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Organic Search Engine Optimization (SEO) refers to efforts to increase site ranks for search engine queries. Organic traffic to a website is entirely from search engine queries, rather than referral sites or paid ads.

Pain points are sources of frustration with potential customers that a company should try to solve through their products or services. Figuring out what your audience’s main pain points are that your brand is in a position to improve can be a gigantic step toward crafting a company’s messaging.

Navigation refers to how users use your website, and the paths they take to arrive at various pages. Streamlining navigation to promote easy use of your website can be important, and help users to find relevant information more quickly.