Content development, optimization, and link popularity are the basic keys to success in this realm of Web marketing. If you don't cover these basics well, you chances of competing for free search traffic are minimal.

       Sometimes, this work does not play out as expected. We are all at the mercy of the search engines. While we can observe the patterns and trends that seem to work in the majority of situations, there are specific situations that will present anomalies. That's one reason that we try to reach beyond just the most popular terms. The more turf you cover the better your odds.

       Things do change. Never rely entirely upon search traffic to fuel your business. That's very risky. Treat it as a bonus.

       You must position yourself to compete, and make it a priority. One thing is certain, if you don't your competitor will. That has been proven, time and again.

       The opportunities that exist today (and they are still considerable), will be much harder to compete for in two, three, five and ten years. Sites will become much more established over that timeframe, and stable search results will have very tangible value. At that point, the only way to get them may be to buy the domain from someone who already has it. That is not an attractive option.

       The decision you face now is to begin the process. Use this information to your advantage, starting today!