Hi,

I've recently been helping several companies get their head around what search engine marketing is all about and how it differs from attractive web site design and branding.

There are now over 63 Billion web pages in the major search engines and showing up when your target audience are searching can be a daunting prospect if you're not comfortable with what's involved.

With that said, getting all the traffic in the world is useless if you can't keep them and convert them into buyers that keep your business growing.

This is where some strategic thinking is required. You need to appreciate both sides of the issue: Niche focus so that your target market can see that you offer what they're after, and broad appeal so that you get credit from the search engines for being more than a one-trick poney.

So to be comprehensive it's important that you have clear focus on your web site navigation, information and offers, but keeping the ball rolling by consistently growing your useful and relevant content to establish you company as an authority in your marketplace is vital.

This means that growing your business means growing your online content and factoring-in the keywords and phrases that your target audience are using, for both your content creation and your promotional (Link building) activities.

Pointing new links to specific pages within your site and using a variety of the keywords your audience are using are all part of this.

You can 'refresh' the links you're building but adding new content for people to link to is going to be the extra thing that makes all the difference to your results.

So, stay fresh but keep growing and treat search engine marketing as a never-ending and ongoing process that you build in to the activities in your business.

Andy