If they were asked for their thoughts on how a conventional small or medium firm operates, most people would think of a traditional, local business, probably family-owned for generations, selling their goods and services to a well-established and mainly loyal customer base. While this type of firm obviously exists and many of them continue to succeed, it ought not to be forgotten that many new businesses are formed every single year. In fact, over 430,000 new businesses were created in 2008. These new ventures are not restricted by any inherited methods of dealing with their markets and customers in the same way that the older companies could be. Indeed, throughout the early part of a new enterprise’s life the greatest need is to find new clients as quickly as possible in order to establish a good name and a strong financial base.

In the present business environment everything moves at high speed and new businesses must know that they have to acclimatise quickly to the market conditions they would have discovered when they undertook their research for their business plan. It is obvious that these new companies will utilise the internet from their inception as an essential business tool which will help them greatly in all areas of the business.

It is to be expected that some of the customers which the new enterprises attract will have been shopping at the established local companies and these customers will have discovered the new company on the internet as a result of an online search. The new venture’s chances of long-lasting success could be directly linked to the effectiveness of their Online Marketing. In the majority of cases their website will be an integral part of the company and a great deal of time and expense will have been spent to ensure that the products and services available are displayed clearly for potential customers to view. What is less sure is whether the search engines will let the potential customers to actually view the website by placing it on the first page of the search results. This is known as Search Engine Placement and is crucial to the success of an Online Marketing strategy.

So, where does the establishedbusiness fit into this scenario? It is logical that if it buries its head in the sand then the drain of customers to new online competitors will continue. However, there is no reason why they should not compete on equal terms with the “new boys” if they are prepared to accept the benefits the internet would offer. Figures show that Online Marketing is the only sector where the total annual spend is growing and this is at the expense of the conventional methods which have been used for years.

We now have two separate groups of businesses within the SME sector who are now trying to attract the same customers through the use of Online Marketing. Achieving success will depend on achieving a Search Engine Placement on the first page of the results. The best way to achieve this is to engage a SEO Company. The Website Optimization Company works in conjunction with and on behalf of its clients to progressively improve their websites’ placement on the search results pages. This involves investigation of the client’s products or services, markets, competitors and, particularly their existing website. Following this, the Website Optimization Company may suggest some alterations to the website to make it more appealing to the search engines which regularly scrutinise the 2 billion websites in existence to make sure that anybody entering search words into a browser will receive pages which are most relevant to their search. In support of this they will also produce and distribute articles throughout the internet which complement the content of the client’s website. This provides even more confirmation to the search engines that the website is going to give searchers the information they are looking for, based on the words they used in their search.

Finally, every firm, whether new or old, has to keep costs under control and some will see Search Engine Placement as a further expense. There is no denying that this is not a free service but, if done properly, a ranking on the first results page will be at least cost-neutral, although the likelihood is that it will lower costs and thereby contribute to profits as the growth in the number of visitors to the website will create a proportional increase in orders. The most cost-effective solution is to employ a Website Optimization Companywhere part of the fee is on a payment by results basis.

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