Whether or not a website is optimized for smartphone screens now affects Google’s search results when consumers search on a smartphone.
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“If you can do well in natural it really helps you fund your other marketing campaigns,” Robertson says. “If you can get sales at a low ad cost ratio, then you can start using your marketing dollars toward buying more or more expensive paid terms, or spending more on e-mail or affiliate programs. It’s a really important program from the perspective of maximizing marketing dollars.”
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