Step 7: Technical SEO


Are My Relevant Web Pages Being Crawled and Indexed?

Do you want more traffic to your site?

Of course you do, and it starts with understanding two key actions taken by Google (and other search engines but we’ll focus on Google): crawling and indexing.

Your pages are being crawled, and if you want them to be, they’re also being indexed. How frequently they’re being crawled and indexed is the major question.

Let’s start by defining these two key terms.

What is crawling?

Google’s Spider crawler constantly searches for new web pages and finds them because of links to a page. Once on a particular page, Google will follow the path your page leads them down through your links to other pages on your website. When the crawl is done, they’re indexed.

It’s that simple… almost. We’ll get to what can influence the frequency of crawling.

But first,

What is indexing?

Simply put, indexing is gathering and processing the information acquired during the crawl and adding web pages into Google’s search engine.

Being indexed is not the same thing as being listed in Google’s SERPs. When a page has been indexed it has been downloaded to the server of the search engine; a site doesn’t have to be indexed to be listed.

And in some cases, you may not want your page to be indexed, such as when it has thin or no-value content, for example, thank you pages, login pages, and internal search results pages. In that case, you want to insert a no-index tag, which means that although your page is still being crawled, it’s not added to Google’s search index.

The take-away: Index only the most important parts of your website.

Note: Every WordPress post and page is indexed automatically but to improve your search results, you need Google to re-index your site frequently (use Google Search Console to find out how often your site is being crawled).

Your site is probably already being indexed but if it’s new, there’s any easy way to check:

Enter site:yourdomain.com into Google’s search bar. If you’re indexed, the SERP should look like this:

If not, it will return a message that your search did not match any documents.

If that’s the case, it doesn’t mean you have to sit back and wait for Google to notice you. It’s kind of like seeing that perfect potential mate from across the room. If you sit there and wait for him or her to approach, you may be waiting a very long time. Alternatively, if you take action and make it happen, chances are you’ll have a date. Google is a little less risky though, they won’t reject you if you follow the right steps.

But, like dating, indexing is not a one-time deal that gets you where you want to be. You need Google to keep re-indexing your site because they don’t update automatically.

How can you get your site crawled and indexed more frequently?

Google offers us the following tips to improve our page indexing:

  • Create short, meaningful page titles.
  • Use page headings that convey the subject of the page.
  • Use text rather than images to convey content. (Google can understand some image and video, but not as well as it can understand text. At minimum, annotate your video and images with alt text and other attributes as appropriate.)

(Source).

What other major factors affect indexing?

Regular new quality content that is relevant and doesn’t break any rules (see below) is one of the primary ways. Add new, relevant, and user friendly, high-quality content regularly and update existing content by creating a content marketing strategy. Have a look here at how that’s different from a simple content strategy:

Include the primary keyword in your domain name.

Use high quality backlinks that are reputable and trustworthy.

Internal links are a great practice for SEO and for keeping people engaged on your websites and answering their questions the second they come up. When linking to a section in the same page, use the same anchor text to encourage deep crawling.

An XML sitemap is a roadmap to help Google look deeply into your website because it lists every URL. A variety of plug-ins are available that you can use to generate a sitemap. For WordPress, use Yoast SEO.

WordPress Ping Services automatically notifies search engines that your site has been updated with new content, which keeps those bots crawling and (hopefully) indexing.

What prevents Google from indexing a website?

Playing by Google’s rules will keep you in their good books––their index, so avoid the following:

  • Duplicate content
  • Keyword and meta-tag stuffing

In some cases, you may want to prevent Google from indexing your site. See their support guide for some simple guidelines.

Logical Mix Chats with Nat from Whitby’s Chamber of Commerce

I recently had the pleasure of catching a ride through Brooklin with Whitby’s Chamber of Commerce CEO, Natalie Prychitkoas, a guest on her YouTube series “Chat with Nat”.

I was a bit awkward at the start. I tend to wear an expression that makes you expect to see a couple of stray feathers sticking out my mouth, a little tweet tweet echoing from inside me. That expression intensifies when I’m a bit nervous and then I stumble over my words a bit.

