What is SEO?

In the ever-evolving digital world, the term “SEO” stands as a beacon for businesses and content creators aiming to carve out their space online. SEO, or Search Engine Optimisation, is the art and science of boosting the visibility of websites and their content on search engines like Google, Bing, and Yahoo. At its core, SEO is about understanding and leveraging the algorithms that search engines use to rank web pages, ensuring your site appears prominently when users search for related terms.

This comprehensive guide is designed to demystify SEO, breaking down its complex mechanisms into understandable concepts. Whether you’re a business owner, a marketer, or just curious about the digital landscape, understanding SEO is crucial for navigating online spaces effectively. It’s not just about keywords or links; it’s about creating a seamless, user-friendly online experience that meets the needs of your audience and the technical criteria of search engines.

In today’s digital age, where the internet is saturated with content, SEO serves as a critical tool for standing out. It’s about more than just being found; it’s about being found by the right people at the right time. With the right SEO strategies, you can enhance your online visibility, attract more traffic to your website, and drive digital success. So, let’s dive into the essence of SEO and explore how it can transform your online presence.

The ABCs of SEO

Navigating the world of SEO can often feel like learning a new language, but once you understand the basics, you’re well on your way to mastering the art of online visibility. SEO is built on several fundamental components, each playing a pivotal role in how search engines evaluate and rank your website. From the strategic use of keywords to the power of backlinks, let’s unpack these elements to see how they collectively power your online presence.

Keywords: The Cornerstone of SEO

At the heart of SEO lies the concept of keywords—terms and phrases that users type into search engines when looking for information. Keywords are the cornerstone of SEO strategy, acting as the bridge between user queries and your content. Effective keyword research involves identifying the terms that are not only relevant to your business and content but also used by your target audience when searching online.

Implementing keywords goes beyond just peppering them throughout your content. It’s about understanding user intent, the context in which the keywords are used, and integrating them naturally into your titles, headings, meta descriptions, and body content. Tools like Google’s Keyword Planner and various SEO software can help you discover high-volume, low-competition keywords that can drive targeted traffic to your site.

On-Page vs Off-Page SEO: Balancing the Equation

SEO can be broadly categorised into two main types: on-page SEO and off-page SEO. On-page SEO involves optimising elements within your website that you can control directly, such as content quality, keyword optimisation, and site architecture. This includes creating valuable, informative content, ensuring your site is easy to navigate, and making it mobile-friendly.

Off-page SEO, on the other hand, refers to the actions taken outside of your website to impact your rankings within search engine results pages (SERPs). The most significant off-page SEO factor is backlinks, along with social media marketing, guest blogging, and other methods to build your site’s reputation and authority.

Balancing on-page and off-page SEO is crucial for a holistic SEO strategy. While on-page SEO ensures your site is understandable and attractive to search engines, off-page SEO helps establish your site’s trustworthiness and authority in your niche.

The Power of Backlinks

Backlinks, or inbound links from other websites to your own, are a critical signal to search engines that your content is valuable and trustworthy. The quality, quantity, and relevance of these links significantly impact your SEO efforts and can greatly influence your site’s ranking in SERPs.

Acquiring high-quality backlinks involves creating compelling, shareable content that other sites want to link to. It also means engaging in strategic outreach, guest blogging on reputable sites in your industry, and participating in online communities related to your niche. Remember, it’s not just about the number of backlinks but the quality and relevance that count. A few high-authority links can be more beneficial than a large number of low-quality ones.

Understanding and implementing the fundamental components of SEO—keywords, on-page and off-page optimisation, and backlinks—can significantly enhance your online presence. By focusing on these key elements, you’re not just optimising for search engines; you’re creating a better experience for your users, which is the ultimate goal of SEO.

Navigating Google’s Algorithm Updates

In the dynamic realm of SEO, staying informed about Google’s algorithm updates is paramount for maintaining and enhancing your online presence. Google’s search algorithm, a complex system designed to return the most relevant and useful results to users, undergoes frequent updates and changes. These adjustments can range from minor tweaks to major overhauls, each with the potential to significantly impact your website’s search engine rankings.

