Webmasters or you should constantly massage the website to keep your site in the top few pages of web searches. However, using the power of an eBay account your merchandise or service can often get you that exposure and bring the world to your door.
How? Almost all search engines will check eBay as a primary source for the words you type in. I have had two web sites up for over two years and yet if you search for them, you MIGHT find them in the first 100 pages. (If I got lucky)
Agreed, I am not a webmaster, nor do I massage those sites to keep them on top. I don't have to, since I can use a few listings in eBay and then channel the visitors over. Neither are selling sites at this time, so there is no pressure to promote them, but I could.
Yes, eBay does not like you linking your website in your item listing, but they do allow it elsewhere and you can work through the process to drive customers to your website or even your "bricks and mortar" store.
We had two attendees at our class yesterday that intend to do just that. They have a website, and they have a well known location from which they manufacture and sell, but they want to develop more traffic to both. eBay can help.