{"id":82038,"date":"2020-07-06T10:20:23","date_gmt":"2020-07-06T17:20:23","guid":{"rendered":"https:\/\/www.bruceclay.com\/?p=82038"},"modified":"2023-09-03T23:37:57","modified_gmt":"2023-09-04T06:37:57","slug":"seo-myth-seo-is-unreliable","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/","title":{"rendered":"<em>Myth-busting SEO for the CMO:<\/em> Myth No. 1 &#8211; SEO Is Too Unreliable"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"420\" class=\"aligncenter size-full wp-image-82040\" src=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-800px.jpg\" alt=\"Man with a headache.\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-800px.jpg 800w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-800px-300x158.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-800px-768x403.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>I\u2019m sure you\u2019ve heard the <a href=\"https:\/\/www.nbcnews.com\/tech\/internet\/googles-phantom-algorithm-update-hits-websites-n358346\" target=\"_blank\" rel=\"noopener noreferrer\">horror stories<\/a> of losing rankings and traffic overnight due to a <a href=\"https:\/\/www.bruceclay.com\/blog\/google-algorithm-updates\/\">Google algorithm update<\/a>.<\/p>\n<p>It\u2019s true that an algorithm update has the ability to do this to a website. But even if an update has impacted a site in this way, there\u2019s always an SEO solution that can help.<\/p>\n<p>Unfortunately, when people don\u2019t understand how to compete in the search results, they may blame SEO as ineffective and <a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/cmo-spend-2019-2020-research.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">divert more budget to other channels<\/a>. But SEO continues to prove its worth as a channel that <a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">drives the most traffic and most revenue<\/a> to a website.<\/p>\n<p><strong><em>The truth is &#8230; it\u2019s a myth that SEO is unreliable.<\/em><\/strong><\/p>\n<p>SEO is built on principles that align with Google\u2019s guidelines. The \u201cright\u201d side of the SEO industry is well-versed in these principles. We know what it takes to make a website relevant enough to rank in the search results. And to stay relevant even with algorithmic changes.<\/p>\n<p>Let\u2019s myth-bust the concept of SEO as an unreliable marketing channel with some facts.<\/p>\n<ul>\n<li><a href=\"#myth-google-doesnt-tell-us-enough-to-succeed\"><strong>Myth: Google doesn&#8217;t tell us enough to help us succeed<\/strong><\/a><\/li>\n<li><a href=\"#myth-its-too-hard-figure-out-googles-secrets\"><strong>Myth: It&#8217;s too hard to figure out Google&#8217;s secrets<\/strong><\/a><\/li>\n<li><a href=\"#myth-google-changes-things-without-warning\"><strong>Myth: Google changes things without any warning<\/strong><\/a><\/li>\n<li><a href=\"#fact-google-not-perfect-neither-seo-but-is-effective\"><strong>Fact: Google is not perfect. Neither is SEO, but it is effective<\/strong><\/a><\/li>\n<li><a href=\"#faq-how-can-stay-ahead-google-algorithm-updates-seo\"><strong>FAQ: How Can I Stay Ahead of Google Algorithm Updates with SEO?\u00a0<\/strong><\/a><\/li>\n<\/ul>\n<h2><a id=\"myth-google-doesnt-tell-us-enough-to-succeed\"><\/a>Myth: Google Doesn\u2019t Tell Us Enough to Help Us Succeed<\/h2>\n<h3>Fact: Google is tight-lipped about some things, big on sharing others<\/h3>\n<p>While Google will never divulge the inner workings of its algorithm to the public, they share plenty.<\/p>\n<p>Here\u2019s a sampling of where we can get guidance from Google on our SEO programs:<\/p>\n<ul>\n<li>The <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7451184?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">SEO Starter Guide<\/a> outlines the foundations of how to create a site that works well for search engines and users.<\/li>\n<li>The <a href=\"https:\/\/static.googleusercontent.com\/media\/guidelines.raterhub.com\/\/en\/searchqualityevaluatorguidelines.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Search Quality Evaluator Guidelines<\/a> gives us a deep dive into what Google thinks is a quality site that deserves rankings.<\/li>\n<li>Social media accounts like <a href=\"https:\/\/twitter.com\/searchliaison?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search Liaison on Twitter<\/a> and <a href=\"https:\/\/www.youtube.com\/channel\/UCWf2ZlNsCGDS89VBF_awNvA\" target=\"_blank\" rel=\"noopener noreferrer\">Google Webmasters on YouTube<\/a> give us timely updates about algorithm changes and our websites. It also allows marketers to interact with and learn directly from Google on specific issues. (Not to mention, you can follow specific Googlers like John Mueller and Gary Illyes on their social media accounts. They are known to be communicative.)