Final Takeaways: SEO training from Yoast

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Final Takeaways from Yoast SEO Training

Danny Ryan:Hello and welcome to the Two Bald Brothers and a Microphone Podcast. This is your host, Danny Ryan here with my cohost.


Tommy Ryan:Hey.


Danny Ryan:Tommy Ryan. Hey, Tommy Ryan. What you’re drinking this morning?


Tommy Ryan:Drinking a flat white with coconut milk. It’s good. Very good.


Danny Ryan:Caffeine warning. Caffeine warning. Well, I’m just having my normal, what is it? Death Wish Coffee here.


Tommy Ryan:That’s pretty nice.


Danny Ryan:It is. It is.


Tommy Ryan:It’s pretty bold.


Danny Ryan:Absolutely. This has turned into a three part series on the Yoast training that I’ve done and I appreciate you giving me the opportunity to vocalize some of the things that I’ve learned going through the training. Like anything, I ended up again taking the courseware. They’ve got a number of courses that you can take specifically on SEO. I’ve gone through all of them except for the, what is it? The language one, foreign language one for marking up for different languages, which I’m not sure if I’m going to take that one. I might. Then they have a technical one which I started in the first part of it, it’s a lot of repeat stuff and other stuff. I just know from building web stuff, what HTP is like all the basics of a website. I’ll go through that one and finish that one off but I don’t know how many takeaways I’ll have from that. Maybe I will. I wanted to, last time we got together we were talking about search intent and the different categories of search intent and how we can create content based upon what they’re trying to do.


Are they just trying to find what our website is? Are they looking for information on something? Are they comparing different options that are out there? Are they showing up to buy something? We’re really thinking about that and thinking about what’s our content and making it easy for people to find content. What I did this week and today, just to let you guys know, daily we have a standup, marketing and sales stand up where we get together. It’s a Scrum thing where you talk about what you did last 24 hours, what you could do in the next 24 hours and any impediments or things that are getting in your way. Yesterday I did a little, what I’ll classify as a proof of concept around reorganizing all of our content. What I wanted to do was to take some of the things that I learned in the class and try to apply them to our site. There were a lot of things going through this process that I learned. There are some things that are takeaways for me from going through this process. I wanted to talk that through with you and share. Some of this is a bit on the technical side, but it’s fine.


Just how did I do it and what was I trying to do. Let me describe where we are today. Today we’ve got to between 700 to 800 blog posts on our website and that’s great. The content, we’ve been doing this over the last 10 or so years. There are certain topics that we cover pretty heavily. What I did was I looked at what are we using for tags. One of the things that they have in the course is not just going out and creating content. It’s also going back and looking at content and a little bit of pruning of content.


Tommy Ryan:Curating.


Danny Ryan:Curating, saying maybe this one. One of the big things that I think I got out of this was I’m now allowing people to, if for their one update for the quarter, the one marketing things they can go back and update a previous blog post. I was having people always create new content, but maybe there’s pieces of content that are out there that they just need to do an update. Especially in the world of Microsoft 365, the way you did it previously might not be the way, you know … The way you did a year ago might not be the way you do it now.


Tommy Ryan:Right.


Danny Ryan:Especially for the pieces of content that are really popular one. That’s what I ended up doing was I did a little bit of analysis on what was everybody’s most popular blog posts. Then take a look at it and see if that could use an update and shared that at our company meeting and saying, “You know what, this quarter, why don’t we focus in on updating some of the content?” That was something that’s important that came out of this. Yesterday’s proof of concept getting back to that was we have over 360 tags right now. What that means is for about between 700 to 800 pieces of content and over 300, I think it was 364 tags is we’re using tags extensively but we’re probably creating too many tags essentially. Part of what the goal was yesterday was to take a look at and can we take some of those tags and instead of having them so fine grain, maybe group them together, maybe look at them and merge some of them together. Maybe look at it where I’m not using so many tag. Take a look at the tags that maybe I only have one or two or three posts that are marked with them and start to pull things together. It was part of the exercise yesterday and I challenged myself. You know with this, you can go from one extreme to the other.


Tommy Ryan:Right.


