SEO for Start-up Companies!

SEO is a huge part of a business’s overall online reputation, and every startup needs to go through it as well.

If you are a startup, you cannot simply ignore the crucial factors of your business i.e. the domain name of your website and its SEO strategy.  So, what does your startup need to know about SEO and domain names? Let’s find out.

Choose the right domain name that reflects your brand

To begin with, always appropriately name your startup business. It is important to consider the foundation of your startup and what it stands for, bearing in mind that this name will be your startup’s first and sometimes only impression, especially when it comes to funding.

Once you have arrived at a business name for your startup, your next big challenge would be to decide on the domain name. A domain name carries a lot of value in terms of your website’s digital marketing aspect as well as the first impression of your business. So, choosing the domain name can just be as challenging as choosing the niche of your startup.

A short and simple domain name that preferably carries the name of your brand is highly recommended. A long domain number or the one with numbers is a strict no-no. A unique domain name with sensible extension based on the nature of your business operations can do better for you. A “.com” extension is still preferred by many and it has its own SEO benefits. Including your keywords can help you rank better in search engines.

If you are having a difficult time arriving upon your ideal domain name, you can seek help from several tools available such as DomainIt, Domainsbot, NameStation etc.

Target the right keywords

Once you have a final thought around the domain name of your startup business, it’s time to jump right into the “keyword” bandwagon. But, make sure that you do that cautiously. Since you are new to the business website competition battlefield, your efforts will require double the throttle to get the engines working.

Using long-tailed keywords is highly recommended if you are a startup. This will make sure that your chances of ranking for a certain service offering/product become higher as compared to the other startups that are not running this strategy.

Obviously, there are great keyword suggestion and research tools available in the market to help you. The Ahrefs Keyword Finder tool helps you discover thousands of great keywords to rank for, analyze their ranking difficulty, and calculate traffic potential. In fact, it is touted to be the most complete keyword research tool on the market. All you need to do is enter up to 10 “seed” keywords into Ahrefs’ Keywords Explorer and you’ll get a huge list with thousands of great keyword ideas.

The KWFinder tool is an easy-to-use keyword research tool that helps you get an idea about the perfect keyword for your new startup business. It features the most accurate keyword difficulty score which makes it simple to find profitable keywords you can really rank for. You can use this tool to get real-time keyword SEO difficulty in one click and expand your keyword research thanks to immediate Google SERP analysis based on specific SEO metrics.

The Google Adword Keyword Tool helps you reach the right customers for your startup business with the right keywords by helping you get keyword ideas to help build your campaigns with the Google Ads Keyword Planner. With this tool, you can discover new Keywords, compare Keyword trends, and start choosing better keywords.

Put up fresh content that imparts value

This should be the most important rule that you should abide by, always. Your startup’s business website exists for a reason; to inform your audience about the content that is relevant to your industry and help them stay posted about the latest updates. Hence, you should create good quality content and put it out for your audience to consume if you really want to stay ahead with the SEO if your website.

If you are aware of the right blogging tips meant for business websites, you probably know that blogs are crucial for the well-being of your website. If you are a startup business that has recently rolled out their business website or are planning to do so, make sure that you blog at least once a week so that the Search engines stay in the loop and keep your site indexed.

Bonus tips

  • Don’t forget to take care of your site’s On-Page and Off-Page SEO optimization.
  • Create a strong link profile for your website so that you can accomplish a good amount of internal linking and also receive external links to and from your site. A great link profile is a huge SEO booster for your startup’s business website.
  • Use of the right SEO audit tools is just as important as everything else, regardless of the site builders in use. These SEO Audit tools such as SEMRushScreaming FrogMajestic SEOgauge your SEO strategy and help you have an idea of what you might be missing.
  • Your startup can scale the competition and gain brownie points in terms of SEO by abiding by the responsive web design. Hence, put efforts in the direction to making your website mobile-friendly and highly responsive.
  • Last but not least, pay attention to your site’s speed. Your startup’s website should not take more than 2 seconds to load. Always invest in a reliable Web hosting service provider.
  • Your site’s user experience will bring a new set of audience to your site and retain the existing ones. So, never underestimate their prominence.


