In contrast, when you spend your time and money making your website more search engine friendly you will be able to communicate directly to users who are actively looking for the kinds of products and/or services you provide. This is good because you'll no longer have to influence your target audience's way of reasoning, you merely have to merge with their current way of thinking. Essentially you are reaching the very people that are looking for the information you have. What could be better than that? Furthermore, Search Engine Optimisation represents a long-lasting approach to marketing that makes use of an actively evolving medium. Furthermore, Search Engine Optimisation represents a long-lasting approach to marketing that makes use of an actively evolving medium. An online marketing strategy is also a far more affordable option for small to medium businesses than traditional advertising mediums usually are. An online marketing strategy is also a far more affordable option for small to medium businesses than traditional advertising mediums usually are. The simple truth is that a business which doesn't have an online presence in this digital age might as well be invisible. Many business owners, particularly those with a brick and mortar presence in the market place, favour traditional media like print, radio and television ads. The biggest factors deterring business owners from employing search engine marketing experts to optimise their websites include, respectively, distrust and cost.