Web Presence Optimization: A New Look at SEO & Internet Marketing

Over the last few years, SEO best practices have significantly evolved from focusing keywords and website optimization to optimize all content and platforms across a brand's entire web presence. This change marks the emergence of Web Presence Optimization (WPO), a new and more cohesive approach that takes SEO and Internet marketing to higher level.

Unlike SEO that centers on a brand's website (and the search metrics surrounding the site,) web presence optimization focuses on an entity's website, blogs, social media profiles, and search engine presence (organic and paid) to improve its overall visibility, findability, and engagement with users. The main aim of the web presence optimization is to optimize across all possible platforms in an all-inclusive manner.

WPO is beneficial to businesses as it gives an insight into the business digital footprint by tracking, managing and measuring the entire web presence for organic search without breaking the budget, which makes it suitable for all businesses small and large.

How WPO is Reshaping SEO

The web presence optimization brings together social media, SEO, and content marketing as an integrated practice that ultimately leverages the power of earned and owned media for greater discoverability of the business content in social and search platforms. In making this success, the methodology used takes into consideration all essential factors such as the recent Google’s algorithm changes and the role of the content marketing as the basic ingredient of a strong web presence for effective content marketing and greater content discoverability.

Some SEO and internet marketing companies are really making a push for web presence optimization. WebPresenceGroup.net is one such company that has created specific programs for web presence optimization and marketing.

In addition to the primary factors, the smart marketers are also focusing on two related secondary trends that help set their outcomes and strategies apart from the competitors. These secondary factors include the keyword-driven content for the sales funnel and content distribution. By using data to inform their content marketing, the digital marketers have an opportunity to deeply understand how their prospects search terms change as well as possible content gaps throughout the sales funnel. This allows businesses to create content that is relevant for each stage of the sales funnel based on the relevant keyword progression.

Where to Focus Your Web Presence Optimization Strategy

With web presence optimization, digital marketers also understand that although businesses invest a lot of resources and time in creating content, they do not do enough on distributing it through the right channels at the right time and to the right audience to fully maximize the returns of their efforts. Businesses need to understand that a published and minimally socialized blog post or any other content through the business social channel is only scratching the surface. The best WPO strategies should focus on social influencers and utilize every social influencer as a distribution point for the content to create a strong web presence.

A strong web presence gives the business an opportunity to audition for the attention of prospects based on who, what and where they are seeking. In web presence optimization, focusing on who offers your business with an opportunity to create positive attributes by creating a strong foundation that reduces the chances of negative attributes in the future. It also enables customers to aid your sales team in reinforcing your brand reputation and trust through association.

WPO enables the business to be found for what it is offering leading in early-stage opportunities. By focusing on the where aspect, the WPO helps your business put efforts and resources into channels that generate quality backlinks, grow domain authority and increase keyword rankings naturally and sustainably.

Link Acquisition Strategies for SEO & Building Domain Authority

Domain authority (or commonly known as "DA") is a score that measures how strong and authoritative a particular website is and it's overall potential to rank in the search engines. Domain authority is a 100 point logarithmic scale in which you can improve from 20 to 30 upwards to 60 to 70 (depending on your domain) by acquiring strong backlinks from other domains.

In essence, backlinks are the vital source that determines domain authority. And from a general SEO perspective, backlinks and domain authority contribute to higher rankings. As a result, it is essential earn quality backlinks (from relevant sites) to boost rankings. For instance, if you're plastic surgeon, then you want to seeking backlinks from health, medical, and surgery related domains in order to actualize the greatest results for your surgeon SEO strategy. So to help put fuel on the fire, below we share a few link acquisition strategies for SEO.

Offer Quality & Valuable Content (Worth Linking To)

Offering quality content alone will not ensure that you get natural links. You should develop content that is of great value to your target audience. Further, that content should well-formatted and organized, whether it be a blog post, video, or infographic.

With text-based content, segmenting your content to have smaller sized pieces, headers, lists and bullets will enhance its readability quotient. When you increase this, you automatically increase the chances of people liking your content and providing natural links to it.

In addition, consider having your pages in multiple languages if you have target audience spanning across many countries. Understand that you can take even a great content to the next level by following these tips.

Strategically Interlink Throughout Your Site

Starting on your own backyard and having well-interlinked content is the next stage in maximizing your content’s potentials. You have the right resources in the form of pages and posts on your website.

Develop new content in such a way that you can steer your way into older topics to link to them. This can help pass authority to those pages that are being linked to (from strong content that has earned links from external sources.)

Developing such internal links is huge for building domain authority as you are in total control of the entire exercise. With this control, ensure that you mix-up anchor text so that they're balanced and sensible (and not over-optimized using the same keyword over and over.)

Use Social Media More (& More) 

Once you are ready with great formatted content, it is time for you to share it on social media. Taking advantage of social media networks is an important strategy that you must follow in order to get quality links. Search engines see social data as an important parameter since it shows that real humans are consuming your content and are sharing them across the internet.

With social media growing rapidly, it only makes sense for you to use it for building relationships that can drive quality links. Your ultimate goal should be to obtain as many likes, tweets and shares on your pages as possible. These social signals will be vital factors in increasing your rankings in the future.

Use Google Advanced Search Parameters to Find Link Acquisition Opportunities

While there are numerous resources and websites that are relevant to your keywords available in the big internet world, it is not an easy job to identify them to exploit opportunities. This is where Google's advanced search parameters come in. This is one tactic that many SEO strategies overlook when building backlinks.

The advanced search queries provide a great platform to look for link targets in Google. Using these queries you can find many things like guest posting opportunities and sites that link to specific domains which are otherwise hidden from plain view. This information can act as your guiding light in finding appropriate resources that can help you.

The landscape of link building is changing all the time with the demand for building high-quality links at its peak. While many tactics need modifications to stay relevant in this ever-changing environment, these are some of the strategies that stay constantly in the limelight. Adopting them in your SEO regime will ensure that you are ahead of your competitors by a very long distance.