What do you think differentiates your approach to that from other companies that are maybe doing the same type of work at the end of the day?

Yeah, when I separate out the mindsets, I mean, there is so much to keep track of and to stay on top of as an SEO or as a paid search or as a strategist in an agency or even in-house trying to do digital marketing.

It's nearly impossible to be able to test the cutting edge things and stay focused on the things that work today and all the in-between and all the meetings and reporting and all the obligations we have.

That's hard enough.

So it's easy to just, as the practitioner, as the channel expert, as the marketer, and or as the agency or vendor or partner to be at a point where you don't want to get into the messy side of someone else's territory or find the gaps You've got enough on your plate.

And the second you start being willing to go there, you start finding a new level of accountability, whether that's fair or not.

Or you wade into company politics where you start finding, you start unraveling something and it keeps unraveling.

So I'm wondering, what are the pitfalls that you're seeing in digital marketing campaigns? What can our listeners, many of whom are marketers, who may be thinking about, okay, well, how do I apply SEO to my business? We've maybe never done that before, or it hasn't been successful for us in the past.