Danny Ryan:Yesterday my extreme was like, what happens if I really just, if I took all 360 of those and compacted them down to 12 and said, you know what, there’s 12 different topics. These are the 12 things that we write about. That was my challenge for yesterday and so that was what I was going after. For instance, I’ll take an example of some easy ones, like we have a lot of blog posts that are written about angular. Angular is a technology that we would use particularly for development purposes, we would use Angular. For that one I would notice there were maybe four tags that might at one point in time I was doing tags on Angular 2. For this it’s like, I don’t really need to get that granular.


Tommy Ryan:SharePoint 2013. SharePoint 2016.


Danny Ryan:Yeah, and so really we’re writing … There was a way for me to go, the easy ones were I was merging together things that were similar enough that there wasn’t enough benefit of breaking them out into separate tags.


Tommy Ryan:Right. From what I heard you say the other day, and I don’t know if this is where you want to go if this is convention for thinking about tags versus categories. I heard from you, the categories are what you really want to be known for, what you want to show up inside of search. You have enough strength of content and focus around that category. Then I look at tags and maybe this makes sense or maybe it doesn’t. I look at tags as that second level down from categories that is more refinement that if I find in this category there are 100 blogs, how do I further refine and get to what I’m looking for within that category. Is that how you use tags or sometimes you don’t use tags at all? You just say don’t use tags, just go straight categories.


Danny Ryan:You can go one way or the other. Really, the difference between categories and tags from an implementation standpoint is categories can be hierarchical. You can put them underneath the hierarchy if you want to. Tags are not.


Tommy Ryan:Tags are flat.


Danny Ryan:Yup. I’ve listened to plenty of, talking about YouTube. Just plenty of people, different people’s take on this. The benefit of this is not just going to be on our website. I’m going to also apply this to intranet.


Tommy Ryan:Sure.


Danny Ryan:There’s overlap with how do you use-


Tommy Ryan:Tagsonomy versus Folksonomy, yeah.


Danny Ryan:You can rely on one or the other. You can not use one or the other as well. The analogy that worked best when sort of going through them all is think of this as your content like a book and the table of contents is the categories. The index, that’s your tags.


Tommy Ryan:Right.


Danny Ryan:For instance, of all your sort of corpus of information that you have, you want to think of the chapters of the book as being your categories. You want to think, do I want to go to a very specific. If you’re reading a book you wanted to jump to where this … If it’s a technology book where there’s certain type of technology is talked about in this book, well you can jump to the index and you can see it’s talked about on page four, eight, and 37. That helped I think for me. People think different ways and sometimes people want to jump right to it. Sometimes like for us, Google is trying to figure out what’s your content all about. It’s trying to understand what are the chapters of your book and what’s the name of your book, what do you know the most about, what is it all about? For us, it’s thinking and part of this exercise is looking at all the content that we have and then there is the strategy within. There’s within SEO, there’s and I’ve talked to other people, talked to you guys about this, where you have the head keywords like what are the things when you think of ThreeWill that are the ones that really we have the most knowledge about. Those could be things like the head keyword. It could be Microsoft 365.


Tommy Ryan:Would that be a category? Is your head keyword get mapped to a category or can?


Danny Ryan:It can. For us, I could see it be more about, I could see the overall like our blog. If the corpus of our information is all about typically about this one subject, it might be good to call it that. We could call our blog the Microsoft 365 blogs. Within all of that we’re typically very often talking about our information is about Microsoft 365, but then really within Microsoft 365 what are we putting content out about? What I end up finding was when I went to those dozen categories is that we’re putting out content about Microsoft 365 best practices. What’s the right way of doing this? For us, a head keyword could be and part of this whole research is seeing what are people out there searching for? Because you got to get into the mind of what keywords do they use so that you can connect yourself up to those keywords. People often, if I look and go look at the history, people will be searching for Microsoft 365 best practices and then what happens is, is if we use that as a category and then we classify our content as being this is an article about Microsoft 365 best practices. We have 100 pieces of content about that. Okay.


The way that WordPress is set up is all of the different articles that you write about a certain category all point back to what they call an archive page. This helps Google, if you have 100 pages pointing at this one page, Google say that one page is pretty darn important, but nobody else … It’s sort of how you create a site hierarchy within your website is, and that’s where it becomes cornerstone content. That’s where you want to look at that page and there’s like out of the box WordPress creates these archive pages which is typically just the collection of articles that are written about that category. One of the things that Yoast goes into is creating a guide for that which gets into the cornerstone content where it’s more than just I’ve written 100 different articles about Microsoft 365 best practices but I have … That page has like a, here’s what you need to know about best practices and has more content.


