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The search engine sorts through the possible matches after users type key words into the query box. For instance, if someone was looking for state of the art cooking supplies, they might type the phrase cooking supplies into a Google search. The resulting list of sites and companies produced would be matched to the query, and whether respective sites are first, last or somewhere in the middle of the list would be referred to as their search position. For one, customers often see those sites first, and therefore they usually have the most traffic. Also, sites toward the top often contain the greatest number of relevant key words, and are therefore often assumed a better match.

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