Search can be a great channel for many businesses, but it is far from the best or only one available. Should you pour dollars and effort into ranking well for relevant terms? Yes. Are your competitors doing the same thing? Absolutely. Can you always beat them? No. Moreover, in many sectors, a majority of customers don't Google generic keywords and then decide to buy, but rather, search for a particular business name (or worse, never search at all). To reach them, you'll need a different set of tactics, one Rand will lay bare in this simple, strategic and tactical presentation.