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There are a lot of different digital marketing channels you expect revenue or sessions. Even if a partner (agency or your team) takes care of all operational parts, you need to keep an eye on all. You have a specific budget that is allocated for marketing activities and you should ensure you bet on the one that pays most.

It's not enough to make technical changes and develop content to be SEO-ready. Keep up-to-date with the changes made, ensure compliance with the algorithm, determine how your metrics are affected by the changes, and establish a KPI in line with your growth goals.