Author: Paul Segreto

Passionate About Fueling Entrepreneurial Spirit; Entrepreneurship Coaching; Management & Development Advisory & Consulting; Franchises, Restaurants, Service Businesses; Thought Leader, Influencer, Content Creator & Author.

Social Media Marketing Tracking Tools

1) http://BackTweets.com : A search engine for Twitter. See who’s tweeting your links and more. Can also sign up for email alerts of new findings.

2) http://Addictomatic.com : A little different than the others , you type in a keyword, topic or phrase and out it goes searching the top blogs, news sites, Google, Technorati, Ask, YouTube, Flickr, Digg, Topix and more. You’ll be given a personalized results page to bookmark with everything it finds related to your topic.

3) http://Buzzoo.net : All about Internet buzz, it tracks several different websites to bring you what’s “hot” right now.

4) http://Surchur.com : Search for the latest and greatest on topics that are popular right now. Type in a keyphrase and it searches blogs, social news sites, photo and video sites for your chosen topic.

5) http://Commentful.Blogflux.com : This service watches for comments on blog posts, Digg, Flickr, and others and notifies you of any findings.

6) http://AlertRank.com : A better way to organize and sort Google alerts. Get a daily report emailed to you in a spreadsheet format of what it finds.

7) http://BoardTracker.com : A search engine for forums only. Monitor discussion boards and be notified by email when a thread matching your search terms is discovered. Free to use.

8) http://www.google.com/alerts : I’ve been using this “secret weapon” for years. Simply type in your name or company name and receive daily emails of results found. They do the work, you receive the links. Free and nice.

9) http://BrandsEye.com : An online reputation management tool with a real-time, concise overview of your online reputation. Multiple levels of services and pricing available. Starting at $1.00.

10) http://Twazzup.com : Another Twitter only search engine.

11) http://SiteMention.com : Type in your url and find out what’s being said about you. The results returned are gathered from Google Blog Search, Twitter, FriendFeed, YouTube, MySpace, Digg, Delicious and many more.

12) http://Brandwatch.net: This service tracks your brands, companies, even the competition. Sign up for free weekly updates on any brand. Their detailed reports break down what sites like you, your most talked about features, weekly summary of all blogs and forum activity. Very similar to the old “press clipping” service.

13) http://Trackur.com : A tool that scans many websites including blogs, news, image and video sites, forums and notifies you of any mention of your brand, products/services. Easy to use and affordable. Prices vary depending on need, a personal account is only $18.00 a month, corporate account $88.00 a month with other options also available. Try a “personal” account free for 14 days.

14) http://FiltrBox.com : This one searches online news sources, Twitter and others to find out what’s being said about you or your company. Pricing is based on the number of users, but there is a free version that provides “5 filters” and 15 days of what they call “article history”.

15) http://SocialMention.com/alerts : Just like Google Alerts but for social media. Enter your keyword phrase and email address to be notified of any new findings. Searches blogs, microblogs like Twitter, bookmarks, comments, events, images, news, videos and more.

16) http://BlogPulse.com : A search engine that searches only for data posted to blogs. Enter your keyword, hit submit and off it goes to gather results.

17) http://BackType.com : Billing itself as a “conversational search engine” they index millions of conversations from social networks, blogs and other social media.

18) http://sm2.techrigy.com : Industry insiders claim this to be the leading social media monitoring solution online. Choice of free or paid version. Free is limited to five searches and 1,000 results. There are three paid professional levels: Gold, Diamond, or Platinum.

19) http://ReputationDefender.com : This paid service finds out everything there is to know about you online, and if negative information is found they try to have it removed. Different types of plans are available such as “My Reputation”, “My Privacy”, starting at only $14.95 a month.

20) http://Topsy.com : Topsy will track your tweets that have been retweeted so you can find out who’s been sending you all that “link love”. Type in your Twitter user name and you’ll be amazed at what you find.

Originally posted on AddMe.com


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Discounted Franchise Fees: Is it a Good Idea?

