At this point, almost every company realizes they have to have a web presence in order to compete in the 21st century, but just being online doesn’t help if people can’t find you. But by using search engine optimization (SEO) and other techniques, practically every business can see improvement in their bottom line.

In a post for MediaPost’s Performance Insider blog, Angela Hribar, chief sales and marketing officer at GlobalSpec, says there are a number of steps companies can take to improve their online presence – including creating original content.

Hribar says companies should put things like white papers and technical articles online which can help build the company’s reputation as an industry leader and expert in its field.

She also says that businesses should consider using search engine optimization (SEO) to draw traffic to their site.

"Search engine optimization (SEO) can draw more attention to your company’s webpages by helping them rise higher in search engine results for specific keyword searches," she writes. "Determine how SEO can best fit into your marketing strategy without too much strain in resources."

Companies might also want to put content on their site as it appears to draw more traffic than sites without it. According to figures gathered from Hitwise UK, content-driven sites got 73 percent more traffic than their ecommerce counterparts last month.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.