pricing: What PPC Advertisers Need to Know


Google now charges if someone places a phone call from your ad. 
Google's phone tracking is essentially a cost-per-action model that assumes all calls are leads.
Therefore, you should pay attention to the types of calls you get from
PPC campaigns by isolating them and noting the types of calls you're
getting.  If there are lots of calls for non-lead reasons, it's likely
eating up your PPC budget that could be used on more qualified
audiences.  If your target audience is more likely to pick up
the phone than complete a conversion online, consider using a call
tracking vendor.


Showing Domain URL in Headlines


On the heels of showing the first description lines in the headlines
of top placement ads, now Google is going to show your display URL if
you get placed in top positions on search results pages.  This will
feature your brand more prominently and help users identify the site to
which they'll be taken more easily.



Display URL in Headline.png


Be sure and visit our small business news site.






30

One of the things about Facebook that some users may find distracting or annoying is the ever-present ads that appear on the right side of the screen when logged in to your account. According to Facebook, you may not block or opt out of all Facebook... by Jennifer Leighton

63

by Stoney deGeyter



Several weeks ago I was asked to speak to the Cleveland, Ohio chapter of the Public Relations Society of America (PRSA). In all my y

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ears of traveling and speaking in different venues, this one is near the top of the list of great experiences (SBMU still holds the top spot!)



I don't know much about public relations, but I do know SEO and Social Media. My task was to communicate the value of SEO and Social Media to this group of public relations experts. What follows is the result. I owe a debt of gratitude to my friend Jennifer Evans Laycock, as she worked with me on parts of this presentation. If any particular slide is valuable (or pretty), it's probably due to her!



How Print Audience Differs From Web Audience


audience.jpg





There is a big difference between reading things online versus offline. We often want to think that reading is reading is reading. But reading here isn't the same as reading there. The mindset between on- and offline is vast.



Think for a second. When you grab a book, a magazine, or even a printed piece of material, what do you do? Most of us find a comfortable place to sit, have a tasty beverage within reach, and our feet kicked up on an ottoman or coffee table. We're settling in. But, when reading online, we generally don't get that luxury. We're at a desk with a keyboard and a mouse, probably piles of paperwork within eye shot and our list of tasks is fighting for our attention.



Two experiences, two different mindsets. Before we dive into some of the PR specific issues, let's look at some of the differences between print readers and online readers:

Print Readers are Purposeful



purposeful.jpg





As I alluded to above, print readers tend to be more purpose-oriented. We go out of our way to make sure our setting is just right. Maybe we turn the TV off, maybe we grab a blanket to cozy up under or maybe we take our reading material outside or to the park to enjoy a bit of nice weather.



Many of us have our "reading time." We wait until the office is quiet, the kids are in bed, or a time of day when the distractions are lower than normal. We generally set out to accomplish something. "I'm going to read 50 pages in my book." You want to read the daily paper, or that weekly magazine before the next issue arrives. Or maybe you've got a pile of work papers you want to get through before going into the office tomorrow.



This is the mindset of print. It's goal oriented. You're going to get through this and be done with it. It's completed. Web readers, on the other hand, think very differently.



Web Readers Have a Lack of Focus and Intent



Web Readers Have a Lack of Focus and Intent



When we read on the web, many of us are sitting at a desk in front of a computer screen. While mobile devices are getting more popular, I don't think this is doing anything to focus our reading. In fact, it may even be less focused as we're on the mobile device only because we are doing something else at the same time. Hence the "mobile" part.



But either way, web reading on any type of computer tends to be much more haphazard. It's not like a book or a magazine. It's more about finding small snippets of information, quickly digesting it and moving on. Our intent is usually more about immediate interest rather anything else. We may read a blog post, scan our twitter stream, scroll through our RSS feeds, or follow some links to a piece of content that looks like new information. And sometimes doing all these things at the same time!



Ultimately, we're not settling in to read. We're searching or scanning and we're reading just enough to get what we need before we move on to another task or another piece of content. And that's where it becomes a battle for those of us that produce content. We're struggling to get the attention of a goldfish!



