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The following is a condensed version of a conversation that happens all too frequently when I am approached by a prospect interested in search engine optimization (SEO):

Prospect: We need our Web site optimized, because we aren't showing up for any searches.

Me: What searches have you tried?

Prospect: We don't show up for ANYTHING.

Me: Why do you want to show up in searches?

Prospect: Well, it seems like we should. Our competitors do, and our Web site is WAY better than theirs.

Me: But, really, what would you stand to gain from showing up prominently in search engine results?

Prospect: Well, we could get more people who are looking for our products or services to find out about us.

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image of Scott Buresh

Scott Buresh is founder and CEO of Medium Blue, an award-winning search engine optimization company.

LinkedIn: Scott Buresh