In order to market your business effectively on the Net, you will need to know these facts:

• ALL the keyword strings you might convert to sales (usually there are hundreds of them). You can't afford to miss any.
• The REAL cost to compete on the Internet based on the keyword strings you must have in order to convert your traffic to sales.
• Which search engines to pay for.
• How much to pay. This doesn't mean you have to pay the most.
• What your competitors are paying.
• Which engines use spidering and you must know how to attract those spiders to the keywords you need.
• Be aware every time the engines change how they do business. (They have been known to change as often as twice a year).
• When a particular search engine is down (Some have been down as long as 6 months at a time.)
• When a search engine is accepting submissions, and when they are not.
• How a search engine takes submissions.
• The kind of content a search engines feels is relevant, and what it feels is not.
• What technology on your site would hurt your search engine rankings and what will help.
• Understand the marketing through the search engines is a full time job with homework.

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