Internet Readers are Highly Distractable



distractable.jpg



One of the issues with people reading the web is that it's usually a secondary activity. There is something, or often many things, going on around them at the same time. While reading a piece of content, an important email might come in to their inbox (or an interesting piece of spam, for that matter!) Or maybe their kids are throwing a football in the house and they need to be talked to in a nice, calm, rational way. Or perhaps someone IMs them and they start up a conversation.



When I'm on my work computer, I'm distracted by four monitors. Email, tasks, IM, Twitter, facebook and who knows what else is open in front of me at any given (or more likely, all the) time. Most people don't have that many things open in front of them, but there is still plenty of distraction happening.



When on the web, our attention spans are shorter than normal. We don't invest time to reading web content, and we're often doing several other things at once. This makes it ever more difficult to get the attention of our audience. Bizy, bizy, bizy!



Internet Readers are Usually Multi-Tasking



Internet Readers are Usually Multi-Tasking



Not only are we easily distracted when reading, most web readers are doing multiple tasks at once. That IM conversation that starts up may be going on simultaneously as we are reading. Or the article content we are writing leads us to research the topic to gather some thoughts and ideas. Or maybe we're planning a vacation and reading up on locations and things to do.



This is the nature of the web. We go read (or search) not because that's what we're settling down to do, but because we're doing something else and we're using the web to accomplish that goal. Frequently, web reading is the secondary activity to the primary activity or goal we're working on.



And since we're using the web to complete a primary task, we go out looking for information that helps us achieve that goal. But instead of finding a few resources, we find, well, millions of pages of content at our fingertips, all clamoring for a piece of our divided attention.



The Internet is Highly Competitive When it Comes to Content



competitive.jpg



Billions of new pages of content are being added to the internet every day! Think about every new website, blog post, product page, twitter stream, facebook profile, or Google Place that gets created, and it quickly adds up. Billions of pages! That is a lot of new competition on a day-to-day basis.



Imagine turning your TV on one day and finding a billion new channels! Try channel surfing that! But that's what we do on the web. We surf, search, follow and "like" our way through new content on a daily basis. The competition for our attention isn't only endless, it's growing!



This means we have to treat web content differently than print content. We have to write for the online audience. Taking into consideration all the things above, we have to know what our goals are and write in a way that enables us to not only get our audience's attention, but to also make sure our content fulfills our intended goals.



Three Major Considerations for Online Content



considerations.png



When writing content for an online audience, there are three primary things we have to consider: search, social and conversions. Content that is designed for any one of these can succeed greatly at the one, but fail spectacularly overall.



Search Engines: Is your content developed with searchers and search engines in mind? If not, then you're losing out on a significant portion of your audience. You need to make sure your content can be found, spidered and that it uses the phrases your audience is using. More on that later in this series.



Social Media: While not all content needs to be social content, social content has the ability to reach a much bigger audience. The question becomes, how do you turn "meh" content into "yay" content that gets passed around the social sphere. We'll look at how to build content that gets noticed as well.



Conversions: Conversions is just another way to say "goals." But on the web, the goal is to get your reader to take some kind of action; to "convert" from a reader to a subscriber, purchaser, communicator or whatever else you need them to do. If you know what your conversion points are, you need to make sure your content does more than inform, but drives each visitor to that point of taking action.



Good content accomplishes all three of these. Not only will it be well-optimized for rankings, but it will also be content that people find valuable enough to pass around their social profiles. On top of that, it'll convert them into customers!



In the next post, we'll look at the goals of online PR and what you want your public relations pieces to achieve on the web.



See all posts in this series:



Part 1: Intro / How Print Audience Differs from Web Audience

Part 2: Goals of Online PR

Part 3: Background Research

Part 4a: Crafting the Story p1

Part 4b: Crafting the Story p2

Part 5: Broadcasting the Message / Conclusion



Follow me at @StoneyD and @PolePositionMkg.



Be sure and visit our small business news site.





61

If you use Microsoft Office Outlook 2007 to check your Really Simple Syndication (RSS) feeds, then you can encounter errors with RSS updating. Many users have found that the RSS feeds stop updating after using the official Windows updates. While ther... by Joshua Laud

32

by Stoney deGeyter



I don't know about you, but sometimes I get completely overwhelmed with the sheer amount of time, energy, and raw hours that go into properly marketing a website online.

