How does SEO fit into all of this? The basis of SEO is to get more hits to a particular page or site. At one level it does this by making search engine friendly pages, which is fair enough. But an increasing amount of SEO time and money is being spent on trying to simulate reality, in other words pretending page is an information rich page, while in fact it is a sales page. The SEO does this by second guessing Google’s algorithms and trying to deceive them. Some new clever trick is employed to exploit boundaries of Google’s algorithm.

What happens next? The trick sometimes works for a short period of time. Of course visitor sees page for what it is and hits back button immediately. And Mr Google reacts by changing rules to try to give searcher what they really want. The SEOs will then try a new tactic. Their clients will have to modify all of their pages to conform to what SEO think is new algorithm.

What does all this mean to small business trying to get a presence on web? You can use SEO approach or content based approach. You may have gathered by now that I favour latter.

The SEO approach means that you are constantly trying to outsmart Google. You try to trick Google that your page is what searchers want. Google discovers trick and changes its rules overcome it. The SEOs need to invent a new trick and you need reengineer your site to use it. But Google will soon find you out and change rules again. The dog keeps chasing its tail.

The content based approach avoids all this hassle. You provide information rich pages which is what Mr Google and his searchers want. You join synergy. Google is working for you, not trying to foil your latest trick. Paradoxically SEOs are helping you as well by putting more pressure on Google to get your information rich site in front of more searchers, and more searchers on to your site. As Yahoo and MSN start competing for searchers content based approach will become even more effective.

So give Mr Google what he wants - informative content. He will give you what you want - targeted traffic. A win-win situation.

· Pay safest way. Credit cards are safest way to pay for online purchases because you can dispute charges if you never receive your order, or if offer was misrepresented. Federal law limits your liability to $50 if someone makes unauthorized charges to your account, and most credit card issuers will remove them completely if you report problem promptly.

· Look for information about how complaints are handled. It can be difficult to resolve complaints, especially if seller or charity is located in another country. Look on their website for information about programs that require standards for reliability and assistance in handling disputes with which company or organization participates.

· Be aware that an organization without complaints is not a guarantee. Fraudulent operators set up shop and close down quickly, so fact that nobody has made a complaint doesn't mean seller or charity is legitimate. You still need to look for other danger signs of fraud.

· Understand offer. A legitimate seller will give you all details about products or services, total price, refund and cancellation policies, terms of any warranty, and delivery time.

· Think twice before entering contests operated by unfamiliar companies. Fraudulent marketers sometimes use contest entry forms to identify potential victims.

· Be cautious about unsolicited emails. They are often fraudulent. Recent legislation requires all marketing emails to include a working link that enables recipient to be excluded from future mailings.

· Beware of imposters. Someone might send you an email pretending to be connected with a business or charity. Others may create a website that looks just like that of a well-known company or charitable organization. If you're not sure that you're dealing with real thing, find another way to contact legitimate business or charity.

· Beware of "dangerous downloads." In downloading programs to see pictures, hear music, play games, etc., you could download a virus that wipes out your computer files or connects your modem to a foreign telephone number, resulting in expensive phone charges. Only download programs from websites you know and trust. Read all user agreements carefully.