Startups and Local SEO: Targeting Local Audiences Effectively

This Article has been revised, edited and added to, by Poulomi Chakraborty.

For startups, the initial steps in gaining traction and recognition often begin locally. With the digital landscape offering vast opportunities, local SEO emerges as a critical tool for startups to make their mark in their immediate communities and regions. This guide delves deep into the world of local SEO for startups, providing a roadmap to target local audiences with precision and effectiveness.

Understanding the Importance of Local SEO for Startups

Before diving into strategies and techniques, it’s pivotal to grasp why local SEO holds immense significance for startups.

The Digital Age of Local Businesses

Gone are the days when local businesses relied solely on word-of-mouth or traditional advertising. Today’s consumers often turn to search engines to find local solutions.

• Increased Visibility: With local SEO, startups can prominently feature in local search results, ensuring they’re noticed by potential customers in their vicinity.
• Boosted Trust: Being visible on platforms like Google Maps or local directories can enhance credibility among local customers.

Immediate ROI

For startups, especially those with budget constraints, local SEO can offer a quicker return on investment compared to broader digital marketing strategies.

Deepening Customer Relationships Through Local SEO

Understanding the importance of Local SEO for startups extends beyond mere visibility and trust. It’s about forging deep, meaningful connections with the community your startup serves. Local SEO isn’t just a marketing tactic; it’s a bridge to the heart of your local ecosystem. Startups thrive on customer loyalty and referrals, both of which are significantly amplified through a well-strategized local SEO approach.

By positioning your brand as an integral part of the local landscape, you create opportunities for engagement that are both profound and personal. This level of engagement leads to a deeper understanding of your customer base, enabling you to tailor your offerings more precisely and respond nimbly to local market trends and needs.

Amplifying Local Brand Presence Through Strategic SEO Practices

Building a robust local brand presence requires more than just appearing in search results; it necessitates a strategic, thoughtful approach to how your startup interacts with and contributes to the local community. This strategy involves engaging with local events, aligning with local values, and becoming a vocal part of the conversation around community matters.

Startups should leverage local SEO not only to promote their products or services but also to showcase their involvement and investment in the local community’s wellbeing. This dual focus not only boosts your local SEO performance but also enhances your brand’s reputation and relational depth with local customers.

Navigating the Nuances of Local Consumer Behavior

A nuanced understanding of local consumer behavior is vital for crafting an effective local SEO strategy. Startups must delve into the specific preferences, behaviors, and needs of their local audience to optimize their SEO efforts fully.

This involves analyzing local search trends, understanding the local language and cultural nuances, and adapting your messaging to resonate with local sensibilities. By doing so, startups can create content that truly speaks to their audience, improving engagement and fostering a sense of community and belonging among local customers.

Leveraging Local SEO for Market Research and Product Development

Local SEO can also serve as a powerful tool for market research and product development. The insights gained from local search trends and customer feedback can inform product improvements and innovations tailored to meet local needs.

Startups can identify gaps in the local market and adjust their offerings accordingly, ensuring they remain competitive and relevant. Moreover, engaging with local audiences through SEO-driven content can provide valuable feedback and ideas, enabling startups to iterate and innovate with the market’s pulse in mind.

Establishing a Competitive Edge in the Local Market

In highly competitive local markets, startups must leverage local SEO to carve out a unique space for their brand. This involves identifying and emphasizing your unique selling propositions (USPs) in your local SEO strategy.

Whether it’s your commitment to sustainability, a unique approach to customer service, or innovative product features, highlighting what sets you apart in your local SEO efforts can attract more attention and interest from local consumers. By clearly articulating your startup’s value proposition through local SEO channels, you can differentiate your brand and secure a competitive advantage in the local marketplace.

Integrating Advanced Technologies in Local SEO Strategies

The integration of advanced technologies, such as AI and machine learning, into local SEO strategies can offer startups a cutting-edge advantage. These technologies can help automate and optimize various aspects of local SEO, from keyword research and content optimization to personalized customer experiences.

Startups that embrace these technologies can gain deeper insights into customer behavior, predict trends, and deliver highly relevant content at the right time, enhancing both visibility and engagement. By staying ahead of technological advancements, startups can not only improve their local SEO outcomes but also position themselves as forward-thinking leaders in their local markets.

