Web Presence is the strategic combination of all the places on the web where information about your business can be found. Whether it is your website, the foundational element, or various peripheral sources such as, directories and social media. When these are working together, each effort helps to strengthen the others so that the presence of your business on the Internet is enhanced. The stronger your web presence, the more likely it will be that potential customers will search for and find your product or services. In fact, it is not uncommon that when an interested person searches directly on your business name, that they will find multiple entries all directed to your business in the Search Engine Result pages. The more entries you have, and the more directly they speak to your services or products, the greater is your Web Presence. And the greater potential for reaching your potential customer.

Directory citations are listings in key directories that will enhance your company presence. By seeking to be cited in directory sites specific to your industry you show your business existence to those searching in each venue. Broadening the scope of your citations to popular directories not specific to your industry is still beneficial. The general directory is advantageous because of the increased number of potential viewers of your business.

Consistency is always a good thing. However, in the area of directory citations it is especially significant. When the three basic elements of name, address and phone number are not consistent it appears that these variants are separate businesses when they are not. The three areas of Name, Address and Phone (NAP) are three factors that search engines, like Google, use to confirm the identity of your business. Addresses are unique. Phone numbers are unique. If the person searching has misspelled your business name or entered it incompletely, the address and phone number help to sort that out. If your directory citation has inconsistent address listings or phone numbers there is confusion as to who you are. Google does not appreciate this kind of confusion because the user does not appreciate it! Making things clear allows Google to present the best information to those searching.

Dynamic presence is the foundation for all other elements of web presence. Your website needs to be alive with activity. Constant addition of data provides reasons to come back to the website again and again. A site left unattended is static and shows that the owner of the site has posted a business card with no intent to engage the visitor. Regular interaction through adding content shows an interest in engaging the visitor and providing them with the best insights on your services or products.

Repurposed content is content originated in one venue used in another. For example, a blog will often have content that can be repurposed for social media sites. The blog content can also be distributed through a newsletter as a means of notifying viewers of new content on the website. A landing page will use reshaped content from the website to emphasize a particular aspect of business or a current special event or sale. Good content could also be the basis of a video, taking static reading material and making it come alive online.

The blog is an entry level means of providing regular content to your website. Whether blog content is published daily, weekly or monthly, the discipline of regular publication keeps the dynamic aspect of a website alive. While there are other means of showing that your website is alive with activity, the blog is the strongest. For example, regular blog content also provides interaction on social media, a resource which demands constant interaction to be effective. The blog is the backbone of an emailed distribution newsletter. Email is a very effective means of communication.

Simply put, a Landing Page is a specific page at your website where directed traffic may “land,” or arrive, through means outside of the website. While the majority of the pages of your website will be a part of your menu structure and so accessible through the website itself, the Landing Page is not a part of that menu and is not accessible through the website. Instead, the visitor finds a paid ad or a search engine result that has a link to the Landing Page. The paid ad is more common. The ad will present initial expression of a sale or event. The link in the ad promises more information and take the user to your Landing Page where further explanation is given along with a Call to Action which is combined with a form and a phone number.

  • Pragmatically, you should consider including a video on your website because the search engines give special notice to sites with videos. Also, the trend for all internet traffic is on the rise for video. Video traffic is set to reach 80% of all internet traffic by 2019. But it should be considered an elementary observation that viewers prefer a video to content that must be read. Some would disagree. They prefer reading. But they are in the minority – 20%. And the video can present the same content with action clips, music, and voiceover reading that is dramatically superior.
  • Another factor giving more weight to the video is that the viewer comes to the site without the benefit of extensive understanding of product or services that the owner of the site has. To expect the visitor to view static pages with the same degree of understanding as the owner or sales person of 25 years’ experience is unrealistic. The visitor not only doesn’t know the elementary concepts of the business, they don’t know where to start when they come to the website to find out. The excellence of a video that acts as a guide by explaining basic concepts and strategies is great. Here is a natural bridge to bring the overwhelmed visitor into a relationship of trust and understanding.

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