That is what is suppose to happen, in theory, but that takes a lot of work and the work may not pay off. The best way to sell in today's market is to find a small niche and use the forum posting and other free and almost free traffic methods to push an audience to your website. In saturated niches, these methods are not as effective, because of course everyone is doing it. Speaking to the niche comment: All niches are not saturated, it's an impossibility. There may be search results for a word, but 99% of the time those results aren't selling.
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