Build it and they will come. That might have worked in 1995 when Web was new, but today that's a fallacy. With more than 3.2 billion Web pages competing against yours, if you don't promote it, no one will come.
Outlined below are some tasks to add to your marketing checklist. I will begin with most obvious--you wouldn't believe how many people don't think of these things!--and will finish with some more advanced techniques that really work.
DESIGNING SEARCH ENGINE FRIENDLY WEB SITES
Getting listed in major search engines is important, but do not fool yourself--it is not "be all." How many times have you conducted a search and ended up with over a million results? If your site is listed at 999,000, how many people do you think will visit? If you rely *only* on search engines for your customers to find you, they probably won't.
That being said, there are some things you should do before you submit your Web site to search engines. To make your site competitive, you need to "optimize" your Web pages. What does that mean? It means making your pages "search engine friendly."
Although meta tags do not weigh that heavily anymore in search engine rankings, they are still important. The two tags that *must* be included in each of your Web pages are:
Description Meta Tag--Summarize your Web page using lots of keywords. This tag is very important, because many of engines will use it to summarize your site in search results. (Note: The recommended number of characters for description meta tag is 150.)
Keywords Meta Tag--Because of abuse by unscrupulous Webmasters, keyword tag doesn't play as big a role as it did in past. To avoid being penalized (e.g., banned), there are some rules you must heed. For example, do not repeat keywords more than three times and avoid using refresh tag as most engines view it as spam. (Note: The recommended number of characters for keywords is 874--of course, this number varies according to search engine in question.)