Crafting a Future-Proof Local SEO Plan

Finally, crafting a local SEO plan that is adaptable and future-proof is essential for long-term success. This means staying informed about changes in search engine algorithms, emerging local SEO trends, and evolving consumer behaviors.

Startups should regularly review and adjust their local SEO strategies to ensure they remain effective and aligned with current best practices. By adopting a proactive, strategic approach to local SEO, startups can ensure they not only achieve immediate visibility and engagement but also build a sustainable, growing presence in their local communities.

Related: Check out our free SEO suite

Foundational Steps for Effective Local SEO

For startups venturing into local SEO, laying a solid foundation is paramount.

Claim Your Google My Business (GMB) Listing

Arguably the most crucial step for local SEO, Google My Business is the gateway to visibility on Google Maps and local search results.

• Optimization Tips:
  • Ensure accurate information: From business hours to contact details, every detail should be accurate.
  • Regularly update photos: Visuals of the premises, products, or events can enhance engagement.
  • Gather reviews: Encourage satisfied customers to leave reviews on your GMB listing.

Embed Local Keywords Throughout Your Website

Identify keywords that local customers might use and incorporate them into your website’s content, meta descriptions, and URLs.

• Tools like Google’s Keyword Planner can offer insights into popular local search terms related to your business.

Ensure Consistent NAP (Name, Address, Phone Number)

Inconsistencies in business details across online platforms can confuse search engines and potential customers.

• Conduct a thorough audit of all online mentions of your startup to ensure uniformity in NAP details.

Elevating Your Google My Business Profile Beyond Basics

While claiming and optimizing your Google My Business (GMB) listing stands as a fundamental step, the strategy to truly stand out involves engaging actively and creatively with this tool. Startups should consider their GMB profile not just as a listing but as a dynamic platform to showcase their brand’s personality and updates.

Regularly posting about upcoming events, special promotions, and new products can turn your GMB profile into an interactive hub for your local audience. Furthermore, utilizing the Q&A feature to answer potential customers’ queries proactively demonstrates your commitment to customer service and can improve your profile’s visibility and appeal.

Creating a Seamless Omni-channel Presence

For startups, ensuring a seamless omni-channel presence is crucial for effective local SEO. This means your brand’s messaging and information are consistent across all digital platforms, from your website to social media profiles and beyond.

A cohesive online presence not only strengthens your brand image but also reinforces your local SEO efforts by validating your business’s authenticity. Engaging with customers through various channels, like responding to comments on social media or managing online reviews, further enhances your local engagement, making your startup more visible and attractive to local search algorithms.

Leveraging Structured Data for Local Advantage

Implementing structured data on your website goes beyond basic optimization, allowing search engines to better understand and display your content. For local SEO, using schema markup specific to local businesses can help highlight essential information directly in search results, such as your business hours, location, and even events or promotions.

This not only makes your startup more visible to potential customers but also provides them with valuable information at a glance, improving the user experience and increasing the likelihood of engagement.

Crafting High-Quality, Localized Content

Developing content that resonates with your local audience is another foundational step that cannot be overlooked. High-quality, localized content can position your startup as a community leader and go-to source for information related to your industry.

This involves creating content that addresses local issues, leverages local culture, and even collaborates with other local businesses or influencers. Such content not only improves your local search rankings but also builds a stronger connection with your community, enhancing brand loyalty and advocacy.

Utilizing Local Events for SEO and Community Engagement

Participating in or hosting local events offers a dual benefit for startups. Not only does it provide content for local SEO efforts, such as event listings and local news mentions, but it also establishes your startup as an active member of the community.

This engagement can be amplified by leveraging social media, live streaming events, and encouraging attendees to share their experiences online. Such activities increase your local digital footprint, improving your local SEO rankings, and deepen your connection with the community, making your brand more memorable and favored.

Advanced Local Link Building Strategies

Beyond traditional link-building efforts, startups should pursue advanced strategies that focus on quality and relevance. This includes forming partnerships with local organizations and businesses for cross-promotion or sponsoring local events and charities.

Such collaborations not only earn high-quality backlinks from reputable local sources but also enhance your startup’s reputation within the community. The key is to focus on building relationships rather than merely acquiring links, aligning your link-building efforts with broader community engagement and branding objectives.

