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Understanding user intent is fundamental to SEO, so this isn't necessarily a revolutionary idea.
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Targeting branded search terms is another way to grab leads that are lower in the funnel.
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Everyone who visits your site isn't ready to convert right away. They're just not ready for anything serious.
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Double opt-ins help keep your email database free of bots and bad actors.
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Ideally, the leads you attract with organic traffic will be drawn to your content upgrades.