To begin, let's start with a question. If your buyers are searching the web for solutions to their problems, what content is influencing them?
Here at TMC, we're big fans of Seth Godin's daily insights. If you don't follow him, you should. In today's post, he talks about the downfalls of the "sort by price" mentality, and he argues that buying the cheapest widget almost never winds up being the right choice. Can you think of a time when you bought the cheapest item possible, and it wound up being the best option in the long run?