HOW TO FOCUS YOUR 2021 SEO STRATEGY TO BEAT COMPETITORS IN A COMPETITIVE MARKET

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Have you ever wished you could peer inside the mind of the most successful brands, or search engine optimization (SEO) experts in the world and find out exactly what makes them tick?

This 2021 SEO strategy framework will help you do exactly that.

As you know; with Google now part of today’s buyers process – search is no doubt already a lifestyle.

When a person is looking for a product or service, they are most likely to search information about it in Google. By optimizing your website and ranking for keywords that are relevant to the products that you sell or service that you are offering, you are able to attract more leads and get more sales.

That’s the core value of search engine optimization.

To help you through this trying COVID times; I’ve decided to put almost everything we do – as a leading SEO agency in Ghana – into one comprehensive framework to kick start your online marketing success.

But; I’m not going to share any “secret tactics”. This post is designed only for those who are willing to truly put in the work to build a real business. If that sounds like you, click here to save your spot right now

Picture yourself taking pages of notes and soaking in wisdom that could truly alter your trajectory. So; if you’re a business owner, blogger, webmaster or just about anyone who has a website, follow this simple guide, tick off every point and make your site ready to champion search engines.

So if you want to stop wasting time experimenting and focus on what really works, then let’s dive in.

INTRODUCTION: THE VALUE OF SEARCH ENGINE OPTIMIZATION

Readers want to be comforted. They’re looking for connections, for like-minded spirits. They want to feel understood.
So show your reader you understand him/her and you’ll help him/her.

An SEO strategy (also referred to as “SEO approach” or “search engine optimization strategy”) is the process of planning, outlining and implementing steps designed to improve a website’s search engine rankings – in order to capture more organic traffic.

This plan draws from several foundational pillars, including technical SEO, content strategy, on-page SEO, link building and user experience.

Put simply, SEO strategy is about delivering extreme relevance and value to searchers

Here are some benefits of investing on SEO:

  • Higher search engine rankings: Your web pages will appear more frequently and in higher positions on SERPs (search engine results pages)
  • Increased organic traffic: More visitors will land on your web pages through search engines (so you don’t have to pay for traffic)
  • Increased brand awareness and authority: Your brand will appear more frequently which increases your visibility and leads to your website being used as a resource by other websites and publishers
  • Increase in number of leads and sales: As your website appears in front of a larger audience, it becomes a silent salesperson that can collect leads and drive sales from online searchers
  • Lasting results: When you improve a site’s search engine optimization, the work often creates long-term improvements and compounding returns that can get better over time

No doubt; SEO is a vital digital marketing tool that can exponentially build and grow your company’s online presence, but it is not a one-time deal.

It takes time to deliver result.

And once that value kicks in, you start driving more targeted traffic, enquiries and sales to your website with ease. But The moment you give up is the moment you let someone else win.

To help you focus your 2021 SEO Strategy to beat competitors even in a competitive market, I’ve broken this guide into 5 easily digestible and practical steps:

  • Step 1: Perform a Detailed Website Audit to Uncover SEO Business Challenges and Opportunities
  • Step 2. Identify Common SEO Business Challenges
  • Step 3: Identify Your Website’s SEO Challenges
  • Step 4: Identify Your Business 2021 SEO Strategy KPIs
  • Step 5: Set Reasonable Search Engine Marketing Goals For Your Brands’ 2021 SEO Strategy.

You can jump around, and this is not a one time exercise, so don’t forget to bookmark this post as you’ll need to be referring to it often as you proceed with executing your 2021 SEO strategy throughout the year.

Step 1: Perform a Detailed Website Audit to Uncover SEO Business Challenges and Opportunities 

No man was ever so much deceived by another as by himself.

Fulke Greville, 1st Baron Brooke
Perform a Detailed Website Audit for your 2021 SEO Strategy

That’s right; performing a detailed competitive SEO audit of your website can be an important ‘wake-up call’.

Yes.

For starters; an SEO website audit is simply the process of finding out how well your web property relates to search engine best practices. The purpose is to identify as many basic issues affecting organic search performance as possible.

Get this; either you want to grow brand awareness to develop stronger relationships with your audience, or you want to expand market share to drive more sales, – analyzing your business website is the crucial first step to creating an SEO strategic plan that will have measurable results.

