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Obviously I'm going to look at this from an SEO/SEM angle but just looking at your site you could get that optimised because I have absolutely no doubt you are missing out on vital sales.
I know your running AdWords but all the traffic you receive through that could be free traffic and potentially more conversions.
In turn that would free up some of your AdWord budget to advertise elsewhere.
It would be wise to consider investing in SEO for the long term benefits.
KP
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SEO.com - Search Engine Optimists
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