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This does not mean that you should give up all hope and pack web in. It just means you have to keep things in proportion. Spend some time making sure that your web pages are search engine friendly, but spend more time on content.
No matter what you do if you don't have content search engines are never going to bring you any serious traffic. More importantly good quality content will help you sell your services and products better and will improve image you portray to potential clients (a sweeping statement but I’m sure you take point).
There are also a number of other methods of marketing your organisation on web such as email, pay-per-click and much more. But as always, keep things in proportion to expected return, otherwise you may find that at best you get visits but not profits!
********************* About Edward Hasting-Evans Edward Hasting-Evans provides expert, result driven freelance marketing & design services to small and medium sized businesses. To find out more about his freelance business, please visit the Apple Marketing website www.applemarketing.co.uk (C) Copyright Edward Hasting-Evans, Apple Marketing, 2005 *********************