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Ten or fifteen years ago, when you wanted to get information on a local business, you hauled out the Yellow Pages and looked up the business by category. If you were lucky, some of the businesses would have a display ad which would give you a little more information on their products and services. Ultimately, however, you would have to pick up the phone and call them to find out what they do and what they charge.

Today, however, the internet has taken over. Now, if you are looking for a particular widget, you simply type what you’re looking for into the search engine and it will bring back related web pages from all over the world. You can compare widgets from around the corner from your house to the far reaches of Africa. It can be as easy to order from far away as it would be to drive to the local hardware store.

The rise of internet searching has increased global trade immensely, and, on a more micro level, has forced individual businesses to step up their game. It is now no longer sufficient to be the closest supplier of a product or have the nicest showroom. Businesses are competing globally for sales and must provide great products at great prices and give their customers all the information they could want before making their purchase decision.

While this shift in consumer purchasing has been good for individuals, it has been a challenge for businesses. Not only do they have to be adept in their industry and understand their product or service thoroughly, now they have to understand websites, internet traffic and search engine optimization. Competition has risen to a whole new level.

The change has also come with some benefits for businesses. No longer are they tied to their local markets and succeed or fail based on the local economy. Now, with international sales possibilities, businesses can transcend local sales and ensure multiple streams of sales revenues from many different counties. They are exposed more to the different ways companies use the products or services and it can be an incentive for developing new products or making changes to existing ones.

The rock stars of businesses used to be the sales managers. Now, the title goes to the web designers and IT departments. Sales become much easier with a website that provides customers with product information and an easy way to order. Getting one’s company noticed on the World Wide Web is no small feat and fine-tuning web pages and online advertisements can make a substantial difference to how often your business gets in front of potential customers and to the bottom line. Hiring staff with web savvy can accomplish those goals.

Phone books now languish on dusty office shelves or prop up a wobbly desk leg. Companies that want to grow profitably understand the importance of the internet to their future success.