In 2014 businesses need to be thinking beyond search engine optimization (SEO). What's working now is what we like to call web presence optimization. Web presence optimization is looking beyond simply trying to "game" Google and Yahoo to gain higher search engine rankings.
Web presence optimization is about developing your overall web presence through the different pillars of online marketing. In addition to organic SEO, below we look at why the holistic approach of web presence optimization works and what your business needs to do to take advantage.
Pay Per Click (PPC) advertising is one of the most important pillars of web presence optimization. PPC advertising has a major benefit that SEO lacks - predictability. With PPC you can guarantee a certain amount of visitors to your website or landing page, provided that you have the budget for it.
Unlike some other forms of online marketing strategies, there is little waiting time with PPC. Start a PPC campaign and you can have visitors to your website in minutes. PPC is also very good at delivering targeted visitors which have a high degree of probability of turning into buying customers. PPC advertising platforms include Google Adwords, Facebook Advertising and Microsoft Adcenter.
Social media marketing is one of the most important pillars of any web presence optimization strategy. Social media marketing is one of the most effective and least expensive ways of interacting with your audience and building your brand presence online. Compared to many other types of marketing it is relatively inexpensive. Sending out a tweet or updating your Facebook fan page is typically much less expensive than advertising in your local newspaper or on the radio.
Social media marketing is also essential because it can positively impact your SEO efforts. Social media marketing helps to broadcast the content that you produce to a wider audience. If your content is interesting or amusing your fans will share it with their own friends, family and co-workers. Social media marketing also allows you to interact directly with your audience. This can help you to your improve your products and services and offer superior customer service.
If you're hiring a web presence optimization company or freelancing expert to help in optimizing your web presence, they will need to be well rooted to your company's social media presence. In essence, they will need to learn the in's and the out's of your brand, its image, and overall tone.
The final pillar of your web presence optimization strategy should be content marketing. Content marketing can include blog posts, articles, videos, podcasts, infographics and presentation slides. By producing quality content that entertains or helps your prospective customer, you will naturally attract visitors to your website.
Creating great content is also very important for SEO. Google wants to deliver the best possible search results for its users. That means offering up high quality content. If you are producing consistent quality content you can be confident of achieving better search engine rankings. Great content is also one of the best ways to establish your industry expertise and build trust with your prospective customers.
A web presence optimization strategy involves taking a more holistic approach to the way that you are market your business online. By diversifying your marketing across the pillars mentioned above you will be building a stronger foundation for your business, not only now, but also in the years to come.
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