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Richard Conway is a search engine optimisation (SEO) guru and the founder and CEO of Pure SEO, as well as a 2019 EY Entrepreneur Of The Year finalist. Pure SEO recently partnered with Whites Agency in Poland to undertake a comprehensive SEO analysis of New Zealand’s competitive online clothing market. The study used big data and a reverse engineering to analyse the search results, distinguish features of the top ranking websites, and translate the findings into building precise SEO strategies for those hoping to compete within the industry. Here Conway shares some useful insights into SEO search for any business looking to up their SEO game.