In a video interview with Web Marketing Today, Bryan Eisenberg offers a 7-minute primer on what he terms the Five Rs of search engine marketing.

"I really wanted to demystify [the five core principles], especially for a lot of small and midsize businesses," he explains. "They hear so much conflicting [information] about search."

Here's a quick overview of Eisenberg's thoughts on each R:

Relevance. "How do you make sure you have the right content that's speaking to what people are interested in?" Eisenberg asks. "The search engine's goal is to match the user with what is going to be the most relevant content related to what their query is."

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