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A commercial website exists for one reason and one reason only: to increase your bottom line. With that said, however, there are several ways that a website can go about achieving that goal.
For companies with large off-line presences, a website can be primarily focused on brand-building, providing enhanced (or more cost-effective) customer service, and generally supporting sales at off-line retail locations. For manufacturers with established presences at third party retailers, this is generally the way to go since it does provides a service to your retail partners rather than a new competitor for them.

For the smaller company or for those in the retail business themselves, the website may do all of the above, but be primarily focused on generating direct sales. It will have a full catalog of the products or services being offered and a means for the customer to place a secure order for those items directly through the website.
In both cases, the website cannot reach its goals unless large numbers of targeted users visit it. Whether generating sales directly or building goodwill, if no one is coming to your website, it won’t help your bottom line. Most internet users find websites through search engines. They search for products or services they need and then click through on one of the top results on the returned results page. No matter how pretty or user friendly your website may be, if it isn’t search engine friendly as well, then you are missing out on the lion’s share of potential customers.

The first step toward improving your website traffic is to determine what keywords and phrases your potential customers are using. Google offers tools that allow experienced users to determine how often a particular keyword is searched each month, as well as a list of related key words and their popularity. BY identifying the most popularly searched words and phrases relating to your business you can begin to optimize your website for maximum search engine traffic.

The next step is to build your website with these key words in mind. You need to let search engines know that your website is the most relevant one that exists for those searching for these key words and phrases. The content of your website, the structure of your website, and incoming links to your website from other websites with content relevant to your key words and phrases will all help to trigger the search engine to increase your website’s placement on the results page for terms that your potential customers are using to search for your goods and services.

Even if you have top placement for some terms already, are you sure those are the most popular terms being searched by your customers? A good search engine optimization (SEO) marketing firm can help you identify the current quality of your website from a search engine’s point of view, help you determine whether you are targeting the right search terms, and provide you with a realistic time-bound goal for improvement.