Even if you are a freshly-brewed startup business, your Search Engine Optimization (SEO) strategy remains to be the heart of your online success. Good content, high SERP rankings, and satisfied customers will be the ones to take your startup to a more established phase of its being. Hence, if you are a startup,  SEO can provide you the much-needed edge and maximum leverage more than anything else. This also makes it imperative for you to understand a lot about SEO and also how domain names can make or break your game


Top 5 Blog of this week 09-11-2018


Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Top5 blogs of this week - plus91_blogTop 5 blogs of this week – Plus91 media

  • Mike Murray by 15 Search Intent Tips, Examples, and Resources for SEO Keywords.
  • John E Lincoln on Could Google Alerts spam hurt your SEO?
  • 5 Key Elements That Make a Great Landing Page Brad Smith.
  • What startups need to know about SEO and domain names by Pawan Sahu.
  • Google Search Console Tests New Domain Property by Barry Schwartz.


Top 5 Digital Marketing Blogs on this week ~ 02-11-18


Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

  • Top 5 blogs on digital marketing - Plus91 Media - Blog
    Top 5 blogs on digital marketing-Plus91 Media
  • What’s Trending in Marketing For November 2018 by Nicole Wagner
  • How Off-Line Marketing can Boost Your Business in a Digital Era by Adele Thomas
  • Kanvi Patel about 10 Easy Ways to Advertise with PPC for Small Businesses
  • Roger Mantti about 5 Mistakes to avoid in Structured Data Google Penalties
  • How should PPC and SEO work together to gain visibility? – Martin Reed

10 Google Apps alternative for User Privacy


Google Apps Alternative- Plus91 Blog

Here we discussed the 10 apps which are an alternative for google apps which collecting and storing user data. normally all google apps collect the user data for giving a perfect search result. Those data’s used to display the ads on a search result and other pages. Sometimes it feels annoying for our own privacy we can use some alternative apps.

1) Mozilla

Firefox – Chrome- Plus91 blog

Built by the tech non-profit — Mozilla — Firefox is “internet for people, not profit.” Firefox blocks online ad trackers, and Mozilla claims that it uses 30% less memory than Chrome. There’s also an easy way to move over your bookmarks, autofilled addresses, passwords, and preferences from Chrome to Firefox, if you’re looking to make the switch.

2) DuckDuckGO

duckduckgo- plus91 blog
DuckDuckGo – Google – Plus91 Blog

DuckDuckGo bills itself as the “the search engine that doesn’t track you.” Where Google uses data it collects to create highly-targeted search results, DuckDuckGo collects no data on its users, allowing for an ad-free experience. The downside is that without that data, DuckDuckGo can’t personalize its search results for you. The upside is that it means there’s no kind of filter bubble; everybody searching for news or information gets the exact same results.

3) FastMail

FastMail - gmail - plus91 blog
FastMail – Gmail – plus91 blog

FastMail has hosted email for more than 15 years. Fans like FastMail for its speed and design, across phones and the web. Also, a switch to FastMail means Google’s AI won’t be reading through your past emails to finish your next sentence for you.

FastMail offers 30 days of mail hosting for free, but then costs between $3 and $9 per month.

4) Quip

Quip - Salesforce - Plus91 Blog
Quip – Salesforce – Plus91 Blog

Quip — which is now owned by Salesforce — may not be privacy focused, but it does tout better collaboration features than Google Docs, especially in the workplace.

Bret Taylor, a former top Facebook exec and the co-founder of Quip Bret Taylor once said on Quora that the company is just as much about “communication as it is about documents.” The goal isn’t to create a doc and email it off to a colleague. Full collaboration within the document is the idea behind Quip.

For a team of five, Quip costs $30 per month and $12 for each additional person.

Another document app to consider is Notion. It, too, is focused on collaboration.

5) AirTable

airtable - plus91 Blog
Airtable – Google Sheet – plus91 Blog

Airtable is a relatively new, user-friendly spreadsheet product that’s taking Silicon Valley by storm. Beyond just your regular old spreadsheets, you can use it as a kind of database, too, putting photos and other information into each cell. Some people even use it as an inventory tracker for a retail store, or a customer relationship managements system for their office.

Airtable has a free version, but moves up in price with more features — notably more storage and increased rows per spreadsheet.