Read More
ploads/2011/06/money.jpg">Make a smart purchasing decision when choosing SEO services The thing that gets me the most is that, with SEO and other forms of online marketing, there really is no situation when you can sit back and say "we've arrived." Once you optimizea site, there are still so many things that can be assessed, analyzed, uncovered and corrected that you never really can say, "It's Miller time!"



This is what I envy about web designers. They get to produce a finished work, then go and collect awards for their work. But, online marketing - that's a different ballgame all together. Sure, we can celebrate top rankings, but tomorrow there is another keyword that needs improvement!



Making a Smart Purchasing Decision



Ninety percent of the online marketing services my company provides are based on the amount of time we guesstimate the job will take to get results. There are a few expenditures the clients may have to buy into (directory submission fees, requested analytics tools, etc.), but most of the cost associated with SEO services comes down to determining how many hours are needed on a month-to-month basis.



We look at time needed for researching, writing, analyzing, tweaking, optimizing, communicating, reporting and linking, just to name a few. Sometimes I think it's difficult for clients to fully appreciate the time invested in doing a job properly, especially when they see "less expensive" options floating round. Sure, you can hire some kid down the street to mow your lawn, or you can hire the gardener to take care of your lawn, garden and flowerbeds and to get rid of unwanted rodents, weeds and other pests while making sure everything is properly fertilized and pruned each week. The time difference between the two is substantial.



The problem comes, in SEO at least, when many people are expecting to hire the gardener at lawn mower kid wages. There is just no way the gardener can do their job effectively in the time it takes for the kid to mow the neighbors lawn across the street. Can't happen.



How Much Time Does a (Good) Job Take?



When it comes to purchasing an SEO or SEM strategy for your online business, there are two things to consider: How many hours does it take to meet your expectations, and how much are you willing to pay for each hour that goes into meeting those expectations?



Many SEOs charge a pre-determined package price. That just means they have pre-determined how many hours they will be providing you for their service. If you purchase an SEO package for $3000 per month, you can get anywhere from 30 hours ($100/hour) to 10 hours ($300/hour). The question you have to ask yourself is - can the $100/hour guy get the same results as the $300/hour team?



If you can confidently say yes, then maybe that's your guy. If not, maybe you need to consider the more "expensive" option. But we all know, cheap and ineffective usually turns out to cost a lot more than the expensive option that gets results!



Ten hours per month on SEO or SEM doesn't seem like much, but in the right hands, a lot can be accomplished. Here is a simple breakdown of what I would consider the average, high-quality SEO campaign:



  • Site Architecture and Site-Wide SEO: five to 10 hours needed at the onset to analyze the initial site architectural problems and create a concatenation schema to make all pages "search engine friendly."


  • Keyword Research: initially, up to five hours to research the site's core terms, determine which pages/keywords are a top priority for optimization and create an optimization plan moving forward. An additional 30-60 minutes of keyword research can go into each specific page being optimized.


  • On-Page Optimization: one to two hours per page to optimize keywords into the text, streamline the code (if necessary) and implement onto the site.


  • SEO Maintenance: two to four hours each month to review past optimization efforts and implement tweaks and changes designed to improve site performance. This also includes reviewing site usability and conversion issues.


  • Link Building/Social Media: five to six hours each month, at a minimum. New or competitive sites can, and often do, need much stronger link building or social media campaigns.


  • Analytics and Testing: three to five hours per month. No SEO campaign is complete without some way to analyze the overall performance of the optimization, usability and conversion improvement efforts that are being invested. The better the analysis, the more hours that must be invested.


These numbers can fluctuate depending on the size of the site, but this is what we would consider a pretty basic campaign. If you're looking for the best pricing option, how much from this do you feel you can cut before you're cutting into your success?





That's the key question. If you're looking solely at pricing and not factoring in the actual work, you're bound to make a bad purchasing decision. The real question is, will the price you're paying (or willing to pay) give you the ROI you need to make a profit? It's probably not a good idea to purchase SEO until you can answer that question affirmatively.



