What many companies fail to realize is the importance of search engines when doing offline advertising (radio, newspaper, TV, magazines, billboards, etc). From managing and monitoring numerous web sites over the years I have seen over and over again people doing a search for a company some time after seeing or listening too their offline advertisement.

It might seem amazing that people don't just type in the web site address in their browser, but often time they remember the company but are unsure of their web site address. So they go to their favorite search engine and type in the company's name or some variation of their name.

Now here's the kicker... if your web site is not optimized correctly you may not show up, but your competitors if smart may show up instead. The worst case scenario is if you are doing a lot of offline advertising and don't have a web site! Your competition could be capturing your targeted audience at your offline advertising expense.

So what should you do? Use your head and make sure when doing offline advertising you have a website and it's optimized correctly for the search engines. Relevant page titles, meta tags and text content are critical. Use website analytics to monitor where people come from and what keyword phrases were most used to find your web site on the search engines.

Also, be sure to have some strong call to actions to engage your targeted audience once they land on your website.