Web optimization is the holistic process of matching company goals, web content, product and service offerings, technology platforms and website design to achieve a company's online goals.  This is more than simple "search engine optimization", which tends to overlook the significance of non-technology aspects of web presentations.

It takes an understanding of the company's business, their customers and technology (web and enterprise) to be able to match the best technologies, styles, content and other design parameters to achieve the best possible results online.

What are steps in web optimization?

1. Evaluate the offline business and it's current online offerings
2. Understand the online and offline customers
3. Choose technology platforms appropriate to that set
4. Design in accordance with search engine optimization principles
5. Market using the proper venues for the customer base
6. Evaluate results
7. Tweak as needed for changing technologies and customer needs

 What are some overlooked marketing options?

Achieving the best results online means more than simply a high Google ranking or traffic.  If your target audience reads the Wall Street Journal and rarely Googles for business needs, that approach will not be successful.

Your primary concern is "am I reaching the right audience; in other words those who will translate into real customers?"

Here are some examples and more information:

• Mass media websites
• Social networking websites