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What Does an SEO Firm Do?

What Does an SEO Firm Do?

If you are starting a new business, struggling to boost your existing business, or simply feel as though you are not getting sufficient return for the money spent on your business website, it may be time to get an SEO firm involved to ensure online success. When your website is fully optimized for search engines, it will rank highly in search results—and when it is not, your business might end up on page 29 of the results.

This would mean few if any, searchers would ever see your website. Optimum visibility in search engine rankings requires exceptional SEO, which involves persistent content marketing and ongoing updates to your site. SEO will give you the very best long-term return on investment, but you will need a dynamic SEO program to earn and maintain these stellar rankings. So, exactly what does an SEO firm do?

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How Does an SEO Company Help Your Business Rank High in Searches?

There are four main components to SEO. The first is creating a user-friendly website structure. The second is creating content with relevant keywords. The third is building high-quality external and internal links. And the fourth is analyzing the results and adjusting the website’s SEO accordingly. This is the short answer to “What does an SEO firm do?” In reality, it goes much, much deeper.

There is a significant level of research that goes into a good SEO program, identifying facts and information about your unique business, then translating that into keywords and themes that will help those searching for a business like yours or products like yours to find your website. Many years ago, we heard “content is king,” and that has not changed. If anything, content is even more important now than ever, and longer content that is meaningful and genuinely interesting to your potential customers is essential.

Even the best SEO program is not a “one and done” or “set it and forget it.” SEO campaigns must be fine-tuned over time, and optimized to ensure it is reaching search engines, potential clients, and current clients. An SEO’s firm ultimate goal is to improve your search rankings, ensuring you are found, then ensuring that after users find you, they do not “bounce” to another site due to deficiencies on your website. Let’s delve a little deeper into what an SEO firm can do for you.

seo-research

Research, Audit, Analysis

Your business and the website for your business are as unique as you are. Your industry, your products, your services, your locale—these are all factors that will determine what type of SEO program you need. Your SEO firm’s goal will be to solve any existing problems and overcome any challenges that may be present. The initial research will include:

  • Identifying keywords for your specific industry and goals. Your SEO firm will find the keywords that will produce the very best results for your business once you have moved up in the search engine rankings. Your best keywords will be those that searchers are likely to type in—yet are not already heavily saturated by your competition. While it must be relevant to your business and must be words your users would type in to find you, using keywords that your competitors have heavily targeted will not get you any closer to your goals.
  • Your website will be audited for internal linking, title tags, content, meta description tags, internal linking, load speed, and URL structure.
  • If you’ve had a website for a while, your site’s past performance will be an important part of the initial research, showing opportunities for improvement. Google Analytics is generally used for this initial analysis.
  • Your current links will require an analysis to determine whether cleaning up spammy links is necessary.

What Comes Next?

Once the initial analysis is complete, it may be determined that you need a website redesign. This would be necessary for sites that are outdated, have low conversion levels, poor code, or when it is determined that the cost of fixing everything would be more than starting from scratch. If you do not need a redesign, the next steps could include:

  • Overhaul of the code on your website to make it more SEO-friendly. The extent of a code overhaul can range from minor cleanup to an entire code replacement, while keeping the existing design.
  • If your website’s analysis reveals low-quality, harmful links, then your SEO firm will remove these links, disavowing any backlinks that cannot be properly removed.
  • Building links is an ongoing process, rather than a one-time service—it is something that is ongoing in nature and virtually never ends since, in order for Google to continue to find your website relevant, it must be fed a constant stream of fresh links.
  • Competitors must also be continuously monitored to see what’s working best and to get inspiration for your site.
  • Content creation and content marketing are a vital part of what your SEO firm will do. There will, of course, be an overlap between link building and content creation (building links is often done by creating content that attracts links). If you are wondering what content marketing is, if you create content as a part of your marketing activities, then you are engaged in content marketing. More specifically, using videos, infographics, blog posts, and articles are all components of content creation and marketing that will drive links and traffic to your website. While blogging is a part of content creation and marketing, it deserves to be highlighted on its own and must be a solid part of your expansion or refining of existing website content.

