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Being at the top of the listings will guarantee an increase in amount of traffic to your website. Kick off a Social Media strategy to encourage discussion and links on social networks and user powered forums. Big companies are not the only ones who will benefit from the help of SEO's, but so do smaller businesses or sole proprietorship like a personal online store. The idea, here, is that by adding valuable content to your website, the rankings will follow. Having said that, Google is probably just thinking of the money.