The Evolution of Google’s Algorithm

The history of Google’s algorithm changes is a testament to the search engine’s commitment to improving user experience and delivering the best possible content. From the early days of simple keyword matching to the sophisticated, AI-driven processes of today, Google’s algorithm has evolved to become more intuitive and user-focused. Major updates like Panda, Penguin, and Hummingbird, among others, have shifted the SEO landscape, penalising low-quality content and rewarding sites that offer genuine value to users.

Understanding these changes is crucial for SEO professionals and website owners alike. Each update has targeted specific aspects of websites, such as content quality, link trustworthiness, and user engagement metrics. By studying these historical shifts, we can gain insights into Google’s ongoing efforts to refine its search results and anticipate future trends in SEO.

Adapting to Algorithm Changes: A Proactive Approach

Adapting to Google’s algorithm updates requires a proactive and agile SEO strategy. Here are practical tips to help you stay ahead:

  1. Focus on Quality Content: Ensure your content is engaging, informative, and tailored to your audience’s needs. High-quality content is always favored by Google’s algorithms.
  2. Optimise for User Experience: Google increasingly prioritises websites offering a seamless and positive user experience. This includes fast loading times, mobile optimisation, and intuitive navigation.
  3. Build Trustworthy Backlinks: Acquire backlinks from reputable and relevant sites. Quality over quantity remains a key factor in link-building strategies.
  4. Stay Informed: Keep abreast of SEO news and updates. Google’s Search Liaison Twitter account and SEO blogs are valuable resources for the latest algorithm changes.
  5. Use Analytics Wisely: Regularly analyse your site’s performance data to understand how changes in Google’s algorithm may be affecting your traffic and rankings. This insight allows for timely adjustments to your SEO strategy.

By understanding the evolution of Google’s algorithm and adopting a flexible approach to SEO, you can navigate the challenges of algorithm updates and ensure your website remains competitive in the search rankings. Embrace these changes as opportunities to improve and refine your SEO practices, aligning them more closely with Google’s goal of delivering the best user experience.

Technical SEO: Under the Hood

Technical SEO is the foundation of any successful SEO strategy, focusing on optimising the infrastructure of your website to improve search rankings. It involves a variety of factors, from site speed to mobile optimisation, that can significantly impact your website’s visibility and user experience. By delving into the technical aspects of SEO, you can ensure your site is fully optimised to meet search engine guidelines and user expectations.

Site Speed: The Need for Speed

In today’s fast-paced digital environment, site speed is more critical than ever. A slow-loading website not only frustrates users but also negatively impacts your search engine rankings. Google and other search engines prioritise fast-loading sites because they provide a better user experience. To optimise your site speed, start by assessing your current performance with tools like Google’s PageSpeed Insights. This tool provides actionable recommendations to improve your site’s loading times, such as compressing images, leveraging browser caching, and minimising CSS and JavaScript files. Implementing these changes can significantly enhance your site’s speed and, consequently, its SEO performance.

Mobile Optimisation: Catering to the On-the-Go User

With the majority of internet users accessing the web via mobile devices, mobile optimisation has become a cornerstone of technical SEO. A mobile-friendly website not only caters to the on-the-go user but also aligns with Google’s mobile-first indexing, which uses the mobile version of the content for indexing and ranking. To ensure your site delivers a seamless mobile experience, focus on responsive design, which automatically adjusts content to fit various screen sizes. Additionally, optimise mobile site speed and usability by simplifying menus, improving button sizes, and ensuring that text is easily readable without zooming. Regularly testing your website on multiple devices and browsers will help you identify and fix any mobile usability issues, thereby improving your site’s SEO and user satisfaction.

By prioritising technical SEO elements like site speed and mobile optimisation, you can create a solid foundation for your overall SEO strategy. These technical improvements not only enhance your search engine rankings but also provide a better experience for your visitors, leading to higher engagement and conversion rates.

Content is King: Crafting SEO-Friendly Content

In the realm of SEO, content reigns supreme. It’s the vehicle through which brands communicate with their audience, providing value, solving problems, and establishing authority. High-quality, SEO-friendly content is a pivotal element of any successful digital strategy, marrying the needs of users with the technical requirements of search engines. Let’s explore how to create content that achieves this balance, resonating with both your audience and search algorithms.