Monitoring and Adapting to Local SEO Performance

An often overlooked foundational step is the ongoing monitoring and adapting of your local SEO strategy. Utilizing analytics to track your performance, from search rankings to website traffic and conversion rates, is critical for understanding what works and what doesn’t.

This data can inform adjustments to your strategy, whether it’s refining your keyword focus, enhancing your GMB profile, or shifting your content approach. Staying agile and responsive to performance metrics ensures your local SEO efforts are both effective and efficient, driving continuous improvement and growth for your startup.

Strategies to Boost Local Engagement

With the foundation in place, startups can employ varied strategies to drive local engagement.

Localized Content Creation

Content that resonates with local issues, events, or celebrations can significantly increase local engagement.

• Blog Posts: Write about local industry news, participate in local events, or highlight community involvement.
• Videos: Feature local landmarks, interview local personalities, or create content around local events.

Leverage Local Link Building

Securing backlinks from local businesses, blogs, or news websites can enhance your startup’s local SEO prowess.

• Collaborate with neighboring businesses for joint events or promotions, earning mutual backlinks.
• Participate or sponsor local community events and secure mentions and links from event websites or local news outlets.

Engage in Local Social Media Campaigns

While social media doesn’t directly impact SEO, the local engagement it can drive indirectly boosts local visibility.

• Geo-targeted Ads: Platforms like Facebook allow for ads targeting specific regions, ensuring local reach.
• Local Hashtags: Using or creating local hashtags can increase visibility among local audiences.

Harnessing Reviews and Testimonials

In the realm of local SEO, reviews and testimonials play a pivotal role. They not only influence a startup’s reputation but also significantly impact local search rankings.

The Power of Positive Reviews

For startups, especially those establishing their footing, positive reviews can be a game-changer.

• Enhanced Trustworthiness: Local consumers often trust online reviews as much as personal recommendations.
• Improved Local Search Rankings: Search engines regard businesses with consistent positive reviews as valuable for users, subsequently boosting their local rankings.

Gathering Genuine Reviews

While the temptation to generate fake reviews might arise, genuine feedback reaps long-term rewards.

• Ask at the Right Time: Request reviews post-purchase or after a service has been rendered. Timing is key.
• Easy Review Process: Simplify the review process by providing direct links to your review platforms.

Addressing Negative Reviews

Negative reviews, if addressed correctly, can be turned into positive touchpoints.

• Prompt Response: Always respond to negative feedback promptly, showcasing your commitment to customer satisfaction.
• Empathy and Solution-Oriented: Understand the customer’s pain points and provide solutions rather than defensive replies.

Mobile Optimization for Local Searches

The majority of local searches occur on mobile devices. Ensuring a mobile-optimized experience is no longer a luxury but a necessity.

Responsive Web Design

A website that adjusts based on the device, be it desktop, tablet, or mobile, ensures consistent user experience.

• Improved User Engagement: A responsive design ensures users stay longer on your site, reducing bounce rates.
• Positive SEO Impact: Search engines, recognizing the importance of mobile optimization, reward mobile-friendly websites with better rankings.

Mobile Page Load Speed

In the fast-paced digital world, even a few seconds delay can deter potential customers.

• Optimize Images: Use formats like WebP or employ compression tools to reduce image sizes without sacrificing quality.
• Leverage Browser Caching: Store frequently used data in the user’s browser, reducing the time taken for subsequent page loads.

Structured Data and Schema Markup

While slightly technical, structured data can provide search engines with detailed insights about your business, subsequently enhancing local visibility.

Benefits of Structured Data

• Rich Snippets: These are enhanced search results, showcasing ratings, prices, or availability. They can significantly increase click-through rates.
• Local Event Schema: For startups hosting local events, this schema can highlight them directly in search results.

Implementing Schema Markup

• Choose the Right Schema: Depending on your startup’s nature, choose the relevant schema – local business, product, event, or review.
• Utilize Schema Generation Tools: Tools like Google’s Structured Data Markup Helper can guide startups in generating appropriate markup.

Cultivating Local PR and Media Relations

Building relationships with local media can significantly bolster your startup’s local SEO endeavors.

Engage in Local Stories

Whether it’s a unique origin story, a community initiative, or a revolutionary product, pitch compelling narratives to local media.

• Leverage Local Angles: How does your startup impact the local community or industry? Such angles can be enticing for local media.

