You build the bits, you create content to support the engineering effort, you market the product/technology, etc. Nowadays, most of the people use google.com to search for their areas on interest, so one of the issues that is key is how you represent your product on the web. One can take some simple steps to make their content (web pages) easier to find and more relevant. Here is some tips on how to implement the Search Engine Optimization
- Add ALT tags to images
- Page title improvements
- Add contextual relevance
- Version/release number
Most users focus on the TITLE of the search result. An example of good search result has a TITLE that has actionable user goals, such as how to build, migrate, buy, download; a TITLE that tells the user what the page is about, contains product version, and most importantly is UNIQUE across you web properties.
Most of the above info was taken from a preso (one of the better ones I've attended lately) by Anne Bluntschli at a forum that has funny name: "Square Pants".