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Ongoing Analysis of Your SEO

Your SEO firm will constantly be analyzing the results of your SEO program to ensure they are working as they should. The activities and insights gained will show where improvements need to be made, and the results of these insights will be passed from your SEO firm to you. The reports you receive may include how many visitors your site has and where they are from when they visited, and, if they bounced, the likeliest reason. Your rankings will be passed along, with explanations, when necessary. The best analysis will include not only reports generated through automation but commentary from your SEO firm.

How Unreal Web Marketing Can Help with Your SEO

At Unreal Web Marketing, we understand that leads generated from searches have the highest probability to convert because they are actively searching for the solutions you provide. We have years of successful SEO experience, generating tangible and trackable results for clients of all sizes and markets served. The typical return on investment for our SEO clients is about 200%. Contact Unreal Web Marketing today for the best SEO for your website.

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Nine SEO Trends for 2021

Nine SEO Trends for 2021

While 2020 was busy throwing curveballs, it was also opening up a unique opportunity for companies to adjust their business plans and experiment with innovative marketing. One of the most well-known yet constantly evolving marketing strategies is SEO, and in 2021 it has definitely evolved to a new level. Here are the top nine SEO trends to optimize for in 2021:

 

AI Takes Center Stage

This year Google’s search AI called RankBrain is poised to take center stage, and your SEO strategy had better be ready.

RankBrain is, most simply put, an AI that looks for intent. What did the user intend when they typed “the best place for Chinese” into the search bar? Did they mean the best place for Chinese people to live or the best place to grab some Chinese food near me?

Looking for intent, rather than relying too heavily on keywords, means that in 2021 SEO factors such as time spent on a page, click-through rates, readability, and other items that ultimately contribute to a website’s quality and trustability will be held in much higher regard.

 

voice search optimization

 

Thanks to smartphone AIs like Siri and in-home smart speakers, voice search has finally been widely adopted, and it’s now becoming central to SEO strategy. To optimize for voice search, adjust your thinking towards phrases used in everyday speech. Someone might type “best hotels Portugal,” but they’re more likely to say, “what are the best hotels in Portugal?” Longer, more natural-sounding search phrases are better poised to succeed in voice search SEO.

 

Reputation is Key

Have you ever heard of the EAT principle? It stands for “Expertise, Authoritativeness, and Trustworthiness,” and it represents the key factors used to judge if a website is reputable or not – and thus if it will rank. Ensuring that your website provides quality content is essential to stand up to this principle, as is linking to and from reputable websites.

 

So is Mobile-Friendliness

Since 2019, Google has been using mobile-first indexing. That means that the algorithm looks first at the mobile version of your site rather than the web one when indexing. It’s high time to make sure that your mobile site is truly up to par. Check the Google Search Console or Google’s mobile-friendly test to see where you stand and what you need to work on.

 

long form content

 

Long-Form Content Does Rank

Content with more than 3,000 words reputably gets more traffic and more shares than its average 1,000-word counterpart. This translates into higher ranked content – as long as you don’t let quality suffer. Providing users with shareable yet still engaging information means your business will want to invest more in quality web-writing than it may have in previous years.

Be sure to organize the content logically – both for human readers and crawler-bots. Employ subheadings in logical places, link to relevant, authoritative sources, and avoid plagiarism at all costs. Make sure to use natural language and one new aspect of SEO that’s particularly important in 2021: Semantics.

 

Semantics Matter

SEO used to be all about primary keywords. Now, with intent on Google’s mind, secondary keywords and semantic search optimization are quickly gaining prominence. The more logical and relevant information that you can provide that truly addresses the question your content is designed to answer – while remaining natural and readable – the better.

 

Featured snippets, rolled out in 2017, show a short paragraph of information, often structured as the response to a question, right at the top of the SERP. Snippets are very brief, and if you get them right, they’re a sort of short-cut for getting first page results. If you’re aiming for snippets, make sure to tailor your content towards concise, easily-liftable answers to relevant keyword questions.

 

image and video optimization

 

Optimize Images

The proper labeling of images has always been key to SEO; however, with Google’s plans coming to a head, image labeling is more critical than ever. Optimize your images – use high quality, relevant images that are correctly labeled on the file name, alt text, and tags to ensure the crawlers can correctly classify them.

 

Include Video

Video isn’t for everyone, but if it’s the main medium for your target market, then you should be doing it and doing it well. Optimize the name of your video channel and its description. Tag relevant keywords. Beyond actually creating videos worth sharing, organizing content is the key to ranking in video search results.

