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Fire&Spark uses Authority First SEO. Authority First SEO simplifies SEO strategy by ditching the technical SEO paradigm and focusing on what truly matters to Google, authority. Think of authority as your invitation to the stadium where the established brands in your category compete for organic traffic. Without authority, you aren’t even playing on the same field as your strongest competitors. Authority gets you invited to the competition, then on-page SEO and content optimization win the game.