| Millions of websites attempt to seduce
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| | organic listings. Moreover, organic
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| Google and its competitors to score high
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| | results build credibility in the
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| search engine rankings. But what is the
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| | marketplace, which further establishes
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| best path to this lucrative romance?
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| | your business and brand for long-term
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| While there are more than a few website
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| | success.
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| promotion tactics, you have two primary
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| | Wear a white hat
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| means to establish a relationship: court
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| | Whether you conduct the organic search
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| Google and other search engines with
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| | engine optimization campaign or have
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| alluring web content; or simply pay to
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| | someone do it for you, be sure to play by
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| get lucky.
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| | the rules. This is often referred to as
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| Pay per click campaigns
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| | "white hat" SEO.
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| This popular search engine marketing
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| | Try to manipulate the likes of Google
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| tactic can get you substantial presence
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| | with "black hat" SEO and chances are
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| in just hours or days. However, after you
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| | you'll be deemed a 'spammer' and
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| clear the floor of fraudulent clicks
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| | disappear from search engine rankings
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| (from competitors eating up your
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| | altogether. Not good for any bottom line
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| marketing budget) and tire kickers, you
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| | considering Google alone receives more
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| might end up with less-than-anticipated
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| | than 350 million searches per day, and
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| conversions, if any at all.
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| | provides the search results for AOL
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| Big businesses with hefty marketing
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| | Search, ICQ Search, Netscape and others.
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| budgets might be able to absorb such
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| | To oust those who've entered the dark
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| losses. But if you're a relatively small
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| | side of SEO, Google performs frequent
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| business, blowing your budget with
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| | updates industry types call the "Google
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| nothing to show for it can be crippling.
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| | Dance." While these events were initially
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| Depending on the market demand for your
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| | held monthly, Google now maintains a
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| keywords and clicks, a pay per click
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| | database that's updated continuously. As
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| campaign could range from just a few
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| | a result, the 'dances' only take place
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| dollars to thousands per day. Hence, if
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| | when Google needs to make major changes
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| you go this route, be sure to have
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| | to its algorithm (a complex set of rules
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| someone well informed and reputable
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| | used to determine website rankings).
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| conduct meticulous testing and analysis
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| | If you play by the rules and feature
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| on your behalf. That way, you can
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| | relevant web content and high-ranking
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| identify what's not working and swiftly
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| | inbound links, each update or dance can
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| make adjustments to improve conversion
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| | bring you closer to the top spot. On the
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| efficiencies.
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| | other hand, if you break search engine
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| Organic search engine optimization
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| | rules and regulations, it could be your
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| Organic search engine optimization (SEO)
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| | last dance, at least for a while.
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| is achieved by optimizing your web
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| | To pay or not to pay?
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| content with the right keywords and
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| | If you can afford it, a combination of
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| acquiring inbound links. Both tactics
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| | organic search engine optimization and
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| help boost search engine rankings and
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| | pay per click advertising can generate
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| drive traffic to your site.
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| | leads and sales in both the short and
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| The con of this website promotion
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| | long term. But if you have to choose
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| strategy is it typically takes three to
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| | between the two, going organic provides
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| six months to advance to search engines'
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| | the most significant margins over the
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| top pages. However, once you get there,
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| | long term.
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| it's possible to maintain your position
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| | Regardless of the website promotion route
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| with no budget and little effort.
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| | you choose, your web content must promote
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| Plus, web users consider organic search
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| | usability and readability, and comprise
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| results to be more trustworthy than pay
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| | strategic calls to action to turn the
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| per click ads, hence, potential clients
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| | additional traffic into sales.
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| are twice as likely to click on the
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