One of the biggest failings many small businesses fall into with Search Engine Marketing is overestimating their name recognition, what could be called 'brand awareness'.
If you have a small business (let's call it "Tom's Bike Parts") in an area with even a reasonable-size population, you can rest assured that no-one knows who you are. That's not to say you won't have a loyal group of customers - you will. That's not to say that the regular foot traffic won't be aware that there's a bike store along their daily route - they might be.
But, except for that group of loyal customers, no-one knows your name.
So why are all your marketing efforts directed at people who are already your customers?