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URLPreviously we have touched on making effective use of a URL in terms of utilising the opportunity to target a keyword. But the URL is so much more than simply an opportunity to target a keyword; it is a major search marketing tool. In this instance I mean search marketing in terms of marketing to the consumer once the search results have been displayed. Once you have secured a decent search engine placement you will be fighting it out with another 12 or so first page rankers, and this is where the URL comes into its own. Read more

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