6) Vimeo

vimeo - Youtube - Plus91 Blogvimeo – Youtube – Plus91 Blog

You may miss your PewDiePie, but consider Vimeo’s ad-free experience and advanced privacy options. Also, Vimeo lets creators password protect their videos and share them only with their followers, if they’d like to keep their content exclusive.

For creators, Vimeo has a free “basic” option, but starts costing money for increased storage and advanced features.

7) DropBox

dropbox-Gdrive - Plus91 blog
Dropbox-Gdrive – Plus91 blog

Google Drive may have enticed you with more free storage (15GB of free space compared to Dropbox’s 2GB), but did you know Dropbox was one of a few companies that received the Electronic Frontier Foundation’s five-star rating for protecting user information? Dropbox edged out Google (which won a four-star rating) because it stands up to national security letter gag orders, informing customers that authorities have requested their data.

Beyond the free version of Dropbox, it costs users $8.25 per month for 1 TB of storage.

8) Telegram

Telegram - Hangout - Plus91 Blog
Telegram – Hangout – Plus91 Blog

Simply put, the free Telegram app is a more privacy-focused chat tool. Telegram has end-to-end encryption, while Google Hangouts does not. It’s good for people with lots of friends, too: Some people prefer it to Hangouts and Facebook Messenger for their group chats.

Of course, if you don’t dig Telegram, there’s always the similarly privacy-focused (and similarly free) Signal.

9) OpenStreetMap

openstreetmaps-plus91 blog
openstreetmaps – GoogleMaps – plus91 blog

OpenStreetMap is an open source project started in 2004 and maintained by a community of volunteers. OpenStreetMap has no mobile app but can be accessed from the web browser. It’s also open (and free) for developers to use for commercial and non-commercial purposes.

10) Unsplash

unsplash - plus91 blog
unsplash – Google images – plus91 blog

Unsplash provides access to beautiful stock photography that’s free and available for personal or commercial use under the Creative Commons Zero (CC0) license. Google Images offers a filter to ensure photos fall under this license, though it is an advanced search setting that must be selected. Unsplash images are “gifted by the world’s most generous community of photographers,” according to its site.


Top 5 Blog of this week 27-10-2018


Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Top 5 blogs-Theplus91-blog
Top 5 blogs on Digital marketing – Plus91 media blog
  • Corey Jacobs emphasizes the need to optimize your webpages and make a profile on Google My Business, for improving your rankings in Local Search
  • Learn how to optimize your website for Mobile first indexing, from Michelle Deery’s blog.
  • Learn how to create an SEO plan for your website, from Brian Cooper’s blog.
  • Shane Barker draws special attention to the modern day SEO techniques that can help marketers grow their audiences.
  • Ankita Sehgal offers helpful tips to create an effective Design for the Website of your small business.

How To Perform An SEO Audit And What Are The Suggestions For 2019?

SEO Audit Suggestion - The plus91 media
SEO Audit Suggestion – The plus91 media

With the rise of businesses investing in SEO and Google’s continuous algorithm updates, the digital sphere is now more competitive than ever. As a digital marketer, you need to constantly look for new ways to boost your site’s exposure.

This means keeping pace with the latest SEO trends, identifying your site’s weaknesses and improving them to boost user experience and rise above your rivals. And, that’s where SEO audits shine.

Here are a few tips on how to perform an SEO audit effectively, as well as the hottest digital marketing trends that will redefine this process in 2019 and beyond.

Ensure your site has only one browsable version.
There are a few ways your site may appear in a browser, including:


Unfortunately, mixed content is never a good option for your SEO and it’s usually caused by switching to HTTPS. Therefore, when implementing SSL/HTTPS, make sure you move all static resource URLs.

Otherwise, some of your files will be still shown via HTTP and Google will label them as “not safe”. Apart from affecting your rankings, this may also hurt your user experience and show your site as untrustworthy.

Make sure your pages are indexable.
When indexing your site, Google reads each page individually. And, your goal is to check whether there are any pages blocked by the search engine by mistake. There are a few simple ways to do so:

● Use the site: operator (e.g. site: to see the pages Google listed for your domain.

● Check for robots.txt files to see the list of the disallows for your site. Type your domain name into a browser and add robots.txt to it (e.g.

