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♪ [music] ♪ Hi, Moz fans. Welcome to another edition of Whiteboard Friday. Im Paddy Moogan. Im the CEO of Aira. Today, were going to talk about link building and how to evolve your link building to its next phase and to improve what you do at the moment. So were going to talk through three methods to improve your link building and evolve it and improve the results you get for clients. So firstly, number one, there is a bit of an issue sometimes with link building and the relevance of the content that we produce for link building. So one way we can actually improve that and make our content as relevant as possible is to use the customer journey to generate link building ideas. Now, theres lots of different ways of thinking about the customer journey, different funnels, different methodologies. One thing we use at Aira for this is the awareness, consideration, and decision phases, where the customer goes from being aware of the problem, the pain points, something they want to fix,