Thank you for a great post, Margaret! 34% increase in sales after implementing testimonials is just stunning and very motivational ;) it's something we are currently working on
The main question is: should I or should I not go see canonicalized Han Solo movie?
Thanks to all the experts for sharing your own cases. And what about the recent John Mueller statement about disavowing links? https://youtu.be/cXbWuQQp81A He mentioned that even if now you're playing by the book on regards of backlinks, old spammy links can undermine the authority of new ones