Host or Sponsor Local Events

By hosting or sponsoring local events, startups can secure mentions in local news, blogs, or event directories.

• Community Workshops: Offer workshops related to your startup’s domain, positioning yourself as a local industry leader.
• Charity Initiatives: Collaborate with local charities, earning goodwill and media mentions.

Advanced Local SEO Tactics for Startups

While laying a strong foundation and mastering the basics of local SEO is essential, startups looking to truly stand out should delve into advanced tactics. These strategies can offer an edge in competitive local markets.

Deep Dive into Local Citations

Local citations, which are online mentions of a business’s name, address, and phone number, can be a boon for startups if utilized correctly.

Audit and Clean Up Existing Citations

• Consistency is Crucial: Ensure that your startup’s NAP details are uniform across all platforms. Even minor discrepancies can hinder local SEO efforts.
• Prioritize High-Authority Directories: Platforms like Yelp, Bing Places, and TripAdvisor hold significant weight. Regularly check your listings on these platforms for accuracy.

Building New Citations

• Industry-Specific Directories: Depending on your startup’s niche, there might be specific directories that cater to your industry. Enlist your business on these platforms.
• Local Directories: These could be directories managed by local chambers of commerce or local business associations.

Geo-Targeted Landing Pages

If your startup serves multiple localities, creating geo-targeted landing pages can be a strategic move.

Crafting Effective Geo-Targeted Content

• Local Insights: Embed content that resonates with the specific locality’s culture, challenges, or preferences.
• Testimonials from Locals: Showcase reviews or testimonials from residents of that particular area.

Localization of Meta Tags and URLs

• Integrate Local Keywords: For instance, instead of “best vegan cafe,” you might use “best vegan cafe in [City Name].”
• Use Localized URLs: For example, www.yourstartup.com/los-angeles-branch.

Advanced Schema Types

We’ve already touched upon the importance of schema markups. However, there are advanced schema types that can further refine a startup’s local SEO strategy.

Speakable Schema

With the rise of voice search, the “speakable” schema highlights sections of a webpage that are best suited for audio playback.

FAQ Schema

By integrating the FAQ schema, startups can have their frequently asked questions displayed directly in search results.

How-to Schema

Particularly useful for startups offering products or services with a learning curve, this schema can display a step-by-step guide in search results.

Hyperlocal Content Strategies

While localized content speaks to a city or town, hyperlocal content targets even smaller demographics, such as neighborhoods.

Engage with Micro-Communities

• Highlight Neighborhood Events: If there’s a neighborhood festival or a local sports match, create content around it.
• Interview Local Influencers: Every community has influential figures. Engage with them for interviews or collaboration.

Hyperlocal Keywords

These can be street names, landmarks, or local colloquial terms. Integrate them seamlessly into your content for that hyperlocal touch.

Leveraging User-Generated Content (UGC)

Local customers can be your strongest advocates. Their content holds authentic value.

Encourage Check-ins and Reviews

• Incentives: Offer discounts or freebies for customers who check-in or review your startup online.
• UGC Campaigns: Launch campaigns where local customers share their experiences with your brand, using a specific hashtag or platform.

Showcase UGC on Your Platform

• Testimonial Page: A dedicated page where you highlight local customer reviews, stories, or content.
• Engage and Respond: Always engage with UGC. Reply to reviews, share user posts, or comment on user-generated content related to your startup.

Visual Content and Local SEO

The digital landscape is becoming increasingly visual. Startups that can adeptly blend visual content with local SEO stand to gain significant traction.

Importance of Localized Visual Content

• Higher Engagement: Visual content, be it images, infographics, or videos, is more likely to captivate a local audience than plain text.
• Showcasing Authenticity: Images or videos of your physical location, team, or local events add a layer of authenticity that resonates with local audiences.

Image Optimization for Local Search

• File Names Matter: Instead of generic names, use descriptive file names with local keywords. For instance, “vegan-cafe-los-angeles.jpg” is more impactful than “image1.jpg”.
• Alt Text: This describes images to search engines. It’s crucial to incorporate local keywords without sounding forced.
• Compress Without Compromising Quality: Large images can slow down a site, adversely impacting SEO. Tools like TinyPNG can compress images without a noticeable drop in quality.

