This blog introduced the concept of web presence optimization (WPO) back in 2010. The idea was to extend search engine optimization (SEO) more broadly. SEO was (and is) about being found at the top of search results. WPO was and is about being found everywhere online where your prospects are looking for what you offer.
The concept of being everywhere online gave this blog its logical (though hard to spell) name.
Of course, the Internet has changed a lot since then. For example, microsites are no longer a productive tactic, other than for special-purpose uses such as new product launches or event promotion (in conjunction with paid advertising).
Using article marketing, reputation management, or social bookmarking for SEO stopped working years ago. Sites and services like Plaxo, PeoplePond, Netlog, Buzzle.com, and StumbleUpon no longer exist.
Whether to create your company blog in a subdirectory or as a subdomain was once a serious debate, but that dilemma has long been settled by the overwhelming SEO benefits of going the subdirectory (or subfolder) route. Directory links no longer matter much (though building out your Google My Business profile is vital).
But the WPO approach is more popular than ever. A Google search on “web presence optimization” yields more than 150 million results. It’s just the tactics that have evolved over time.