Although most companies took a financial hit last year, many are already back on the up-and-up and ready to thrive. Revving up your SEO strategy this year will ensure that in 2021, your company will be climbing back up the rankings, right to the top.

 

Hire an Experienced SEO Firm with a Proven Track Record

To ensure you are making none of these SEO mistakes, UnReal Web Marketing has a systematic search engine optimization program that generates page one rankings every time. Our SEO program has been proven time and time again; our holistic approach integrates research, design, content, structure, links, UX, and analytics. Contact us today for a free health check and ranking report.

 

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20 Biggest SEO Mistakes to Avoid

20 Biggest SEO Mistakes to Avoid

SEO is a critical piece of today’s marketing budget. In fact, the SEO market is predicted to reach $1.6 billion by 2027 and will continue to grow as a significant revenue channel.

With the breakneck speed of technology, changes and adjustments often occur in how SEO works. Perhaps one of the most significant announcements regarding SEO changes from Google centers around the Page Experience Update.

The Page Experience Update is based on Core Web Vitals, which measure the speed and usability of a web page. It confirms that user experience will become an SEO ranking signal during 2021. SEO methods are continually evolving.

This is due to changes in consumer behavior and new developments in search engines. Preparing for the coming SEO changes is vital, as is determining what SEO mistakes you may be currently making. Take a look at your website to determine whether your site is making any of the following 20 SEO mistakes:

 

site not accessible

1. Your site is not easily accessible.

Accessibility is one of the top SEO mistakes out there—issues with indexation and accessibility account for a significant number of all SEO errors. To ensure accessibility, prioritize features like alt text, and prioritize accuracy above keyword density.

2. The “noindex” tag was not removed.

A noindex tag tells search engines not to index your page, meaning you could have the most comprehensive SEO around, and users would still be unable to find your page.

3. The content on your page is too short.

Yes, at one time, shorter was considered better, but today, content is getting much lengthier. Google and other search engines need a minimum of 300 words to work with—longer is even better. In fact, most pages that rank in the top ten have more than 2,000 words. This is not to say words should be added for no other reason than to make a word count, but thoroughly covering a topic is recommended.

4. Your content is long enough, but it’s not the content your audience wants.

When you create content only to rank for a specific keyword, but that content is not actually about your audience, you fail in your SEO objectives. When any of us type in a search query, if the results do not answer our needs, we will quickly go elsewhere. To rank for keywords, sometimes the quality of the content deteriorates, or there is an attempt to fit several topics within a single piece of content. While your content should have high-ranking keywords, even more, it must closely correspond to the needs of your target audience, answering their questions in a straightforward, thorough manner.

5. The content you are publishing is not original.

“Back in the day,” duplicating text was standard. However, today, such practices are penalized by search engines. Never copy content, never plagiarize content, and never duplicate content. Spinning old content into new is simply not worth the toll it can take on your rankings. Make sure your headlines are strong and match your content topic, ensuring the content provides answers and is relatable and engaging.

6. Your AMPs (Accelerated Mobile Pages) are not working correctly.

When you use AMPs, pages will load faster on mobile devices, making the page much more user-friendly. It is important that you not use JavaScript code or CSS stylesheets with AMP—they are not compatible. Also, make sure you remove outdated tags in the AMP document.

seo for target audience

7. You don’t have a good understanding of your target audience.

No matter what business you are in, if you don’t have a thorough understanding of your target audience, your SEO will fall flat because SEO is your customers’ voice. How do your customers behave in your specific market? And while you may have a particular understanding in your mind of how your products and services are defined, do your customers have the same understanding?

8. You’re flying blind without a solid SEO plan and roadmap.

Even if you happen to have a solid understanding of your clients and your audience, if you don’t have a solid SEO plan, then whatever you’re doing can come off as random. It is surprising to realize how many businesses lack a specific SEO strategy, which is crucial for success. Take a look at your site now, including the level of results you’re currently getting. Is it where you want it to be? Do you have specific goals? Do you understand your competition? Do you know what tools and platforms will help you meet your goals and help you with workflow?

9. You’re working with meta content that is not optimized.

Meta content or tags describe the contents of a page to search engines. Meta titles should not exceed 11 words, with a meta description of between 150-300 characters.

pages not being crawled

10. Your pages aren’t being crawled as they should

This could be because your HTTP status code has an error.

