Over the last couple of years, so much has changed in regards to Search Engine Optimization (SEO). This change and evolution in SEO can be best defined by a new approach coined Web Presence Optimization (WPO).
WPO is simply a structured yet more comprehensive approach to online brand building that helps you boost your rankings as well as overall visibility through a number of different channels. This makes web presence optimization an essential element in any business looking to grow its online brand.
In order to craft a success-driven web presence optimization strategy, a number of aspects are fused together. At the very essence, this includes SEO, search marketing, content marketing and social media.
Good WPO is linked to success because today most consumer purchases start with an online search and these searches do not just end with Google and other search engines but also include social sites searches like YouTube and Facebook. In order to build a more diversified and strong online brand, the following tips are essential;
Conduct a web presence audit
The first thing you ought to know before implementing any WPO strategy is where your business currently stands in regards to online visibility. A web audit will help you establish the first impression visitors get on visiting the site. It also helps assess the consistency of your brand across all web properties. From the assessment you make, you should be able to identify areas in which your web presence needs strengths.
An audit allows you view your business from the perspective of an online visitor, if what you find is not pleasing enough, your visitors may be sharing the same experience and that is why they never come back. To gain a healthy online presence, it is necessary to conduct an audit of your web presence regularly. A great place to start with your web presence optimization audit and strategy is the Web Presence Group.
Create a content marketing strategy
Your marketing strategy should go beyond the target keyword and instead focus on generating quality content as well. The keywords pull traffic to your site but only valuable and quality content will make them stay.
Depending on your particular audience, generate content that has the ability to reach out and establish valuable connection. Also, make sure that you involve the audience and diversify your content so that they always have something to look forward too. Content marketing strategy also involves how you present your content, the frequency of new posts and the usability of the information availed.
Integrate social media
In this global village, it is impossible not to recognize the influence of social media on our everyday lives. Social media is now an important aspect of modern day marketing. A good website incorporates the use of social media sites such as Twitter, Facebook, Pinterest and YouTube to appeal to all audiences. Social sites also allow for the exchange of views and improve your search rankings by enabling sharing of information.
Prioritize your search marketing strategies
Search marketing refers to the process of boosting traffic and visibility of your site from search engines using both paid and unpaid methods. Unpaid efforts generate organic results which is most sought after.
Every business desires to appear top on the Search Engine Results Page as this only means that their presence is strong and that they can reach out to a wide audience. Organic listings are achieved through SEO efforts that include rewriting content to match specific keywords, writing meta tags to match keywords, link building and creating quality content.
Practice reputation management
Your online reputation is important in establishing and maintaining trust among your visitors. Take advantage of your Search Engine Results Page by working to control as much of it as you can. Also, claim your brand’s social media presence and make good use of it.
You could also start blogging as this helps to get your brand out on the web. When blogging choose a domain that features your brand name and then develop the blog with professional and useful information that concerns your company, its products, industry trends and support issues. A PR strategy could also be useful at this stage.