In order for any business to succeed, there has to be a complete plan.  This is true whether you are online, offline or both.

If your web site is an extension of your current business then you need to create a sepearte marketing plan and have clear and set goals for it.

Those who create a web site and it is the only source of their business revenue must have a complete business plan and incorporate a marketing plan as well.

A business without a marketing plan is like drving down the hwy wihtout any type of directions.  You can move fast and may or may not end up at the desired location.

Search Engine Optimization (SEO), should be a clear should be at the top of your list when it comes to marketing your web site.  It is one of the most cost effective ways to imporve your organic listings in the search engines.

When setting up your site for SEO, be sure to have a clear idea of what keywords and phrases it is that you want to focus.  For example, if you sell one product, then your focus will be narrowed on that one product.  If you sell ten then your keywords / phrases will increase.

There is no magic involved in SEO, but there is a lot of time consuming work and one must analyze their goals and objectives before setting out to build their site for SEO.

Another important issue to consider and this should already be part of your overall business plan is your marketing budget.  Not only should you have a monthly budget for your SEO rankings, but you have to have an advertising budget for Search Engine Marketing (SEM) , pay per click, off line, print, flyers, yellow pages and the like.

A complete marketing plan is one that will help you build a successful business on-line and off.  Of course, the toughest part of any marketing plan is sticking with the plan once it is instituted.  It can take quite some time to create brand awareness and customer loyalty, but stick to it and use trial and error with marketing methods and success will come your way.