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Telling a compelling brand story has always been the high art of creative advertising. It’s even more so in the digital age, where search optimization and search-based metrics have become the new Holy Grail. Unfortunately, for creatives, SEO is like handing a composer the most popular notes, as identified by research, and demanding a hit song. Or giving a writer word magnets from the refrigerator and expecting the Great American Novel.
To make sure your creative isn’t DOA with SEO, here’s what to do:
If you want to reach the natives of today’s consumer world, start by speaking their language.
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