Small business owners must understand that the most powerful form of advertising available to them from a cost standpoint is online marketing and search engine optimization. SEO is the process by which a SEO company manipulates the website and the inbound links to that website in order to push the site up into better positions for search terms that are relevant to the business. Getting good rankings for an unrelated term is not of any value to a business, and instead a professional company will concentrate the efforts on words and phrases that convert to actual business. If it is done correctly, there is a good chance that the business will need no additional advertising due to the fact that there are so many people now using search engines to make decisions as to how to spend their money. Instead of using the Yellow Pages, they are now searching on a search engine.