It’s actually a very highly optimized page itself. You can go that route. The thing where I’m a little confused is I know I can go that route and I can customize the category page, but then also yes, you can create an article that is classified as cornerstone content and then I think you need to manually go in and point all this pages back to that page to say, “Hey, this is really the authoritative subject.”


Tommy Ryan:This is where you start.


Danny Ryan:This is where it plays into what our issue is today, really why I’m getting into this and really why I do it, taking all these courses. The overarching goal for me is that we’re … I’m going to take Jive Migration as an example and there are other companies that are … There’s one or two other companies that had been able to rank higher than us in this. I believe it’s because we’re competing with ourselves. We have probably 40 different pieces of content on our website that is about Jive Migrations and Google can’t figure out which one.


Tommy Ryan:What’s the authoritative one.


Danny Ryan:Is this the authoritative one? Right now it switches back and forth, like which one shows up as the highest one based upon what my specific keywords are. I want to have one that is the authoritative source. I want to have a guide that is the place that I’m telling Google when people are searching for this, this is my content that I want them first to show up to and then they can go look at other things. In other words, I want to send them to this chapter of the book so that they can go start here and go get more information about that thing. Right now, like for instance, it may be depending on the search, it may be the article that we wrote. The first article that Pete wrote about migrating, the one that was done four or five years ago because it’s been around so long and people go and read that.


Tommy Ryan:Revise that one.


Danny Ryan:It might be, yeah and we can revise that one. If that’s our cornerstone content then that’s fine, but that right now that’s just one piece of many pieces of content for us. Right now the costs one. We did an article probably a year ago, starting to show up as the one showing up. In other words, I’m competing with myself right now and what I want to do is get to the point where I’m able to tell Google, “Hey. This is what I want people to go to when they’re searching for Jive Migrations.” I don’t want to send them because the issue is for instance, like right now if they show up to the cost page, they show up to that page, that’s good but they don’t have an in … They don’t have-


Tommy Ryan:Nowhere to go from there.


Danny Ryan:Where do I go from there? What’s really the call to action for them because they could go read that article and then they’re gone. I hadn’t given them an overview or at the end of that article I want to point them to even if they come in to that article by using a long tail keyword where they search for what are the costs of a Jive Migration. They go to that cost page, then I want to pull them into, they read that page and then I want to pull them back into our guide that sort of has the overarching-


Tommy Ryan:Yeah, makes a lot of sense.


Danny Ryan:Just the structure is really … Your structure is important and being able to set this up in the proper way. I’m sorry. We’re going, we’re good. Okay. That’s the idea behind why are we doing this and why are we creating cornerstone content? What I did yesterday get back into that is I ended up … I love WordPress because there’s like free plugins for everything, but I went through the whole process of simplifying all of the tags down to just basically challenged myself. I said, the reason why I wanted to do that is because I wanted to understand what are the dozen topics that I would ball us into. That helped me out with maybe what are the high level chapters in our book. I did that. There’s a term management tools that I have to do this. There were a couple of plugins, there was a bulk move tool that I used to convert. Actually used the term management tools to merge them together.


When you’re doing all of this, and right now I have … Yoast does no index on our tag archive pages. Part of this is like, “You can tell Google not to index a tag or archive page.” Right now the way it’s set up by default is category pages are indexed by Google. Tag pages are not indexed by Google because think of this, this is like 363 extra pages on your website that Google will put out there which can be good or bad. If you want them to show up there, that’s good. I just noticed, and this wasn’t anything where I set it up, I noticed by default Yoast had that turned off.


Tommy Ryan:It seemed to be a best practice.


Danny Ryan:Seemed to be best practice that because I’m sure by default everybody is doing what I’m doing, which is they’re creating like for every … For us, it would be like every new two pages that we put out on our website, there’s a new tag. As you look at this over time, that number of pages will grow and grow and grow. It’s that really things you want Google to be indexing and does it create more confusion than it does clarity to Google about what’s your important content on your site because they’re just new pages on your site. I might change this around if I go for it, our tag pages might be something that I do want Google to index based upon what our tags are going to end up being.


Tommy Ryan:Because there will be fewer. There won’t be 360, there might be 12.


