When you search for something, how many times do you click past the first page of the search results?
Most people don’t.
They’ll change their search and try to find something more relevant.
If you’re buried in the search results, nobody will find you, or your business, or whatever you’re selling.
There are three main patterns of messing up here:
Competing where you’ll never win, or it will be a perpetual uphill battle Optimizing for traffic that’s browsing, not buying (so you never find “the search phrase that pays.”) Gaming it in ways that penalize you big time and lay waste to your efforts
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