When it comes to finding business marketing success online, few things will get you as far as trust.
To dominate industry-specific keywords and become an ostensibly visible company on the Internet, everything you do must emanate trust. Not only is it the cornerstone of healthy human relationships, it's also almost exclusively what drives organic search engine rankings.
Let me briefly explain:
Trust & Search Engines.
Google (and every other search engine, for that matter) wants reputable and reliable links to appear on their results pages. Google's goal is to organize the wealth of information on the Internet while simultaneously categorizing the quality of each page as it relates to specific searches. Thus, a page of search results is essentially a list of the most trusted pages on the Internet (at least according to Google -- and you trust Google, right?).
Being trusted by Google -- a feat largely achieved through the consistent creation of exemplary content -- will steadily drive your organic traffic through the roof. Forget about algorithmic updates. Forget about your competition. Providing keyword rich, quality content via a blog and/or new pages will get your website crawled deeper, faster and more often than virtually anything else you do.
Trust & People.
People do business with people they trust.
Consciously or otherwise, humans need to exercise trust every day in order to function normally. We do it when we're driving, when we're paying bills, when we go in for a checkup and, yes, when we're choosing a company to buy from.
Each new visitor to your website will -- subconsciously -- analyze your design, copy, advertising, etc. to determine your company's credibility; your trustworthiness. And at the end of the day, a trusted website is far more likely to convert searchers into revenue.
Developing a respectable Internet presence for your business doesn't happen overnight. Successfully marketing your business online takes patience, time, perseverance and constant analysis. Make sure that all those factors develop and evolve from white-hat, trustworthy methods and your SEO efforts won't only be successful, they'll be long-term, as well.