{"id":871,"date":"2025-02-12T13:53:27","date_gmt":"2025-02-12T11:53:27","guid":{"rendered":"https:\/\/success-web.site\/?post_type=service&#038;p=871"},"modified":"2025-07-03T10:23:10","modified_gmt":"2025-07-03T07:23:10","slug":"contextual-advertising","status":"publish","type":"service","link":"https:\/\/success-web.site\/en\/services\/contextual-advertising\/","title":{"rendered":"\u0421ontextual advertising"},"content":{"rendered":"<section class=\"sws-content-block breadcrumbs-block page-title-wrap\" data-bg-img=\"https:\/\/success-web.site\/wp-content\/themes\/sws-theme\/images\/hills.jpg\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col\">\r\n                <div class=\"page-title\" data-animate=\"fadeInUp\" data-delay=\"1.2\">\r\n                    <h1>\u0421ontextual advertising<\/h1>\r\n                    <nav class=\"breadcrumbs\"><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"\u041f\u0435\u0440\u0435\u0439\u0442\u0438 \u0434\u043e \u0412\u0435\u0431 \u0441\u0442\u0443\u0434\u0456\u044f Success web site.\" href=\"https:\/\/success-web.site\/en\/\" class=\"home\" ><i class=\"fa fa-home\" aria-hidden=\"true\"><\/i> <span property=\"name\">Home<\/span><\/a><meta property=\"position\" content=\"1\"><\/span><span class=\"sws-separator\">\/<\/span><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Blog.\" href=\"https:\/\/success-web.site\/en\/blog\/\" class=\"post-root post post-post\" aria-current=\"page\"><span property=\"name\">Blog<\/span><\/a><meta property=\"position\" content=\"2\"><\/span><\/nav>                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\r\n\n\n<section class=\"sws-content-block content-info-block\">\r\n\r\n    <section class=\"pt-90 pb-90 light-bg\">\r\n        <div class=\"container\">\r\n            <div class=\"row align-items-center\">\r\n                <div class=\"col-md-7\">\r\n                    <div class=\"service-details\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                        <div class=\"service-text-container\">\r\n                            <h2 class=\"mb-3\">Contextual <span>advertising<\/span><\/h2><p>Contextual advertising is a special type of ads shown to network users, in accordance with the content of a web page or specific user search queries. Main feature this type of PR &#8211; it appears when the user himself was looking for information about certain product or service. The user only needs to ask a couple of questions to the search engine, so that your ads appear on websites or search results. There are the following types advertising:<\/p>\n<ul class=\"rubik list-unstyled m-0 mb-3 clearfix\">\n<li>Searching (in the results of the issuance of Google, etc.);<\/li>\n<li>Banner (on sites located in the partner network);<\/li>\n<li>Remarketing (when a user visited your site or opened your application)<\/li>\n<\/ul>\n<p>Advertising is carried out to targeting, behavioral technologies and\u00a0<a href=\"https:\/\/success-web.site\/en\/services\/internet-marketing\/\">marketing<\/a>.It is worth ordering contextual advertising for those who do not have stable online sales and want to increase traffic to their resource. There are many systems like Google AdWords and Begun. Each of the options is characterized by the display of PR materials in the form of a title, body text and links. And it works.<\/p>\n<h2>How to set up contextual advertising<\/h2>\n<p>In this case, it is important to focus on the end customer. Network users, like hypermarket customers, are looking for the information they need. Our task is to help them with this by providing PR messages on the right topic. Each click on a paid message costs of money. The customer pays for a specific user action that is as close as possible to the purchase. How it works? First, the search engine system finds out what the main topic your site by analyzing your content.<\/p>\n<p>Professionally customized contextual advertising is matched with keywords, selected topics, location, browsing habits and many other factors. The algorithm allows for hyper-personalized publishing. By choosing specific topics and matching them to the content on your site. Your ads may appear in relevant publications, blogs and websites.<\/p>\n<p>Google Ads and many other services analyze potential placements. This allows determine which websites are most relevant to your targeting settings. To do this, algorithms analyze the text, language, page structure and internal links on each website..<\/p>\n<h2>Benefits of a contextual advertising agency<\/h2>\n<p>Our experts shape the data by identifying the potential identity of the user who is the target audience for your business. Users with similar behavior can be grouped into one bank, which we call segments. We use HTTP requests, flash cookies and other behavioral tracking methods.<\/p>\n<p>Conducting contextual advertising is always best left to specialists. This will help not to waste the entire budget on promoting a product or service. We will help you prioritize, pay per click and many settings. In a month you will receive a significant influx users for paid and free traffic. The first results of promotion can be felt after a few days.<\/p>\n<p>Unlike search engine optimization, you don&#8217;t have to wait long for results. When delegating work to our team, you will not waste your money, but will effectively attract new customers and increase the views of your web resource. Your business will be able to break through the great competition. Do not delay the development of your business. Start a campaign now to get new customers tomorrow.