  Weld-o-matic is my latest challenge. I started by looking at the results within Yahoo for the simplest term -- ' urlLink spotwelder '. We aren't actually placed too bad for this term -- 24th -- but we need it to be on the first page (i.e. less than 20th in Yahoo) to mean anything as far as something that will generate traffic. I did an in-depth comparison of the pages with which we're competing for that term and most of the pages that were in the top 5 were extremely light in content.
One was just a photograph in a page with a title of 'spotwelder'. Very bizarre. Obviously, getting found this way won't do anything for the customer. Nobody is going to phone someone about a spot welder just based on a photograph. There are two sides to a successful search engine marketing project.
One is getting people to the site. The other (crucial) element is getting them to take some action -- preferably by contacting the client by phone or email so that they can build a relationship. As a good friend of mine in the AutoCAD world says, 'People buy from people. ' Anyhow, I simplified the architecture of the page being visited frequently by Yahoo and we'll see how this affects our rankings. Almost all of the text content stayed the same -- other than removing some ALT tag paragraphs. We'll check in a couple of days to see how it does. If the new architecture is good, we'll apply it to the other pages. 
