Mention online publicity and most people think search engines. Well that is the first step and when launching a new website most everyone can figure out how to submit their site to the search engines, but then what? There are a number of ways to get the word out and publicize your website. These methods can include:

? Seeking out subject-specific outlets

? Contacting appropriate editors and site reviewers

? Optimizing HTML markup for specific search engines

? Submitting the site's features or sections individually

The last approach can be very effective. Start by looking at your site's features. For example, do you have an email discussion list you could promote separately by submitting it to directories. Focusing in on your site's features and sections can increase your submission options.

One option is to announce your site at several resources designed just for that purpose. The quality and impact of these announce sites can vary greatly. One of the first rules of web site promotion is that all submission sites are not created equal. Understand the differences between submission sites, and plan your strategy accordingly.

The main difference between a search engine and a directory is human intervention. With a directory (such as Yahoo), a human being reviews the submission and decides whether to accept it. With a search engine, no human intervention occurs.

Another key aspect of building awareness for a site launch is to seek coverage from the online media community. This is another area in which you can benefit from third-party experience. When you go in search of press contacts for a web launch, you're dealing with a whole new genre of publications and contacts.

Most daily newspapers are primarily of regional interest. That necessarily means that their subscribers are mostly ? not wholly, but mostly ? local. So largely people who live in and around, say, the Dallas Fort Worth Metroplex area will see the print version of your Dallas Morning News article. How many others, though ? former Dallas or Fort Worth residents, relatives of those live or perhaps attend school in North Texas, executives who do business in the area, fans of Texas sports teams, and so forth ? will likely see your article in the online version of the Dallas Morning News? And how many of these people have the potential to one day need your services or products?

Publicity is publicity, and few people would turn down publicity however they can get it. However, publicity that appears in print venues is here one moment and gone the next, whereas online publicity can endure and even perpetuate itself. An article in an online newspaper might include a hyperlink to your Web site or your blog. That can bring prospective clients directly to you. It might also motivate other Web site and blog owners to include references to the article (as well as the hyperlinks) which can create buzz about you on the Net and improve your visibility in search engines.

These traditionalists are missing the point. Given the benefits of online coverage, an article that appears only online, or online as well as in print, will be of far greater value than one that appears only in print. Each time a newspaper (or a magazine, for that matter) prints your article online, the potential readership for that story increases exponentially. And you still have bragging rights you would have if you're tallying up your publicity ?hits? for your Web site or media kit. A USA Today mention is a USA Today mention whether it happens online, in print, or both.