Web presence optimization is the evolution of SEO. Because SEO is becoming more and more influenced by social media and engaging, top-quality content, online brands need to focus on (or “optimize”) their entire web presence.
Below I define three ways in which you can leverage WordPress to optimize your web presence.
Write & Publish Awesome Content
One thing that’s certainly changed in the SEO game is that content quality does matter. If you’re publishing your content on blogs that never get any traffic, then you are wasting your time.
Some of the more old-school SEO’s and search marketers out there are in denial about this. They still think that relentless blogging in an effort to build backlinks (regardless of blog quality) will increase their rankings. This might indeed spike their rankings, but only temporarily for a short while.
Instead, write and publish awesome content on your own site. Sure guest blogging has its purpose for web presence optimization. But If your content offers incredible value and is socially promoted in the right ways, it can rank naturally (which is ideally the end-goal.)
WordPress makes it pretty easy to do this. Because it’s centered on blogging and content marketing, you can easily integrate a blog on your website and let loose. Not only can brilliant content earn authority naturally (via social signals and backlinks) but your blog posts can bolster the keyword rankings for other relevant pages of your website.
Integrate Social Media
In that last paragraph I mention a keyword: “social signals”. These are the ever-powerful +1′s, Tweets, Likes, Shares, Pins, etc. that people signify about piece of content. These social signals are beginning to have a significant effect on the search authority and SEO potential of web content.
So parallel to building a blog, you’ll want to integrate social media throughout your website. There are a couple ways in which you can go about doing this. The first and most important is to integrate social sharing icons on you pages (especially your blog posts.) This can be accomplished by installing a social media plug-in, or by having some custom development work done on your WordPress site.
The second consideration is to include social media icons to promote your social presence (not so much social signals.) These icons, which are ideal when placed in a site-wide header (or other very visible location) motivate visitors to follow you on various social media sites. This is essential for web presence optimization, because social (by itself) plays a huge roll in shaping the image of your web presence.
Optimize Your Site for Conversions
Getting traffic to your website is only half the battle. Converting visitor traffic makes up the essential other half.
A key component to web presence optimization is CRO or “conversion rate optimization.” This takes SEO one step further and typically addresses certain design elements and calls-to-action. Pretend you’re a visitor who has just landed on one of you ranking blog posts or inside pages. What’s the next step down the conversion funnel?
The nice thing about WordPress is that it’s very design flexible. Talented WordPress developers can usually integrate calls-to-action and conversion touch-points in side columns or in parts of the navigation. These minute yet significant details can help make the most of the traffic that visits your website.
About the Author
Tyler Tafelsky offers over five years of experience in various aspects of SEO and search marketing. Tyler currently leads the web presence management company: the Web Presence Group. You can email him directly at Tyler(at)WebPresenceGroup.net or connect with him on Google Plus.