Your approach to marketing can be a factor which either defines your business as a standby, or it can permanently sink your operations. It’s easy to spend hundreds of thousands on useless marketing. Meanwhile, some of the most effective techniques are relatively affordable. One of the most affordable, and effective, involves having the internet work for you.

If you’re rolling a ball uphill, it will take a lot more effort to make it reach the apex—you’ll have to throw/curl it quite hard. But it will roll down all on its own. And, if it is rolling into a valley, should it reach a requisite speed, it can maintain momentum such that of its own accord it tops the next hill. These peaks and valleys, properly requisitioned, can keep that ball rolling perpetually.

A rollercoaster uses gravity to this effect. It gets the cars at the height of a hill through a chain that pulls them up. When it is let down the hill, it follows its own momentum through the varying loops, climbs, and descents.

In the same way, SEO marketing can propel your marketing rollercoaster of its own volition, the only cost involved being the initiating “chain” which pulls your line of cars up that first big hill. The key is finding an agency who understands the highs and lows of the track ahead, and puts enough energy behind that initial climb.

A more in-depth examination

When an article is full of shareable content, like a roller coaster rolling downhill, it spreads itself. Readers are astonished by the content inside and want others to share the same experience, so they literally “share” said article on various social media outlets. As it is shared, it grows in its effectiveness at an exponential rate.

Getting to the point where your articles reach a wide enough audience to predicate continual, self-sustaining shares like this takes a little time; but once you’re there, that ball keeps rolling all on its own. Still, this area of marketing is burgeoning, so there are a number of techniques brought to the field, and there are those which come and go.

Right now, what is trending exceptionally well are Search Engine Optimization (SEO) techniques which use a combination of digestible text sizes, keyword optimization techniques, SMO (Social Media Optimization), graphic representation in the form of pictures or video, content designed to be relevant to a given audience, and professional implementation.

Additionally, regular blog-posts and article authorship are used in order maintain momentum. A blog with three or four entries a week accumulates enough information to be its own reference book within a year’s time. Even if it only gathers a small following, the potential for increase is substantial, and will likely accrue even greater momentum given time.

Finding a company to help start your SEO rollercoaster

If you’re looking for a branding and SEO company near you, according to Brown Box Branding, “Talent combined with proven and ethical Dallas SEO techniques will help your site reign supreme.” You must be careful to incorporate proper ethics. Certain sub-par SEO agencies use outmoded practices that have been deemed unethical.

One example of unethical SEO technique is called “keyword stuffing”. This is where an article is peppered through and through with keywords to the extent that it’s fairly unreadable. Such articles are automatically rejected by search engine algorithms—they’re bad for business, after all.

If you want to get your SEO engine running in an actionable way that builds on itself naturally, you need to find an organization who can help. Do a little research and find one that fits your needs. Buy right, and you stand to see substantial return on your investment.

Founding Editor @Alltopstartups, Contributor @Entrepreneur, Columnist @Inc. Magazine and Curator at Postanly (his free weekly digest of the best life and career improvement posts on the web. Subscribe for free.