You want to improve the effectiveness of your website and maintain the cardinal rule: never encourage readers to click back to the SERP! When a user returns to the search page, your standing with the search engine, Google or whoever, is diminished, and your message drops further and further down the list of choices. By staying true to answering the message as you advertised and avoiding distractions like annoying ads, you can keep your viewer glued to your site.

Read more: The Most Overlooked SEO Factor You’ve Probably Been Neglecting

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