The "magic" of search engine optimization.(Online marketing)(Viewpoint essay)

Newsletter on Newsletters, The, June, 2007 by Goss, Fred

Sometime about 20 years ago a publisher told me his bright young college student reporter told him that the "key to wealth and success" for them (they were covering Federal government research opportunities) was to "be sure we use the word 'satellite' at least twice in every story and get rich on LexisNexis searches."

This story returns to mind when I consider the question of search engine optimization. SEO sounds a bit like alchemy ... a magic formula that will bring your newsletter to the forefront of internet searches.

Setting out on an information search for the first time ever, I felt a kinship with Warren Buffet who, I understand, won't invest in any company if he doesn't understand what it does.

Looking for enlightenment, I found a...

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