The Internet plays an increasing role in consumer purchasing decisions. Whether you sell products or services, online findability must factor into your marketing mix. Findability addresses the question, “When potential customers seek your product or service, do they find you, or your competitor?”

Twenty years ago, people turned to the Yellow Pages to find local businesses or Consumer Reports to explore which television they should buy. Now, it’s both faster and easier to do the same research online. This affects everyone, no matter what your business, and has huge implications for all industries and professions.