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The internet is constantly evolving; the rules of the search engines are being refined.
Less and less people are now using offline media. When did you last use the Yellow Pages to find a potential supplier or service?
Your business marketing has to evolve too. An online store should not be treated as a marketing tool for a physical store; it is a separate retail location. In the same way that you would spend time, care and promotion with a physical location, you need to commit similar resourcing to your online store.