Stay tuned. In my next post, I'll discuss your options for hiring in-house vs. outsourcing, and making sure you're spending your SEO budget wisely in an uncertain economy.



Follow me at @StoneyD and @PolePositionMkg.



Be sure and visit our small business news site.





31

Ning is a social media platform that allows civic leaders or social groups to create customized websites. This flexibility allows the creators of such sites the opportunity to present the lay out and content of the site in a manner favorable to group... by Anthony Rose

57

by Stoney deGeyter



Read More
ontent/uploads/2011/05/Conversation-214x300.jpg" alt="Persuasion and conversation go hand in hand" width="214" height="300" />



Over the years, I've come to realize I'm not a very good sales person. I'm not good at self promotion or pushing the hard-sell techniques that "convert" leads into customers. Despite all that, I have been my company's best (and only) sales person over the past 12 years.



I've tried to hire sales people in the past, but it has never turned out well. It seems that I know our products and service far better than anyone else can learn them.



I'm knee deep in this stuff. I'm not just giving lip-service to what we do; I live it. I experience it every day, in the trenches with our clients, overseeing their campaigns.



I love my project management role, but I've never felt entirely comfortable with the sales role that I also play. Over the years, though, I've gotten better at it. But, every once in a while, I still find myself getting off a call thinking "Oh, I should have....!" I'm still not a natural.



The Availability of Persuasion



What I find most interesting is that I am in the same position as many of our clients. That is, I can't rely on our SEO, Social Media and PPC strategies to convert customers. They play a role in bringing people to the door and starting the conversation, but where the SEO stops, the persuasion has to begin.



If you're not available to your customers, then there is really no opportunity to persuade them. You can't rely (totally) on your website, your content or your shopping cart to do the job. When running an online business, people still want to feel connected. And, to make that connection, you have to be available for one to be made, should the customer so choose.



You can't persuade a customer who can't reach you. When your phone rings, does it get answered? By a real person?



If a customer sends an email, does it get a reply? Promptly?



Being available to persuade is critical to the persuasion process. This isn't just sales, this is customer building. It's making sure your potential customers know they can turn to you to get their questions answered, their fears eased and their desires pampered.



You might be surprised what a prompt response can do. If I'm looking at products or services provided by two different companies, more times than not, I go with the company with the quicker response time. This has borne out on the other end as well. I can't count the number of new client's I've gotten because I responded quickly to an inquiry. Sometimes we even get a contract signed before another SEO company even returned the prospect's call or email!



The Conversation of Persuasion



I know that high pressure sales work. If it didn't, there wouldn't be so many people out there putting the screws to potential customers. But, I think one of the values of social media is that it has turned the sales process on its ear. Instead of a convert-at-all-cost mindset, we now have a converse-at-all-cost mentality. A "this isn't right for me" today can often turn into a "this is exactly what I need" tomorrow, but only if you're actively engaged in the online conversation.



Through that conversation, you can often keep a more honest dialogue going than if you're pushing for the sale. The conversation can allow you more opportunity to explain how your offering is different from your competitor's. Or to discuss your philosophy and how it translates into quality. Or who your team is and the experience they bring to the table. Or... well, anything, really. The point is, if you are engaged in a conversation, things like this occur naturally.



Your Social Media efforts and your website are the starting points for the conversation process. If you are not using them effectively for this, there isn't much chance of keeping the conversation going.



The Honesty in Persuasion



I have a strict "No BS" policy. This can make sales difficult, because I don't tell potential clients what they want to hear, but I tell them the truth about what they can expect. I don't make promises that can't be kept, and I let them know, up front, what the situation is going to look like. It's all about setting proper expectations.



Actually, if I'm going to be "dishonest," I'm going to err on the side of caution. Basically, go by The Scotty Principle. I would rather under-promise and over-deliver than the reverse.



In my "No BS" approach, I always try to present my clients and potential clients with likely and worst-case scenarios. I try to make sure they fully understand that the process of optimization is not a short-term, quick fix solution, but a long-term investment. I've probably lost quite a bit of business over the years by taking this approach, but a happy client is much better to work with than an angry one.