The Role of Content in SEO

Content’s role in SEO cannot be overstated. It’s the primary reason users visit your website, and search engines use this content to determine how well your site answers users’ queries. High-quality, relevant content can elevate your website’s visibility, driving more organic traffic and engaging users once they land on your page. But what makes content “high-quality” in the eyes of search engines? It boils down to relevance, comprehensiveness, and readability. Your content should directly address the needs and questions of your target audience, provide thorough insights on topics, and be easily digestible. Engaging, well-researched articles, blogs, and guides not only attract more visitors but also encourage them to stay longer, reducing bounce rates and improving your site’s SEO performance.

Integrating Keywords into Your Content

Keywords are the linchpins of effective SEO content. They act as bridges between user queries and your content, signalling to search engines that your website holds the answers to what users are searching for. However, the art of integrating keywords into your content requires finesse. Gone are the days of keyword stuffing, where content quality was sacrificed on the altar of SEO. Today, it’s all about natural incorporation. Start with thorough keyword research, identifying the terms your target audience uses. Then, weave these keywords into your content in a way that feels organic and enhances readability. This includes placing them in titles, headers, and throughout the body of your content, where they support rather than disrupt the narrative flow.

Remember, SEO-friendly content is not just about appeasing search engines; it’s about engaging readers with valuable, informative, and interesting material. By focusing on the needs of your audience and integrating SEO best practices, you can craft content that not only ranks well but also establishes your site as a trusted resource in your industry.

Local SEO: Dominating the Local Search Landscape

Local SEO is a crucial facet of search engine optimisation that focuses on optimising a business’s online presence to attract more customers from relevant local searches. These searches take place on Google and other search engines, making local SEO essential for businesses that operate in specific geographic areas. By harnessing the power of local SEO, businesses can significantly improve their visibility in local search results, driving both foot traffic and online visitors.

Optimising for Local Search

Optimising for local search involves several key strategies designed to increase your visibility in local search results. Firstly, ensure your Google My Business (GMB) listing is claimed, complete, and up-to-date. This includes accurate business details such as name, address, phone number (NAP), and operating hours. GMB is a powerful tool that allows businesses to appear in local search results and Google Maps, providing potential customers with easy access to your information.

Next, focus on local keywords by incorporating terms that reflect your local area into your website’s content, meta tags, and URLs. For example, if you operate a bakery in Melbourne, terms like “Melbourne bakery” or “best bread in Melbourne” can help you rank for local searches. Additionally, creating location-specific pages on your website can further enhance your local search visibility, especially if you have multiple business locations.

Leveraging Local Reviews and Citations

Local reviews and citations play a vital role in local SEO by building your business’s credibility and authority. Encourage satisfied customers to leave positive reviews on your GMB listing and other relevant platforms like Yelp and TripAdvisor. Positive reviews not only improve your business’s online reputation but also signal to search engines that your business is trusted and valued by the community.

Citations, which are mentions of your business’s NAP information on other websites, also contribute to your local SEO efforts. Ensure your business is listed in local directories and industry-specific listings with consistent and accurate information. This consistency helps search engines verify your business’s legitimacy and can improve your rankings in local search results.

By focusing on these local SEO strategies, you can enhance your business’s visibility in local searches, making it easier for potential customers to find and choose your services. Whether you’re a brick-and-mortar store or a local service provider, a strong local SEO presence can be the key to dominating the local search landscape.

The Role of Social Media in SEO

In today’s digital marketing landscape, the relationship between social media and SEO is more intertwined than ever. While social media may not directly influence search engine rankings in the way that traditional SEO factors do, its impact on SEO is undeniable. A strong social media presence can enhance your SEO efforts, driving traffic to your website and increasing your brand’s visibility online.

Social Signals: Do They Impact SEO?

The debate around the impact of social signals on SEO has been ongoing. Social signals refer to the likes, shares, and overall visibility of your content on social media platforms. While Google has stated that social signals do not directly influence search rankings, the indirect benefits are significant. Here’s how social media can indirectly boost your SEO:

  1. Increased Content Visibility and Sharing: Content that gains traction on social media is more likely to be seen, shared, and linked to. This increased visibility can lead to more organic traffic to your website and potentially result in backlinks, which are a critical factor in SEO rankings.
  2. Enhanced Brand Recognition and Trust: A strong social media presence can increase brand recognition and trust. When users frequently encounter your brand on social media, they’re more likely to click on your website when it appears in search results. This heightened brand recognition can also lead to more branded searches, which are a positive signal to search engines about your site’s relevancy and popularity.
  3. Boosted Content Lifespan: Social media can extend the lifespan of your content. By sharing evergreen content periodically on your social channels, you can drive continuous traffic to older content, keeping it relevant and potentially improving its search rankings over time.