<\/p>\n                        <\/div>\r\n                        <p><i>Here you can order Internet marketing with different budgets, duration and a set of promotions.<\/i><\/p>\n                    <\/div>\r\n                <\/div>\r\n                <div class=\"col-md-5\">\r\n                    <div class=\"service-img text-center\" data-animate=\"fadeInUp\" data-delay=\".4\">\r\n                        <img decoding=\"async\" src=\"https:\/\/success-web.site\/wp-content\/uploads\/2025\/02\/contextual-advertising.png\" alt=\"image\">                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"row\">\r\n                <div class=\"col-md-7\">\r\n                    <div class=\"service-details\">\r\n                        <h4 class=\"mb-0\">Benefits of contextual advertising:<\/h4>\n<ul class=\"rubik list-unstyled m-0 clearfix\">\n<li>Instant result<\/li>\n<li>Audience selection<\/li>\n<li>Choise of geographical coverage<\/li>\n<li>Transparent payment system<\/li>\n<li>Pay only for the transition to the site<\/li>\n<li>Customizable display calendar<\/li>\n<li>Flexible approach<\/li>\n<\/ul>\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <a href=\"#\" class=\"btn large-btn sws-contact-us-popup-btn\">Order service<\/a>        <\/div>\r\n    <\/section>\r\n<\/section>\r\n\n\n<section class=\"sws-content-block technology-used-block\">\r\n    <section class=\"theme-bg-overlay bg-img-xs-none pt-120 pb-120\" data-bg-img=\"https:\/\/success-web.site\/wp-content\/themes\/sws-theme\/images\/earth.jpg\">\r\n        <div class=\"container\">\r\n            <div class=\"row justify-content-center\">\r\n                <div class=\"modern-technology-text-container\">\r\n                    <div class=\"section-title section-title-white text-center pn-mobile\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                        <h2>All modern technologies are available to us<\/h2><p>We carefully analyze each project, its goals, tasks, and features to select the most effective technology stack. This allows us to achieve maximum performance, reliability, and scalability of the solutions, ensuring high results and meeting all client needs.<\/p>                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"row technologies_list\">\r\n                <div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-bitbucket\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"far fa-envelope\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-html5\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-google-play\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-angular\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-facebook-square\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fas fa-cloud\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-js\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-google-plus-square\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-viber\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-wordpress\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-laravel\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-react\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-git-alt\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-docker\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-gitlab\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-php\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-facebook-messenger\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fas fa-database\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-css3-alt\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fas fa-atom\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-apple-pay\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-instagram\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-ubuntu\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fas fa-code\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-youtube\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-telegram-plane\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-mailchimp\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-google-play\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-aws\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-opencart\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-css3\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-python\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-android\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fab fa-google\" aria-hidden=\"true\"><\/i><\/div><div class=\"col-2 col-md-1 col-lg-1 text-center\"><i class=\"fas fa-at\" aria-hidden=\"true\"><\/i><\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/section>\r\n<\/section>\r\n\n\n<section class=\"sws-content-block spacer-block sws-spacer-large\">\r\n\r\n<\/section>\r\n\n\n<section class=\"sws-content-block our-benefits-block\">\r\n    <div class=\"container\">\r\n        <!-- Packages Includes -->\r\n        <div class=\"row justify-content-center\">\r\n                        <div class=\"col-md-12\">\r\n                <div class=\"section-title text-center\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                    <h2 class=\"mb-3\">Our Benefits<\/h2><p>Every client needs a quality website, successful marketing and technical support. These are the three pillars that guide us in our daily work. Regardless of the complexity of the project, the company works to its maximum potential. A one-page website will be built with the same attention to detail as a huge online store with hundreds of sections.