How Does Search Engine Marketing Work?
The objective of the search engines is to return relevant results. They seek to provide the best information, most closely matched to the search query. If they returned irrelevant results or only paid advertising, people would quickly stop using sites like Google, Yahoo and Bing.
There are many factors that search engines take into consideration when determining how to rank a website or PPC advertisement; website age, click through rate, number and authority of incoming links, ad copy, and much more.
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