Being found on the web is a whole different problem from being found physically. A physical storefront depends on things like curb appeal and location. But what happens when your location is the amorphous web, and being found means manipulating several variables that all have to work together so prospects can find you? Online retailers have to be experts in far more than just the merchandise they're selling. They need to be connoisseurs of search engine optimization, application programming interfaces, marketing and website performance monitoring. So what does it mean to get "on the map" in cyberspace, and how do you stay there?