What is Webbiquity? How to Be Everywhere Online

January 12, 2010

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 of that title on Amazon, and articles she’s written. Ardath Albee is almost as dominant for her unique phrase, “marketing interactions,” placing in 7 of the top 12 spots on Google, including the top four. And if you Google “sales management thought leader” in quotes, six of the top ten spots belong to the same sales leadership guru. Interestingly, a Google search for “world’s largest online bookstore” doesn’t display the most obvious result anywhere on page one. Maybe a company with $20 billion in sales and a $600 million annual marketing budget doesn’t need webbiquity, but smaller enterprises without Super Bowl-size advertising budgets can certainly benefit from it.

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.

Elements of Web Presence OptimizationSpecifically, 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.

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72 Responses

  1. 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!

  2. WOW-biquity to you Tom. You’ve got IT with Webbiquity. Really look forward to my continued connection with you. Thanks much!

  3. 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!

  4. Jon Adams 

    Tom do you see a “down side” to being everywhere online?

  5. Tom 

    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.

  6. 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!

  7. Tom 

    Um…thanks? I’ll give some consideration to another theme when time permits. But I like the colors. :-)

  8. 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.

  9. What’s Up! Just thought I’d chime in. I truly liked this blog. Keep up the outstanding effort.

  10. I just saw your web site on Yahoo its a great web page you’ve carried out an awesome job I will surely come back Thanks!

  11. Great information and very easy to understand. I’ll be bookmarking this one!

  12. This post is invaluable, I totally loved it, I’m going to be back for much more!

  13. Webbiquity has so many functions online. It can be used in different task that you have to accomplish and finish at the same time.

  14. Florin 

    Today is Sept. 21, 2010 and I’m wondering if this is an uptodate site-I was referred by a computer class teacher- I want to learn how to do a ‘webcast’ or ‘webinar’ two or three times a year to about 200 people throughout the U.S. – and later, to other countries..this is not a business project but a social one…any suggestions?

  15. Tom 

    Florin – this site is up to date though you’ve commented on an older post. :-)

    Here’s a brief write-up I wrote a while back about webcasts (http://www.webmarketcentral.com/webcast_podcast_overview.htm) and a list of webcast/webinar service providers: http://webmarketcentral.blogspot.com/2007/02/web-conferencing-services-reviewed-part.html. Any of these service providers can supply more specific information about the process of conducting a webinar/webcast. WebEx (http://www.webex.com/) and GoToWebinar (http://www.gotomeeting.com/fec/webinar) are the most popular tools. Both are fee-based but may offer discounts for non-profits.

    I hope that helps!

  16. Rose 

    And I though that the SEO is the one, where when you have it, no one can beat you.

  17. Super nice blog keep up the wonderful work guy

  18. Webbiquity is an interesting topic. Thanks for sharing your feelings on the topic.

  19. I think being “webbiquitous” is obviously an unbeatable marketing strategy but getting those results is a lot easier said than done. If you ARE going to try to go this route, though, you can’t beat Web 2.0 properties. They have huge databases that Google seems to absolutely love, and it’s relatively easy to get them to the first page. But you need to remember to send links to those links, too!

    Webbiquity…catchy word, tough to pull off.

  20. Tom 

    Hi Brandon – it’s definitely a long-term strategy with a lot of moving parts. There’s no one perfect at this but certainly individuals and organizations who do it better than others. It’s our goal to help. :-)

  21. David 

    Hi Brandon,

    A very interesting post, my company is implamenting its Social Media strategy and this information has given me some thing to think about, it seems that to implament all of this could turn into a full time job, i suppose I will just need to closely watch and mesure the ROI?

  22. Tom 

    Yes, it’s a full-time job and a constantly moving target, but it’s the approach companies will need to maximize their online presence and make all of their interactive marketing efforts work in sync.

  23. @webbiqu1

    Yes it indeed is a full time job. Nobody should underestimate the works involved in SEO and link building.

  24. Believe me, as an SEO, I’m completely away of the importance of being everywhere online. The thing is that it sounds like an impossible task, but somehow you find a way to do it.

    Great post. One of those evergreen posts.


  25. Nicole 

    “How to Be Everywhere Online” boy, that’s so provocative. As when begin in the world of Internet, most of us are everywhere, we learn to write, sell, discuss, and then outsource!

    How to be everywhere? outsource baby!

  26. Tom 

    Agreed Nicole. Except in the largest organizations, some of this work will have to be outsourced. I would just advise companies and individuals to do so carefully.

  27. Great information on new ways. I would surely try this and find if it really helps. This is also a kind of ORM.

  28. Tom 

    Thanks Anil. It is, kind of, but I’m planning to expand on this in the next couple of months. The concept will continue to evolve.

  29. Congratulations on Webbiquity. Thanks for helping us to broaden our web presence.

  30. Tom 

    Thanks John, glad this was helpful!

  31. Austin 

    This is such a strong concept and technique / business model. You can’t go wrong by dominating the majority of the top spots in the SERPs for your search terms.

  32. I would call claiming the top 10 spots dominance! It seems like it’s harder now after some of the changes Google has done. Bigger companies seem to be able to hold their ranking over smaller sites better than in the past. And articles seem to be nowhere now days unless there is minimal competition.

  33. Tom 

    No question Google has made search tougher. But by using social media, Google’s platforms (profiles, YouTube, Knol) and video, dominance is still possible.

  34. I see this as one of the biggest barriers for entry as a newbie into the internet marketing business.
    You don’t just need to be able to write content, build links, create or innovate products and understand the website side of things, but now you need to be a video producer, social media expert and a manic twitterer or have very deep pockets to employ someone to do it.
    There will be someone who comes along and solves this problem one day and they will end up richer than Bill Gates if it is understandable.