<\/p>\n<p>Experience is one of the main advantages of working with us. All your thoughts, which have not yet formed into specific requirements, have already been implemented by our team earlier. With us you get:<\/p>\n                <\/div>\r\n                    <div class=\"container\">\r\n        <div class=\"row justify-content-center\">\r\n\r\n                                                <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-quality\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>High quality<\/h4>\r\n                                <p>Our experience allows us to create high quality Internet resources\r\n\r\n<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".4\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-secure\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>Reliability<\/h4>\r\n                                <p>We choose only reliable tools and partners, and we sleep well\r\n\r\n<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".7\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-brain\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>Competent approach<\/h4>\r\n                                <p>We take research and design seriously to get the best results\r\n\r\n<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".10\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-marketing-research\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>Marketing research<\/h4>\r\n                                <p>Need to overtake your competitors? To be better? Let&#039;s start with research\r\n\r\n<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".13\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-creativity\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>Creative solutions<\/h4>\r\n                                <p>We find non-standard approaches for your success<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <div class=\"col-md-4 col-sm-6\">\r\n                        <div class=\"single-feature single-feature-img-top text-center\" data-animate=\"fadeInUp\" data-delay=\".16\">\r\n                            <div class=\"single-feature-img\">\r\n                                <span class=\"icon-support\"><\/span>\r\n                            <\/div>\r\n                            <div class=\"single-feature-content\">\r\n                                <h4>Support for our clients<\/h4>\r\n                                <p>We will always help our clients. You are sleeping, and the site and we are working\r\n\r\n<\/p>\r\n                            <\/div>\r\n                        <\/div>\r\n                    <\/div>\r\n                                    <\/div>\r\n    <\/div>\r\n<\/section>\r\n\n\n<section class=\"sws-content-block spacer-block sws-spacer-medium\">\r\n\r\n<\/section>\r\n\n\n<section class=\"sws-content-block theme-bg-overlay bg-img-xs-none pt-80 pb-50 service-cta-container cta-v2-block\" data-bg-img=\"https:\/\/success-web.site\/wp-content\/themes\/sws-theme\/images\/earth.jpg\">\r\n    <div class=\"container\">\r\n        <div class=\"row justify-content-center text-center\">\r\n            <div class=\"col-10\">\r\n                <div class=\"section-title section-title-white text-center\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                    <h2>Order service &#8220;Contextual advertising&#8221; right now.<\/h2>\n                    <a href=\"#\" class=\"btn large-btn service-form-btn fill-reference\" data-reference=\"\u0421ontextual advertising\">Order service<\/a>                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\r\n\n\n<section class=\"sws-content-block questions-answers-block\">\r\n    <section class=\"pt-120 pb-70 pb-mobile-10\">\r\n        <div class=\"container\">\r\n            <div class=\"row align-items-center\">\r\n                <div class=\"col-lg-7\">\r\n                    <div class=\"faq pb-50\" data-animate=\"fadeInUp\" data-delay=\".1\">\r\n                        <div class=\"section-title pb-mobile-10\">\r\n                            <h2>Frequently asked questions about contextual advertising<\/h2><p>Are you planning to launch contextual advertising and have questions? We have collected answers to the most common ones. In this section, you will find useful information about setting up campaigns, choosing keywords, budgeting, advertising efficiency and launch dates. If you still have individual questions, contact us and we will provide professional advice, taking into account the specifics of your business.<\/p>                        <\/div>\r\n\r\n                        <div class=\"accordion\" id=\"accordionFaq\">\r\n                                                                                                <div class=\"single-faq\">\r\n                                        <div class=\"faq-title d-flex align-items-center\">\r\n                                            <h3 class=\"h5\" data-toggle=\"collapse\" data-target=\"#faq-collapse-1\" aria-expanded=\"true\" aria-controls=\"faq-collapse-1\">\r\n                                                What is contextual advertising?                                            <\/h3>\r\n                                        <\/div>\r\n                                        <div id=\"faq-collapse-1\" class=\"show\" data-parent=\"#accordionFaq\">\r\n                                            <div class=\"faq-answer\">\r\n                                                <p>This is online advertising that is displayed to users depending on their search queries or the subject of the site. For example, ads in Google ADS.