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tactic that involves returning to the root or stem of a word and building additional words by adding a prefix or suffix, or using pluralization. The word can expand in either direction and even add words, increasing the number of variable options.
For example, from the stem word "search," the following words could be added and included by the
as another version of the root word:
See Wikipedia for a more detailed account of
contextual search campaigns
American Marketing Association.
SEMPO (Search Engine Marketing Professional Organization).
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