Following Through to Persuasion



Follow through and conversations go hand-in-hand. If you have or are establishing a relationship, following up and continuing the conversation is natural. And, as much as possible, try to follow that conversation to the conversion. It might take days, weeks or even months, but the relationship is worth the time and effort.



Whenever I send out a proposal to a new prospect, I let them know that I'll be calling again in a few days to follow up and answer any questions they may have. That gives them a chance to read our proposal and be ready with questions. This keeps the conversation and the conversion moving forward.



There is a lot more that goes into any persuasion process, but these are a few key points to consider first. The goal is to have a seamless persuasion process that starts with your SEO, PPC and Social Media campaigns; melds perfectly into your website persuasion and conversion process; and carries over into the off-line conversations that potential clients need to have before they pull the trigger.



SEO can only take you so far in achieving new business. In fact, it can really only get people in the door and help with the online persuasion process. But, you still have to do the heavy lifting, making sure your site meets visitor expectations, gives them the information they are looking for and walks them to the conversion goals.



Follow me: @StoneyD and @PolePositionMkg



Be sure and visit our small business news site.





50

Facebook pages are controlled by administrators. When you create a Facebook page, you are automatically added as an administrator. If you want to transfer ownership of the Facebook page in the future, you need to add a new administrator and then remo... by Leonardo Navorski

30

by Stoney deGeyter



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good leaders do" width="150" height="150" />

For a lot of people, running a business is about making money. But, for me there is so much more to running my company than that. Sure, I love the opportunity to create profits, but I also love that I can do what I love, set my own schedule, and work with some of the best people in the industry.



I also enjoy trying to build the very best business possible. I want to see my clients succeed. I always tell them, it's in our best interest that the work we do for them is profitable. If it isn't, we lose a client!



As a manager, I want to see my team succeed. I want to give them the opportunity to build their strengths, and explore new areas, all while trying to create an environment where they do not dread coming to work on Monday morning.



Very few people are an island amongst themselves, and even fewer have succeeded solely on their own. I admire many of the sole practitioners in the SEO industry, but frankly, I don't understand how they do it. It is a very difficult role to be an expert in SEO, link building, copywriting, analytics, PPC, social media, conversion analysis and coding all at once. Not to mention the time spent blogging, reporting, reading, analyzing, testing, and keeping up with the latest industry changes. That sounds like several full-time jobs to me, so kudos to those that can do it all!



I figure they either have more hours in the day than I do, or they are getting paid an hourly rate which I have yet to attain!



But, the job I particularly enjoy is the role of Project/Client Manager. As much as I love everything about SEO, I love running the business even more. As our company has grown, it's taking quite a bit of an effort for me to let go of the old jobs and delegate those responsibilities to others. But, I can't do it all. This, after all, is the purpose of having a team.



A Cord of Three Strands is Not Quickly Broken



D.L. Moody once said, "You can do the work of ten men, or get ten men to do the work." For a business owner, doing the work of ten men yourself has its advantages. It puts more money in your pocket while also building feelings of pride and self-accomplishment. You have no one to blame for mistakes, and you can make sure the job gets done right the first time.



The gains with such a do-it-all-yourself mentality can be substantial. But, what you lose is often far more valuable than what you gain.



I used to not mind working 10-12 hours a day, but over the past couple of years, I realized that I wasn't leaving much time for my kids. Not as much time as they would have liked, anyway.



Several years ago I talked to a very successful business woman about her company. She told me that she decided early on that she was not going to work more than eight hours in a day. Today she flies all over the country and performs seminars for business owners looking to capitalize on their wealth, but is still determined to keep her workload to something that can be managed in those 40 hours each week.



This flies in the face of the mentality of most small business owners, including mine at that time. We're told that you have to put in 50-80 hour work weeks in order to succeed. Maybe this is true for a lot of small businesses, but unfortunately, once most start down that path, they find it hard to slow down and start delegating responsibilities. This, I believe, hinders their growth potential and leads to stress, burnout, and, in many cases, a lot of problems in their personal lives.



