SEO can be very important, but it is often a gamble. I have seen sites move drastically within the search engine rankings, without any changes to the site, content, meta tags, or links to it.

A site ranking is not necessarily important, and doesn’t indicate a site’s value to its visitors.

If you are relying exclusively on a web site to bring new business to your company, consider the following:

• Understand your target customer and what they are looking for. The site should be designed for them. Most of the general population will not visit many sites, people frequent sites that serve specific needs or interest them.
• Ensure your site meets the general guidelines described by most search engines. Be sure the site has enough quality pages.
• Include interactive features on your site that allow visitors to explore and learn. They should be interesting enough to attract visitors, but short enough to allow completion before their attention is lost. If possible and practical, offer free utilities and tools such as calculators or estimate generators. Free demonstrations of your products or services are excellent, tutorials and informative videos are also good.
• Review popular forums and sites related to your business area. Identify the type of people that frequent them, and choose a few that are similar to your demographic or target audience. Participate, without advertising. The objective is to demonstrate your knowledge and publicize your company. Put your company’s site in your signature.
• Put the site’s URL everywhere. Be sure it is on all printed materials, stationery, business cards, receipts, motor vehicles, signs, magazine ads, in press releases, and on promotional materials.
• Include any common, valuable applications, such as a support ticket system, contact mechanism, online account access (this may be costly and may present security risks.
• Watch the site statistics to see how people use the site, and continue to develop and expand it accordingly. Extend the popular features, and enhance those that aren’t as successful.
• Be aware of cost. There is no point developing expensive features that may not have a tangible benefit.
• Consult with marketing professionals and diversify. Newspaper ads, magazine ads, television ads, press releases, sponsoring events, public relations, and professional networking will bring people to you, and your site.