The following article was written by franchisEssentials Guest Author, Joe Caruso. Joe is a respected franchise veteran with 19 years of extensive franchise management and development experience, spending the better part of his career in C-level positions, most recently as Chief Development Officer at Kidde Academy. He is quite active in franchise circles and frequently participates in LinkedIn franchise group discussions and at many franchise-related events from Washington D.C. to Philadelphia. Joe routinely shares his perspective and insight that has proven beneficial to several franchisEssentials startup and emerging franchise clients. We look forward to his continued participation and contributions.

Franchise Fee Giveaways!

Of course you’ve heard about the recent franchise fee giveaways that some franchisors have publicly announced. Is it a good idea? Does it diminish the brand to prospective franchisees? What does it mean to existing franchisees that invested at full price?

Certainly not charging a franchise fee might seem like an attractive offer to prospective franchisees. And franchisors that usually take this approach argue – “we make our money from royalties not franchise fees”. While that belief might rationalize the decision to forgo upfront fees it doesn’t sufficiently address the realities of franchise recruitment and the relative expenses. A franchisor might make “its money” from royalties, but it pays for selling costs, lead generation marketing, legal compliance and development sales/support personnel typically from upfront franchise fees.

Logic of forgoing upfront fees escapes me. It seems to me if your cost per sale is for example $15K, your franchise fee is $30K and you want to sell more franchises you could instead of giving away your upfront franchise fee you might invest more money in your franchise recruitment marketing budget?

What are your thoughts?


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Franchise Professionals Share Objectives for Attending IFA Convention

A few weeks ago, I posted a discussion on various LinkedIn Franchise Groups about the upcoming 50th IFA Convention. I asked who was attending the event and what they were hoping to bring back to their organization. The response was great as many people not only shared what they were hoping to achieve, but also shared their thoughts about the event, past and present.

Take note of the objectives and offers of assistance as we share some of the responses…

Deb Evans, President and CEO at Computer Explorers, ICED – ” I am looking forward to connecting with the best in the franchise industry! I always return with new contacts and fresh ideas to implement. I am anxious to spend time with franchise friends I haven’t seen since last year. For anyone that is attending for the first time, feel free to connect with me. I am happy to provide some helpful tips regarding the weekend and meet in person!”

Sheryl Cassity, CIA, CPA, CMA, Director, Internal Audit – “Our firm is looking to expand our connections with the franchise community. We take advantage of this opportunity to reach new franchise concepts and re-connect with existing clients. The educational opportunities are extremely valuable. This is a great opportunity to learn what is important to franchising so we can respond better to meet the needs of the franchise community.”

Tanya Mitchell, CFE, VP Research and Development at Learning Rx – “I always come away with great new ideas for both franchisees and franchise development. I would love to learn new ways to market to qualified candidates, and how zors are using social networking and PPC to draw in qualified candidates.”

Christian Faulconer, CEO at Franchise Foundry – “We go for the networking and the education and we haven’t been disappointed. This year we are hoping to meet startup and emerging franchisors that we can invest in and help grow in 2010. ” I’m also excited to get the word out regarding what Franchise Foundry can do to help emerging franchisors so if you happen to be an emerging franchisor that is attending the conference, let’s chat.”

Christian also gave some strong reasons for young franchisors who are considering attending the event, perhaps for the first time…

1. You probably don’t know what you don’t know. The IFA conference is a great place to learn that there are a lot of smart people out there who know stuff that you don’t. The good news is that they are willing to share what they know.

2. You have a chance to network with people who’ve “been there, done that” and people in your same situation. Through our participation in the IFA, we have made connections that we will benefit from for years.

3. You may find out that you do something better than anyone else. It’s a very rewarding feeling to find out that you’ve been doing something right and to be able to share what you know with others.

Mary Ann O’Connell, CFE, President, FranWise Franchise Consulting – “I love to get together with my franchise friends. The entrepreneurial spirit makes them some of the most interesting people I know. After that, I use the networking and volunteer opportunities to market myself and my company’s services. I love to learn from everyone – what an incredible “university” of ideas we have there. From the seasoned veterans to the people with the newest ideas: there is still so much to learn.”

Scott Hoots, Director of Franchise Attractions at Ripley Entertainment – “I just confirmed I’ll be attending my first IFA convention this year. Looking forward to the interaction and the opportunity to expand my network.”

