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Why a Firm's Own Content Compounds Where a Paid Campaign Stops
Why a firm's own content compounds where a paid campaign stops comes down to what stays behind. An article keeps its web address, its links from other sites, and its place in search, while ad reach ends when the spending does. The episode uses a fictional investment adviser and its quarterly commentary to show how each new page links to older ones. It also covers the limits: links take months to build, and no one can promise when a page will show up in search.
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