To leverage social media for SEO benefits, focus on creating high-quality, shareable content that resonates with your audience. Engage with your followers, encourage social sharing, and use social media to highlight your authoritative content. While social media might not directly impact your SEO rankings, its power to increase your content’s reach, visibility, and engagement can indirectly influence your website’s performance in search results.

By understanding the symbiotic relationship between social media and SEO, you can craft a more holistic digital marketing strategy that leverages the strengths of both to boost your online presence and search rankings.

Analytics and SEO: Measuring Success

In the realm of SEO, analytics play a pivotal role in understanding the effectiveness of your strategies and making data-driven decisions to enhance your online presence. By diving deep into SEO analytics, you can uncover insights into how users interact with your website, which strategies are working, and where there’s room for improvement. Understanding and tracking the right metrics are crucial for gauging the health and success of your SEO efforts.

Essential SEO Metrics to Track

Several key metrics are fundamental to assessing the effectiveness of your SEO strategies. Here are some essential SEO metrics to monitor:

  1. Organic Traffic: The volume of visitors coming to your site through search engines. An increase in organic traffic indicates that your SEO efforts are driving more visibility and visitors.
  2. Keyword Rankings: The positions of your website’s pages in search engine results pages (SERPs) for specific keywords. Tracking how rankings change over time can help you understand the impact of your SEO activities.
  3. Click-Through Rate (CTR): The percentage of users who click on your site after seeing your listing in search results. A low CTR might indicate that your title tags and meta descriptions need optimisation.
  4. Bounce Rate: The percentage of visitors who leave your site after viewing only one page. A high bounce rate could suggest that your content is not meeting the expectations of your visitors or that your site is not user-friendly.
  5. Conversion Rate: The percentage of visitors who take a desired action on your site, such as filling out a form or making a purchase. This metric helps assess the effectiveness of your SEO in driving valuable user actions.

Using Analytics to Refine Your SEO Strategy

Analytics data should not just be monitored but actively used to refine and improve your SEO strategy. Here’s how you can leverage analytics for better SEO results:

  1. Identify High-Performing Pages and Keywords: Use analytics to spot which pages and keywords are performing well and why. Analysing these success stories can provide insights that can be applied to other areas of your site.
  2. Spot Opportunities for Improvement: Look for pages with high bounce rates or low conversion rates to identify content that may not be meeting user needs or expectations. Use this data to make informed adjustments to your content and design.
  3. Monitor Trends Over Time: SEO is a long-term game, and trends in your analytics data can provide valuable insights into the seasonal fluctuations in your industry, algorithm changes, or shifts in user behaviour.
  4. Set and Track Goals: Use analytics platforms to set specific, measurable goals for your SEO efforts, such as increasing organic traffic by a certain percentage or achieving higher rankings for specific keywords. Tracking against these goals can help you measure your success and adjust your strategies accordingly.

By closely monitoring and interpreting key SEO metrics, you can gain a comprehensive understanding of the health and effectiveness of your SEO strategies. Using analytics data to continually refine your approach will enable you to adapt to changes in search algorithms, user behaviour, and the competitive landscape, ensuring long-term SEO success.

Common SEO Myths Debunked

In the ever-changing world of SEO, myths and misconceptions can lead even the most astute marketers astray. Separating SEO fact from fiction is essential for anyone looking to enhance their online visibility without being misled by outdated or incorrect information. Let’s debunk some of the most common SEO myths to set the record straight.

Myth 1: Keywords Are No Longer Relevant

One of the most persistent myths is that keywords have become irrelevant with the evolution of search algorithms. While it’s true that search engines have become more sophisticated in understanding context and user intent, keywords remain a fundamental element of SEO. They help search engines understand the content and context of your pages. The key is to use keywords naturally and focus on creating content that satisfies user intent rather than keyword stuffing.

Myth 2: More Links Always Mean Better Rankings

Another common misconception is that accumulating a high volume of backlinks guarantees better rankings. While backlinks are crucial for SEO, quality far outweighs quantity. Search engines prioritise links from reputable, relevant sources as indicators of your site’s authority and relevance. A few high-quality backlinks can be more beneficial than a large number of low-quality links, which can actually harm your SEO efforts.