<\/li>\n<li>SEO and marketing events host Google representatives who give presentations. Take <a href=\"https:\/\/youtu.be\/iJPu4vHETXw\" target=\"_blank\" rel=\"noopener noreferrer\">this presentation<\/a> at SMX West 2016, for example, where Google ranking engineer Paul Haahr gave specific details on what matters most to Google.<\/li>\n<\/ul>\n<h2><a id=\"myth-its-too-hard-figure-out-googles-secrets\"><\/a>Myth: It\u2019s Too Hard to Figure Out Google\u2019s Secrets<\/h2>\n<h3>Fact: SEOs can figure a lot of things out<\/h3>\n<p>It\u2019s a simple equation:<\/p>\n<p>Google\u2019s search engine guidelines + experience + research + implementation + tangible results = more SEO and Google insights.<\/p>\n<p>Professionals in the SEO industry could, quite frankly, quit their day jobs and become detectives if they wanted. We are in the business of figuring things out.<\/p>\n<p>Take, for example, the Search Quality Evaluator Guidelines I shared earlier. From that, we can distill the concepts of <a href=\"https:\/\/www.bruceclay.com\/blog\/complete-guide-to-googles-e-a-t\/\">expertise, authoritativeness and trustworthiness<\/a> and how they apply to a website\u2019s SEO.<\/p>\n<p>Or look at the SEO Starter Guide shared earlier, where we can expand on one simple thought about an organized website:<\/p>\n<blockquote><p><em>Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don\u2019t require an internal \u201csearch\u201d functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.<\/em><\/p><\/blockquote>\n<p>&#8230; and correlate that to the <a href=\"https:\/\/www.bruceclay.com\/blog\/seo-done-right-cares-about-content-architecture\/\">SEO strategy of siloing a website<\/a>.<\/p>\n<p>Not to mention, there are plenty out there who use their tools and research skills to reverse engineer the algorithm. Take, for instance:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.semrush.com\/sensor\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMrush Sensor<\/a> (SEMrush)<\/li>\n<li><a href=\"https:\/\/moz.com\/mozcast\/\" target=\"_blank\" rel=\"noopener noreferrer\">MozCast<\/a> (Moz)<\/li>\n<li><a href=\"https:\/\/www.searchmetrics.com\/knowledge-base\/serp-features-monitor\/\" target=\"_blank\" rel=\"noopener noreferrer\">SERP Features Monitor<\/a> (Searchmetrics)<\/li>\n<li><a href=\"http:\/\/www.seobythesea.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google patent analysis <\/a>(Bill Slawski)<\/li>\n<\/ul>\n<p>Bottom line is, that we\u2019re on it \u2014 as an industry and as SEO professionals. It\u2019s our job to figure these things out. And we have a pretty good handle on what is needed to create a quality website that offers a good user experience.<\/p>\n<h2><a id=\"myth-google-changes-things-without-warning\"><\/a>Myth: Google Changes Things Without Any Warning<\/h2>\n<h3>Fact: For the big changes, we often get a heads up<\/h3>\n<p>OK, this is not true for every single change. With multiple changes happening in search each day, sometimes a fluctuation hits sites unannounced. However, it goes without saying that Google has already given fair warning around anything that has to do with its <a href=\"https:\/\/support.google.com\/webmasters\/answer\/35769?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Webmaster Guidelines<\/a>.<\/p>\n<p>In other words: don\u2019t spam and do your best to create a quality website. Any updates related to those are fair game.<\/p>\n<p>That said, when big changes are on the horizon, Google often gives direction and time to prepare.<\/p>\n<p>\u201cMobilegeddon\u201d is a perfect example. In February 2015, <a href=\"https:\/\/webmasters.googleblog.com\/2015\/02\/finding-more-mobile-friendly-search.html\" target=\"_blank\" rel=\"noopener noreferrer\">Google announced<\/a> that it would be putting mobile-friendly sites front and center in April. In March 2016, Google <a href=\"https:\/\/webmasters.googleblog.com\/2016\/03\/continuing-to-make-web-more-mobile.html\" target=\"_blank\" rel=\"noopener noreferrer\">announced<\/a> it would increase the mobile-friendliness signal in May of that year. Both gave three months\u2019 lead time.<\/p>\n<p>This is in addition to all the other times and places that Google talked about mobile readiness leading up to the launch date.<\/p>\n<p>Another example is the page experience update. <a href=\"https:\/\/webmasters.googleblog.com\/2020\/05\/evaluating-page-experience.html\" target=\"_blank\" rel=\"noopener noreferrer\">Google announced it in May 2020<\/a>, but it\u2019s not set to go live until at least 2021.<\/p>\n<p>SEO professionals are well-versed in Googlespeak, too. That means that even if Google doesn\u2019t come right out and say that websites need to be focusing on something ahead of an update, they often hint at it.<\/p>\n<p>Now let\u2019s take the website that has been harmed by an unforeseen Google algorithm update or change. In those cases, we are able to use our collective tools, research, experience, and knowledge to better understand why, and then make improvements to that site.