Web presence optimization is becoming increasingly popular in the SEO and internet marketing community. Web presence optimization is a response to SEO best practices continuing to evolve in both complexity and comprehension thus demanding a more all-encompassing approach.
The term web presence optimization can be defined as a well-rounded practice of optimizing and promoting your business (or online brand) through many channels for better awareness, visibility, and recognition. Initially, businesses have been focusing on a one particular aspect of web marketing, but embracing web presence optimization enables businesses to bring together various marketing channels in one unified approach.
The Value in All-Encompassing Web Presence Optimization
The benefit of putting together various aspects such as technical site optimization, social media marketing, conversion rate optimization, mobile marketing, search engine optimization and content marketing is that it allows your business to generate more leads, quickly build reputation and grow in a more comprehensive approach.
Furthermore, unlike the traditional SEO and web marketing strategies, embracing web presence optimization enables your business to optimize its brand web presence by focusing on building meaningful connections that encourage meaningful social relationships with lasting exposure in the search engine results.
As a result, an effective web presence strategy must touch on all online aspects of your business. Below are a few of the core elements for a comprehensive web presence optimization approach as outlined by the Web Presence Group.
Unlike the traditional organic SEO and web marketing that starts with optimizing your website, the new approach starts with building and optimizing your business social media presence. It is informed by understanding that if you build a greater social audience, the more exposure your content will gain and thus, your business will enjoy the benefits of a greater exposure such as quality inbound traffic to your website.
For the strategy to work, you must create content that is compelling and relevant. For example, you can ensure the content of your business is relevant by focusing on solving common problems or questions among other current specific topics that relate to your business. You should also be patient with the strategy because like web presence optimization it can take months before you can realize the full benefits of your efforts.
Web Presence Development
The aim in this step is to build new properties and expand your business web presence. One of the most effective ways you can expand your business web presence is by creating profiles or listings in industry related authority sites such as industry-specific directories, socially-oriented sites, and forums among others. You can also expand your business web presence by creating blogs and micro-sites.
Despite everything you did to bring all aspects of your business together, you should not forget about search marketing. However, it is important at this stage to revamp your current SEO and PPC advertising strategies to ensure they are up to the new marketing goals. You can do this by reviewing your website analytics to find details such as how visitors interact with your website, the conversion rates and navigation trends. You should also ensure that your website is performing optimally in the keyword optimization and technical aspects.
Actualize Your Web Presence Optimization strategy
Now that you have optimized your business web presence, the last stage of the web presence optimization strategy is to ensure everything is working as intended. When reviewing your business web presence optimization strategy, you should focus on all core aspects because if one is not working as intended it could prevent your business from getting full benefits.