Myth 3: SEO Is a One-Time Effort

Many believe that SEO is a set-it-and-forget-it task. However, SEO is an ongoing process. Search algorithms are constantly evolving, and your competitors are continually optimising their sites. Regular updates, content creation, and strategy adjustments are necessary to maintain and improve your search rankings over time.

Myth 4: Social Media Doesn’t Impact SEO

While social signals (likes, shares, etc.) are not direct ranking factors, social media can significantly impact SEO indirectly. Content shared on social media can increase visibility, drive traffic, and lead to backlinks, all of which can improve SEO performance. Additionally, a strong social presence can boost brand recognition and search demand.

Myth 5: Duplicate Content Leads to Penalties

The idea that duplicate content results in penalties is a misunderstanding. While it’s true that search engines prefer unique content, they don’t penalise sites for having duplicate content. Instead, they may filter similar content in search results to show the most relevant page. It’s still best practice to avoid duplicate content to ensure your pages have the best chance to rank well.

By debunking these common SEO myths, you can focus on strategies that genuinely enhance your site’s search performance. Stay informed, adapt to the latest best practices, and remember that SEO success comes from a commitment to quality content, user experience, and continuous optimisation.

Future Trends in SEO: Staying Ahead of the Game

As we look towards the future of SEO, it’s clear that emerging trends and technologies are set to reshape the landscape of search engine optimisation. Staying ahead of these changes is crucial for marketers and businesses aiming to maintain competitive visibility in search engine results. Let’s explore some of the most significant trends poised to influence SEO strategies in the coming years.

The Rise of Voice Search

Voice search is rapidly becoming a cornerstone of SEO, driven by the proliferation of voice-activated assistants like Amazon’s Alexa, Google Assistant, and Apple’s Siri. This trend is changing the nature of search queries, with voice searches often being longer and more conversational than text-based searches. To optimise for voice search, it’s essential to focus on natural language and question-based keywords that mirror how people speak in everyday life. Additionally, optimising for local search becomes increasingly important, as many voice searches are looking for local information and services.

Incorporating structured data markup can also enhance your site’s compatibility with voice searches by making it easier for search engines to understand and categorise your content. By anticipating the nuances of voice search queries and optimising content accordingly, businesses can position themselves to capture this growing segment of search traffic.

Artificial Intelligence and SEO

Artificial intelligence (AI) is set to revolutionise SEO by offering more personalised and efficient search experiences. Google’s use of AI algorithms like RankBrain highlights the search engine’s shift towards understanding user intent and content relevance at an unprecedented level. As AI continues to evolve, we can expect search engines to become even better at delivering results that meet individual users’ needs.

To prepare for AI-driven SEO strategies, focus on creating high-quality, relevant content that addresses your audience’s questions and needs. AI algorithms prioritise user engagement metrics, such as time spent on page and bounce rate, as indicators of content quality and relevance. Therefore, enhancing the user experience on your website, improving content engagement, and ensuring your site’s mobile-friendliness are crucial steps in staying ahead in an AI-influenced SEO landscape.

Moreover, embracing AI tools for your own SEO efforts, such as AI-driven keyword research and content optimisation platforms, can help you identify opportunities and optimise your content more effectively. By staying informed about AI advancements and integrating AI technologies into your SEO strategies, you can navigate the future of SEO with confidence.

Anticipating these future trends in SEO and adapting your strategies accordingly will ensure that your online presence remains strong and visible in an ever-changing digital landscape. The rise of voice search and the integration of artificial intelligence into search algorithms represent exciting opportunities for innovation in SEO, offering new ways to connect with audiences and enhance the search experience.

