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Spider Dave spins another great tidbit on one of the most important areas of SEO

SNIP - Heuristic Evaluations are basically any non-data driven experimentation done to learn, discover, or solve problems. These types of experimentations are a key component of Avinash Kaushik’s “Trinity” concept, a web analytics approach that goes beyond basic clickstream data. This type of learning and problem solving allows you to enter the mind of the user, the reason behind your website, and can unlock terms that simple data based research my have left hidden.
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