For example, she asks me––

“You’ve got young kids, don’t you? You know how I know? Because your front porch is full of young kid plastic stuff,”

I reply as my usual witty self with this awkward gem:

“You didn’t think that was me?” I joked, as if to suggest I spend my afternoons wearing swimmies, splashing in a kiddie pool or practicing my golf swing with a Little Tykes 3 Wood.

Because as a guy in the digital marketing biz, that’s exactly the image I wish to portray.

But permanently-etched mental images aside, Nat was correct. Our house is overflowing with every kind of plastic toy you can imagine because my wife and I have two young boys (three, if we include my afternoon antics). The point is, I know I’m awkward but that perma-grin is really because I’m just kind of a big kid inside.

She asked me about my history and why my family and I moved to Brooklin from Toronto. My wife and I grew up in Toronto and we loved living there but once we had our first son, our house became a bit too cramped for us so we entered Suburbia. We chose Brooklin because it’s a little bit like Pleasantville––everyone waves and smiles, and smiles and waves. There are paths connecting this street and to that park and to Heber Down (if you haven’t been to Heber Down, do yourself a favor and check it out), and there are some really great burgers right in town. What more do you need in a community than great neighbours, nature trails, and good grub?

And then we moved onto business. Nat asked about what I do and why I do it and what I’m anticipating for 2018.

I love this question and it’s one of the reasons I’m happy I got the chance to chat with Nat. I love having an SEO company in Whitby and I want to tell everyone who will listen.

In addition to being a dad and a husband, I’m also a digital marketing geek who started up his own biz in 2011. Before that, I worked for a company called Contractors.com, which did internet marketing for tradespeople. It was awesome and the site was receiving 200K visits per month right up until Google changed its algorithm that removed ranking authority from domain names. I sat in on one of their meetings and was fascinated by how Internet search engines could be so strategically manipulated. That was essentially how I got started in digital marketing, which led to the creation of Logical Mix.

Nat asked––“Why did you join the Commerce and what are you anticipating for 2018?”

When I moved to Whitby, it felt like a good time to immerse myself in the community so I joined the Java Jolt––a member-led group of business people who meet up to help each other out and build a supportive network. They opened my eyes to the Chamber so I checked them out and like their vibes––Bob’s your uncle.

As for my 2018 goals––well, basically, I’m a community guy. I want to help people and the way I do that is by helping local businesses grow and build their online exposure. It’s what I know and what I do. It’s why I’m so proud of the work the Whitby Chamber of Commerce does for the community. They are true ambassadors for businesses in Whitby and the Durham Region.

I’m grateful to Nat for her time and for sharing our chat on YouTube––check it out below:

 

End of an Era with MOZ and the SEO Community

SEO Rockstar Rand Fishkin Steps Out And Moves On

College dropout-turned-SEO-messiah, Rand Fishkin is a legend in the SEO world. Co-founder of Moz, Rand held the seat of CEO for one of the top software analytics companies in the world for years. His SEO empire Moz grew out of the humble web design business he started right around the time Google entered our lives and changed the virtual world. Talk about being in the right place at the right time–and with the business acumen of a pizza pusher at a Blue Jays game (with the right amount of MOZ-arella).

Rand built his success, somewhat reluctantly, upon the general lack of knowledge about SEO and page ranking that existed at the time. While businesses clamoured to gain a first-page spot on any SERP, Rand outsourced research to SEO experts to meet the needs of his clients. With the demand for SEO expert knowledge and their prices increasing, Rand took it upon himself to become an authority. Massive research and self-study led to the birth of his blog SEOmoz and his successful venture to uncover the secrets of SERPs, which eventually became what it is today–Moz software business empire.

Rand’s SEO empire ranked #334 on the Inc. 500 list in 2010, has received multi-million dollar financing from high-profile investors, and receives over three million visitors per month. Its three primary products, Moz Pro, which includes Keyword Explorer and Open Site Explorer, Moz Local, and Moz API service everyone from professional SEOs to the local paint store owner to individuals who want site data and analytics.

After stepping down from his role as CEO of Moz and a subsequent four years fulfilling a variety of roles, Rand’s journey with Moz ended this past February. Rand’s last day at Moz was over a month ago and it was hard to digest.

Logical Mix Has Benefited Immensely From His Teachings

I know he’s doing more ‘whiteboard Friday’s’ (in fact, he lined up about a dozen before he left), but he’s gone to do… Sparktoro.