11. Your headings are “off.”

Search engines see headings as a sign of relevance, plus they guide users with short attention spans through your content.

Don’t buy your links. Build them organically. Always ensure there are no broken links and use appropriate tools to help monitor the site’s links.

broken internal links

Consider your top-performing pages, then place links to them in your content. As with external links, audit your internal links often for broken links.

14. Your site is not mobile-friendly and/or is too slow.

Since more than half of all those who search the internet do so on mobile devices, your site must be mobile-friendly. If your site is too slow, your users will bounce and will not be back.

15. You are failing to utilize analytics properly.

If you’re not tracking your SEO progress, then there is no way to know if it’s working as it should.

choosing the right keywords

16. You’ve failed to choose the right keywords.

Always use a reputable keyword finder, and never use overly-generic short-tail keywords.

17. You are using the same keyword for more than one page.

When you do this, you are, in effect, stealing your own keywords, plus you are forcing your pages to compete against each other.

18. You are ignoring local SEO.

When you do this, you will not rank in your immediate region, meaning you will not connect with local customers. Utilizing local SEO is a must in 2021.

19. Your conversions are not being properly analyzed.

Conversion tracking tools can help you determine which parts of your content leads to conversions—when you fail to convert organically, you are almost certainly losing out on revenue.

20. There are pop-ups lurking on your pages.

Pop-ups are annoying, so use them with care. If you want to notify your visitors about an important event, ensure the pop-up only comes up once when your visitor first enters your site.

 

Hire an Experienced SEO Firm with a Proven Track Record

To ensure you are making none of these SEO mistakes, UnReal Web Marketing has a systematic search engine optimization program that generates page one rankings every time. Our SEO program has been proven time and time again; our holistic approach integrates research, design, content, structure, links, UX, and analytics. Contact us today for a free health check and ranking report.

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Major Marketing Trends for 2020 and Beyond

Major Marketing Trends for 2020 and Beyond

With so many changes happening at such a high speed in digital marketing, most organizations are finding it challenging to keep up. As 2020 fast approaches, there are a few trends that are set to take the digital marketing world by storm.

Live Stream with Your Audience

Live video, or video streaming, allows you to broadcast a live video feed to an online audience. It’s like a live newscast, except anyone can do it and the audience can comment and react in real-time. Although live videos started trending in 2017, many businesses have still not adopted this interactive marketing channel to communicate with their audience. But according to Markets and Markets, live streaming will be worth an astonishing $70.05 billion by 2021.

Several social media platforms including Facebook, Instagram, YouTube, and Periscope now offer live video. You can often comment and react to live videos as they’re streaming. For example, while using Facebook Live, you can tap various reaction emoticons that will cause smaller versions of the emoticons to float across the bottom of the video, giving everyone a sense of the audience’s reaction.

With live video, marketers have an exciting opportunity to tell their story and engage with real people in the same exact space, creating brand trust, one of the biggest factors in consumers’ purchasing decisions.

Get the Top Spot with Zero-Click Result

You’ve probably seen this new search trend on Google. When you search for a question, Google itself automatically provides you an answer to your search query in the form of a snippet from someone’s website. No clicking on or reading through websites required.

This search result is often referred to as Google Zero, or the zero-click result, and it’s the new aspiration for all websites out there.

How does it work? Imagine you type in a question in your search query, such as “What is the weather in Long Island?”  Before the Adwords results, and well before the organic search results, a box will pop up in which Google provides you with what they feel like is the best answer, lifted as a quote from some lucky website, in this case, weather.com.

Why does it matter? According to Jumpshot, 62% of search results now include a Google Zero answer. That means more and more keywords are becoming less profitable, as Google is taking them over themselves.

How to get your answer chosen, however, is the new holy grail.

While the automatic snippet does come from a website that ranks somewhere on the first page of the search engine results, there’s still no clear understanding of how companies ought to be optimizing their content to get chosen for the Google Zero spot.

And, it’s one of the biggest open opportunities out there in digital marketing’s future. The brand that figures out how to optimize their SEO for Google Zero will have a huge competitive edge over all the others in their industry.

Advertise Through Smart speakers

One of the most interesting developments of late is the smart speaker or the little AI speakers that have begun to run our homes.

