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Very interesting.
What if a site features a former playboy playmate "Tina" (and has unique content of just "Tina"), and gears it's SE optimization towards those keywords (Playboy Playmate Tina)? Should Playboy get a better listing than them if the Playboy site sucks at SE optimization?
Search engines are becoming more and more like yellow pages, where to be listed at all, you have to *pay*. Why should a non-paying company get a top listing if it's not willing to pay (or pays less than someone else)?
I'm not taking sides, but these are some of the questions that came to mind.
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