Search is the prime route to content and is followed by links from other websites. How government addresses this is through newspaper ads – see DirectGov – or, slowly, very limited textads and rare banner ads. I’m not aware of any strategy which looks at how people find services or information in the real world online. Most pages are not optimised for search, most top results are by fluke rather than design and most links by legacy. All of that is and will continue to end – there is competition online. If they can’t find you, what’s the point?