Chapter 7. Get Your Content Listed

“You’ve got to be in it to win it,” the lottery commercials blare, but they do have a point. Winners did have to buy a ticket, or they would never have won. To win the search lottery, search marketers need to buy tickets, too; you need your content listed with the search engines. The more content you have listed, the more chances you have to win the search lottery. And take heart, because you have much better odds at winning the search lottery than the Powerball lottery.

To win, however, you need to know the rules of the game—and to play by them. That’s what we do in this chapter. But it isn’t just one game; there are actually several different games:

Website content: Organic search is the most complex game ...

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