Why should you care about your web presence? It’s just a way for people to see your business. The site isn’t your business, though, it’s just a lens through which the public sees you. And that is exactly why you need to pay attention to your site. It is how people learn of your company, and it’s often their first impression of what you do. If the site isn’t professional in appearance, or if there are frequent typos or there’s too much text, the site will show the public that your business is also not very good. It seems silly at first, but these thought processes are very closely related. A good business should always have a good website.

You already have the good business. Now, you are attempting to take it to the next level with a better web presence. A full scale marketing campaign is the best approach. You want every aspect of your company’s image to shine through, whether it’s the site itself, the social media websites like Facebook, the company’s online newsletter, or paid advertising. These all should be united in how they portray your company, and they should strive to be as effective as possible.

How do you do this? That’s the next big question, of course. It’s a combination of things, but it mostly boils down to increasing your visibility. This incorporates everything. It presupposes that your site is attractive and user friendly, all while measuring those three big letters that web marketing experts like to talk about: SEO.

Search engine optimization is the act of making your site more popular with search engines. Google is the biggest of these at the moment. On reality, SEO is quite complicated. It involves a usable and beneficial chain of links, quality content with effective keywords, and on page optimization techniques. In other words, it is a series of safeguards that ensure that search engines are matching the people looking for relative keywords to the sites that will best exemplify them.

The secret to all of this is the fact that the sites that have high organic traffic numbers (as compared to paid clicks) generate more sales than the sites that remain unpopular. If your site is able to generate more traffic, then it is inevitable that the site, and thus your company, will increase its profits. And although the connection might not be clear at first look, it is there. And if your company doesn’t seize this opportunity, it is missing out on a whole market of profitability.