There are billions of web pages online. How do people find the businesses they may be interested in doing business with in that incredibly dense, tangled jungle of information?

The most obvious answer is “search” – they search for what they want and the most relevant answers are presented to them in the results. If they don’t find what they seek, then they refine their search or use a different Search Engine. It sounds simple and in theory, it is.

Search

However, only 10 truly savvy, undeniably relevant or somewhat lucky web pages will display on the first page of the Search Engine results. Depending upon your niche, you may or may not have a reasonable chance of competing with them. A ranking on the second or third page of the SERPs will bring some web traffic, but few searchers will venture deeper into the thicket and rarely will any explorers glimpse you if you’re hidden beyond page 3.  So what do you do?

Optimize, of course! Continually strive to get on that first page, in hopes that your website will at least make it on to page 2 or 3. Clear the searchers’s paths to you by  adhering to the most current SEO best practices. Place trail markers by regularly adding fresh, compelling content and leave signposts to your website across the internet by building good links to your pages in other places searchers may be looking. Again, it sounds simple and again, there may be obstacles. If all goes well, those looking for you will  eventually find you.

Discovery

However, not everyone is actively searching for your business, your products or your services. They may not have an immediate need for them or they may not know that you can fulfill a need they have now or one may have in the future. If they aren’t even looking for you in the online jungle, how will you ever be discovered? Currently, the most most well-trodden and clearest path to discovery is through the myriad of social websites that can lead potential customers to your online door.

The most notorious social hubs are MySpace, FaceBook and Digg, but there are online meeting places that cater to just about every niche you can imagine. Sphinn, WebProNews, SearchEngineGuide and SearchEngineWatch attract SEOs and SEMs who want to keep up with the people, news and discussions taking place in their industry. That group of professionals also has a strong presence on LinkedIn and Twitter. If you want them to “discover” your online business and, perhaps, visit your website, then it’s very wise to participate in the interaction taking place on those pages.

Introduce yourself to people by taking part in the discussions. Follow established etiquette to make friends and become an accepted member of the community by contributing things of value.

Nearly every online niche has a similar collection of social websites, In travel, for instance, their are active, vibrant communities on Trip Advisor, Lonely Planet and TravelPost, Skirt is aimed at women, Treehugger brings environmentalists together online and news hounds gather at Reddit, Topix and Newsvine.

Those who participate in inappropriate communities struggle to acheive mediocre results, at best. Spend some time searching for and discovering the social websites that attract people who are curious, concerned, even consumed, about topics important to your business. Once you find the right fit, you won’t have any trouble learning how it works, because it will be interesting and impactful for you. Remember your manners, try to help other people out and don’t be a loud mouth or a bully and you’ll do just fine.