Pay Per Click
One of the best ways to attract new custom is through Pay-Per-Click search engine marketing, however many people see PPC as a miracle solution for generating leads.
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Website Accessibility And SEO
Leaving aside the issue that websites are required by law to be properly accessible by people with visual impairment, there are compelling reasons for ensuring that your text is present and correct in the form of alt tags, link titles, properly expressive anchor text in links, and actual text on the page as opposed to embedded in images (where it can be difficult to make out, or misinterpreted).
Now, if you ensure that your website is properly accessible to as many patrons as you can then this means more potential customers for you, and less customers for those who do not comply with the guidelines. But on top of this, good accessibility can easily mean good SEO, because it certainly means more content on your site and search engine spiders love content.
Text that is used in a descriptive fashion, as opposed to text that is used to complement images, is necessarily more expansive and informative than usual, and therefore much more amenable to the addition of keywords. Furthermore, every part of the site that isn't text (such as flash movies or music) should have a text equivalent to allow as many people as possible to understand the subject of the files - this, as should be obvious by now, is absolutely wonderful for search engine optimisation. So, because it adds up to more traffic and more sales, you don't have any excuses at all for not taking advantage of the intersection between your customers' needs and the needs of the search engines. Oh yes, and don't forget: it's the law.