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Quote:If search-engine rankings are supposed to represent a kind of democracy—a reflection of what Internet users collectively think is most useful—then search-engine optimizers like Fishkin are the Web's lobbyists. High-priced and in some cases slyly unethical, SEOs try to manipulate the unpaid search results that help users navigate the Internet. Their goal is to boost their clients' (and in some cases their own) sites to the top of unpaid search-engine rankings—even if their true popularity doesn't warrant that elevated status.

As online shopping grows, search-engine rankings can make a difference between success and failure on the Internet...