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כולל ובעיקר את התוכן בו והקישורים הפנימיים לעמודים השונים שלו וכן גם את הקישורים החיצוניים.
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ככל ששם המותג נפוץ ביותר אתרים, זוהי עדות לחוזק המותג ולעובדה שכנראה מדובר במתחרה חזק בתחומו (ולא רק עבור ביטוי/ים מסוים/ים).
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