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A website has to compete with million others in the market. In an uber-competitive environment a digital property be it a website or any other cannot exist in isolation and without promoting itself. Of course, you would want the search engine to rank you the highest on a search request, so that you automatically get picked over and above the competition. That is however possible only if you are willing to deploy the most powerful web marketing technique.
Whenever someone hits a query on search engine, you get a list of web results that match the specific query. To be present on the medium that is supposed to attract 60% of the traffic to any website, either you need paid-promotion or you can play by the rule book and diligently invest in organic promotion to build your unique identification.