5. The Nuclear Football
Within my company, a certain strategy has been bantered about for years, usually in secret. We regard it as the ultimate way to dominate the search results. Only recently, however, did we feel comfortable enough to discuss it with certain key clients; before that, it was considered a trade secret. This concept never had a name until one day when I was having a conversation with a colleague and he called it “our nuclear football.” And right then and there, I knew I had to borrow that name, for it was only fitting for the greatest concept in Google optimization.
Before I go into the nuclear football, I should address a question that every good, skeptical marketer or CEO should have: Why am I sharing this? The reason, reader, ...
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