  35. Tom 

    Good points Neil. That’s why a coordinated team approach is so important – it’s too much work for any single individual.

  36. And therein lies the problem.
    How many new starters into the internet marketing industry have either the time, the knowledge or the money to be able to achieve all of this.
    As a newcomer, I am finding that the majority of the time is spent trying to figure out how I personally can add value to their lives, be it the solution to a problem or the offer of information they require that I don’t have the time to study all of the platforms let alone put them into practice, and if I had the money, I probably wouldn’t be looking at getting into business because I wouldn’t need too at my age.

  37. Wow! Well, I must admit that the way that SE’s value your site is very heavy on all of your weight whether social, twitter, facebook and so much more!

    I appreciate what you’ve done here with webbiquity.com and we appreciate your work and time!

  38. To me, webequity doesn’t mean being everywhere, it means that everyone can be on the internet and that includes people without too much money.

  39. Tom 

    True, but it takes time and effort to build, expand and maintain a web presence. And time and effort generally, at some level. equal money.

  40. thanks for the explanation
    so now i know what it is Webbiquity

  41. The idea of managing and having a presence everywhere that a customer might look for your business isn’t new. However the internet has exponentially expanded the number of channels where businesses can engage customers. If the business doesn’t have an official presence, a community presence might take over (ie unofficial facebook page or fan pages). This reduces the ability of the brand to control its communications.

  42. Wow thats the first time I have heard the term “Webbiquity”I guess we have been trying to master that practice for a long time now..lol

  43. Tom 

    Thanks. I’m hoping it catches on. :-)

  44. An excellent idea. Your strategy is well execute and I bet that the Search engines love it.

  45. webbiquity is an interesting concept. Not sure if it is doable – I guess if you hire someone like yourself. Seems like a fulltime job to keep all the plates spinning.

  46. Tom 

    It’s definitely do-able. The keys are time management, spreading the workload, and using automation where possible (e.g. for measurement – NOT for interaction, which can’t be automated).

  47. I have heard the term “Webbiquity”I guess we have been trying to master that practice for a long time now.

  48. Tom 

    Good luck with that, and I hope you find this blog helpful!

  49. Hey what a great idea! i have just started getting into internet marketing and i am gathering all the information i can. Good luck with the new website and i will be sure to come back for new updates.


  50. Tom 

    Thanks Stuart. That post is a couple of years old now, but the concept remains fresh. Appreciate the positive feedback!

  51. Simon 

    “From a historical perspective, the web a decade ago (or even a bit less) was still primarily a broadcast medium with limited inactivity. “<—it's pretty insane.
    "This new environment has created the conditions for web presence optimization: "<—really think this will be the term to replace SEO.

  52. Hi, could someone answer me how to create social presence online for topics which are not that popular in social media circles. I know that a funny Justin Bieber video works, but how do I get my website on hair color wheels and charts out there? No SEO seems to work for me.

  53. Tom 

    Is your focus on SEO or social? From an SEO standpoint, hair coloring is an extremely popular topic, so getting high organic ranking will be a challenge. I’d recommend using the Google Keyword tool to try to identify relevant keyword phrases that get decent search volume but aren’t terribly competitive. On the social side, find and follow people talking about this topic (e.g. by using Twitter’s internal search function) then jump into the conversation!

  54. Rank of any keyword can not be separated seo. The role of the seo can not be ignored. If you want to improve your website ranking, to hire a full-time seo staff is very necessary

  55. Tom 

    No argument there Sally, the point is just that SEO alone is no longer sufficient. Being as “findable” as possible when buyers are looking requires coordinated SEO, social media, PR and content development efforts.

  56. Nice blog,I would subscribe and have into practice from next moment.I am working as SEO and this will be helpful for me. Thanks Tom for sharing the information.

  57. Great blog ! I just discovered it today and I found some good informations concerning SEO and Social Media !

    Your concept of webbiquity have evolved with the new social media like Pinterest or Instagram but basically we are going in the same way !

    Thanks for the tips Tom !

  58. Tom 

    Webbiquity means that any point of presence has value: today it may be Pinterest and Instagram, yesterday it way MySpace, tomorrow it may be…who knows, the new and improved MySpace. The point is to be visible wherever your prospective customers are looking, and that is a very dynamic world.

  59. Great insight about social media and SEO. I always look forward for your blog because it is so updated and deals with the latest in social media marketing techniques. Thanks for your expert tips.

  60. Hi Tom,

    What a great piece of software the webbiquity really is!!

    By the way, I find it very encouraging for myself as somebody who has painfully and embarrassingly struggled to start making money online since 2005.

    So, after my 7 year long disastrous and agonizing drama trying to “unlock the code” of making money online, I am now glad that I’ve got the guts to get up again like Rocky Balboa and finally win the game of earning from multiple streams of income online by means of webbiquity as such a wonderful piece of software that I believe can surely help me harness and leverage the power of the internet and the social media.

    Please, feel free and welcome to visit my personal blog and leave some of your encouraging comments there.

    In advance many thanks.

    Bruno Babic

  61. Tom 

    Thanks for the comment Bruno, but I’m always a bit skeptical of “secrets” to earning big money online. Good luck with that though.

  62. Thanks for describing well about WPO which is necessary for branding. I like you secret and I will use these top secret in my website.

  63. Tom 

    Glad you found this helpful! You may also want to check out the updated WPO framework here.

  64. JFOPT 

    Fantastic idea, great information and very easy to understand.

  65. Tom 

    Thanks! You can find more on this topic in the web presence optimization category here.

  66. Web presence optimization is a complete Digital marketing guide where every activity does matters. Without WPO, we cannot achieve ROI.

  67. Tom 

    Absolutely correct. A narrow view web presence no longer cuts it.

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