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And why would they do that? Jennifer, the editor at Search Engine Guide says:

“The most obvious speculation as to why Google would make this purchase is that they are looking to integrate Urchin’s tools into their pay-per-click program to help users better track and measure the success of their campaigns. With Yahoo! already offering a competing pay-per-click product and Microsoft’s in development, the stakes of the paid search game are being raised.”

Read more at SearchEngineGuide.com.

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