40D. The [Initialism for an online advertiser] is SEO, which stands for search engine optimization. When ad copy and other online text is written, certain words or phrases are included (crossword answers here) that are intended to increase the likelihood (free candy) that your site will come up organically in a search (why am I like this?).

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27D. I thought that the [Stick by a fireplace] might be a poker, but my crossings told me I was wrong. (Yes, my puzzle talks to me — what of it?) In this puzzle, the stick is a MATCH.