<\/p>\n                                            <\/div>\r\n                                        <\/div>\r\n                                    <\/div>\r\n                                                                    <div class=\"single-faq\">\r\n                                        <div class=\"faq-title d-flex align-items-center\">\r\n                                            <h3 class=\"h5\" data-toggle=\"collapse\" data-target=\"#faq-collapse-2\" aria-expanded=\"false\" aria-controls=\"faq-collapse-2\">\r\n                                                How does contextual advertising work?                                            <\/h3>\r\n                                        <\/div>\r\n                                        <div id=\"faq-collapse-2\" class=\"collapse\" data-parent=\"#accordionFaq\">\r\n                                            <div class=\"faq-answer\">\r\n                                                <p>You select keywords and create ads. The ads are displayed when the user types these words or visits relevant sites.<\/p>\n                                            <\/div>\r\n                                        <\/div>\r\n                                    <\/div>\r\n                                                                    <div class=\"single-faq\">\r\n                                        <div class=\"faq-title d-flex align-items-center\">\r\n                                            <h3 class=\"h5\" data-toggle=\"collapse\" data-target=\"#faq-collapse-3\" aria-expanded=\"false\" aria-controls=\"faq-collapse-3\">\r\n                                                What are the benefits of online advertising?                                            <\/h3>\r\n                                        <\/div>\r\n                                        <div id=\"faq-collapse-3\" class=\"collapse\" data-parent=\"#accordionFaq\">\r\n                                            <div class=\"faq-answer\">\r\n                                                <p>Fast launch, high audience relevance, precise targeting, tight budget, the ability to increase effectiveness and quickly adjust campaigns.<\/p>\n                                            <\/div>\r\n                                        <\/div>\r\n                                    <\/div>\r\n                                                                    <div class=\"single-faq\">\r\n                                        <div class=\"faq-title d-flex align-items-center\">\r\n                                            <h3 class=\"h5\" data-toggle=\"collapse\" data-target=\"#faq-collapse-4\" aria-expanded=\"false\" aria-controls=\"faq-collapse-4\">\r\n                                                How much does it cost to set up and launch advertising?                                            <\/h3>\r\n                                        <\/div>\r\n                                        <div id=\"faq-collapse-4\" class=\"collapse\" data-parent=\"#accordionFaq\">\r\n                                            <div class=\"faq-answer\">\r\n                                                <p>Payment is usually made for clicks on ads. The cost depends on the competition for keywords.<\/p>\n                                            <\/div>\r\n                                        <\/div>\r\n                                    <\/div>\r\n                                                                    <div class=\"single-faq\">\r\n                                        <div class=\"faq-title d-flex align-items-center\">\r\n                                            <h3 class=\"h5\" data-toggle=\"collapse\" data-target=\"#faq-collapse-5\" aria-expanded=\"false\" aria-controls=\"faq-collapse-5\">\r\n                                                How quickly can I launch an ad?                                            <\/h3>\r\n                                        <\/div>\r\n                                        <div id=\"faq-collapse-5\" class=\"collapse\" data-parent=\"#accordionFaq\">\r\n                                            <div class=\"faq-answer\">\r\n                                                <p>Setting up and launching takes from a few hours to a few days, depending on the complexity of the campaign.<\/p>\n                                            <\/div>\r\n                                        <\/div>\r\n                                    <\/div>\r\n                                                                                    <\/div>\r\n                    <\/div>\r\n                <\/div>\r\n                <div class=\"col-lg-5\">\r\n                    <div class=\"mb-50\" data-animate=\"fadeInUp\" data-delay=\".4\">\r\n                        <img loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"334\" src=\"https:\/\/success-web.site\/wp-content\/uploads\/2025\/02\/frequency_questions.svg\" class=\"attachment-full size-full\" alt=\"\" \/>                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/section>\r\n\r\n            <script type=\"application\/ld+json\">\r\n            {\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What is contextual advertising?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>This is online advertising that is displayed to users depending on their search queries or the subject of the site. 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