Marie A, VanDrisse, Executive Account Manager at F.C. Dadson
– “I have two goals I’m trying to achieve. Since I’ve only been in the Franchise market for about a year, I want to use the educational seminars to gain knowledge on the in’s and out’s of the business. Secondly, what makes a trade show worth your while, for both myself and our company, is when your can gain either network or new business opportunities. The more networking functions the better.”

Across five different LinkedIn Franchise Groups there were over 40 responses and subsequent comments from executives representing franchisors and professionals representing service providers. All-in-all, there was a diverse representation that makes franchising what it is today. Many are looking to network. Others are hoping to learn. While others are seeking opportunities to generate business. All valid reasons for attending the 50th IFA Convention.

Ironically, the last comment posted was by none other than Dan Durney, Principal at Powerhouse Franchising who chimed in, “All I can say is… Long live the BRICK! See y’all in San Antone!

Yes, we’ll see y’all in San Antonio. Here’s best wishes for a successful event filled with lasting memories that will give new meaning to, “Remember the Alamo!”


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Real-Time Search Results: Another Compelling Reason for Franchise Companies to Embrace Social Media

Social Media Blueprint – Making the Most of Social Search (as posted on SmartBrief on Social Media)

If social media was not on your company’s marketing radar three months ago, recent developments in search have most likely changed that. Social media is now intertwined with search like never before, providing a uniquely tangible business case to marketers deliberating on the benefits of social-marketing efforts.

This special report is designed to help you keep up with those changes and learn how others are successfully adapting to cutting-edge technology.

The future of social search with AOL’s Simon Heseltine

Simon Heseltine is the senior marketing manager at AOL. He is responsible for all SEO efforts across AOL’s FanHouse (sports) and News properties. Here’s an abridged version of his conversation with SmartBrief’s Rob Birgfled on the effects social search is having on SEO efforts.

How would you define social search? How does it differ from algorithmic search? What are the benefits of human qualities in search engine input?

The basic difference is that with social search, you’re using humans and human behavior, through tagging, re-tweeting, voting, etc., to assist with the order of the search results. As for whether pure algorithmic search is better than socially adjusted search, look at what Google’s been doing for a while now: For a video to be ranked, they look at views, comments and rankings (among other factors). That is socially adjusted search.

What has happened over the last six months that changes the search equation? What should businesses do to keep pace?

In December, you started to see real-time news streams and Twitter streams for breaking news stories showing up in the search results. In my opinion, they can be a bit distracting, but if they’re improving click-through rates, they’re going to stay, and if they’re not, the search engine will move them out for the next big idea to be trialed.

Where is search going, in your opinion? Given these developments, is search becoming more important to businesses?

I had the pleasure of moderating the “Future of Search” panel at SES Chicago, and what I got from that panel is that there’s a lot of opportunity in mobile, especially with all of the functionality that’s available in today’s smartphones (I just upgraded to a Droid last week, and I’m quite frankly amazed at what can now be done, and the possibilities). I think there’s also going to be a lot more integration of social factors within search, so if your business isn’t looking beyond the “10 blue links,” you should, because your customers are.

Read the full interview on SmartBlog on Social Media.

Recent poll results regarding real-time search results and social media activity…

Now that search engines are including real-time results from Twitter, Facebook, etc., are you paying more attention to what you are sharing/saying?

Not at all. 37.97%
Definitely. 29.11%
Does it even matter? 16.88%
Taking a little more time. 16.03%

Has the integration of social media into traditional search changed your online-marketing strategy in the past six months?

Yes. 44.22%
Still trying to figure out what the changes mean. 27.21%
No. 24.49%
What’s social search? 4.08%

Social Media Etiquette

Acting and behaving correctly within social media networks is key to effective interaction and building mutually beneficial relationships. Treat others as you would at in-person events. Maintain a high level of ethics, as well as your dignity. Blend into the discussion, earning the right to be noticed. Share, share, share, your thoughts, information, videos and photos. And, don’t do or say anything you wouldn’t do or say in front of your Mother or Grandmother!

The following post by Eric Branter on DigitalLabs.com is a great guideline on how to act within social media networks. Follow them on your road to social media success.

