They show us that ‘offline’ promotion is more important than online promotion. You may be able to optimize your web site to get high rankings in a search engine. But that doesn’t mean you’ll reach the vast majority of people who could buy your product or use your information.
This was confirmed recently by one study that showed most people go to an Internet address (URL) after having read it in a newspaper or magazine, been given it by a friend or colleague, or having heard it being mentioned by someone speaking at a meeting or on TV. In other words, it seems that significant numbers of people who get to your web site will do so having heard the URL somewhere outside the Internet.
You can get many people visiting your web site, even if you are not ranked highly by the search engines. You can do this in two main ways:
1. Write articles for use in regular publications – newspapers, magazines and so on. Always include your URL in the article and you’ll get millions of people to notice your web site address.
2. Speak at every opportunity. Make presentations to business clubs, chambers of commerce, local societies – you name it, you should speak at it. Every time you speak, announce or your web site address.
Although these are the two principal ways of gaining offline publicity for your web site, don’t neglect your business stationery, posters, car stickers and so on. The more your web site address is visible outside the web, the more visitors you will get regardless of how kind the search engines are to you.