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From eBiz101.com

Gatekeepers of Traffic - The majority of all first time visits to any particular web site originate from a search engine. Because of search engines' powerful potential to drive new visitors to your eBiz, you should not ignore them in your marketing efforts. Unfortunately, just about every other eBiz also knows how important search engines are. So you will be slugging it out with all your competitors for prominent placement in search engine listings.
Outsmart Your Competitors - The good news is that not all your competitors will really understand how search engines work and what you can do to better your chances of getting prominently listed on them. The first trick is realizing that all search engines are not alike.