You can check out what the heck Sparktoro is by clicking here, but first, the million-dollar question lingers: If Moz is so successful, why the heck did Rand leave? The search for a clear answer leaves a pile of earth and stones. But reading between the lines of his personal blog, we can extract a sense that Rand was aggrieved by the operation of Moz over the past several years, which may be why he stepped down from CEO in 2014–this is mere conjecture though so don’t quote me on it. But he did write,

“On a scale of 0-10, where 0 is “fired and escorted out of the building by security” and 10 is “left entirely of his own accord on wonderful terms,” my departure is around a 4. That makes today a hard one, cognitively and emotionally. I have a lot of sadness, a heap of regrets, and a smattering of resentment too.”

Personally, Rand taught me a lot about the SEO game, one of the most significant being that it actually isn’t a game. When it comes to SEO best practices, he clearly demarcates between quick hacks for instant rankings and hard-won experiences as a result of consistent hard work. He reveals that his “secret sauce” for SEO success is not so secret at all and anyone who isn’t transparent about his SEO activities is likely up to some shady business. He insists that there is no one right move that will accelerate the growth of any business. The value is in the whole, not its individual parts. Anything else smacks of black hat biz.

But damn, even with the success of his SEO enterprise and the years of hard work under-riding it, Rand is an uncommonly humble guy. Personally, I suspect that is the cornerstone of his success. Humility supports a continuous desire to improve.

“I’m not sure I’d call Moz a ‘success,’ at least not yet. We’ve raised venture capital, and that means returning money to our investors, hopefully at a very high multiple. It’s a very tall task, but I believe one that’s possible – just an incredibly hard thing to do.” 

A juicy last tip from Rand: Put your customers first. VCs are important for economic growth but you’ve got to listen and respond to what your customers want.

Love him or hate him–that dude is a legend in SEO. White hats off to you Rand!

Check out Rand’s recently released book, Lost and Founder: A Painfully Honest Field Guide to the Startup World.

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DG’s Roundup Summary: What SEO or PPC Advice Would You Give Yourself?

I recently had the pleasure of being interviewed by Delta Growth (DG), a big boy in Toronto’s SEO & SEM industry, specializing in e-commerce. Eugenia, DG’s SEO/PPC Implementation Specialist reached out to some of the industry’s local brainers to ask a SEO/PPC question that few of us ever ask ourselves during our careers:

What advice would have changed your SEO or PPC career?

It’s the kind of question that encourages us to reflect on our business moves of yesteryear. But it also makes us want to nail our thumbs to the floor for the dearth of knowledge our brains now overflow with. If only a DeLorean time machine were as accessible as a Zipcar.

But alas, DG talked to leading SEOs, so we did something right even back then! As a SEO Specialist in Whitby at Logical Mix I was humbled to be regarded in this mix and appreciated the opportunity to reflect on the ghosts of SEO past.

Whether you’re a blogger, consultant, strategist, or a newbie copywriter, Delta Growth’s Round Up about SEO/SEM career advice from leading industry experts may surprise you. It seems success lies in some good old-fashioned values and technical know-how.

Make Great SEO & SEM Relationships

Relationship building is the cornerstone of success in any business. Regardless of how great we are at the technical stuff, there is a person behind every move we make and that person is either going to trust us or bounce. We don’t want bouncers. Stoney Degeyter, Founder and CEO at Pole Position Marketing urges us to always, “focus on the customer, not the algorithms”.  Make the user’s experience your priority. It’s not enough just to know SEO. A grasp of marketing fundamentals is essential to reaching your audience and garnering the staying power that will bump up your conversion rates. What is the crux of Marketing 101? Know your customer. So, know your customer.

Tor Refsland says that if he could go back in time he would have told himself “to grow some b*lls and become uncomfortable much sooner!” He would have started getting new clients right away, face-to-face. So get out there and show face.

Check in with industry peeps too. Nobody gets very far alone. The e-comm community is huge. Learn from as many people as you can. Garner good quality links by offering something of value. Bump up your social media presence.