11 Rules of Social Media Etiquette
Post by Eric Brantner on DigitalLabz.com

Since social media is, well, a social medium, it’s important that users understand the proper ways to behave online. No, just because you’re behind a computer monitor in your mom’s basement doesn’t mean all social etiquette goes out the window. It’s quite the opposite—following proper social media etiquette is a key to being successful online (and to making sure you don’t make a complete idiot out of yourself.)

1. Give More than You Receive- If you want to receive attention from others online, you have to be willing to give it first. It’s the old “I’ll scratch your back if you scratch mine” routine. You can’t bust onto a social media site with a sense of entitlement thinking you should be a top user immediately. You have to earn respect from others. How do you do this? By giving more than you receive.

2. Don’t be a Keyboard Gangsta- Probably the worst thing about the Internet is the keyboard gangstas. You’ve surely run across at least one of these in your lifetime. They sit at their keyboard talking trash to everyone they encounter. They say things online that they would never have the nerve to say to a real person’s face. Don’t try to ruin everyone else’s online experience because you don’t have any friends in real life.

3. Add Value to the Site- At the end of the day, the thing that will earn you great connections with others is if you add value to the community. This means not submitting content that nobody cares about and not constantly promoting your brand. Before you ever submit anything to a social media site, ask yourself “Does this article really add value to the community?” If not, reconsider submitting it.

4. Don’t Sabotage Other’s Efforts- This is self-explanatory. Drop all of your e-beefs and hatred. Don’t try to bury others just for the sake of getting ahead. Making enemies on social media sites will get you nowhere fast, and you really do reap what you sow.

5. Remember that Cheaters Never Win- Instead of trying to game the system, why don’t you focus on building a successful social media presence the right way. Sure, you might be able to get some amazing results by cheating, but eventually, you will get caught. And once everyone sees you for the cheater you are, you can’t un-ring that bell.

6. Build Quality Relationships- People are more willing to help those who they really know. By building quality relationships with other users, you’ll always have someone in your corner to back you up. Remember, relationships require the participation of both parties; so, always be a good participant in your social media relationship.

7. Stop Pushing the Envelope- One of the fastest ways to alienate people online is to constantly flood them with requests for helping you out. Whether you’re constantly shouting your content or always Tweeting asking people to comment on your blog, eventually, everyone will lose their patience with you. It’s like the boy who cried wolf. People will tune you out if you’re constantly pushing the envelope.

8. Respect the Community- This might be the most important rule of social media etiquette. Show respect to the community. It’s not that hard to do. Just make sure you don’t step out of line, and always treat everyone the way you want to be treated. These are simple social skills you should already be following in real life; now, you just have to follow them online too.

9. Listen to Others- Your first reaction whenever someone disagrees with you online is probably to tell them how wrong they are. Instead of constantly fighting back, take the time to listen to what they’re really saying. Listen to the people commenting on your blog or Tweeting at you. Understand where they’re coming from. You don’t know everything, and you can learn from others if you take the time to listen.

10. Be Accountable for Your Actions- Because of the anonymity the Internet allows, there is little to no accountability online. People say and do whatever they please without facing any repercussions. Don’t be that guy. Instead, try to be honorable by taking responsibility your actions online. By being accountable, people will respect you, whether they agree with you or not.

11. Be Nice- All of these points add up to one thing—just be nice. Is it really too much to ask for people to be kind to one another? Call me old-fashioned if you like, but there’s nothing wrong with being nice to others online.

What rules of social media etiquette would you add to the list? Share them below!


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Discussion About IFA’s 50th Anniversary Exemplifies What Franchising is Really About!

Recently, on the International Franchise Association group on LinkedIn, I posted the following discussion, “The 50th Annual IFA Convention in San Antonio is less than three weeks away. Will you be attending? If so, what do you hope to bring back to your organization? If not, is there a specific reason?”

Many franchise professionals responded and explained why they would be attending the event. Most of the responses centered around sharing ideas and building relationships. Sure, some mentioned exploring new opportunities with potential and existing clients, but we are all in business to make money, right? But in addition to generating new business, almost all that responded were looking to interact with fellow franchise professionals. Hopefully, long-term relationships will be established over time and the franchise community will continue to evolve and strengthen.

