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Don't Ignore SEO Steps In The Search Path

Generic and niche research, brand discovery, investigation and navigation are some of the topics Rand Fishkin discusses when stepping through ways to win the SEO battle in the purchase path. "Searchers rarely ever convert on the first click and thus, SEO campaigns that merely target a few popular keywords and call the task finished may be fooling themselves," he writes.

Fishkin warns against ignoring the steps customers take to search for products and services. One example he provides centers on queries for discount and coupon codes and special offers. It's up to the SEO experts to decide how and if you want to distribute these for your savvier and more cost-conscious purchasers. Fishkin writes that improved conversions appear to make up for savings offered.

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