Give TOFu and BOFu Equal Opportunity

We want to pay attention to everybody at every stage of the conversion cycle so we’ve got to know how to structure our content appropriately. The experts give a few suggestions here. Nail in on long-tail keywords to reach the BOFu kids. Stick to one topic at a time. Create pages to rank for individual head terms and focus on the low-competition keywords in your niche.

But the awareness phase is critical and you can’t gain interest unless you give people something useful. Steve Wiideman insists on links to free tools, guides, and checklists as a marketing strategy for garnering tons of TOFu interest.

Invest In Yourself

It’s easy to forget about our own brand when we’re focused on making it awesome for our clients. John Rampton and Michael Cottam urge us to take the advice we give our clients. Clients come and go with their millions. “What will stick with you is your own brand and assets. Build those and invest as much resources (sic) in those as you would your clients’ sites” (John Rampton, Founder and CEO, with over 1 million Twitter followers). Capitalize on what you practice everyday and know one or two things really well – this is your expertise. And study what you’re not practicing everyday to maintain an edge in the industry.

Craft Awesome New Content Every Week

The demand for high quality content won’t change anytime soon so unless you’re a blackhat you’ll want to maximize your content and repurpose it – a ingenious hack from Oleg Korneitchouk. Several experts commented on how they wished they’d known the value of investing in a marketing campaign, with regular, meaningful content at the top of the priority list. Josh Steimle, Founder of MW1 says it’s simple: “High quality work will attract high quality links. It’s a lot of hard work to create great content, but it’s a simple recipe.”  Good quality content helps the customer alleviate their pains and achieve their goals. This points back to relationships and making our brand trustworthy. But it has to be ongoing. Fresh content each week is essential to high organic ranking and traffic.

Get Your Hands Dirty

We’ve gotta be ballsy in this industry. If we want to know what it feels like to jump out of a plane, we’ve got to jump out of the plane. Take risks with what we know. Research. Experiment. Learn from the results. Experiential learning is the key to forming a knowledge base that will compound over time and support innovation. According to the experts, research and risk are our most profitable investments. Know how to code. Use PPC as a learning mechanism for SEO. Don’t be afraid to try and share with others – remember relationships? Eric Enge sums up SEO & PPC advice the best: “Establish yourself as knowing one aspect of it very, very well. Then, when you’re ready, work on adding a second area of expertise, and get to the point where you are recognized as an expert on that. Keep expanding on those things over time.”

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*Full article here: Round Up: What Advice Would’ve Changed Your SEO or PPC Career?

Shopify logo

What Lessons Can We Learn From Shopify?

What Makes Shopify One on the Most Innovative eCommerce Solutions on the Planet?

We’re glad you asked.

Did you know that in just one year, Shopify increased their revenue by 90%? It’s probably why some short sellers are questioning the business model.

In the matrix of digital marketing, Shopify has found their niche: customized, SEO-rich lures that have made them one of the most innovative and effective ecommerce solutions in the world.

Find out how Shopify cracked that egg better than the other guys in the industry–but who are they again?

They Help Customers Before They’re Even Customers….

Shopify’s “try before you buy” free trial provides time and tips to get your business up and running before you’ve paid a cent. Once hooked, their pricing system has budget-friendly options.

Then, they break down new business start-up step by step, right from the home page, and provide real examples that everyone can relate to.

Shopify discovers what people want and own it. They create ToFu content and subdomains from highly searched keyword phrases. Their useful content draws in and assists all kinds of folks.

Daily blogs. In-depth guides. Instructive podcasts. Video courses taught by industry experts. All expertly optimized. Shopify create interesting, usable, and varied content, a little something for everyone, without email opt-in. One stop shopping for ecommerce education.

Shopify address new business owner concerns through a seven-day email series. Each one takes you one baby step further in set-up. But it’s not entirely altruistic. The introductory email congratulates the new business owner, while the CTA button reminds of the extra goodies available with a paid plan.

In addition to baiting new customers, Shopify go fishing… at the competitor. They identify and solve the primary pain problem competitors’ customers have with straightforward copy.

And of course, Shopify make good with their old friends too.

Their Twitter support channel broadcasts their awesome customer support, which makes them look really good too, like that 22nd selfie…nailed it!

They Take Smart Risks….