<\/p>\n<p>Even for troubling trends like search results yielding zero clicks, <a href=\"https:\/\/www.bruceclay.com\/blog\/how-to-adapt-seo-in-zero-click-world\/\">there is a solution<\/a>.<\/p>\n<p>Because SEO is a long-term strategy, ups and downs are inevitable. But staying in it for the long haul will pay dividends. In all cases, there are ways to make a website stay relevant in the face of algorithm updates.<\/p>\n<p>One final thing to remember: <a href=\"https:\/\/www.bruceclay.com\/blog\/seo-should-beat-the-competition-not-the-algorithm\/\">SEO is not meant to beat the algorithm<\/a>. What we are focused on is creating quality websites and beating the competition instead.<\/p>\n<h2><a id=\"fact-google-not-perfect-neither-seo-but-is-effective\"><\/a>Fact: Google Is Not Perfect. Neither Is SEO, But It Is Effective<\/h2>\n<p>We are playing in Google\u2019s sandbox. Rather than throwing up our hands and admitting defeat, we can reap the rewards of more traffic and revenue if we play the game.<\/p>\n<p>Of course, there will always be unforeseen circumstances that impact traffic. The COVID-19 pandemic is a perfect example. Sometimes algorithm changes hit us unaware, too. In some instances, you have to pivot your marketing mix to address these events.<\/p>\n<p>But in all cases, you should continue the path of SEO \u2014 making your website easy to crawl and index, and providing a great experience for your users. If not, your competition will.<\/p>\n<p>For more SEO myth-busting, see these articles:<\/p>\n<ul>\n<li>Myth No. 1 \u2013 SEO Is Too Unreliable (this page)<\/li>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/seo-myth-you-cant-measure-seo\/\">Myth No. 2 \u2013 You Can\u2019t Measure SEO<\/a><\/li>\n<li><a href=\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-one-time-or-sometime-thing\/\">Myth No. 3 \u2013 SEO Is a One-Time or Sometime Initiative<\/a><\/li>\n<\/ul>\n<p><em><strong>Need help with your SEO strategy? We&#8217;d be glad to talk with you. <a href=\"https:\/\/www.bruceclay.com\/quoteform\/\">Request a free consultation<\/a> today.<\/strong><\/em><\/p>\n<h3><a id=\"faq-how-can-stay-ahead-google-algorithm-updates-seo\"><\/a>FAQ: How Can I Stay Ahead of Google Algorithm Updates with SEO?<\/h3>\n<p>Google&#8217;s algorithms are continually evolving, making it essential for SEO professionals to adapt and thrive. In this whitepaper, we&#8217;ll delve into expert strategies that will help you not only weather algorithm changes but also capitalize on them to boost your website&#8217;s ranking and overall online presence.<\/p>\n<p><strong>Understanding the Google Algorithm Updates<\/strong><\/p>\n<p>Google&#8217;s search algorithms undergo hundreds of changes each year, some minor, while others can significantly impact search results. Staying informed about these updates is the first step to staying ahead. Subscribe to official Google Webmaster Central blogs, follow industry-leading SEO news sources, and join forums to gain insights into the latest developments.<\/p>\n<p><strong>Quality Content Is King<\/strong><\/p>\n<p>High-quality content remains the bedrock of SEO success. Regularly update your website with informative, engaging, and relevant content. Understand your target audience&#8217;s needs and provide solutions to their queries. Google&#8217;s algorithms increasingly prioritize user intent and satisfaction, so creating content that fulfills these criteria is crucial.<\/p>\n<p><strong>Optimize for Mobile and Page Speed<\/strong><\/p>\n<p>Mobile-friendliness and page loading speed are essential factors in SEO. Google&#8217;s mobile-first indexing means your site should be responsive and offer a seamless experience across devices. Additionally, fast-loading pages contribute positively to user experience and can result in higher rankings.<\/p>\n<p><strong>Backlink Strategy and Quality Links<\/strong><\/p>\n<p>Building a robust backlink profile is essential for SEO success, but not all links are created equal. Focus on acquiring high-quality, relevant backlinks from authoritative websites in your niche. Avoid spammy tactics, as Google penalizes sites engaged in manipulative link-building practices.<\/p>\n<p><strong>Monitoring and Adaptation<\/strong><\/p>\n<p>Constantly monitor your website&#8217;s performance using analytics tools. When you observe fluctuations in rankings or traffic, investigate whether they coincide with Google updates. Be prepared to adapt your SEO strategy accordingly. Sometimes, these updates can present new opportunities for those who are quick to respond.<\/p>\n<p>To successfully navigate Google&#8217;s algorithm updates, it is crucial that you remain vigilant, adaptable, and committed to providing high-quality content. Staying informed, optimizing for mobile use, and building solid backlink profiles while closely tracking performance are all effective strategies that will enable you not only to keep pace with these updates but also thrive within an ever-evolving digital landscape.