Social signals - how many times a piece of content is shared, tweeted and liked - have become a crucial part of the way search engines decide which content is the most useful and should be ranked higher. The premise of Google is to organize information, which means there are people who seek information, people who offer information, and Google wants to be the service that indexes and delivers that information. Google has announced that, starting in July 2018, page speed will be a ranking signal for mobile searches. Page speed has been a ranking signal for some time, but only for desktop searches. From a quality page point of view, duplicate content is a low-quality indicator. Boilerplate text is another low-quality indicator. I am passionate about SEO, and digital marketing more generally, but I also understand it has its pitfalls, the main one being the complex, crowded and confusing market for SEO services.