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Wouldn’t having strong SEO incentive competition to buy ads? Of course it also incentives them to work on SEO, but the only way to ‘get above’ a top ranking site would be to buy an ad, no?

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Increasing costs for your competition is a net win for you.

And Google

Depends on the industry, but if you can profit at lower prices you can force your competition to spend less on advertising. That’s bad for Google.

That makes sense. I meant increasing the ad buy spend of a firm's competitors helps Google

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