● Test your index status. The Index Status in your Google Search Console will help you check the number of pages indexed by Google.

● Use Google Search Console to find your site and URL errors.

Test your site’s speed.
Slow-loading sites usually have high bounce rates that tell Google that your site is not optimized for its users. Now, even though page speed has already been a ranking signal for desktop searches, Google decided to make it a notable ranking factor for mobile searches, too.

Precisely because of that, website speed will remain a critical aspect of SEO. There are numerous tools that will help you test your page load times, including Pingdom, GTmetrix, and Google PageSpeed Insights.

In their recent SEO guide, Elevate Digital, a Hong Kong-based SEO agency, lists numerous strategies for improving poor website speed, including:

● minimizing HTTP requests
● reducing server response time
● enabling browser caching
● allowing compression

Assess your backlink portfolio.
It’s 2018 and it’s now more important than ever to take your link building strategies seriously. Building poor-quality links on suspicious sites can only hurt your rankings and even get you penalized.

This is why you need to analyze your backlink profile regularly. There are numerous tools that will help you perform a thorough analysis of your backlinks, such as Ahrefs, cognitiveSEO, and Majestic SEO.

How optimized is your site for voice search?
The voice recognition industry is evolving impressively fast and it’s predicted to exceed $601 million by 2019. Even though only one-fifth of all Google search queries are voice-powered right now, this number is expected to jump to 50% by the end of 2020.

Most importantly, it’s going to change the way we do SEO. For starters, it will impact your keyword targeting heavily, as voice searches are based on conversational, human-like phrases. This is something you should have in mind when doing keyword research or auditing your existing keywords.

Check your structured data.
Google has changed dramatically over time. In the past, the result of our search queries was ten blue links, right? However, today’s SEPRs are highly informative and engaging, providing us with the relevant data about the site without even clicking on it. That’s what structured data is for.

Even though it has never been a ranking signal, investing in it is incredibly important for your SEO. For example, rich snippets can increase your CTR by 30%. Once you implement or similarly structured data formats, perform regular audits to see whether rich snippets appear for your site.

See if your site is optimized for mobile.
We live in the mobile-first era, where the number of mobile users is expected to pass 5 billion by 2019. And, to keep its mobile searchers happy, Google has started indexing mobile versions of websites.

Its mobile-first indexing is one of the greatest changes that will heavily influence your SEO strategy in 2019 and beyond.

If your site isn’t tailored to the mobile users’ needs, your rankings will suffer.

Make sure your site is responsive and it looks gorgeous when viewed on a mobile device, focusing on page load speed, simplified navigation, UX design, and a logical order of information. When auditing your site’s mobile-friendliness, Google’s Mobile-Friendly Test may be a great starting point.

By conducting regular SEO audits, you will be able to detect your site’s major problems and fix them before they start causing problems. Most importantly, by making the changes needed, you will significantly improve user experience and get ranked higher in the SERPs.

Source: Emma Miller

Top 5 Blog of this week 12-10-2018


Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Internet_Marketing-Digital_Markeitng-SEO-12-10-18-Top 5 blogs-Theplus91
Top 5 Digital Marketing blogs – The plus91 media
  • Jawad Khan about Want Authority Backlinks? 5 Strategies for Creating Link-Worthy Content
  • Roger Montti about Facebook Targets Social Media Optimization Spam
  • 3 reasons why Google My Business search queries don’t match Search Console by Joy Hawkins
  • 6 Reasons To Use A Content Management System by Gabrielle Tardive
  • 8 Important Questions To Ask When Analyzing SEO And SMM Strategies by Adelina Benson

HTTP 500 – Internal Server Error

Troubleshooting an HTTP 500 Internal Server Error is like solving a mystery. You don’t know what exactly happened or why it happened — all you know is that something’s wrong and you need to fix it.

HTTP 500 – Internal_Server_Error – the_plus91_media

To guide you through the hassle of troubleshooting the dreaded HTTP 500 Internal Server Error, let’s go over what it exactly means and its most common causes and solutions.

