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It used to be that a consumer would turn to the yellow book or pay attention to a radio or television ad when it came to a purchase decision. Today’s consumers are different, especially in the early stages of their purchasing decisions. These prospects have lots of questions and are hungry for answers. So where do they turn? They turn to Google.

For instance, a consumer looking for answers about pest control might begin their quest for a service provider by asking, “Is organic pest control effective?” This question is typically followed by more questions that help with the decision process like, “Is organic pest control effective against cockroaches?” and finally, “Who provides organic cockroach control in my area?” Most corporate websites answer that question, but few will answer any of these early questions.

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