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It is increasingly vital for PR practitioners and marketers to achieve visibility on the Internet to build brand recognition and attract online traffic back to their company's Web site. But how can one ensure that the company has a superior online presence? Search engines are the key to navigating the often rugged and increasingly cluttered terrain known as the Internet. Without search engines, online news and information would be virtually adrift unless one knows exactly where to find it. Consumers and media are increasingly going online to find news and information and they are using search engines to help.
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