One of the responses was from franchise veteran, Michael Seid. He stated that he had been going to IFA conventions for 25 years. I really admired the fact that he had attended these events for over a quarter of a century! Think about all that has changed in 25 years. Just think about the technological changes that have occurred during this period of time. I mean no one was walking around the IFA event in 1985 with a cell phone, right? How about a laptop? Could anyone have even imagined the internet and email? Heck, fax machines were barely around in 1985, albeit the ones that were used that ridiculous paper that always seemed to roll onto to the floor and under a desk… just out of reach.

Yes, times sure have changed, but the love and passion for franchising apparently has not. It’s just been passed onto people like Michael Seid. By virtue of his responses to my original discussion, and subsequent question, “I’m curious, what was the convention like back in, what, 1985?”, Michael takes us down memory lane and does so in such a dignified manner and with genuine sincerity, that he really seemed to pay it forward. For the benefit of all within the franchise community, I am honored to share his response below.

“1985 was in Miami if I recall and that was not my first so it may be longer than [25 years]. If I recall the attendance at my first convention was measured in the hundreds – not like we have now in the thousands. It was a much different association – we have come a long way with programming and content and member services. A lot of the founders were still around. I just got a great biography of Joe Francis from The Barbers who was very active years ago. If you did not know Joe you missed a great man – really a fine individual who went out of his way to give guidance to anyone who asked for his help. His son is still very active in the IFA. It’s a great quick read if you have not seen the book. Joe is gone 15 or more years.

The culture of the IFA has not changed. You can still corner an experienced member as a new comer and they seem always to be thrilled to mentor and give advice. I remember asking Fred DeLuca a question when I was new in the association and he spent two or more hours giving me his advice. That has not changed at all as most members today will do the same for a new comer.

Looking back at what has changed – No franchisees back then. That was a major difference Steve Lynn and Jim Bugg made that happen). No PAC to speak of (Sid Feltenstein changed that). No franchise appreciation day (Bernie Browning‘s idea). No Education Foundation only an education committee (I think Sid Feltenstein is also responsible for that). No thought of diversity or minorities in franchising (Ron Harrison). No VetFran (Don Dwyer‘s idea during the first gulf war). No Second Tuesdays (if it was not Lane Fisher and Scott Lehr then they were responsible for making it grow as it has). Who would have thought we would be looking at using franchising to provide products and services to the poor in the emerging markets and yet today we have the Social Sector Franchising task force. No CFE (John Reynolds). No one would have thought of a franchisee ever being chairman (Steve Siegel was the first and Doc Cohen the second). No franchisees or suppliers forum leadership on the board (Joyce Mazero if I recall was the first Counsel of Suppliers chair on the board and Jeff Kolton was the second – although we had no vote then. Supplier membership on the Executive Committee did not exist (I had that privilege when I was supplier chair to be the first because of Gary Charlwood).

I remember the IFA chair years ago saying that he would never let a mattress salesman (his word for suppliers) ever being on the board. Suppliers got a board vote when Gary Charlwood was chairman). No suppliers elected to the board in their own name for six years (I was privileged to be the first and Lane Fisher the second). No women as chairman (Joanne Shaw was the first and Dina Dwyer the second). No major investment in research (Mike Isakson). I think Jim Amos when he was chair actually creating the first IFA long range strategic plan. When Don DeBolt became president of the IFA we were near bankrupt and look at the great financial condition we are in now (Russ Frith as Treasurer did an amazing job). We did a lousy job in lobbying years ago and now we have a huge public affairs team. We dealt with Coble and LaFalce holding hearings on relationship laws in Congress and those days are gone.

Yes a lot has changed over the years. We owe a debt to a lot of some very smart folks who were in the leadership back then who kept adding great elements to make the association better. Along the way we had some who were less than stellar also but for the most part, we have been fortunate by those who chose to be in the leadership. Lets not forget the amazing job Debbie Moss has done in growing and professionalizing the convention supported by a really professional team of staff.

Still with all of the change, growth and the better financial condition of the association, the culture of the IFA has not really changed. I expect that many of the members/leaders from years ago who have not been active in the IFA will be at the 50th anniversary. Some of them will be surprised and pleased how far we have come.”


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A Few LinkedIn Tips

Let me help make your LinkedIn experience more satisfying and effective.

