But, think carefully about your plan of attack. With a small staff, it is possible to go
from famine to feast more quickly than you may be comfortable with. So, if each con-
version on your site creates work for you, you may want to take it slowly.
Challenge: Seductive Quick-and-Dirty SEO Schemes
Don’t be tempted, as some smaller
businesses are, to put your money or energy into quickie link schemes or questionable
practices such as
(showing the search engines one page while showing your
users another) or creating
(pages that have no real content and just
exist to link to another page), which are likely to backfire. (We’ll talk more about prac-
tices to avoid in Chapter 3, “Eternal Truths of SEO.”) And please, remember that the
message on your site is what will bring you conversions. If your pages are stuffed with
keywords and filled with awkward text aimed at getting rankings, your business is
likely to suffer in the long run. Keep your SEO campaign squeaky clean!
Little Flower Candy Co.: Know When to Hold ‘Em!
Christine Moore is a former pastry chef who knows a great deal about making delectable hand-
made desserts using high-quality ingredients. Now she’s in business for herself.Working in her
own kitchen, using her own hands, she has developed a formidable reputation for making some
of the tastiest candies in Los Angeles.But she admits she knows almost nothing about marketing.
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