The Internet is not “The Field of Dreams.” If you build it, you can be assured no one will come, unless your website is optimized. “90% of Internet shoppers turn to search engines, such as Google and Yahoo, to find and buy the products and services they are looking for. Over 150,000,000 searches are conducted on Google every day.” Forrester Research. Website pages which are optimized get found.
In fact, studies show that online shoppers are ten times more likely to buy your products or services if they find your site through a search engine than all other traditional advertising methods combined (including trade shows, TV, print ads, yellow pages, direct mail, radio, billboards, etc.) ... and at a fraction of the cost of these other methods.
And the reason is simple. People go online ‘looking’ for a specific product or service – this is how they find you. They are actively ‘searching’ and ‘ready to buy’ as opposed to most traditional forms of media where you using a shotgun approach and are broadcasting a message hoping to persuade the consumer to take action.