In the world of online marketing, simply having a website is no longer enough to ensure your business gets found by consumers online. You can both build and buy more visibility for your business online through a variety of tactics, from advertising to social media marketing. Through Web Presence Optimization, you can help your business get discovered by consumers across the web.
Understanding Web Presence Optimization
On the organic side, a familiar online marketing strategy called SEO (search engine optimization) helps your business website get discovered by consumers on search engines like Google and Bing. So what happens when you take that a step further?
Essentially, Web Presence Optimization is the process of making your business (not just website) visible where consumers are active online – not just on search engines, but also on blogs, review sites, local listings, and social sites like Facebook, YouTube, and Twitter as well.
Optimizing your brand’s web presence involves a variety of concepts, like search engine optimization, paid advertising, social optimization, reputation management local listing optimization, etc. Of course, each of these components offers standalone benefits, but when you simultaneously integrate each of these areas to optimize your business web presence, it can create powerful benefits for your business. In addition to having an optimized website for your local business, here are some elements involved in web presence optimization:
Paid Advertising – Advertising your business online can help you quickly make your brand more visible and is one component of online web presence. Search and display advertising are two popular forms of paid online advertising that give you brand visibility where consumers are searching and surfing online.
Claimed & Optimized Local Listings – Claiming your local listings on sites like Google Places and Yelp is an important part of optimizing your local business web presence. Not only does claiming your listings and making sure that information like your phone number and address are correctly promoting your business online, optimizing your listings to be consistent and accurate can also boost your brand’s search discoverability around your business name and even core keywords.
Active Social Media Profiles – It’s also important to make sure your social profiles are not simply sitting there, collecting dust. Active social profiles are more likely to show up in search engines for your brand. And, now that search engines like Google and Bing are taking social signals like Likes, shares, and social mentions into account for search algorithms, search and social go hand-in-hand for optimizing your brand. Plus, active social profiles will give consumers an opportunity to engage with your brand. Ultimately, the more active entities your brand owns on the web, the more shelf space your brand can potentially own in search results.
Fresh, Dynamic Content – In the past, one static website used to be enough to get found online. Now, you need to actively publish fresh, dynamic content, adding news, updates, and content on many sites to enliven and grow your brand on a regular basis. Search engines and consumers both favor businesses that are updating regularly, so establishing a dynamic web presence is critical for optimizing your web presence.
Social & Search-Optimized Content – Consistent, quality content is not only a core component of search discovery, but it also fuels social updates and provides opportunities for brand engagement with fans and followers. Plus, a strategic approach to reputation management can use content publishing to help boost positive mentions of your brand. That’s why it’s important to have a homebase (like a blog or a Cast page) as the place for your brand to regularly post keyword rich, engaging content. Then, you optimize this content for search discovery (though keyword selection, link-building, onsite optimization, etc.) and for social sharing (through selecting interesting topics, creating engaging headlines, sharing images and videos, and publishing offers, deals, and promotions, etc.).
Reputation Management – Managing your online reputation showcases your business in a more favorable light and helps your entire web presence as well. This includes monitoring your business mentions online across a variety of sites, monitoring and responding to reviews of your business on sites like Yelp, and even adding testimonials of your business on your own website or Cast page to boost online visibility of what your satisfied customers have to say. Your online reputation matters to consumers looking for local businesses and to your business visibility on other sites as well. For example, the number and quality of reviews for your business can be aggregated into your Google Places page, which creates a star ranking for your business based on how people are reviewing your business across the web.
These components of web presence optimization all come together to help paint the picture of a great local business online. Are consumers using search engines to find your business? Are they navigating Google maps via their mobile phone and finding your Place page? Do they use Facebook and Twitter to find great businesses online? When you optimize your web presence, you help ensure that however they are spending their time online, local consumers can find your brand.
Learn more in these related articles:
- ReachCast: Web Presence Optimization in Action
- Facebook Advertising 101: What SMBs Need to Know
- Does a Dynamic Web Presence Really Matter?
- HOW TO: Optimize Your Google Places Page for SEO & Search Discovery
- Getting Started with Social Media Marketing: What SMBs Need to Know
- Bing, Facebook & Social Search: What it Means for Local Business Marketing
- Facebook SEO: Local Web Presence Optimization Tips
- Why Online Reputation Matters for Local Business
About the Author
Tiffany Monhollon writes about social media, marketing, and local business success as the lead blogger for ReachCast, a service that helps local business owners develop their web presence.