We all know this typical story: a small business owner runs a web site that promotes his/her services. The web site is advertised on adwords and overture, yet somehow the results are also typical:

• competition seems to increase
• advertising spends increases monthly
• long-term presence doesn’t turn into an advantage
• short-term competition appearances result in loss of business

Why? It is quite simple: because there is a difference between long-term and short-term marketing.