It allows you to easily get inside and really understand how the search engines all think about your brand, so you can reap the benefits of improved technical SEO, content, backlinks, relevance matching, improved visibility.

So how do get started on your website’s SEO audit?

Easy actually.

First off; SEO website audits can be carried out automatically or manually (especially when working with a digital marketing company or SEO consultant).

Now; there are many reliable SEO website audit tools that are fantastic for getting the most informative data from an entire site at once – 3 of the best are Screaming Frog, SEO Report Card and Woorank.

Anyway there is a more detailed and easier to use search engine optimization analysis tool that you can use right here – that not only grades your website but gives you practical insights on how to position your 2021 SEO strategy for success.

See the top of this page – and on every page on this site, as indicated by the green arrow below.

How to Analyze your Blog or Website for Free

With ease of use at its core and someone like you in mind, our SEO website audit tool is completely free to use and includes all the essential SEO website performance metrics and action points – to help you build a solid search engine marketing strategy that moves the needle.

To show you how; let’s analyze Hubtel – a growing technology company here in Ghana.

When you click on the SEO audit widget, you’ll see this dialog box (the image below).

konta digital grade your website in seconds

Just “key in” your site’s URL and email, then click run audit.

Your SEO website audit 2021 seo strategy

In your court.

email seo campaign strategy audit

I’m proud to have led the development of this SEO website tool, and humbled to say we’re the only digital marketing company in Ghana with such a reliable ally for our audience.

Features of Konta Digital’s SEO Website Audit Tool

To easily locate what works, what to improve, and what your next search engine optimization steps should be to achieve reasonable marketing goals – we’ve broken our thorough SEO analysis report into the easy to digest steps below:

  • Usability
  • On-page SEO
  • Social Activity
  • Security
  • Off-page SEO
  • Technical SEO

This SEO website audit packed with value that makes it easier to explain how your business website can be improved.
It offers you with a neat report that serves as a foundation for your 2021 SEO strategy.

No need to spend money and hours looking at different on-site SEO elements, getting data, and compiling your recommendations in one document. Just do it in one click. (see report below)

detailed seo website audit report digital marketing company in accra

What’s also very impressive is that if I can get your business website to score over 85%, there’s a good chance it will be ranked on page #1 of Google for the key phrase you’re targeting.

So the audit really works well and is in direct alignment with Google’s ranking algorithm. For instance here’s how the SEO Website Audit can help to improve usability

digital marketing company accra audit usability report

You can try it now to find out how your website stands in the eyes of the major search engines.

As already argued; this is a summary of what you’ll find:

  • Overall website score based on findings
  • Technical issues and critical areas to be fixed
  • On-site elements for improvement
  • Recommendations for better website performance

Fantastic for getting the most informative data from an entire site at once. It crawls your entire site and and outputs data from an SEO perspective, giving you lots of valuable insight into any SEO problems your site could have.

 This preliminary SEO analysis of your site offers the most effective way to know your web readiness, and spot opportunities and identify factors that contribute to it’s commercial under-performance.

For your info; 81% of people perform some type of online research before making a large purchase.

search engine marketing process for businesses in Ghana and Sub-sahara Africa

Do you have a reporting model established and is it monitoring your SEO campaign process?

Use this SEO website audit to your advantage. It will help you think, create and control the outcome of your search engine marketing campaign.

analyzing your business website is the crucial first step to creating an SEO strategic plan that will have measurable results Click To Tweet

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Step 2. Identify Common SEO Business Challenges

There’s no shortcuts to the top of the palm tree.

African Proverb
COVID 19 2021 seo strategy  business challenges

You now have a detailed audit.

Let’s build on it to focus your 2021 SEO strategy to beat those competitors in your radar.

Now; as the (COVID-19) pandemic continue to have significant adverse impact on small and mid-sized businesses, and more and more companies now patronizing virtual platforms to remain relevant – the competition to shine online has never been fiercer.

Beating your direct competitors in the game requires you to objectively evaluate the obstacles that are presently holding you back, and whether your idea has a fighting chance.

As you know; search engine optimization is an iterative process, and written plans helps assess the feasibility of your business idea. So get ready for action with your spreadsheet.

