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OTC Health Care brands employ a wide array of SEO/SEM strategies to enhance their search visibility against a host of unbranded keywords, including common symptoms (e.g., headache, sinus pain, upset stomach, etc.). On average, these coveted search terms drive 30 percent of all referral traffic to brand sites from Google. While most brands pay a high cost premium to enhance their visibility against such keywords, select brands are optimized to achieve similar results organically.