Once upon a time professional firms such as company registration agents battled it out on the printed page and differentiated themselves on price and service. Now the marketing men are paying people to form companies using referral commissions to underwrite the process. To compound matters we find ourselves spending more time working out how to gain the coveted top spot on Google than we do actually running our businesses. Is this a good thing? It is if you are hogging the first place in organic search results.