David Evans, Elisa Mariscal, Sep 13, 2012
A consumer types the name of a brand into a search engine. In most cases, the search-results page shows two sets of results: “organic search results” and “sponsored links” or “ads.” The results in the middle of the page are the “organic search results” and they contain a set of links related to the brand itself as well as links to similar products that might be relevant to the consumer’s query. The se
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