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It hits every market at a different time and in different ways.
I've been preaching this for a couple years now, because the trend is coming to your home town. Maybe it was last year or this year, or maybe it'll be next year. But it's coming. And you'll know if you're ready, because you'll be getting more leads. If you seem to be stagnating this year and you really haven't paid much attention to your website (or worse - your company doesn't even have one), have no idea where you rank for important terms or even what terms are important for you, the internet may be the reason why.
Congrats to those who are benefiting. To those who aren't - you can't say I didn't warn you.
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