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Producing content for search engines is also content marketing, list building, and relationship marketing. It was especially helpful for complex search queries. However, as the internet becomes a more pervasive part of our daily lives, and customers expect more from their online experience, search engines are getting smarter. You create and place the file and then let the search engine know where it is.
Today's best practice is to use responsive design. And, while PPC isn't the subject of this article, I'll just say that the campaigns set up by these companies are likely to be slipshod attempts to merely show you top positions, without regard to whether the advertising campaign will actually bring you business.