Build it, and some might eventually stumble upon it. Your site will eventually be noticed by a search engine and included in its vast database. Unfortunately, it might take months! And when your site finally is added, it will be lumped in with millions of other sites. Fortunately, there are ways you can help your site's signal cut through the noise. But first let's take a look at some of the advantages of increasing your site's visibility.
Markets are increasingly decentralized. Niche interests that just could not support a "bricks and
mortar" store or local customer base can work on the web. In fact the the web may be the only way people
will ever find you. Imagine a small shop that specializes in gourmet ravioli - let's call it Randy's Ravioli Ranch.
Afficionados of gourmet ravioli might be few and far between, but the web lets them find what they're looking for.
Increased visibility helps make sure they find your site first.
A visible, findable site is also an inexpensive way to extol the virtues of gourmet ravioli to the world at large. By making information easy to locate, the need for travel, demonstrations, phone calls, tradeshows, brochures, mailings and so on can be greatly reduced.
Also, a high-visibility website helps improve customer service. Easy to find online documentation, manuals, FAQs, product support and troubleshooting information reduces the need for printed equivalents or phone support. It can also build credibility among your audience, especially as your site becomes known as a source for valuable, useful content.
Now that we have some good reasons to grow your online presence, let's take a closer look at how to do it...