In addition to monitoring SEO tactics where inbound links are placed, businesses must also be clear with SEO providers about the strategies they want them to use, pre-approved tactics, and make sure that policies surrounding SEO and other online marketing efforts are clearly and strictly enforced.

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That means gangs of phishers are now monitoring and copying each others' tactics, says Mather.

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Washington Attorney General Robert McKenna, cochairman of NAAG's Tobacco Committee, told the audience how an army of lawyers at NAAG and state AG offices keeps tabs on the tobacco industry, from monitoring sales to stepping in to halt taboo marketing tactics such as running cartoon ads in Rolling Stone.

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