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The size of an individual's social network does not always correlate with the extent of her influence. So, most SEOs are self-taught. Your headlines need to spark interest for it to stand out on the SERPs - enticing users to click through and continue reading the rest of the content. If you can't firmly work out who you're targeting, what message you're sending out and what the purpose of your content is going to be, then it isn't worth writing. If you have a small site, it's possible to manually check each page for broken links using a free chrome extension.