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It is possible to develop a commercial website that achieves some level of success over time, if one is patient and works hard to cultivate a list of loyal clients. It can take months or years to develop a sufficient customer base to achieve profitability or the level of income for which the business owner hoped when they started the web business. Many lose patience before they reach this point. By retaining a Search Engine Optimization (SEO) specialist, however, web businesses can quickly and dramatically increase not only their website’s traffic, but their sales and customer base as well.

Unless your brand is tremendously well-known and popular like Disney or Coca-Cola, your website is going to receive an overwhelming majority of its traffic from search engines. When your potential customers search for your products or goods on the internet, they are mostly likely going to one of the major search engines, probably Google, and entering one of several search terms or phrases that they believe will bring them the most relevant results on the topic.

If your competitors’ website appear on the first page of results and yours doesn’t, then you are losing business and failing to take advantage of the best and most cost-effective strategy for acquiring customers through the internet that exists today.

Search engines also want to deliver relevant results in response to customer searches, and they want to do it better than their competition. The result of that desire is that they hold the specific mechanisms by which they rank websites as a proprietary company secret. In other words, no one knows exactly what it takes to be ranked number one for a given search term on the major search engines. However, SEO marketers make a single minded study of what works to increase a website’s search engine ranking and what doesn’t. There are a lot of theories out there, some have some basis in truth, and some are completely unfounded. Professional SEO marketers have the experience of continuously reviewing the results of their efforts on behalf of all their clients and comparing those actions against gains in search engine ranking for the websites under their care.

This real world experience gives them the ability to continuously hone and improve the techniques they apply on behalf of their clients. Good SEO marketers can point to specific results they have achieved for their clients. They can say, for example, that a specific website went from 23rd to 9th for the search term most relevant to their potential customers over a period of 60 days. They can offer references from client websites, that potential new customers can visit on their own to evaluate the effectiveness of that client’s SEO efforts.

The use of SEO best practices learned through real world experiences and the continuous improvement of techniques by a full-time SEO professional can shorten the time to profitability for almost every web based business, and given that your competitors are probably already using a web marketing professional, it may be the single most important investment you make in your web business.