Local Video Marketing

• Local Event Coverage: Videos covering local events, interviews with local influencers, or behind-the-scenes glimpses of your startup can resonate strongly with local audiences.
• Embed Location Information: Platforms like YouTube allow you to specify the location for your videos. This can give a slight boost to local SEO efforts.
• Optimize Video Descriptions: Much like image optimization, descriptions, titles, and tags for videos should be infused with local keywords.

Community Involvement and Collaboration

For startups, community is everything. Engaging with and contributing to local communities can have a dual effect: fostering goodwill and amplifying local SEO.

Host or Attend Local Events

• Open Houses: Allow locals to experience your startup first-hand. This can also generate local media coverage.
• Local Festivals or Fairs: Either host a stall or sponsor a segment of a local event. The resultant online mentions can boost local SEO.

Collaborate with Local Businesses

• Joint Ventures: For example, a local gym might collaborate with a nearby health cafe, offering discounts to mutual clients.
• Guest Blogging: Share insights on a local partner’s blog and vice versa. This can diversify your audience and generate valuable local backlinks.

Offer Local Scholarships or Initiatives

This might seem out-of-the-box, but many startups have gained significant local visibility by offering scholarships to local students or initiating community projects.

• Scholarships: Even a small scholarship can generate buzz, leading to mentions from educational institutions or local media.
• Community Projects: Initiatives like tree planting, local clean-ups, or educational workshops can endear your startup to the community while also generating local coverage.

Voice Search and Its Local Relevance

With devices like Google Home and Amazon’s Echo becoming ubiquitous, voice search optimization can’t be ignored, especially in the local context.

Conversational Keywords

• Natural Language: Voice searches tend to be more conversational. Instead of “best vegan cafe Los Angeles”, users might ask, “Where’s the best vegan cafe near me?”

Local Questions and Answers

• FAQ Sections: Address common local queries. For a startup gym in Boston, this might be, “What’s the monthly membership for [Startup Gym] in Boston?”
• Voice-Search Friendly Content: Create content that sounds natural when read aloud. This not only aids voice search but also provides a better user experience.

Mobile Optimization: A Pillar of Local SEO

In today’s digital age, mobile search dominates, especially for local queries. Thus, ensuring a seamless mobile experience is paramount for startups aiming for local dominance.

Mobile-Friendly Websites

• Responsive Design: A site’s design should adapt seamlessly to varying screen sizes. Responsive design ensures that, regardless of the device – be it a smartphone, tablet, or desktop – the user’s experience remains unhampered.
• Speed Matters: Slow loading times can be detrimental. Google’s mobile page speed test can give startups insights into how well their mobile site performs and offer suggestions for improvement.

Mobile Local Features

• Click-to-Call Buttons: A significant chunk of local searches on mobile are for quick information. Offering a click-to-call button can drastically improve conversion rates.
• Location Maps: Integrating a dynamic map directing users to your startup’s physical location can be a significant boon, given that many local mobile searches are for directions.

Utilizing Local Social Media Platforms

Local engagement is not limited to search engines. Social media platforms offer a treasure trove of opportunities for startups to interact with and captivate local audiences.

Geo-Tagging on Platforms

• Instagram: When posting photos or stories, ensure they’re geo-tagged to your startup’s location.
• Twitter: Use local hashtags or engage in trending local topics.

Facebook Local Ads

• Audience Segmentation: Facebook allows startups to target ads based on location. By narrowing down the audience to your locality, startups can ensure they’re reaching the most relevant audience.
• Event Promotions: Promoting local events or offers on Facebook can increase visibility and participation from the local community.

Review Management: The Heartbeat of Local SEO

For startups, reviews can either be a blessing or a significant pain point. They play a pivotal role in shaping online reputation, especially on local platforms.

Encourage Genuine Reviews

• Post-Purchase Emails: Politely ask for reviews in post-purchase or service emails.
• In-Store Requests: If your startup has a physical location, train staff to encourage satisfied customers to leave online reviews.

Handle Negative Reviews with Grace

• Prompt Response: Address grievances swiftly. A rapid, empathetic response can sometimes turn a disgruntled customer into an advocate.
• Seek Feedback: Understand the root cause of negative reviews. It not only aids reputation management but can also offer valuable insights to improve your startup’s offerings.

Leverage Positive Reviews

• Testimonials: Showcase genuine positive reviews on your website.
• Social Media: Highlight and share glowing reviews, thanking customers for their positive feedback.

