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The Art of SEO: Mastering Search Engine Optimization (Theory in Practice) Highlight

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Bidding for top positions usually makes financial sense only for high-budget, brand-name advertisers. Most other advertisers will find the optimal position for the majority of their keywords to lie between positions 5ā€“7.

— Eric Enge and Stephan Spencer and Rand Fishkin and and Jessie C Stricchiola

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