How do the first listings on Google or Yahoo get to their lofty position? Its not money, luck, or nepotism. Rather, try the right kind of search-engine optimization.

BY PAUL ROLICH

I just did a Google search on the single word insurance. The return was about 99,900,000 documents. At the top of the page were two obviously purchased links. Down the right side of the page was a list of other sponsored links. I guess the two sponsored links at the top cost a lot more than the Google AdWords links on the right. The AdWords are a slick way to drive traffic to your siteyou are charged per click at a rate you choose. Of course, the higher the rate you choose, the higher placement you are going to get.

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