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In the book, the author speaks a lot about how websites need to be more specific to its intended audience

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In the book, the author speaks a lot about how websites need to be more specific to its intended audience. If you want people to engage with the site, possibly buy from you, you need to know your audience and you need to know what's important to them and speak to them accordingly in your website content. In the Google.com search bar, type soccer gear and look at the results that come up. Review both a site that has paid to be top ranked. And then review a site that is below the ad section. How relevant is the website compared to your search of soccer gear? Provide the URL of the sites you visit and explain your thoughts on it. Each site review can serve as a discussion post (so one discussion post is the Ad (PPC) site and the second post is the organic site.) Your third post will be to comment on a teammate's review of a site.