SEO can do one thing for you - deliver targetted traffic. What you do with the traffic once it gets to your site is up to you. Remember that SEO Success can be short lived - a hot top 5 listing may last months or years, but it can also disappear in days or even hours.
The other thing that SEO can do for you is to open your mind a little bit. It can open your mind to the possibilities for future site expansion. It can open your mind to parallel markets that your product line does not currently address. It can open your mind to be much more aware of what your competition is doing and how they are achieving success. It can also open your mind to the difficulty you will have with online competition.
Be warned however, that SEO can not solve all of your problems. I've said it before and I'll say it again and again - SEO is just one tool in a webmasters toolbox. For most sites, it is not even the most important tool. Visitor Retention is much much much more important than SEO.
Getting new visitors to your site is one thing. Keeping them coming back is an altogether differnt one. Sometimes these two aspects of site management work against each other. If you run into this situation, analyze it carefully - and unless you have a very strong case for doing otherwise - err on the side of retention.
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