One of the challenges that small businesses have is being found in local search. I have a chart based on some studies that I share with prospective clients to show them the importance of optimizing their whole site - not just buying PPC and some keywords. When we optimize a business site, we like to look at all aspects and fine tune from messaging to sales conversions. We ask the customer to open their kimono, so to speak. Many times, they are just running AdWords campaigns and not watching what is bringing in sales. Just because Google recommends spending double what your budget is, does not mean you will convert more business when you get the clicks.

Optimizing for local business is also important - even if you are a global provider. It's like they say in real estate: location, location, location.