A few years ago, the term "web presence" was tossed around as a universal mandate. "You've got to have a web presence," people would say. The truth is that showing up was never enough to get any meaningful results.  With billions of pages vying for attention, you'd better have a real strategy for getting to the top of the heap in your market.  This means not only adding more  than a few informational pages just  in case someone searches for you, but ensuring that the right audience finds them.