The news has often stated the threats to small business survival in these difficult times. It is true that many small businesses have found it hard but the opportunities are certainly there for those that can adapt and make good headway in the modern marketing world.

One such business that has found new ways to prosper during the UK’s economic downtown in London Window Cleaners, Gaze A Glaze, based in Fulham SW6. When I spoke Gaze A Glaze’s Managing Director, James Bridgeman, he stated that it was his investment in the web site and further marketing on Google that really turned the business growth model around..” In the old days Gaze A Glaze would be largely reliant on leaflet distribution, The Yellow Pages and word of mouth. Word of mouth is always a great endorsement of your business but traditional methods are in decline. J Bridgman emphasises, "Printing is history when it comes to getting new business, the Internet has arrived. It’s all on Google and that is where we have to be." Yet, the current form of Yell’s endeavours.com has abandoned the hope that they will win on brand alone and is now employing SEO tactics to garner traffic from Google. Are the days for this numbered? In the last innings Yell.com are simply piggy backing off Google to get traffic to deliver to their clients.

The issue for Yell.com & others like them is that it is not possible to go against the sheer might of a search engine like Google. Google offers local business listings as well as paid for listings to compliment their main search. Yell requests that businesses pay to list with them and benefit from their Search Engine Optimisation. Vertical directories, those that are specialist and concentrate on specific subjects, like a community web site bound by post code, for example, are doing surprisingly well as they have that local flavour that draws people in. Anything perceived as wider or general simply becomes superfluous.

Gaze A Glaze look to be cleaning windows in London for a great many years to come. Bridgeman has executed his business plan well and seen his client base swell to cover all areas of London with some huge clients. It is mastering the online marketing paradigm that will ultimately assure his success.

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