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Why is local search key for Derby or anyplace else for that matter? New ideas in searching mean that when individuals search for businesses under 'Unassigned' the output can be sorted by Derby, or maybe by Derbyshire, This should result in Daily Express Fantasy Football showing up high up in the search results. You don't want to miss out on customers who are looking for Unassigned
Originally, you could just optimise your web pages to get high ratings in the search indexes. In those days life was soft because there was no rules on what you wrote. Marketers would deposit anything on their site if it got hits on their website, even if the visitors had little or no interest in what was proposed. Sadly, this produced awful free listings because the net was overflowing with spam. The result was that search engine programmers started to afford value to links that pointed to top quality web content. In the end common sense prevailed, web web masters had to start to produce better quality material in order to survive. Thus, If you don't have inbound links or back links, you won't or is very unlikely that Daily Express Fantasy Football will do well in the free listings.
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