The number of small businesses in the United States totals about 25 million. Because most of these have a local trading territory, relatively few advertise online. Online advertising reaches the masses of the Internet world, whether they are local or not.

Direct navigation traffic is by far the most highly targeted form of web traffic available.

Online business models are still evolving. New and different products and services pop up every day. This gives rise to supporting products and services. A business can make substantial profit by helping others execute their plans for making money.

Whenever one or more components of a company's business model changes, new business models are created for supporting companies. The changes might involve niches served, new marketing angles or improved value propositions.

Relevance is a search engine's holy grail. People want results that are closely connected to their queries.

In direct navigation, users type exactly what they are looking for in the browser's web address field. This could be the exact domain name or web address. Millions of people do this, emphasizing the need for on- and off-line marketing and branding.

Search engine marketing and search engine optimization are critically important to online businesses. You can spend every penny you have on a website, but it will all be for nothing if nobody knows your site is there.