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Free listings in search engines like Google or Yahoo remain one of the best marketing investments you can make. Paid listings stop the moment you quit paying the bill. Free listings, on the other hand, work on your behalf for month after month, even after you quit paying the bill.
Getting to the top of the free listings in Google is an accomplishment. A paid listing gets you there by writing a check. Acquiring a free listing is much harder. People know that when they search Google. They know the sites on the left (the free side) earned their way to the top. They also know the people on the right (the paid side) bought their way to the top. That's why they typically go with the free side to find what they need.
The reason a site gets to the top of Google is because it is the most newsworthy site on the web. We get caught up in optimization, keywords, and meta-tags. These things cloud the issue. The top web page is what Google deems to be the most informational page about that subject. Getting a high rating is about gathering information on a topic and putting it on the page. If your topic is scissors, then your page has to contain more information about scissors than any other page on the web. That's they way you have to think to get to the top of Google.
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