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Google isn’t a strategy, or even an e-marketing strategy. Google is a tremendously robust search partner for marketers, but it’s one partner in the tactical execution of search, where search may be one of the channels used in an overall e-marketing strategy.

Considering how popular and succinct the “Don’t put all your eggs in one basket” cautionary tale is, it’s surprising how many people don’t get it. Google is a basket, not the basket.

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