<\/p>\n<p><strong>Step-by-Step Procedure: How to Stay Ahead of Google Algorithm Updates with SEO<\/strong><\/p>\n<ol>\n<li>Stay informed about Google algorithm updates by subscribing to official Google Webmaster Central blogs and following industry news sources.<\/li>\n<li>Join SEO forums in order to connect with industry professionals and stay abreast of the latest developments.<\/li>\n<li>Stay engaged with your audience by regularly adding targeted and relevant content to your website.<\/li>\n<li>Prioritize user intent and satisfaction in your content creation to align with Google&#8217;s algorithm preferences.<\/li>\n<li>Ensure your website is mobile-friendly and offers a seamless experience across different devices.<\/li>\n<li>Optimize your page loading speed for improved user experience and better rankings.<\/li>\n<li>Focus on building a strong backlink profile by acquiring high-quality, relevant backlinks from authoritative websites.<\/li>\n<li>Avoid engaging in spammy link-building practices to prevent Google penalties.<\/li>\n<li>Monitor your website&#8217;s performance using analytics tools to detect fluctuations in rankings or traffic.<\/li>\n<li>Investigate whether performance changes coincide with Google algorithm updates.<\/li>\n<li>Be prepared to adapt your SEO strategy based on the insights gathered from monitoring.<\/li>\n<li>Embrace new opportunities presented by Google updates to improve your website&#8217;s ranking and visibility.<\/li>\n<li>Continuously refine your SEO efforts to align with evolving algorithms and industry best practices.<\/li>\n<li>Collaborate with experienced SEO professionals or agencies for expert guidance and support.<\/li>\n<li>Engage in ongoing learning and skill development to remain at the forefront of SEO trends.<\/li>\n<li>Network with peers and attend industry conferences to stay connected and updated.<\/li>\n<li>Conduct regular SEO audits to identify and address any technical issues that may impact your website&#8217;s performance.<\/li>\n<li>Implement structured data markup to enhance your site&#8217;s visibility in search results.<\/li>\n<li>Test and optimize your website for local SEO if applicable to your business.<\/li>\n<li>Keep an eye on emerging technologies and trends that may shape the future of SEO and adapt accordingly.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m sure you\u2019ve heard the horror stories of losing rankings and traffic overnight due to a Google algorithm update. It\u2019s true that an algorithm update has the ability to do this to a website. But even if an update has impacted a site in this way, there\u2019s always an SEO solution that can help. Unfortunately, [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":82040,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[1598,1646,1873,1232,1872],"acf":[],"yoast_head":"<title>BruceClay - SEO Myth: SEO Is Unreliable<\/title>\n<meta name=\"description\" content=\"See why some people think SEO is unreliable, and learn why it\u2019s actually not.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO Myth: SEO Is Unreliable\" \/>\n<meta property=\"og:description\" content=\"See why some people think SEO is unreliable, and learn why it\u2019s actually not.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-06T17:20:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-04T06:37:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-1200px.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bruce Clay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2020\/07\/man-frustrated-1024px.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@bruceclayinc\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bruce Clay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/\",\"name\":\"SEO Myth: SEO Is Unreliable\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2020-07-06T17:20:23+00:00\",\"dateModified\":\"2023-09-04T06:37:57+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/efe2253985cb608dfc329890aec6387b\"},\"description\":\"See why some people think SEO is unreliable, and learn why it\u2019s actually not.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/seo-myth-seo-is-unreliable\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Myth-busting SEO for the CMO: Myth No. 1 &#8211; SEO Is Too Unreliable\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/efe2253985cb608dfc329890aec6387b\",\"name\":\"Bruce Clay\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6ee3958a961521adf7b1d2bfe928dcb5?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6ee3958a961521adf7b1d2bfe928dcb5?s=96&d=retro&r=g\",\"caption\":\"Bruce Clay\"},\"description\":\"Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. 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