Danny Ryan:They’ll be fewer and they will be important. I might even customize those pages to be more like guides to create the more like their cornerstone content for us. So that when you go to-


Tommy Ryan:The tag archive or the category archive page would have some curation of what you want the beginning of it to look like, and then maybe all of the referenced pages they can scroll through because you landed them in the area. You want them to explore the content.


Danny Ryan:Yup, and this gets into some cool stuff because that and that page really what that page is doing is it’s giving … The archive page is showing you all of content. One of the nice thing is I can customize what that page looks like. In actuality, the way it’s built by default is it shows you all of those pages one after another on a single page, which is there’s not like … If you go to like our blog page, there’s like Pinterest where you can see a high level overview of each of the pages and one of the plugins that I use. You can actually switch out the default to be more like a Pinterest page than it is showing all of the page. You just sort of splat out all the pages one after another, which is good. So that sort of gets into the idea of, I searched, I went to, I found this article about Jive costs. Then the category is Jive Migrations. I click on Jive Migrations which is the tag. It brings me to this page that says here’s you know, Jive has a high level … It’s a optimized page for Jive Migrations. It has and then it also has if it’s the guide, you’re always trying to think about what is the conversion, which sort of gets us to the next piece of this which really is something that just as the same way I’ve been trying to …


I’ve been competing with myself about content. I’ve been competing with myself about conversions. The thought around here is what is a conversion for us on the website, and right now and I’ll continue to use Jive Migrations because it’s one that’s fully formed for us. There’s a couple things we could classify as a conversion. One is we have a services page and it’s a persuasive article about why you need to do this. At the end of it they provide their email and they get what’s called the Jive Migration pack. It has information about what do they need to know at this point in time about migrating. Then the other thing we have is the sizing tool, right? We’ve got a sizing tool that’s out there. Number one, is that a conversion? They download. Do I want to call this in my marketing what I’m trying to get people to do? That’s one thing we do. The other is the eBook. We have an eBook that people can download and they provide their email, it’s behind a soft paywall, which is they provide their email, their name, they download that eBook. Is that a conversion? We have the sizing tool, which I mentioned earlier. They’re downloading that sizing tool then they provide their information. They get the sizing tool comes to them.


Is that the conversion? Then we’ve talked about workshops. Is them registering for a workshop or doing something where they sign up for the workshop or reach out to do the work. The issue with this is I need to be clear about what I am trying. What is a conversion for us on the website? I’m trying to think of this from a marketing standpoint of how do I get people where from a marketing to sales they’re in a really position to move forward. One of the things I was thinking about out of this is from back in the sales days, you guys, you create business cases and action plans and those types of things. Really, what I want from a marketing standpoint to move from marketing over to sales is for them to have a business case and for them to have an action plan. One of this, this came from the sizing tool and thinking about what we commonly do because I’ve got an article on how to, for Jive, how to write a business case for doing this is what if the conversion was, they’re providing … I’ve completely missed another one. We have a pre migration questionnaire. I’ll come up with something new next week to say what … You can see where I’m going with this. There’s too many different. I’m not clear about what am I trying to get people.


Tommy Ryan:What is the path.


Danny Ryan:What am I trying? How do I set them up for success where they can move on? Jeff’s interacting with them. They’re in a good … I need to be clear about that because if I’m not clear about it, they’re not going to be clear about it.


Tommy Ryan:What I’ve noticed is they contact us has been more the handoff, right? That we’ve got all these different avenues based on the type of person that’s reaching out to us to be able to interact with us. Either downloading the sizing utility or the eBook, but where it becomes actionable and it gets converted over from a marketing to a sales is usually through the better or for worse, but it’s they contact us because we’ve got a person to talk to and we feel that there’s enough interest because they’ve done that. That they can have a conversation with someone in sales. It could be further, “processing” of that in guidance before it goes over to sales. That is the pre-migration checklists that it’s qualified through that and they’re prepared and ready to take the next step. It’s accelerated when they get into that sales pipeline, but it seems like that’s what is our conversion today.


Danny Ryan:That’s a great observation because I think part of this as well as you know, we’ve talked about the different types of content and based upon where you are in that process, you’ll do different things. If you’re in the research phase, I might download the eBook, right? No, I need to do this sometime next year, so I’m going to go see what ThreeWill says about doing this. You don’t need to talk to … I don’t want to talk to any … Don’t reach out to me. I just want to read your book and get ready for it. I do think there’s different stages of this as well once you’re ready to move. This is a part of, and maybe there’s different people like to interact in different ways as well.