According to Edison Research, 43 million Americans own a smart speaker. This is 18% of the adult population, in just 2+ years of existence.

These speakers are managed by AIs that go by the names of Alexa, Siri or Google Home, depending on the maker, and are offering a new potential advertising outlet to savvy marketers.

While branded advertising on smart speakers started in 2017, well before the speaker’s itself hit their heyday, ads were few and far between. Now, smart speakers’ ads are better, less invasive and more customer-friendly.

One of the best ways to advertise on smart speakers is to make what’s called a “branded skill.” For example, if you tell Alexa “Ask Patrón for a cocktail recipe,” Alexa will respond with a diverse selection of possibilities, courtesy of the premium tequila maker. According to Digiday Patrón gets more than 6,000 queries a month for its Alexa skill – it’s a strategy that works.

Give Your Content a Voice

Another opportunity that comes along with the AI world is to think of your content not just in written form, but in spoken word as well.

According to Google, 20 percent of all Google search queries now take place through voice search. That doesn’t apply to just Smart Speaker queries, either. According to Thrive Analytics, 71% of all mobile users between the ages of 18 and 29 use voice assistants on their smartphones.

For example, you can add voice to your blog with a platform like Amazon Polly, a text-to-speech service which synthesizes speech that sounds like a human voice. Check out our blog posts to hear this in action.

If the trend continues, which it probably will, optimizing your content for voice search is going to be a new business necessity. There’s a lot of tips on how to do this, but the consensus boils down to making content more conversational in tone. Optimizing your content for spoken queries now will put you ahead of the game as voice searches begin to take over, bringing you well ahead of the competition.

Why Your Business Needs Social Media Marketing

Why Your Business Needs Social Media Marketing

Are you aware that the lead-to-close rate of social media marketing is 100 percent higher than outbound marketing? Or did you know that 84 percent of business-to-business (B2B) marketers use social media in some way?

By now, lacking an active social media presence is akin to removing a flip phone during a business meeting and later wondering why your manager or supervisor continues to give your colleague at work all the new accounts.

However some people still use flip phones and other people still resist social media marketing, stubbornly. They do not understand how it can assist them and they do not know if they need it. Here are a few powerful reasons why your business needs social media marketing:

You Can Use Social Media to Generate Targeted Traffic

Building a new page on your website can be likened to taking a beautiful selfie. You want the whole world to see it and admire its radiance, but you do not want to appear as if you are desperate for attention. This is why well- positioned social media posts can make a big difference for landing pages. For example, one link on Reddit can bring in 20,000 visitors while links placed on StumbleUpon can raise the number of visitors from a constant handful every day to hundreds. Everybody would want to benefit from that.

Social Media Enhances Your Website’s SEO

Search engine crawlers can tell the pages that attract traffic continually and dormant pages that just exist and have been long forgotten. An excellent SEO strategy is the most critical aspect of getting to the top of search engine rankings.

Social Media Can Assist You to Make an Impact or Attract Media Coverage When Attending Events

Social media is the best way of taking maximum advantage of your presence in a charity fundraiser that you have sponsored or attendance in an important trade show. For example, a tweet we sent when attending the Consumer Electronics Show (CES) resulted in one of our clients being featured in a prominent magazine.

You Can React to Problems Right AwaySocial Media Marketing 2018

You want to be informed immediately when one of your products or services has a problem. The feedback that you get as you are doing social media marketing ensures you will always be first to know when problems occur. You can then initiate corrective measures straight away. Various studies have indicated that consumers value companies that are responsive to customer complaints (and feel free to launch an online tirade when companies refuse to resolve issues relating to their products or services).

An Active Social Media Presence Creates Loyalty to Your Brand

A research study conducted by Texas Tech University revealed that brands that are active on social media have more loyal clients. It is not hard to see why this is the case. When you engage and interact with customers productively on social media (and not just flinging posts out on the internet in the hope that somebody will discover them by chance them ), you become part of a united group of people with a shared vision.

You Might Get Business from Customers That You Were Not Aware Of

When marketing on Facebook, you may perhaps join numerous groups linked to your products, customer base and industry. When you post links on such groups, you might persuade customers to visit your site. You can also answer questions on Quora. After posting a link today you may get a sale from it weeks or months or years down the line.

