Have you noticed that when you search for something often the site at the top of the search (which many people click first) is NOT the main site you are looking for?
Unless you are very careful, you are linked to some other site. I noticed this recently when I tried to donate to a charity. The first site was nothing at all to do with the site I was after.
Today, I was looking for another site and the first link (presumably paid for) was nothing at all to do with the site I was after. Personally I find this morally wrong and sneaky.
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