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Taking the plunge

13 Steps That Transformed One Company From Invisible King to Sought Leader is a recent post on the Inbound Internet Marketing blog which looks at the success in the search engine results being achieved by the Swedish medical systems company Elekta. As with any corporate website, there are plenty of things we can spot which might be improved, but it’s a pretty good effort, I’m sure you’ll agree.

However, the real story here – as the article describes – is in the things going on behind the scenes which you wouldn’t obviously notice: the external links, the landing pages, etc. Unfortunately, because it’s difficult to explain the benefits of some of these activities, it takes a brave company to actually invest in this sort of work – but it can have an extraordinary effect on business.

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