I think the goal of any business owner should be to grow their business to the point where the business operates effectively without their involvement. The owner continues collect a paycheck from their investment, while doing very little of the ongoing work.



I know this is my goal, at least.



That means that I have to focus more on growing the company and less on doing the work of the company. I make it a point to find good people that know (or can learn) more than I do about key service areas we offer. I might be able to be really good at any number of things, but I can't be an expert in all of them. So I'll find someone who is.



Learning the Art of Delegation



I never read the book Robin Hood, but years ago a friend of mine who did told me something interesting about the story. Robin would never let anyone into his gang that couldn't beat him in a fight. If Robin could kick their butt, they were out. But, if they could kick his, then they were welcomed in.



I try to use that same principle with my business. I want to hire people who do (or are capable of) knowing their area of expertise better than I do. Hiring this way ensures I get quality people and I have less to worry about when delegating responsibilities to them.



Unfortunately, too many business owners and managers are unable--or unwilling--to delegate responsibilities, despite the fact that this often holds them back from greater success.



There are four main reasons people don't delegate:



Fear of losing authority



One of the greatest fears managers and bosses have is that their employees may end up knowing more about something than they do. Once this happens, they fear, the employee will leave the job for greener pastures, demand more pay, or worse, take their job title from them.



Poor managers combat this by holding on to certain jobs and over burdening themselves with busy work that would best be handled by someone else. By being fearful of losing position, or power, the inadvertent result is a sabotaging of the business.



Delegation requires trusting others to make important decisions and allowing them to gain the knowledge and the skills necessary to do that without your input. That can be a scary thing.



Fear of work being done poorly



It's often very true that if you want something done right, you have to do it yourself. But at the same time, if you don't want to have to do everything yourself, you've got to delegate tasks to others.



Will they ever fail? Yes. Will they cause delays, loss of money, and even lose a client or two? There is certainly that risk. But, there is no reward without a bit of risk attached. Properly implemented delegation can take small risks and turn them into far greater rewards.



Fear of work being done better



Pride can be a very strong inhibitor to doing the right thing. Smart business people surround themselves with people that have potential to shine, and help them achieve greatness!



While he was president, Ronald Reagan had a plaque in the oval office that read, "There is no limit to what a man can do or where he can go if he doesn't mind who gets the credit." People in leadership positions often want the credit for their leadership capabilities. However, delegating means that somebody else might be recognized for a job well done that you may have had a strategic hand in.



You can see that as someone else taking credit away from you, or see it as a credit to yourself for helping this person get such accolades. Instead of being afraid that someone below you will get rewarded for a job well done, you can take credit for finding, training, and building a team that is extraordinary.



If you're worried about losing your position, then chances are you're not doing what you need to do to keep it.



Unwillingness to take the necessary time



I'm a very task-oriented person. I know what needs to be done, know how to do it and can do it faster than anybody else I know. (I'm humble, too!) That means I have little patience when others I've delegated tasks to are not as quick as I am.



Therein lies the difficulty in delegating. You usually only do it when you can't handle the workload any more and, by that time, you're so swamped you don't have the time to bring someone new up to speed.



But, this is also why delegating early is so important. By delegating, each task may take more time individually, but collectively you get a lot more done in the same amount of time. Doing the work of ten men may seem noble, and give you a nice boost in pride, but it's been said that nobody lies on their deathbed wishing they had spent more time at work!



Whether you're running an online business, are a marketing manager or perhaps managing an SEO firm, delegating your SEO responsibilities isn't just about freeing up your time to do more things outside of work (clearly a benefit), it's also about freeing up your time at work to be the brains rather than the brawn. Letting others do the "important" operational tasks frees you up to provide more oversight, develop new ideas and make your company more profitable.



Theodore Roosevelt said, "The best leader is the one who has a sense to pick good people to do what he or she wants done, and enough self-restraint to keep from meddling with them while they do it." Good SEO delegation creates a business far greater than the sum of its parts.



Be sure and visit our small business news site.





113
You can learn how to improve your search engine rankings using seo articles technique. Here is how to do it.
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