However, times change and SEO alone won't suffice as the sole outlet of optimization and Internet marketing. Nowadays, a framework that we call "web presence management" is rejoicing from increasing popularity, as it seeks to bring higher quality and more sustainable results.
Not to discount SEO, as it's still a solid technique to drive targeted traffic to a website. However, thousands of new websites are added and optimized on the reg, which makes it increasingly difficult for SEO's and search marketers to maintain their top rankings. By embracing a more holistic approach like web presence management, a company can spread its brand image, build credibility, and connect with unique visitors through many different channels.
The Idea Behind Web Presence ManagementWeb presence management involves optimizing and managing a brand's overall web presence through various means, beyond just SEO. Some of the most prominent channels of web presence management include PPC (or paid search advertising), social media marketing, content marketing, and of course, SEO. All of the web marketing channels work together to build an authoritative web presence that naturally ranks well in Google, in addition to naturally inbounding traffic from other sources beyond search.
Below we underscore some of the primary pillars of web presence management and how your online business can thrive leveraging each in a smart and cohesive manner.
PPC AdvertisingPPC is an advertising channel designed to help companies instantly obtain search engine exposure and increase their share of relevant visitors. This is done by showing websites only to clients who search for a specific keyword or phrase, such as "remote virus removal".
When a keyword query is submitted, search engines show the company's ad near the top of results under a section titled "Promoted ads" or "Suggested websites". Many PPC advertising platforms offer such services including Google (AdWords), Yahoo and Bing. This a good way to get a jump start on your company's web presence.
Social Media MarketingSocial networks are rejoicing from a very high popularity in our days, with he Facebook network counting over 1.3 million active users and Twitter over 700,000,000 of such users. This represents a huge market that any business can approach. Considering that you show your ad to only 0.1% of these users, you would still have over 100,000 visiting your website. Furthermore, channels such as YouTube or Vimeo make business promotion ideal through short content videos.
Integrated social media marketing and advertising in your web presence management strategy is vital for success. Not only can you build a credible brand image, but you can also leverage social media marketing with content marketing (which also can help fuel your SEO and search engine authority.)