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According to Dan Sevigny, CEO of Spooky Digital, if you fail to stay on top of these rapidly changing developments, the competition will leave you in the dust.

But how do you optimize your website so that it works like a well-oiled machine both on-page and off? How do you earn your necessary stripes with Google, while still appealing to a human audience?

There are at least five ways to convert visitors into leads, Dan says, and he walked me through them in order of importance.

Read the full story at Inc.

Sevigny, a marketing expert and martial artist, often works with gyms to find unconventional ways to market.

After the women’s marches in New York and elsewhere in the U.S. were plastered all over Facebook, Sevigny recognized an opportunity to join the conversation. To help women feel more empowered, he partnered with several gyms to offer a women’s self defense program.

He would ask gym owners to run self defense classes at their facility and, in return, would help them market the classes at their locations.Ken’s Gym was among the first to partner.

After successfully pulling off a class series, Sevigny’s strategy increased sales of the gym’s $49 two-week trial by 650% overnight and made the gym profitable for the first time in 5 years of business.

Dan Sevigny, CEO of Spooky Digital, describes how on-page and off-page SEO go hand-in-hand, “Doing only on-page SEO is like having a car with no gas and doing only off-page SEO is like putting gas in a broken down car.

Both are equally important; you can’t have one without the other. Without a strong foundation, your off-page efforts are almost entirely wasted.”

The goal of your online presence should not be to get as much of your merchandise in front of the customer as possible, but getting the customer as efficiently and effortlessly to the products that best suit what they are looking for.