Shopify inspired the entrepreneurial spirit of thousands through Build a Business. Seemingly crazy, and $uper risky, it was the motivation behind the start of thousands of new, successful businesses, for a total revenue of $3,543,191 by shop owners. BOOM.

They make evergreen webinars available almost as soon as you sign up. Then they advertise them as a limited time offer (except they aren’t). This creates a speed-laced dangling carrot that turns traffic into regular users.

They Roll With the Big Guys….

How about a brilliant affiliate marketing scheme that benefits everyone? Shopify’s done it. With their affiliate referral system, Shopify have turned their customers into a mass-marketing, super-bomb Shopify team. And they use industry innovators to create awesome apps and designs just for Shopify–so they can hoard the good ideas for themselves.

And, for every app they partner with, they create keyword-rich, integrated landing pages that lead potentials to their free trial.

They Juice Up the Dry Stuff….

Shopify get how significant those little CTA buttons are. Theirs use a different kind of speak to respond to email subscribers. Totally refreshing. But who cares about the newsletters? It’s all about the free-trial, right?!

They have designed an attractive, interactive, and current product update page that gets thousands of social shares without any buttons.

They make meat of ToFu with perfectly-matched ad copy, super specific PPC landing pages, and MoFu keywords that lead the searcher to exactly what they want.

And all those little things, like logging and out stating the terms of service (yawn)… They take them to the next level, to be just that bit better than the other guys–remember them?

This all just smacks of clever business sense.

*All material researched and used can be found at: Shopify’s Website

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Banner with text of 12 Steps to SEO success.

12 SEO Steps to Success

This SEO Checklist will send YOU down the Path of Internet Success.

Ask yourself these 12 SEO questions frequently during your marketing campaign:12 SEO Steps to Success printable jpeg

This list has taken the length of my career to make. Creating 12 summarized sentences to get to the heart of search engine optimization was a hard task indeed and by no means complete. It is worth noting, that over time, some of these practices will shift or become extinct altogether.

This is Logical Mix’s, 2017 version of the “12 SEO Steps to Success“.

I hope it serves you well!

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*Here is the text, if you are having a hard time viewing the image:

1. Keyword Research

Am I matching search queries to my service/product offering?

2. Competitive Research

Have I found usable insights from top organic competitors?

3. Web Analytics

Have I implemented Google Analytics & Google Search Console?

4. On-Page SEO

Am I using Step 1’s insights for page targeting & structuring?

5. Local SEO

Have I built & fixed online citations for my business?

6. Reviews

Do I have a strategy for gathering reviews from happy customers?

7. Technical SEO

Are my relevant web pages being crawled & indexed?

8. User Experience

Is my website intuitive & frictionless throughout?

9. Content Creation

Am I creating quality content that solves the searcher’s problems?

10. Content Marketing

Am I marketing the quality content I created?

11. Internet Partners

Have I been building relationships with non-competing companies?

12. Off-Page SEO

Am I building authority to my site from external websites?

3 boats at a beach

FIND A GREAT LOCATION

You hear it again and again, the importance of finding a prime location when choosing where to open up a business, yet many still find themselves tucked away in a corner far from main intersections or anywhere where people can view their signage. Being a SEO company doesn’t need a prime location, but your retail shop or restaurant sure does.

So you may wonder why location is of such importance. Location is important for both large and small businesses, and it has a direct effect on the operations cost as well as reaching the target clientele and customers, resulting in creating necessary revenue. In addition, once you choose a location, it is often costly to undo – picking up your business and moving somewhere else has its downfalls, which is why the first spot you choose needs to be in a prime location. The costs of moving can cost you customers, and result in losing staff if you move to a farther destination than where they are willing to commute to. The risk of inconveniencing staff and customers is not a risk you may want to take, so being sure that the spot you choose is the right location the first time around will save you from a lot of stress and hassle.

While there is no such thing as the “perfect” location, there is something called a “prime location”, a location surrounded with the right clientele and good general traffic. Being near a main intersection, for example, generates a great deal of traffic (both pedestrian and car), traffic which can be converted into customers when they view your business when driving across town or walking around a neighbourhood. Ensuring that your business is in a good location does have its benefits, benefits such competitive unit costs.  This means that an acceptable location allows for access to inputs such as supplies and raw materials.  A prime location results in optimal revenue opportunities, as both clients and staff are not inconvenienced to travel to your location, but rather enjoy entering your business as its location is easy to access and in a convenient spot.  Finally, a good location allows access to a labour force and therefore enables your business to achieve its goals in workforce planning.