When posting a url to a discussion, be sure to post it in the “Additional Details” box below the “Enter a Topic or Question” box. By doing so, your link will be active and all a reader has to do is click on the link. If the link is placed in the “Enter a Topic or Question” box, the link will not be active. Therefore, in order to access the link, the reader must copy and paste the url into the browser before being able to access your site.

My own research, okay, trial and error, has shown that active links are four times more likely to be accessed than links that have to be cut and pasted. Be sure to include “http://” to make the link complete. The same is true when posting within responses to discussions as well.

Hope this helps, even just a little bit.

Just starting out with LinkedIn? Watch the video below.


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Franchising in the USA – Facts and Figures

Franchise Statistics

* The Franchising industry employs over 8 million people in the US.
* The annual payroll for franchises is more than $229 billion.
* A new franchise is 2.5 times more likely to succeed than a non-franchised business.
* Franchising generated more than 18 million jobs for Americans , one out of every seven jobs in the private sector.
* Franchising produces $1.53 trillion in total economic output
* Franchising consists of over 760,000 establishments
* Did you also know that more than 50% of retail and service revenue in the United States come from franchised businesses?
* The franchise industry is a huge part of our national and local economy.
* One out of every 12 businesses is a franchised business.
* In 2000, the median gross annual income, before taxes, of franchisees was in the $75,000 to $124,000 range, with over 30% of franchisees earning over $150,000 per year.
* One new franchised business is opened every 8 minutes of every business day.
* The newest IFA study says that franchising is responsible for 760,000 businesses, 18 million jobs, 14 percent of the private sector employment, over $500 billion in payroll!!
* Franchise businesses account for almost 50% of all retail sales in the United States and Canada.
* Franchise businesses employ more than 8.6 million Americans
* A 1999 study by The U.S. Chamber of Commerce found that 86% of franchises opened within the last five years were still under the same ownership and 97% of them were still open for business.
* A United States department of commerce study conducted from 1971 to 1997 showed that during that time less than 5% franchise businesses were shut down each year.
* Compare that to a U.S. Small Business Administration study conducted from 1978 to 1998, which found that 62% of non franchised businesses closed within the first 6 years of their existence due to failure or bankruptcy.
* Total sales by franchised businesses are expected to reach over $2 trillion, this year.
* 1 out of every 12 business is a franchise operation.
* A new franchise business is opened every 8 minutes of every business day.
* In 2000, the median gross annual income, before taxes, of franchisees was in the $74,000 to $125,000 range, with over 30% of franchisees earning over $149,000 per year.

As reported on Franchiseek.com


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Forrester Research Projects Increase in Social Media Marketing Budgets

Social Media Marketing Spending to Hit $3.1 Billion by 2014
As originally posted on Mashable.com

We already knew that social media marketing budgets were on the rise, but now we know by how much. Forrester Research is out with their Interactive Marketing Forecast for the next five years, and estimates social media marketing to grow at an annual rate of 34 percent – faster than any other form of online marketing and double the average growth rate of 17 percent for all online mediums.

Of course, social media is starting from a smaller base. Forrester estimates that $716 million will be spent on the medium this year, growing to $3.1 billion in 2014. At that point, social media will be a bigger marketing channel than both email and mobile, but still just a fraction of the size of search or display advertising ($31.6B and $16.9B, respectively).

Not surprisingly, some of this growth comes at the expense of offline advertising. Forrester estimates that online advertising will grow from 12 percent of total marketing spend this year to 21 percent by 2014, meaning that offline ad spend will fall. In fact, Forrester concludes that “overall advertising budgets will decline,” meaning efficiencies are being had by shifting money to the Web.

In any event, it’s hard to argue that the numbers don’t paint a fairly rosy picture for the future of social media marketing.


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Social Media Activity Adds to Real-Time Search Results

Google Adds a Real-Time Wrinkle
As reported in Website Magazine

Beginning in early December 2009, Google took another giant leap by releasing Real-Time Search Now, for some queries, the first page of results shows a scrolling box with real-time search results – many of which come from users’ social updates and content. Real-Time Search has major implications and further alters the SEO landscape.

Read more about this important news and how it affects SEO at Website Magazine.

Check out this Google YouTube Video


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