Whether you’re ready to embark on your 2021 SEO strategy, or enhance your current search engine marketing plan, It’s imperative to identify common pitfalls holding you back from attracting the right people from search engines.

The steps that follow will assist you along this route.

seo challenges to small and mid-sized businesses

Basic Challenges to Your Business’ 2021 SEO Strategy

  • Your site is not being found by potential customers in the first page of search engines
  • Meaning; these potential customers are instead finding the websites of competitors
  • You do not have in-house personnel and/or resources that can address your current SEO and business needs
  • Your site is not generating enough revenue to cover the initial and on-going resource investments that went into it

Look; search engine optimization is fast becoming a normalized marketing technique like TV, radio and the papers. To quote Rand Fishkin – one of the world’s most respected SEO specialist and online marketing strategist; “SEO is no longer what we, it’s now everyone’s job description.

Thus; to position your ongoing 2021 SEO strategy for success, you must align all your search engine optimization efforts with your business marketing goals and objectives

(C) Smart Insights

And this simple process of identifying your brand’s SEO challenges can help to develop your SEO and/or digital marketing campaign process around optimizing those areas within your SEO website audit report that will most likely have a positive impact on your desired outcome or vision.

How to align your 2021 SEO strategy to your business marketing goals
(C) Equinet Academy

For instance; if you’re targeting a particular area in the world, you’d then need to develop a specific strategy with that geo-location in mind. 

  • Things like targeting the country in the language those visitors require or
  • Developing intent based content for that part of the buying cycle that visitor is in at the moment. 

Unless you have the historical data to back that up, and even then, it’s incredibly difficult to commit to such a goal like “We’ll increase our organic sales by 10% this year” because you have so many variables like the Google algorithm, searcher behavior, the amount and type of content you have to reach that specific audience, etc. 

So; don’t throw out any blanket goals or objectives, hunch down and identify those challenges that are unique to your business. Then strengthen your weaknesses and build on your strengths to make your mark on search engines result pages.

For more on this step:

Develop your SEO marketing campaign around optimizing those areas within your SEO website audit report that will most likely have a positive impact on your desired outcome or vision. Click To Tweet

Step 3: Identify Your Website’s SEO Challenges

“A man doesn’t go far from where his corn is roasting.”

According to the briefing note, the first in a series developed by the UN in Ghana, suggests that although COVID-19 is affecting businesses and everyone. The path to recovery will not only ease the pains but create opportunities of doing things differently.

With “vaccine nationalism” now a rising term, not forgetting those skepticism around the vaccines in question. We can cautiously guess that 2021 might not be the end of all this COVID brouhaha.

In fact; here in Ghana, – according to the president’s (Akufo-Addo) 23rd address on measures to curb the spread of COVID-19 in Ghana – the total number of active cases has more than doubled, from a little over one thousand, nine hundred (1,900), two weeks ago, to five thousand, three hundred and fifty-eight (5,358) currently.

Furthermore; in addition to ban on funerals, weddings, and other restrictions on public gathering to counter the pandemic, the president emphatically stressed the use of virtual platforms.

As the gateway to the continent – this should ring a bell – the internet is the future. And identifying your brand’s website SEO challenges is one of the best ways to take that future speedily by the horns.

Business SEO marketing process by konta digital marketing consultant accra

Think of search engine optimization as a puzzle with many pieces – including content, design, links and tracking. Thus; focusing your business’ 2021 SEO strategy to beat competitors in a competitive market involves bringing all these pieces together to create a complete picture.

A solid plan that makes your business more attractive to search engines and customers alike.

If you already know that isn’t at all what an actual SEO plan is, then continue on. We have to really think through the current state of the website. 

How to Identify Your Websites SEO Challenges

Due to the enormity of the effect of COVID-19 and the recovery challenge, it is critical to have a leadership tier and a technical tier, led by you, and with partners from various sectors to drive your response and recovery.

Keep this in mind;

  • 47% of consumers view 3-5 pieces of content created by a company before talking to a salesman from that company.
  • 72% of online marketers describe content marketing as their most effective SEO tactic.

Are you ready to lead from the front?

digital marketing company in accra the right way to do optimize your business website
(C) Cognitive SEO

To begin ask yourself

  • Has it ever had SEO applied at all? 
  • Was there ever any technical audit conducted? 
  • At any point in time were any SEO best practices applied to the site? 

