A famous Monty Python skit “educates” viewers on how not to be seen. While wonderful classic British humor, it’s the opposite of a productive online strategy.
When prospective buyers are searching online for information about whatever it is you sell, or about solving the kinds of problems that your products and/or services are designed to alleviate, your brand should be as widely seen as possible. Your content needs to be relevant of course, and merely being visible doesn’t guarantee you the business, but it is the essential first step.
The framework for maximizing online visibility is web presence optimization—the processes and metrics that enable coordination of the efforts of PR, SEO, content marketing, brand management, advertising, and social media professionals to maximize and continuously improve an organization’s “findability.”
The recent MarketingSherpa blog post Web Presence Optimization: Evolving the view of online success details the evolution of web presence optimization (WPO), the strategy behind it, and the WPO metrics vital to keeping a diverse group of digital marketing and PR professionals on the same page. We think you’ll find the Sherpa post a helpful read; after all, it was written by the author of MarketingSherpa’s Readers Choice Best B2B Marketing Blog of 2012.