Troubleshooting Popular Software Problems

If your server runs popular software like WordPress, bad installations, incompatible versions, and incorrect server permissions can all cause a  HTTP 500 Internal Server Error. Here’s how you can fix this issue:

  • Check to see if your recently installed or upgraded software actually failed to install or upgrade. To refresh your software, check the vendor’s website for instructions.
  • Newly activated plugin or themes might conflict with your current plugins or themes. Deactivate them one at a time to identify the exact plugins or themes causing the internal server error.
  • If you just upgraded your software, your current plugins or themes might not be compatible with the new upgrade. Deactivating plugins or themes one at a time until the error disappears is the best way to find the root cause of your problem.

    Error 500: Internal Server Error – Plus91 Media

Debugging Server-Side Scripts

Custom scripts that are currently getting developed and tested can cause an HTTP 500 Internal Server Error. Here’s how you can fix this issue:

  • Wrong permissions on a file or folder that has a script, like a PHP or CGI script, won’t allow the script to run. Check your permissions and make sure you set them correctly on your server.
  • Programming errors or unavailable resources can cause one of your scripts to run in an endless loop and make it time out.
  • Coding errors of a .htcaccess file and custom scripts can also cause an HTTP 500 Internal Server Error.

Asking a Server Administrator for Help

If troubleshooting popular software problems or debugging server-side scripts doesn’t fix your HTTP 500 Internal Server Error, you should read about the most common causes for this type of issue in your server’s documentation — an HTTP 500 Internal Server Error can occur in different operating systems for a multitude of reasons. You can also ask your server provider to access your error logs and find evidence for the root cause of your problem.


Top 5 Blog of this week 28-09-2018


Plus 91 Ultimate Cinemas found some useful articles, which is related to a digital marketing and search engine Optimization.

Top 5 blogs-Theplus91
Top 5 blogs-Theplus91

Danny Goodwin on Google celebrates the 20th birthday with Doodle, 17 Search Easter Eggs.

LucyBarret on, How WordPress errors can negatively affect your SEO?

Grace Kaye on, How to integrate online and offline for the best overall result?

New Google Image Search Desktop Design is now rolling out by Barry Schwartz

42 Simple, must-use digital marketing tactics to power your business by Jeff Deutsch


3 Trade-offs you must consider -SEO Strategy


3Tradeoff SEO Strategy -Plus91media
3Trade-off SEO Strategy –Plus91media


Investing more in one SEO strategy usually means investing less in another, at least in the short term.

Choosing the path straight down the middle isn’t going to be the best choice for every brand, either.

With that in mind, let’s talk about three primary strategic SEO trade-offs that you’ll need to consider when making important decisions for your brand optimization.

  1. Traffic vs. Relevance

I know what a lot of you are thinking. “It’s relevance, obviously.”

Yes, an SEO strategy that doesn’t factor relevance into the game plan is obviously flawed.

Traffic from users who would never have an interest in your product is inherently wasteful.

Except when it isn’t.

Here’s the thing:

There’s actually a lot more to consider than might be immediately apparent.

Consider the following:

Pros of a High Traffic, Low Relevancy Approach

  • Higher the traffic earned, better are your chances of earning natural links from visitors.
  • High traffic means that people who would be interested in your products may hear of you second hand from visitors who never would be interested in your products, whether that is through social sharing or in person.
  • More traffic volume means it is easier to achieve statistically significant results from SEO experiments, A/B tests, and similar data approaches.
  • More traffic can ultimately mean increase in the total number of relevant visits, even if the proportion of relevant visits is lower.
  • High traffic strategies can reach people who are further up the sales funnel but may still ultimately take an interest in your product, often in wildly unpredictable ways.

The Disadvantages of a High Traffic Approach

  • High traffic keywords are often very competitive, even when they are low in relevancy. The easiest keywords to rank for are those with limited traffic potential and audiences with very specific needs.
  • Poor conversion rates limit the immediate financial value of high traffic strategies.
  • Chasing too many high traffic topics can look cynical or dilute your brand’s message.

Pros of a High Relevancy, Low Traffic Approach

  • Much higher conversion rates for lead generation and sales.
  • Less competitive keywords to target.
  • A more targeted psychological impact on the visitors who are most likely to ultimately buy your products, leading to a stronger brand affinity.
  • More enthusiastic brand advocates.
  • More relevant natural anchor text in your earned links.