The answers to the questions above is really the first place to start.

Depending on your answers; you can then resolve to apply all SEO best practices and establish search-ability within the search engines. 

On the other hand, if you have had some level of on-site SEO applied, or basic search engine best practices then, you’ll need to have a more specific strategy aligned with other digital marketing activities.

Not forgetting your business goals and objectives as you do.

Identify seo business challenges to grow your business

If you fall in this basket, then your 2021 SEO marketing strategy might look something like this:

  • Your business site is currently not found on the first page of Google search results for non-branded keywords that refer to your products and/or services
  • The limited visibility is resulting in low amounts of targeted visitors to your website from search engines
  • Your site does not have a rich backlink profile that can boost search engine rankings and drive referral traffic to its pages
  • The site does not have a robust content library that’s optimized for search
  • Technical SEO issues are hampering the crawl of search engine spiders from one page to page

As an online marketing strategist and SEO consultant in Accra, this is one area that raises much headache in many a consulting sessions.

In some cases I’ll even have to personally get to the client to review this in greater detail.

What I have done in those situations is help educate them as to what you can guarantee and what you can not, making sure to include all the applicable variables at play.

Making sure to always start with the elusive Google Algorithm, searcher behavior/intent, content that currently exists on the site, etc

You should do the same, before moving to identifying the key point indicators that points your progress towards failure or success.

In addition to ban on funerals, weddings, and other restrictions, the president emphatically stressed the use of virtual platforms - double up your SEO Strategy to stay on top. Click To Tweet

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Step 4: Identify Your Business 2021 SEO Strategy KPIs

“God has created lands with lakes and rivers for man to live. And the desert so that he can find his soul.”

African Proverb

So where do you even start?

Firstly it’s important to highlight that SEO can be infinitely complex and you’ll want to develop a customized strategy for every website that you work own. But the points in this article will generally give you a great starting point.

Now; your KPIs (key point indicators) or SEO baseline metrics will help you gauge whether your search engine marketing strategy is working, what kinds of results you’re achieving, and where you can improve moving forward.

If you’re not yet tracking search engine ranking factors like organic traffic, CTR, time on site, pages per session, bounce rate, keyword rankings, domain authority, backlinks, and conversions it’s time to get started.

SEO strategy baseline metrics and KPIs
(c) Even Digit

If you don’t know how to measure the performance of your brand’s 2021 SEO strategy and website, then you’re in trouble.

For the sake of clarity in measurement; it’s imperative to figure out all the important SEO KPIs to measure your business blog/website performance.

Stay creative with your SEO marketing campaigns & content by continuously monitoring the state of your entire digital ecosystem.

By the way; a basic SEO campaign – from scratch at least – will take you from about 3 – 6 months to start showing reasonable results.

My advice is to allow flexibility over that timeframe, as goal posts will change, your available resources will change, your available skillset might change, as well as a hundred other things that might change, so it’s important to stay fluid while keeping up momentum.

And the best way to “stay fluid” now that we’re almost always entirely home-bound is to consistently keep an eye on your standing online. So if you don’t; make it a priority to learn how to measure your SEO campaign performance, or ensure you always iron this our with your SEO strategist at any session.

Don’t lose motivation just because you didn’t achieve everything that you have set out.

You can win online if you believe and persevere.

Maybe I can switch some light bulbs. As reported by Social Media Today, 72% of consumers who search for local businesses end up visiting stores within five miles, and nearly 80% of local mobile searches lead to an in-store purchase.

So keep pushing. To assist; the image below gives a glimpse of what you need to focus on to make your site more appealing to local customers.

11 Easy Steps to Analyze Your Site’s Performance

Back to basics; your 2021 SEO strategy, I encourage you to take note of the following baseline metrics and mark your site off each and everyone:

  1.  How many people – on average – visit your website per month ?
  2.  On average, monthly, how many come  from organc search engine traffic
  3. What’s your Alexa traffic rank?
  4.  What’s your Google page rank?
  5. What’s your page’s authority?
  6. What’s your domain authority?
  7. How many inbound links are pointing to your site?
  8. How many people convert on average every month?
  9. How many of these people come from organic search traffic?
  10. How much do you make from your site on average every month?
  11. How many of these conversions come from organic search?

