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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 53. Social search

News flash! Humans are taking over the Internet! Their weapons are user-generated content and an overlay of human enhancements on top of existing content. An increasing use of social search, combined with the explosion of user-generated content, is changing the Internet’s balance of power yet again.

Search engines have always relied on humans to improve result relevancy. Yahoo! started off as a directory. It still employs people to review PPC ad creative before allowing it to go live. Google continues to rely on the user-generated DMOZ open directory project, even though most of the online advertising and SEM industry feel DMOZ is in a state of disarray and needs an overhaul. More recently, Google has been relying ...

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