It is without doubt that having a prominent web presence is essential for most businesses these days. Web presence is a term that covers a number of factors and yes having a sound website is one of these. However, the web presence should not only be about the website, it is also about other features such as social media, blog and newsletter.
So, if we look at the website as being the starting point for businesses to interact with customers, there should be a certain number of answers evident such as what the business does and why you should be prepared to do business with them. When you consider the amount of information that is available, most businesses have only a few seconds in which to attract the visitor to the site. This is where having an eye catching landing page really comes into its own. It is a case of seizing every opportunity and failing to hook visitors will result in less business. What you need to remember is that your website is essentially, your online business card and it really is important to update it regularly so that it remains fresh and exciting. Having the same site year after year will make your business look a little static and perhaps even a bit stale. Imagine passing a shop window every day and the display was never changed, what would you thing about that business?
Having a blog serves many purposes and unfortunately, there are many business site owners who do not appreciate the importance of having a blog that is regularly updated. Blogs are a great way of establishing your expertise. It should be noted that you do need to update your blog on a regular basis, it does not matter how often you do it but do try to keep to the same length of time between posts. If readers know you always post on the 2nd and 4th Wednesdays of each month, they will return on or after those days to read your posts. If you just randomly post, you will still attract readers but they may not visit on a regular basis. Use your blog to share insights, tips, advice or experiences in your niche so that you can show that you know what you are talking about.
Creating a newsletter can be a great way of building leads. Design an attractive and informative newsletter that is available to download from your website. You can also use the newsletter to keep in contact with your existing clients when you get them to subscribe. The newsletter can be used to give out information regarding company news, new products, special offers and anything else of interest.
Social media is part and parcel of daily life for most people these days and making use of social sites such as Twitter and Facebook can be very effective in building up your customer base. Make sure that you link your site and your blog with these sites. Again, it is important to post regularly, don’t just share interesting posts from others, write your own stuff and make sure you interact with your followers, it is a 2 way conversation! Social media should not be ignored as part of your online strategy, it is a very powerful medium.
There are three main areas you should focus on when building your web presence.
Any good recipe relies not just on the ingredients themselves, but on proper proportions and measurements.
The reason it’s so difficult to reverse-engineer ranking algorithms is that not only do the “ingredients” change, the proportions are constantly being tweaked as well. This is why even if we could confirm, beyond all doubt, every search engine ranking factor used by Google or Bing, we likely still wouldn’t be able to translate this into guaranteed rankings for our own websites.
The smart SEOs are not the ones who try to reverse-engineer the algorithms for a short-term gain today. Rather, they are the ones who look at what the algorithms are designed to reward for a longer-term gain tomorrow. Anyone who has read anything about Google knows that they aren’t looking to reward sites that do the best job of meeting the algorithm’s requirements. Instead, they want to reward the sites that have striven to meet searchers’ needs and desires.
We often look at top search engine rankings as the reward for good search engine optimization. But search engines look at top rankings as the reward for good web presence optimization. It’s not that we did x, y and z and therefore deserve to be number one — rather, it’s that we are x, y and z and therefore have earned the right to be considered for that number one spot.
I could talk all day about the 200+ ranking signals that many believe are (or should be) factors in the algorithms, or the 600+ web marketing actions that I believe make for an effective web presence. But those things have already been talked about and sufficiently debated.
Instead, I want to talk about the three primary components of building a sustainable web presence. Just about all aspects of web marketing fall into these three areas.
And while we can often get caught up on the details of what to do and why, sometimes taking a step back to look at the bigger picture helps us to gain perspective and better understand why certain tasks are more important than others.
I cannot stress enough how important website architecture is for effective web marketing. Unfortunately, it’s also one of the most overlooked things when it comes to building one’s web presence.
As an SEO since 1998, I’ve had countless businesses come to us after having their site developed, now ready to move into the “web marketing” phase. Unfortunately, they aren’t aware that what happens before and during the website development is just as important for web marketing as what happens after the site rolls out to the world.
These businesses are often shocked when we tell them that we have to go back and, essentially, re-develop the site so that it’s search engine friendly. Why? Because many web developers are not doing the right things.
There are two basic components to a good site architecture: 1) what’s good for the search engines and, 2) what’s good for the visitors. While doing what’s good for visitors is usually also good for search engines, there are other components, invisible to the visitor, that helps the search engines read, assess and value the pages of your site.
Continue reading here: http://searchengineland.com/3-unignorable-components-sustainable-web-presence-218590