SEO is critical, but how do you know it’s working? Here are some tips and tools for spot-checking your SEO efforts and fixing the weaknesses.

If you’re reading this, SEO permeates everything you do. Or at least it should.

The trouble is, SEO isn’t a fire-and-forget tactic, and making the most of natural search results requires constant attention. But while SEO is one of the best ways to drive quality traffic to your site, it’s also deceptively labor intensive. Precious human resources — both internal and external — go into building and maintaining high-quality best practices, and SEO practitioners all say that ranking high in the right search categories is the responsibility of everyone on your team.

But SEO also requires vigilance because it is often about keeping a close eye on a countless array of factors, with no sure way of knowing which are more important than the others, and which combination of terms users will employ to find you. In short, there’s a lot to do just to stay current, and even more to do to get ahead of the curve.

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