Furthermore, the government actually offers grants and assistance to businesses that locate to areas that suffer from low employment ratings. Incentives often include grants to help the start up of your business, loans which are repayable over many years with low interest rates, and various tax breaks.  There is a lot of thinking that should go into choosing the location of your business as receiving tax breaks and grants can help you a lot with your overall start up costs.

Finally, a very important part of choosing a prime location is the amount of parking space surrounding your business. Pay parking or meter parking is not ideal and could very well deter customers and staff from entering your location. Customers look for convenience and pay parking is not ideal as many will choose to visit a competing business if they offer free parking and an easy to access location.

Location is extremely important, and finding yourself in an undesirable location can be stressful and upsetting to a new business owner, especially when first starting your business. You want your name to get out there and you want to be seen – whether it’s your signage on the street corner or the signage plastered to your windows, you need customers to be able to see what you are offering in order to attract them. It’s a shame when you run into a great business or service doing poorly because they are not gaining the recognition they deserve simply because they are hidden away from traffic and potential business. If you find yourself in a situation such as this, be sure to find other ways to allow your business to be seen, whether it is going door to door or handing out coupons, you want your name to be out in the public generating discussion. By thinking hard about the location and taking the time needed to make the decision on where your business will be located, you can avoid issues later on and can ultimately generate a great deal of revenue with increased amounts of business.

Oh yeah…don’t forget to put that location on Google and every searchable platform possible.

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Treat Your Business Like a Garden

Spring is here and the flowers are blooming. This gave us a great idea to relate treating your business as a gardener would tend to their garden.

1) Study your landscape before you start gardening
In business, you should know your competition and you should know what can propel your business above the competition. At the very least, know what separates your company from the competition. Come up with a plan that you can follow through and know that your plan will grow your business. You wouldn’t plant a tree that needs a lot of sun in a shady area, so don’t sell a person a product or service that won’t grow your company and get you referrals.

2) Fertilize the soil
Related to checking in with your clients and making sure your service or product is up to their standards. You should be doing this on a regular basis.

3) Pull the weeds
This can translate to two things with your business. You can clean up any loose ends you need to fix to ensure your customer is happy or you can get rid of the customers you believe to be holding your business back. There is such a thing as a bad client (we don’t have any, but when you make those sales you shouldn’t have made, these customers have a way of hurting your business). Seriously, we love our clients!

4) Choose the right Plants
In business, you need to choose a plan that will benefit you and your customer. Offer a product or service that your company specializes in producing. Do not offer singing lessons to a customer, if your company only makes custom leather gloves. Similarly, to a garden, do not plant a tropical plant in a shady area in a northern climate. You will simply be wasting valuable time and money.

5) Water Properly
This goes without saying, but successful gardens need water (unless you have cacti and desert plants). Each climate is unique and each plant/flower depends on different watering schedules, but they all need water. Your clients are comparable in the sense that they need quenching (H2O). Each client depends on your care differently. Some may need lots of attention, whereas, others may be annoyed by you constantly soaking them with attention. Know who you’re dealing with.

6) Keep a keen eye on your garden during all seasons
This doesn’t mean, hovering over your customers at all times, but understand what makes them tick and what keeps them happy. If you produce clothing, make sure the quality is where it should be. If you run a daycare, keep your play areas sterilized. If you run a fruits & vegetables stand, ensure there is no mold or pests on your produce and keep your produce hydrated (that last analogy was used to link the garden to the business).

Your business like a garden is a beautiful thing. If you maintain your garden, every year it will look nicer and keep a smile on your face. Your business is no different. If you tend to your business properly, every year it will grow and everyone will take notice…just like you garden.

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Organize For Success

We all know the expression, “if you fail to plan, you plan to fail”. This is especially true in the digital age of the work environment. Come up with a plan and organize your schedule around that plan.

Douglas C. Merrill has 11 principles of organization we want to share: 1 ) Organize your life to minimize brain strain.
2 ) Get stuff out of your head as quickly as possible.
3 ) Multitasking can actually make you less efficient.
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