Web Presence Optimization

Web Presence Optimization (WPO) has replaced traditional Search Engine Optimization (SEO) over the last few years. When we think of Search Engine Optimization (SEO), we typically think about title tags, meta tags, description tags, heading tags, content and inbound links to our site. With SEO, the formula to rank your website organically high on the search engines was much more straight forward. Web Presence Optimization (WPO) really incorporates brand management, online reputation, social authority, search engine friendly website and of course, traditional SEO tactics. Here is a high level overview of each component and how they work together.

Brand Management:  As a business owner, you work hard to ensure that your brand is always represented appropriately. Whether its consistency in your marketing material, uniforms, service trucks, business cards, colors, signage, etc. When was the last time you did a search for your business name on Google? Yahoo? Bing? Notice anything? There are dozens of partial and incorrect listings for your business out there. How many of them have old, outdated information, hours of operation, logos, phone numbers, and addresses? Taking online ownership of your brand is a critical part of the WPO process.

Online Reputation: People are talking about your business, without your business. Shouldn't you be part of the conversation and have input as to what is being said?  Online business reviews (good and bad) play an important role in how your business is perceived online.  Just as you have worked hard to safeguard your brand, you need to safeguard and defend your online reputation. Sites like Google Places, Yelp, CitySearch, Yahoo & Bing all factor in reviews as part of their algorithms to determine how often your listing will appear. Take the time to see and read what others are saying about your business. Make sure you take the time to update and claim your listings with complete information.

Social Authority: Your marketplace and current clients help to determine your social authority. Part of what Google's Page Rank Algorithm looks at is how many Facebook Fans "Likes" you have, how many Twitter "Followers" you have, etc. At first glance, this seems a little ridiculous. Google is trying to determine which businesses are most relevant in your marketplace based on the social following (social authority) you have. You can see why Facebook alone should not comprise your entire social media & web presence optimization strategy.

Relevant Website Content:  Relevant content has always been important key to organic ranking success. Traditional search engine optimization strategies (SEO) still apply; they are just not the driving force that now determines Page Rank. To determine local marketplace relevancy, Google looks at how frequently you add or update new relevant content to your site.  Adding a blog to an existing website just became more valuable and powerful than ever. Blogging about relevant topics and creating keyword rich entries will help your organic ranking online with the search engines.

To learn more about integrating a web presence optimization strategy for your business, call us today. (719) 205-3033