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If you own a website, you probably know that changes in Google search algorithms are a common occurrence. Google makes small tweaks to its search engine layout all the time, though they are hardly noticeable in most cases. This is resulting in gradual changes in user behavior—which also upsets marketers who have built elaborate marketing plans around previous information.
When people land on your website, you want them to do something. Sign up for your mailing list, share your content or purchase a product – something that progresses your goals. But how do you get them to take the specific action you want them to? Encouraging a prospective customer to take a desired action is one of the hardest tasks we have as marketers.