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Summary

You need to know a lot more to be a successful search marketer, but you already know more than most people. You know what happens when a searcher enters a query into a search engine. You learned how engines match queries to the right pages in the search index. And you understand how pages get into those indexes in the first place.

So now you know how search engines work. Most of the rest of this book focuses on what to do when search engines do not work—when they do not show searchers the pages from your Web site. To cope with these problems, however, you needed to understand the basics of what search engines do when they are working. Armed with this base, you are ready to go into more detail.


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