What is Webbiquity? How to Be Everywhere Online
Welcome to Webbiquity! What exactly is that? Briefly, Webbiquity, or web presence optimization (WPO for those who prefer TLA’s), is the fusion of SEO, social media, interactive PR, online reputation management and other disciplines to make an individual or organization ubiquitous on the web for their name/brand and unique descriptive phrase. If SEO is about getting your website onto page one of Google, WPO is about owning that page.
For example, Jill Konrath is webbiqitous for the phrase “selling to big companies,” holding all 10 spots on the front page of Google for that phrase. The results include her website, blog, a link to her book
From a historical perspective, the web a decade ago (or even a bit less) was still primarily a broadcast medium with limited inactivity. Although in theory anyone could own a website even then, the web presence of most commercial organizations was limited to their own websites and whatever had been written about them by professional publishers and analysts, plus a few directory listings. The last few years have, of course, seen the emergence of social media and an explosion of user-generated content. A company’s website is now only one of myriad places where customers, buyers and other interested parties can find information about it.
This new environment has created the conditions for web presence optimization: using all of the tools now available to make a company as “findable” as possible not only for branded searches but also for key phrases that uniquely describe the enterprise and its offerings. Using these tools properly means not only dominating search, but also presenting a clear and consistent message across channels, wherever buyers or industry influencers may find you.
Specifically, web presence optimization is about achieving webbiquity using the tools show in this diagram, including social networking, social bookmarking, blogging, interactive PR, video and content marketing to disseminate the company’s message as broadly as possible. Just as importantly, companies need to maximize the search value of these different tools and platforms by taking advantage of the linking and cross-linking opportunities they provide.
So, for example, social media releases–part of interactive PR efforts–point readers to company microsites and its media sharing (images, video, presentations etc.). Media sharing accounts are connected to Twitter, which is also used to promote content marketing. Reputation management sites point the organization’s Twitter account as well as social networking profiles. And everything links back the enterprise’s website and blog.
The end result is that when customers, prospects and influencers (bloggers, journalists, analysts etc.) are looking for information on your industry, they find you everywhere. Your story and messages are bolstered by your webbiquity. You have the opportunity to become a valued resource in your industry. Further, the interactions you have with these various constituencies across social networking and other media platforms demonstrate that your people aren’t just smart, they are also helpful and responsive.
This is obviously a high-level view of the elements of webbiquity. Future posts here will delve more deeply into the tools and tactics that can help you and your company “be everywhere online” for your brand and industry discussions.
Tags: Ardath Albee, blogging for business, Google, Interactive PR, Jill Konrath, marketing interactions, online video, selling to big companies, SEM, SEO, social media, social media releases, social networking, Twitter, Web Presence Optimization, webbiquity
13 Responses
Billy Mitchell
If I can type fast enough, it looks like I may have the honor of being the first comment on webbiquity.
I like the big idea explanation and examples you reference are practicing what they preach everyday with proven success.
Next thing I’m doing after this comment is subscribing. Thanks Tom!
Beth Fischer
WOW-biquity to you Tom. You’ve got IT with Webbiquity. Really look forward to my continued connection with you. Thanks much!
Kim Cornwall Malseed
Fantastic idea Tom, this is definitely a marketing trend I’d like to invest some time learning more about. Glad to have such a helpful resource to do just that!
Jon Adams
Tom do you see a “down side” to being everywhere online?
webbiqu1
Jon – on a company level, no. The more places a company’s name can be associated with its key value proposition online, the better. This is particularly true for small companies. Objects (in many places) on the web may appear larger than they are.
On a personal level, it’s a little trickier. Individuals need to keep business and personal activities separate online (e.g, use LinkedIn only for business, Facebook only for friends and family – and make sure your Facebook privacy settings are set properly). Anyone concerned about this should use a tool like 123people.com to find out what information is available about them online, clean up any old accounts, and correct any errors found.
Link Builder
Your blog looks nice, however it would be better if you can use lighter set of colors as well as a professional design. This will ensure that a lot more readers come to check it out.
Informative post by the way!
webbiqu1
Um…thanks? I’ll give some consideration to another theme when time permits. But I like the colors.
hummingbird twitter
The accessibility of Twitter and other social networking sites, as well as the popularity of text messaging, have made short-form communication an ordinary reality. But to express declaratively in short messages with 140-character max takes good writing skill.
Enda Fetterolf
What’s Up! Just thought I’d chime in. I truly liked this blog. Keep up the outstanding effort.
Barb Orlove
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Alec Groshong
Great information and very easy to understand. I’ll be bookmarking this one!