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Hi Myriam, I totally agree with you, is always good to have such good opinion from other experienced SEOs. I also think that you're right when trying to encourage someone in building a good website and invest on it, they'll be happier and the users too. My idea got out after seeing how much google is pushing their products into serps, I own a  portal which has many features but mainly lists different shops in categorized pages.It's quite frustrating to have the same rankings as last year but lower traffic due to  due to local listings and 7pack serps pushing my listing back and deep into the serp. I was both trying to optimize for broader keywords without locations which are not affected by local listings and also trying to find a spot inside the locals. I know that this may be a further question, but how are you guys recovering the lost traffic due to the serps giving every month less exposure to SEO results?