Clearly, using search engine to be found is critical for business. However, most marketers don't know how to make use of this exciting form of marketing. The good news is that common problems are easily solved by creating Web content that actually meets the needs of your potential customers instead of search engines. Here's the rule: When you write, start with your buyers in mind, not with search engines. Your online marketing content is meant to drive action, which requires a focus on buyer problems, and your buyers want this in their own words. Every time you write, you have an opportunity to communicate and to convince.