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General search engines rely strongly on the popularity theory that rewards sites with authoritative inbound links. Website popularity and keyword relevancy (among other variables) help determine rankings. However, general Internet search engines were not designed to be used as business tools. (skip to "Vertical Search Engines Give B2B Firms Pinpoint Targeting" by Jason Prescott)
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Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.