Key Takeaways

This comprehensive guide to SEO has traversed the foundational elements, technical intricacies, and future trends of search engine optimisation, providing a holistic overview of how to enhance your online visibility and succeed in the digital landscape. Here are the most essential insights to reinforce the critical components and strategies of effective SEO:

  1. Understanding SEO: At its core, SEO is about optimising your online content so that search engines prefer to show it as a top result for searches of a certain keyword. It involves a blend of technical and creative elements designed to improve rankings, drive traffic, and increase awareness in search engines.
  2. The ABCs of SEO: Keywords remain the cornerstone of SEO, serving as the bridge between what people are searching for and the content you provide to meet that need. The balance between on-page and off-page SEO is crucial, with both playing pivotal roles in enhancing your website’s visibility. Additionally, the power of backlinks cannot be overstated, as they signal to search engines the credibility and relevance of your content.
  3. Navigating Google’s Algorithm Updates: Staying ahead of Google’s frequent algorithm updates is essential for maintaining your SEO strategy’s effectiveness. Understanding the evolution of these algorithms and adopting a proactive approach to SEO can help you navigate changes and optimise your online presence accordingly.
  4. Technical SEO: The infrastructure of your website plays a significant role in your SEO success. Site speed and mobile optimisation are paramount, impacting user experience and influencing search engine rankings. Ensuring your site is technically sound is a foundational step in a robust SEO strategy.
  5. Content Is King: Creating high-quality, relevant content is pivotal for SEO success. Content should not only engage and inform but also incorporate keywords naturally and address the user’s intent. This approach helps in attracting the right audience and improving search rankings.
  6. Local SEO: For businesses operating in specific geographic areas, local SEO is crucial for attracting local customers. Optimising for local search involves accurate and complete Google My Business listings, local keywords, and leveraging local reviews and citations.
  7. The Role of Social Media: While not a direct ranking factor, social media influences SEO through increased visibility, traffic, and potential backlinks. A strong social presence can amplify your content and enhance brand recognition.
  8. Analytics and SEO: Utilising analytics is vital for measuring the success of your SEO efforts and making informed decisions. Key metrics such as organic traffic, keyword rankings, and conversion rates provide insights into the effectiveness of your strategies.
  9. Common SEO Myths Debunked: Dispelling common SEO myths—such as the irrelevance of keywords or the one-time nature of SEO efforts—is crucial for adopting effective strategies based on current best practices.
  10. Future Trends in SEO: Staying informed about emerging trends, such as the rise of voice search and the impact of artificial intelligence, is essential for future-proofing your SEO strategy. Adapting to these changes will help you maintain a competitive edge in the evolving digital landscape.

By embracing these key insights and continuously refining your SEO strategies, you can enhance your online visibility, meet your audience’s needs, and achieve lasting success in the digital realm.


As we wrap up this comprehensive journey through the intricacies of SEO, it’s clear that search engine optimisation is not just a component of digital marketing—it’s a dynamic and integral part of it. SEO is a powerful tool that, when wielded with expertise and insight, can dramatically enhance your online visibility, connect you with your target audience, and drive success in the digital world.

Embracing SEO means embracing change. The digital landscape is continually evolving, with new technologies, user behaviours, and search engine algorithms shaping the way we approach online content and visibility. Yet, with the foundational knowledge and strategies discussed in this guide, you are now better equipped to navigate these changes. You have the tools to not only adapt but to thrive, turning challenges into opportunities and continually refining your approach to stay ahead of the curve.

Remember, SEO is a journey, not a destination. It requires patience, persistence, and a willingness to learn and adapt. But the rewards—increased visibility, engagement, and success online—are well worth the effort. So, armed with the insights from this guide, let’s embrace SEO with optimism and determination. Let’s innovate, optimise, and lead the charge in crafting digital experiences that resonate, engage, and inspire.

The future of SEO is bright, and with the knowledge you’ve gained, you’re ready to shine. Here’s to embracing SEO as a vital part of your digital marketing toolkit, to the successes that await, and to the endless possibilities that effective SEO strategies can unlock. Let’s move forward, equipped and empowered, ready to make our mark in the digital world.


About The Author

Meet Steve Jaenke, the digital mastermind who’s been ahead of the game for over two decades! As an early adopter of SEO, Steve saw the power of Google and made it his mission to help SMEs unlock its full potential. As a result, he’s become a leading expert in the field, and it’s no surprise that he’s been a finalist in the Global Search Awards in 2021 and 2022.

But Steve’s influence doesn’t stop there – he’s also a recurrent judge for the Australian Web Awards, sharing his expertise and experience to help others succeed. With his deep understanding of the digital world and his passion for helping others, Steve is the go-to guy for anyone looking to level up their online presence.

So, whether you’re a small business owner looking to increase visibility online or a digital marketer looking to stay ahead of the curve, Steve Jaenke is the expert you need to know!

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