Top 4 Essential Steps To Consider In Order To Uncover Hidden Website Optimization Secrets

Is there a formula for helping you decide what parts of your website you should test? This is an essential question when it comes to website optimization. However, an even more relevant question is this one: How can you actually determine what you should not test?

 

1: Check For Evidence

If you have no evidence there’s a conflict or issue of some sort, then you shouldn’t test anything. There’s a reason such ideas are known as theories. A theory is just something you may come up with, sprinkle some logic on it that works for you and there you go. However, this is more of a brain fart, honestly speaking. Therefore, you first of all need to educate, then inform and finally come up with data for your ideas, because if you don’t, then they cannot be called a theory. They’re just things you think are cool to think about.

One of the main pros of starting to look for proof is the fact that you can remove a theory. It could be that the evidence you find suggests there’s no problem to solve in the first place.

Just check out this example of a theory for an electronic commerce website’s product page: If the Add to Cart button is placed at the footer of the page, there’s a good chance more users will add one or more products to their cart. Initially, this sounds, right, but if someone scrolls down the webpage, this theory will fail.

Just check the heat map or attention info generated by software programs like CrazyEgg. They’re going to tell you how far those who visit your website scroll on the product page. If they don’t scroll that much, then this hypothesis may come in handy at a later date.

When trying to think about what you need to test, every theory you come up with should be rated from one star to five stars for the amount of evidence you have for it.

A theory that’s rated one star has no evidence, so it’s useless. A rating of 5 stars does show that you have a lot of evidence you’re dealing with an issue that your theory can fix.

2: Measure Traffic

Optimizing parts of the website that you shouldn’t optimize is something you need to avoid. Your list of theories needs to contain ideas for page specific and site-wide improvements. For instance, if the structure of the website’s navigation is altered, then this can be considered a site-wide alteration. On the other hand, you can call a page-specific change one where trust symbols are added to the checkout page. If you’d need to rate your traffic’s value from one to five stars, how would you rate these 2 scenarios? In fact, there’s a good chance they’d be rated five stars.

Site wide changes usually have a full impact on every visitor, so it should be rated five stars. But when you change a webpage, it’s something that only twenty percent of visitors see, so you should rate it one star.

In general, only a minute number of visitors will end up checking out. The reason you should rate them 5 stars is because even if their number is small, they do make up for that in opportunity. People who buy something from your website and then check out have proven a major intention to buy and therefore, are very important for your business.

There are of course, pages that won’t get too much attention, such as the FAQ and About Us pages, so in this case, they may be rated two or three stars.

Prioritize theories that have a direct influence on the most interesting or the majority of visitors.

 3: Is Testing That Difficult?

The level of effort for each of your theories needs to be well understood. For instance, adding live chat to a website is a lot more complex than changing the font of an offer.

By using the one to five scale once more, a modification of the copy can be rated one or two stars, but implementing live chat involves paying a vendor, considering integration and hiring new employees to chat with your visitors. This is rated 5 stars.

Never favor easy tests because it’s easy to do so. Likewise, it’s also recommended that you’re patient with your fives and leave them for when the time is right.

 4: What Has Experience Taught You?

Eventually, you’ll need to estimate the impact your theory is going to have. This is something that’s based on what you have learned from the tests you previously conducted. It’s based on the research you have done and on your experience as an internet marketing team.

What about a one to five star rating again? If a theory is rated one star, what you’re saying is that this is just an idea. But if it has a significant impact, it’s going to take you by surprise.

If your theory is rated five stars, then this means you believe the change is going to have a major impact on your website’s visitors, but also the website itself. As a result, you’re expecting a great win.

Intuition though, usually leads us astray and therefore, don’t be surprised when you’re going to find yourself rating theories a lot higher on the impact scale because you’d like to try them and not due to your experience. It can also be that you favor one, since the idea sounds interesting.

However, in the scientific environment we’re creating, these types of sentiments simply do not belong. It’s true, though, that experienced businessmen have a great intuition that cannot be ignored.

This is only 1 of the 4 factors we consider, with the rest being the level of effort, traffic value and proof. A theory can be tipped into the top ten by a great impact score, yet this is only possible if it managed to score positively in the rest of the categories.

Once a theory has been disproven or proven, there’s no more room for intuition. When you have specific data in front of you, you’re always going to prefer it rather than intuition. On the other hand, when thinking about what to test, it may be a good idea to add in some intuition.