Tommy Ryan:Right. I’ll tell you one thing. Talking to Jeff about his conversations with new leads that are Jive Migrations. He feels like a lot of times they’re almost more educated about this Jive Migration from our website than Jeff feels. He feels like he’s not working with someone that just haphazardly is contacting us and wants to talk. It’s someone that is already educated themselves. Maybe they’ve downloaded the eBook, maybe they’ve read five blog posts and they’ve read the FAQ. That brought them to the point of saying, “I want to contact.” I don’t know what that is in the whole marketing world, but there are some prequalification or preparation steps that enable someone to say, “I’m ready to contact you.” Because I feel like it’s not a sales thing. It’s a, “I’m ready to take the next step towards this migration.” ThreeWill has already been a partner with me before I even started that sales conversation.


Danny Ryan:Yeah, that’s great. I mean, that warms, [coat] my heart to hear that. I just know I can do it better. Right. That’s what we’re driven by. I know I can make this, by better, I mean easier for people to find us and easier for people to learn what they need to learn in order to be successful with doing this specific thing, helping them do this. One of the things that’s coming out of this is what do I put behind a soft paywall? Soft paywall for me is you’re going to provide your name and email.


Tommy Ryan:Yeah, that’s the currency.


Danny Ryan:There’s some things where I’m thinking about taking our eBooks and turning them into cornerstone content. At that phase in the game, as you know, I can tell certain things about what companies are coming to our website, you know, those types of things of knowing. What’s the benefit of locking it behind there as opposed to sharing it and making it indexable by Google and showing you know something versus … It’s a subtle balance and it’s a give and take type of thing. Sometimes what I want to do is I want to make sure, part of this whole SEO thing is I want to make sure I’m on the front page. I want to make sure that I’m findable. If me locking that content behind a soft paywall is not making me findable, that’s not good. I want to show that I’m authoritative on this. At different stage of the game, you’re like, I don’t want to provide my email quite yet. I want to research.


Tommy Ryan:Someone that downloads that guide or that eBook, they’re not the same as someone that goes to the contact us. They are someone that is in that research phase. Does it make sense to put a soft paywall in front of that when those email addresses that we get are not how we convert people? They are leads and it’s probably a question of is there more value in having that lead database versus more people finding that page and contacting us directly? I don’t know how you do AB test with that to know which one is more effective but it’s an interesting challenge to know which way to go.


Danny Ryan:Right now as it stands as a one man marketing team, when they download, when people download resources-


Tommy Ryan:We’re all about small effective teams at ThreeWill.


Danny Ryan:We’re all small effective teams. What I do is, they do get into our … I don’t set up a particular nurture, what a marketing person would say nurture or drip campaign because I know they’re six months out. I’d love to do that. I just haven’t been able to do. What I do is I just throw them into our, what they’re going to get our monthly email and there’s pros and cons of that. Absolutely. They can unsubscribe if they’re not interested. They’ll keep it. Ideally I’m doing a drip, but this way they are in there at least so that they can, if they want to stay in touch with us. They might think, oh, I get a monthly email from ThreeWill. I read their stuff. I know I want to do something six months from now. I’m just going to see what they’re up to. What are they doing as a company? Are they getting into different migration types? What are they doing? Some people are fine with that. It’s thinking through. I want to get maybe get a little bit back and we’ll wrap this up here. One of the things that’s coming out of this that I know I can do that I’m interested in seeing if there’s a way for us to do this is I feel like with the migrations we would be in a stronger position if they had a business case.


By business case I’m talking about, everybody comes to us and says, what’s the cost of doing this? Right? Everybody’s like, how much does it cost? What is this going to cost? They’ve got to go and get a budget, secure a budget for doing these things. We, as part of this process within marketing, I’ve got a position saying, what are you getting out of doing this? Is there a way for me to, let’s take for instance, continuum which is out of migrations. Is there a way for me to create a form on the website that says, create your business case here? Ask for 30 things that would have the most impact that they can find out, that they know about their Jive implementation that they can provide to us that would help us size it to a small, medium, large, extra large. Then out of that, create a, here are the benefits that you’re going to … They provide, they say. One of those questions might be what are you currently paying for job per month or some sort of … You need to create the business case. You want help creating the business case.


