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Outlaw Credo #32 Take your medicine:  Watch out for SOS (Search Overload Syndrome), a “syndrome” coined by Microsoft. The cure for SOS is keyword optimization, including short-term improvements to your SEO health as well as possible long-term rehabilitation through more-expensive strategies like PPC. In order to better your company’s keyword optimization strategy try conducting savvy keyword research, experimenting with pay-per-click, or measuring keyword performance.

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