There some factors above like page rank and domain authority, that are almost entirely out of your control, but compiling a list of factors unique to your site is a great way to determine your standing in the market and get insights into how to improve the situation.

Lastly, aside analytics data SEOQuake is a cool, beginner friendly  free plugin for browsers that delivers organic search data and key SEO metrics at the click of a button.

Currently compatible with Mozilla Firefox, Google Chrome and Opera you can use it to accomplish most of the tasks just listed.

What are the most important SEO metrics for your business?

For more on this:

SEO Strategist in Accra funny digital marketing with client

Create a Month by Month Plan of all Your SEO Activities

Moving on; ideally your SEO strategy should be developed for the year. Then break that up into a 6 month SEO plan.

For instance you could use the first month or two to aggressively target on-site optimization whilst building basic links to improve brand awareness and reputation via social media, PR, business listings, outreach etc.

Before pulling most of your strength and resources into off-site SEO via a multi-channel approach to search engine marketing for the rest of the campaign.

However; nothing is static when it comes to SEO, you might need adjust your search engine marketing strategy due to changes within Google, your audience, and  your competition.

It’s much easier to control the outcome of your campaign by continually assessing things via analytics as you move on.

SEO success factors
Search Engine Land

Another reason to create a strategic SEO plan is because things, like life, happen. You start out the year with the best of intentions, thinking you’ll hit those goals by December easily. 

Then things like a global pandemic occur, and businesses all over the world shudder and you’re left to pivot and come up with the next thing to do and mostly you’re in reactive mode, rather than a forward thinking proactive and measured way of operating. 

This time you won’t be caught off-guard. We together now.

Just think, create and control the outcome – always remember that.

I hope you getting enough insights, tools and resources to mount an effective search engine marketing campaign action plan that gets your blood fired up for battle.

Good.

Now that you know what you need to do, do you know what you want?

Let me quickly show you how to set achievable and realistic search engine marketing goals.

Last lap.

Let’s go.

For more on planning your SEO activities:

“Where to buy” + “near me” mobile queries have grown by over 200% in the past two years. & 72% of consumers who did a local search visited a store within five miles. Click To Tweet

Step 5: Set Reasonable Search Engine Marketing Goals For Your Brands’ 2021 SEO Strategy.

“Success is not final; failure is not fatal: it is the courage to continue that counts.”

– Winston Churchill
set SMART Goals For Your Brands' 2021 SEO Strategy.

Without goals the future is stagnant – at worst deteriorating.

The consequences that arise from poor goal-setting, at worst not setting goals at all – are without doubt severe. Work becomes frustrating, creativity suffers, productivity is wasted and the markers of success are skewed.

On the other hand, by setting goals, you set targets to strive toward. Which helps trigger new behaviors, makes you venture into new places and new situations that put you into growth mode.

Look; goals are crucial in aligning your focus and they are indispensable in sustaining that momentum in life.

True for life, and so for business.

I hope this image inspires your creativity.

The right way to set smart digital marketing goals

Listen; goal setting will save you a whole lot of headaches down the road. As a being; I guess you can attest to that.

Take time periodically; to set and analyse your search engine marketing goals and objectives, this must always be a priority – as your goal is the foundation of your entire SEO strategy.

In addition; goals focuses your acquisition of knowledge, and improves productivity.

Considering SEO is an iterative process, goals gives you long-term vision and short-term motivation .

And most importantly; by achieving your SEM goals, you’re also helping reach your overall business objectives, whether that’s boosting your overall sales or improving awareness of your brand.

Here’s how you can align your business marketing goals to your 2021 SEO strategy.

digital marketing sales funnel and smart business goals

So what do you want to achieve by optimizing your website for SEO?

As an example; let’s say your company’s SEO campaign has 3 primary objectives:

  • Drive targeted search engine traffic through better positioning in Google’s SERPs
  • Overtake competing business websites in SERPs to gain a larger share of the market
  • Increase conversions from search engine traffic

Which is simply saying; I want to be the King Kong in my turf. The one that can’t be missed.

how to achieve your seo marketing goals

So how do you achieve this goal?