Stay Updated with Local SEO Trends

The world of SEO, particularly local SEO, is ever-evolving. For startups, staying abreast of the latest trends and updates can be the difference between local dominance and obscurity.

Follow Local SEO Blogs and Forums

Websites like Moz’s Local U or Search Engine Journal frequently offer deep insights into the latest in local SEO.

Attend Local SEO Workshops or Seminars

Networking with local SEO experts and gaining hands-on insights can significantly enhance a startup’s local SEO arsenal.

Structured Data: Enhancing Visibility for Local Searches

Structured data, often referred to as schema markup, is a type of code that makes it easier for search engines to interpret the content on your page. For local startups, it offers a unique way to stand out in search results.

Benefits of Structured Data for Local SEO

• Rich Snippets: These provide additional information about your business right in the search results. For instance, a restaurant might show its operating hours, price range, and ratings.
• Increased CTR: Enhanced search listings with rich snippets can lead to higher click-through rates (CTR).

How to Implement Structured Data

• Schema.org: This platform provides a collection of shared vocabularies webmasters can use to markup their pages. Use the most relevant schemas for your startup.
• Google’s Structured Data Markup Helper: A user-friendly tool to help startups add structured data to their websites.

Offline Promotions for Online Gains

One might assume that in the digital age, offline promotions have lost their relevance. However, combining offline strategies with online efforts can supercharge local SEO for startups.

Host Local Workshops or Classes

• Share Knowledge: For example, a startup specializing in digital marketing might host a free local workshop on the basics of SEO.
• Promote Online: Encourage attendees to share their experiences online, perhaps with a unique event hashtag, leading to increased online visibility.

Participate in Local Trade Shows

• Network and Showcase: This is an opportunity to engage with the local community, hand out promotional material, and create a buzz both offline and online.
• Leverage Social Media: Live-tweet, stream, or share highlights of the event on social platforms to gain online traction.

Diversifying Local Link Building Strategies

Backlinks remain a cornerstone of SEO. For local startups, links from reputable, local sources can significantly boost search engine rankings.

Engage in Local PR

• Press Releases: Announce significant milestones, events, or initiatives and share them with local media outlets.
• Local Blogger Outreach: Collaborate with popular local bloggers for features, interviews, or guest posts.

Participate in Community Initiatives

• Local Charity Work: Sponsor or contribute to local charitable events, which can lead to mentions on local websites or news outlets.
• Host Local Contests: They can generate buzz and, if promoted rightly, can earn valuable local backlinks.

User Experience (UX) and Local SEO: An Intertwined Relationship

The line between SEO and UX is becoming increasingly blurred. A website that’s optimized for search engines but offers a poor user experience is unlikely to succeed.

Mobile UX is Critical

• Fluid Navigation: Ensure that your website’s mobile navigation is intuitive and seamless.
• Avoid Intrusive Pop-Ups: Google has started penalizing sites with intrusive mobile pop-ups.

Localized User Experience

• Cultural Nuances: For a startup targeting multiple localities, it’s essential to understand and cater to cultural differences. A color that’s appealing in one culture might be off-putting in another.
• Localized Content: Beyond just translations, provide content that resonates with the local audience, addressing their unique needs and concerns.

Wrapping it Up

The path to local SEO success for startups is multifaceted, blending both traditional SEO techniques with hyper-localized strategies tailored for community engagement and trust-building. In an age of digital connectivity, the local touch often makes a profound difference.

Startups must recognize that local SEO isn’t just about visibility—it’s about credibility. By fostering genuine relationships with the local community, both online and offline, startups can lay the foundation for lasting success. From harnessing the power of local reviews and testimonials to tapping into offline promotional opportunities, every avenue explored creates a ripple effect, broadening a startup’s reach.

Furthermore, it’s vital to remember that technology and trends will continue to evolve. Local voice searches, mobile optimizations, and user experience are just the tip of the iceberg. Staying abreast of emerging local SEO trends, participating actively in the local community, and always prioritizing the end user’s needs will ensure that startups not only stand out in the local search landscape but also create meaningful connections with their audience.

In the dynamic world of startups, where agility and adaptability are treasured, mastering the art and science of local SEO offers a strategic advantage, paving the way for community trust, brand loyalty, and sustained growth.

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