Tommy Ryan:What’s interesting is I think a lot of the people that approach us already have their lightweight business case, which is consolidation. I’ve decided I just need to go out there and find someone that can do it and what’s the cheapest way to get there because I think a lot of it is there’s not higher purpose beyond consolidating, get ready the licensing. From the organizations I’ve seen and we’ve been exposed to, it’s been a lot of jobs not innovating anymore. We’re paying double for collaboration. It’s a no brainer, let’s get off. Then where it becomes difficult is some of the customers that have old Jive licensing where it’s not costing them 500k a year, it’s costing them more like 100 to 200k, but they’re a big organization. Then it becomes, okay, you have to have a higher purpose because it’s not cost anymore. There’s something more than costs that’s going to have to drive this.


Danny Ryan:Really, the benefit of doing that is losing the knowledge that they currently have in Jive and losing that corporate IP, you have hard costs and soft costs. A part of this is the challenge around how do you put a dollar behind that.


Tommy Ryan:Yeah. Yeah, look at all the content rehab and old SharePoint wikis and what value do we put to that. It’s kind of tough. It’s a tough equation.


Danny Ryan:Which gets us to why moving to modern pages, which will be a new service that I’m sure will be coming down the pipe. Part of this is just maybe what can I do from a marketing standpoint to put Jeff in a really good position. The idea of a business case would be I’ll just make sure they have and it’s just a simple document format or an email that has here’s the benefits of doing this, here’s some high level costs. What I would call it is a draft of a business case, but just something, here’s the cost benefit and then a high level timeline. A draft of a timeline. This is going to take two months, six months, two years. While a extra large might take a whole year or one to two years to do. Set some of those expectations and then what’s the action like a high level action plan. From here, you need to go download the Jive sizing. Here’s a list of things you need to do from here. Go do this, you need to schedule your workshop, you need to go do this, and it’s a list of things for people to go do from here. Then that gets sent to them and then it also get sent to Jeff where Jeff is able …


He sees somebody, Scott, here’s the plan from here. You now know this is a good conversion because they’ve got a plan from here. They know they’ve got a draft and then Jeff just takes that business case and brings it forward and says, let’s keep this updated. Let’s make sure the action plan is updated. You guys, we just want to make sure when you’re talking to others inside your organization, you’re spelling out here’s the benefits of doing this folks. This is why we’re doing this. I just see it as maybe a better way of converting these things because some of these will just go … The action plan they might get and they’re like, “You mean for a medium, it’s going to take six months? Well, we need to be off in two months.” Typical ones go, you’re going to need to think about this and then we can move from there. Jeff’s in a better position.


Tommy Ryan:I love that you’re thinking about how do you get the process going and put some structure going into it.


Danny Ryan:It’s just a draft. It’s not a here’s a contract or here’s something you need to sign or anything like that. It’s just like we can do this based upon the fact we’ve done this before.


Tommy Ryan:Right.


Danny Ryan:That’s a big deal. Just giving them a framework, giving them a draft of a case and an action plan and something where they … I think it gives them control, they’re in better control of things. They have a plan from here, which is what people I think they want to, when they decide, yes, I want to go do this, what do you want to hear first? You want to hear, well that’s great you want to do this. Let’s talk about this is what’s going to happen. We’re going to guide you through this. We’re going to help you through this whole thing. I think overall that’s what we want the website to be about. Work guides through these different things, leading you down these different things that you’re trying to get to.


Tommy Ryan:Good. Laying this [puppy].


Danny Ryan:All right, we’re all done.


Tommy Ryan:You’re good?


Danny Ryan:I’m sorry that was really long, but that was good. Great conversation.


Tommy Ryan:Great conversation.


Danny Ryan:Awesome. Are we late for our meeting?


Tommy Ryan:Yeah, we’re 10 minutes late.


Danny Ryan:We’re 10 minutes late. Sorry about that guys. Sorry, Jeff. Sorry, John. Okay, thanks everybody for listening. Have a wonderful day. Thanks, Tom.


Tommy Ryan:All right, bye-bye.


Additional Credits

Intro/Outro Music – Daniel Bassett

Danny RyanFinal Takeaways: SEO training from Yoast

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