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One final word of encouragement: We asked SEO luminary Jill Whalen (one of

the most renowned names in the SEO industry) whether she thought do-it-yourselfers

could do as good a job as professionals in SEO. Her response? “Absolutely!” You

know your business—and all its nooks and crannies—better than anybody. After read-

ing this chapter, you should have a long-view understanding of how you’ll need to

approach SEO so that you can make the most of your advantages and minimize your

challenges. In the next chapter, we’ll start talking details about the search engines. Get

ready to be imbued with some Eternal Truths of SEO.

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