Magic? Mystery? Nope, Just Basic Publishing Common Sense
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Search engines are notoriously secretive about how they generate search results.
This is because a search engine is a business like any other -- Google doesn't want Yahoo! learning its secrets, and vice-versa -- and competition is fierce. Yet their methods are not as mysterious as they'd like them to be. After all, search engines aren't magic -- on the contrary, they're human-designed programs comprised of complex algorithms. The mathematical-minded marketing expert can easily deduce any search engine's inner workings.
At first look, it seems clear that small business owners are given the shaft by search engines. If you Google almost any product, the first few pages of search results show nothing but large companies -- the Amazons of the world -- while smaller businesses are relegated to the murky depths. Many small business owners, when they see this, assume there's nothing they can do, so they try building site traffic in other ways.
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