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Hi Tj

SEO is vital regardless of the adword campaign – I would consider doing some research yourself as there are many things you can do to improve your site without paying money for the SEO service.

Do you have a blog on your site so that new content is regularly posted – Do you have a regular newsletter or social media presence – Do you network in your area?

There are lots of other things you should be doing that are far more effective that just doing one or there other.

I am sure there are some SEO experts who will also reply here.

All small business only have a limited marketing budget so you really need to get the biggest bang for your buck – so to speak.