  • You might need to increase search visibility (impression share) to your core product pages (services page or e-store) and increase visitation by, lets say 3-5% year over year to maintain profitable conversion rates or
  • You might focus on increasing visitation, and engagement for new visitors across the top of the funnel pages, or those that reach the very beginning of the buyer journey. e.g via blog posts, FAQs pages etc

In the first example, I included a range of increased visitation. But there are too many variables many of which are out of your control to guarantee any particular single number increase. Mind you; I’m just using the 3-5% to illustrate.

Instead it’s far more accurate to provide an estimate or range based on past historical data i.e. your analytics and previous site trends, seasonality, etc  

If you’ve never established any analytics and are starting from scratch, the best approach is to not to declare any range or estimate because you have nothing to base that off of. 

That’s where the second bullet strategy comes in handy. You define what you need to accomplish, but you don’t specify any number because you have no way of determining how realistic that goal is. 

For more on this step:

Look; goals are crucial in aligning your focus and they are indispensable in sustaining that momentum in life. Click To Tweet

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Final Word

You don’t have to be great to start, but you have to start to be great.

Whether you’ll be running search engine marketing (SEM) operations yourself, just blogging or will be employing the services of a Search Engine Optimization Company, when you invest in organic search engine marketing, you will see a multitude of benefits.

And all you just covered should be enough to give you and/or your brand enough ideas to formulating a winning 2021 SEO strategy that benches the competition.

See; the new ‘gold rush’ is for specific knowledge

Because of the pandemic, more and more people are looking to upgrade or learn new skills that can help them find better jobs or start businesses.

What keeps many people from finding success online is that they think they’re not qualified to do it.

They think they’re not smart enough, or that they don’t have the credentials, or that they’re not an SEO or digital marketing expert because they haven’t hit a particular number of followers or whatever.

We all have been disingenuously convinced that in order to be recognized, we need to be anointed by some higher power like a Forbes, Ted or Techcrunch. We wrongly assume that some guru needs to bless us with their holy powers before anyone will take us seriously.

This infuriates me.

I don’t know about you, but I personally have learned more through YouTube videos, blog posts, and online courses than I did through my entire university years.

I honestly can’t believe I have to say this, but I have to say this: you don’t need some higher power to grant you the right to succeed. You’re enough, that’s why I’ve written this simple guide.

To summarize:

  • More people than ever are are now active online
  • There is a huge opportunity in search engines hyper-specific topics
  • The barriers to successful brand marketing have disappeared


So far this year at Konta Digital, we’ve launched a total of 4 search engine marketing campaigns and built a business that is generating (this is so weird to write this) enough in revenue to guarantee a steady income and growth.

In the 8 years ago it’s taken to get here, we’ve used dozens of tools, tried hundreds of tactics, and have made thousands… yes, thousands of mistakes.

My hope is for you to maintain a viable business through this uncertain times and what you just covered is one of the best ways to do it.

To focus your 2021 strategy to beat competitors in your market, here the steps again:

  • Step 1: Perform a Detailed Website Audit to Uncover SEO Business Challenges and Opportunities
  • Step 2. Identify Common SEO Business Challenges
  • Step 3: Identify Your Website’s SEO Challenges
  • Step 4: Identify Your Business 2021 SEO Strategy KPIs
  • Step 5: Set Reasonable Search Engine Marketing Goals For Your Brands’ 2021 SEO Strategy.

We will go deep into every aspect we’ve talked about in our next post and show you exactly how you can take advantage of these insights to practically position your brand in this COVID era.

It’s the exact SEO checklist and framework we used for Konta Digital — and you’ll walk away from with the entire multi-channel marketing blueprint, copy / paste.

You’ll learn:

  • How to come up with and prioritize business ideas that will give you an unfair advantage in this market
  • The best way to de-risk your time and resources by quickly validating your idea
  • Our playbook of tactics to kickstart your business and get your first customers (even if you have no audience)
  • All the templates and cheat sheets you can use get started as quickly as possible (while working full-time on your existing job or business)

You can subscribe to our news letter below to not miss it.

And I hope you found what you’re looking for in this guide?

I want us to be successful. My people say ” na left hand dey wash right hand”, I feel I’ve done my part, what about you?

Unapplied knowledge is useless, so entreat you to go to work ASAP.

Goodluck!

P.S. I will appreciate your thoughts, questions and suggestions in the comments below.

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