Although experts report that advertising campaigns conducted via printed media maintain some of their effectiveness, the near-global shift to digital advertising has had a large impact on local phone book usage around the country. Large-scale print campaigns such as advertising fliers distributed by the postal service continue to fall out of favor with retailers as the metrics become available: print campaigns have a close rate of lower than 2%, while digital, SEO campaigns close closer to 15%.
SEO, or Search Engine Optimization, refers to the practice of incorporating keywords and optimizing website content in order to increase companies’ visibility on internet search engine results page
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