The Web has the promise of linking to millions of people worldwide, but with that promise comes a responsibility. With thousands and thousands of sites being added each day, it takes a bit of work to let people know where you are. Many people put up a Web page and then don't do anything about it, but publishing is only half of the equation. This article will show you three steps you should take in getting your message known.

Step 1: Get On All the Major Search Engines

One of the first things you should do is register with the major search engines. This has become easier with the creation of sites dedicated to helping you register with the search engines. The best is Submit It, which allows a single page for you to fill in and send to many search engines. These include the major ones, such as Yahoo, WebCrawler, Lycos, and Starting Point. There is another one called wURLd Presence, which also gives you the opportunity to get your site known.

Remember that you are limited to about 100-word descriptions, which is all most of the search engines will allow. Be sure to include key words under which people will look for your site. List as many as possible both in this entry form and on your actual home page. Many search engines look for links and repeated words on the first page÷in other words, indicators of what the page is about. Focus on these keywords and get your site known.

Another important rule is to check back with each search engine and look for your site. If it doesn't get registered, either email the search engine to check up or resubmit your site. You will have to visit each site individually to check, but it is worth your while. With thousands of people putting up Web sites, it's easy to get lost in the shuffle. Be patient and make sure you are registered.

As you search, notice how many responses come to your initial inquiry. Search with key words that your target audience might use. If there are hundreds of responses, it is less likely that someone will find you. Don't expect your audience to know how to intelligently search a database; expect a search with just a few keywords and try them out yourself to see what is returned. Search engines are an important first step, but certainly not the last. Find those high- traffic sites that result from your search and try to link with them.

Step 2: Identify Your Target Audience and Find Out Where They Go

The Web offers a tremendous, yet underused, advantage. Unlike mass media, where you broadcast a message to a huge and possibly disinterested audience, the Web offers the chance to target the people who are specifically interested in your topic, product, or service. But you have to take the time to find them.

One of the first places to search are newsgroups, mailing lists, and other chat-driven sessions where people share ideas and interests. It is important to not just go on these traffic areas and post your site. This is often regarded as advertising and will alienate the audience you want to reach. You should participate in newsgroups or mailing lists of your choice and build up a reputation that way. When participating in a newsgroup, be sure to read the rules and frequently asked questions (FAQs) first. Don't just jump into the discussion; read and understand the flow of discussion, then add your opinions. Include a signature file (which is a notation at the bottom of an email message, included in many programs, which can act as a business card with your name, business, email, and Web address) so that people know who is sending it in.

Don't forget that there are newsgroups on which you can advertise. A great article for advertising on newsgroups can be found at Jonathan Mizel's CyberWave site, Flame-Free Online Marketing. This will teach you how to successfully contact and develop your target audience.

Step 3: Build Your Web by Building Links

Building a Web means creating a number of ways for people to reach you. The power of the Web is in word of mouth, so make sure your site is ready before you put it up. While you are working, do your market research. Find out where people are going and what they are saying, and find out what you can do differently than anyone else. An unprepared Web site will undermine your intentions. Most people will come for one visit and, if it's not worth it, never return. Be prepared.

Use your research to create links, or referrals to your site. Work with a number of businesses/sites with which you might share a mutual interest. Find high-traffic sites, even ones that don't have to do with your business, and get links. Many businesses pay a few sites, like popular malls, for links and generate enormous traffic for just a few hundred dollars a month. You provide a service by making it easy for people to find you. Otherwise you'll have a great Web site that no one visits. Find other sites that have to do with what you are presenting and try to exchange links with them. Some may charge a fee, while many others will be glad to simply exchange links.

Also remember to use your links as your circle of influence. We all are used to networking with other businesses; a system of referrals is a powerful tool. Begin small and add companies that you trust and can refer people to. Soon you can add the other sites' traffic to yours and build a path that people can follow to find you. Instead of a cold-call at a search engine, they have been referred to you as a quality Web site. There is nothing more powerful than word of mouth.

Be Active: Build Your Web and Let them Know Where to Go

The Web is not a Field of Dreams. Those who take the "If you build it, they will come..." approach are doomed to failure. But those who proceed to build their Web sites, register with the major search engines, and keep researching and honing their sites will succeed. The Web is cost-effective because you don't have to pay for advertising in many cases, but you do have to pay in time and attention. Don't mistake the Web for a free ride or you will have a site that no one visits.

Remember: Just because millions of people can visit your site doesn't mean they will. All the fancy Web publishing/HTML programming/technology tricks can't compensate for a poorly promoted site. If you aren't easy to find...you won't be found. It's up to you to build and enhance your own circle, your own Web.