"I'm in the process of setting up a Web site to sell antiques and collectibles. I'm not exactly sure what type of merchandise I should be carrying. Do you have any advice on what people are looking for when they shop online and what sort of content I should have on my Web site?"

Oh, boy, do I ever …

When people search online, there are four things they are looking for (some people look for all of these, others just one or two).

First, they are looking for ...

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