As we discussed in Working Backwards Part 1, successfully marketing your online store almost always involves more than one source referring traffic to you site. Being listed highly in search engine results for relevant keywords is ideal but is no easy task and will usually take some time. Many online businesses turn to “Pay Per Click Marketing” or “PPC” for a quick and sure solution to drive traffic. This method involves paying search providers like Google, Bing, Ask, etc. for the privilege of appearing on the first page of results. For most people starting an online business, the conversion rates are simply not high enough to justify the expense. Let me explain. If it cost you $1 every time that someone clicks on your link and only 1/25 people make a purchase on your site, you are paying $25 to make a sale. If your profit margin is less than $25, you are losing money to advertise this way. The higher the demand for the limited spaces, the higher the price will be. Because of this auction type pricing, companies will pay more and more for the guaranteed first page spot which ensures that everyone advertising this way ends up paying most, all, or more than all of their profits. Given the racket that exists in PPC, your most logical option is usually “Organic Marketing“. To put it plainly, Organic Marketing means that your site is performing the tasks and following the criteria that search engines believe to be important. Search engines play a powerful role in shaping what the internet looks like, how it works and who is successful. Simply put, search engines want to see unique,relevant, quality content that is connected to other unique, relevant, quality content in ways that make sense. You can certainly connect your website to other great websites but because they need to be relevant, there is often a conflict of interest. If you are selling basketballs, why would you want to help out another website selling basketballs? Because of this conflict of interest, it is often best to create and manage both sides of your linking. This can be done with an external business blog effectively and efficiently with an external business blog and social media profiles. We’ll dive deeper into that in Part 3.