Building Findable Websites
This is the title of a book by Aarron Walter. It is a practical book about how to build a website and trying to reach your target audience.
Nowadays there is to much focus on SEO. But findability should be yor starting point. Findability is about helping people find your site, helping users find content within your site and to encourage return visits. So it is about web standards, accessibility and usability.
You can read more about the book at BuildingFindableWebsites.com.