The Disadvantages of a High Relevancy Approach

  • High relevancy keywords can be just as competitive as high traffic keywords if they have high conversion rates. High audience relevance often doesn’t translate to high product relevance.
  • High relevancy strategies can be difficult to scale, especially without alienating your existing audience.
  • Becoming too focused on a limited set of topics can limit your brand’s perceived personality.
  1. Consumer vs. Influencer

It seems obvious that your target audience should consist of the people who will ultimately end up buying your products.

However, you also need to consider the fact that influencers with the power to link to us, share our content, and expose us to a broader audience are equally important as a factor.

Closely related is the question of whether we are writing for an industry or for a set of interests.

I’ll mostly be lumping “set of interests” in with “consumers”, and “industry” with “influencers,” but keep in mind that there can be a little bit of cross contamination here.

If you work in B2B, things are slightly different, but much of what applies to “consumer” applies to the businesses that would be your clients, while the “influencer” label falls to thought leaders in your industry and your client’s industries, it also includes businesses that offer services similar to your own.

Pros of an Influencer, Industry Targeted Approach

  • Writing for bloggers, journalists, and the industry you compete in is the strategy most likely to earn the mos authoritative links. Since these are the people who own the authoritative sites, and most of them are willing to cite their sources, you can still pick up a tremendous amount of SEO authority with content that targets these people.
  • Likewise, producing content for this audience is the most likely to result in sharing on social networks.
  • Influencer-focused content can be a jumping off point for collaborative content, mutual link earning opportunities, and even business partnerships and B2B opportunities that you may not have considered.

Cons of the Influencer Approach

  • The influencers who can reach your audiences and the businesses who are competing with you for sales from them are often one and the same.
  • Industry-focused content may not necessarily appeal to your consumers, and may even alienate them.

Pros of a Consumer, Interest Focused Approach

  • Writing for consumers gives you a more down-to-earth appearance in the minds of the people who will actually be buying your products.
  • Having a direct practical impact on your consumer’s life before they even buy a product from you means they will be more likely to trust you and buy your products.
  • Consumer-focused content usually has more overall traffic potential.

Cons of the Consumer Approach

  • Consumers rarely control platforms with followed links which can help your SEO and can rarely connect you to larger audiences of their own.
  • Consumer-focused content, particularly when it isn’t aimed at power-users, can come across as introductory level to influencers and thus not worthy of passing on.
  1. Trending vs. Evergreen

The choice between content that appeals to people’s desire for novelty and content that stands the test of time can be a difficult one to make.

Investing more in one type of content always means investing less in the other.

How much of each is the right balance for you?

Pros of Content About Trending Topics

  • Focusing on trending topics allows you to be a part of ongoing conversations, which has obvious SEO benefits in terms of earning links and engagements that contribute to your long-term authority in the search engines.
  • If you are one of the first to tackle a trending topic, it’s unlikely that your competitors will be able to overtake you before the interest in the topic subsides.
  • Emerging topics, especially the ones that haven’t been tackled by large news sites, have limited competition, and SEO is skewed more in the direction of freshness than authority, giving sites with limited SEO authority a better chance of ranking.

Cons of a Trending Approach

  • If you aren’t selective enough with your trending topics, you are likely to pick the same trending topics as others and unlikely to be one of the first to publish.
  • Trending topics earn a spike in traffic, but rarely send long-term traffic.

Pros of Content About Evergreen Topics

  • Since evergreen content continues to earn traffic every month, it allows you to cumulatively build your monthly traffic just by producing new content, instead of needing to chase bigger topics each month.
  • Since it is a recurring source of traffic, you have more freedom to update it, experiment with it, test it, and optimize it for conversions, relevance, and traffic potential.
  • Since your products are designed to solve problems that will continue to exist, and evergreen content is designed to solve problems that will continue to exist, the connection between evergreen content and sales is often more direct, even for topics relatively high up the sales funnel.

Cons of an Evergreen Approach

  • It can be difficult to earn attention from influencers for an evergreen topic without introducing some novel information, such as a survey or original research, and since it is likely that others have covered the topics beforehand making it difficult to overtake the competition. Put another way, the benefit of evergreen content for those who wrote it first is an obstacle for anybody else who would want to tackle the subject.
  • Evergreen content typically needs to be more comprehensive, in-depth, and well produced than content about trending topics, which can require investing more resources.