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Astroturfing looks like an excellent and legitimate way to gain attention, but blog readers easily recognize company ringers and consider their comments to be spam. The fallout from an astroturf campaign can do heavy damage to a company's online reputation. The field of SEM is dotted with many more bad ideas that look like good ideas, so before putting any new idea into use, a web master would do well to call in an expert. Paid inclusion is another important part of any link building strategy. Although free sites are plentiful, many desirable search engines and directories rank paying sites more highly or require a fee to be entered into the search engine or directory at all.

05/25/09 5

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