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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition by Bill Hunt, Mike Moran

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Chapter 9. Prove Your Content’s Quality

Suppose that you open an email that has a link in it to a news story on the web. You click it, and read the headline of the story: “Senator Possibly Implicated in Voter Fraud.” You read the story, assessing its credibility. Would the story be credible if it were from the website of CNN? The Washington Post? The Drudge Report? The National Enquirer? Some blogger you have never heard of? You are likely to consider the source in assigning credence to that report because not all sources have the same reputation in your mind. Now understand, some people might have a higher opinion of some sources of information than you do, and regardless of anyone’s opinion, even the source held in the lowest regard can be ...

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