Improving Business Results Online Through Web Presence Optimization
This week, independent consultant and SEO specialist Tom Pick joined #prwebchat to talk about the concept of Webbiquity and how to do it. What is Webbiquity? Well, by Tom’s definition, it is “1) The fusion of SEO, search marketing, social media, reputation management, content marketing and interactive PR. 2) Being omnipresent on the web for the search phrase that uniquely describes you or your organization. 3) The place to find help with all of this. Webbiquity – be everywhere online.” Here’s what we found out:
SA: Q1 How has online marketing changed through the evolution of social media?
TP: Wow, that’s a huge question. I’d say it’s had three major impacts: First, it’s given companies more places, and ways to be found and spread their content online. Second, it’s provided unprecedented opportunities for interaction with customers, prospects, partners and key influencers. Third, businesses no longer control the message. They can influence it, but customers are now in control of what information they will consume and share. For more on this, I’d invite people to check out Five Big Shifts in Social Media Marketing.
SA: Q2 What are three of your favorite essential online marketing tools?
TP: I have lots of favorites, but three tools I use every day are: WordPress – an incredibly powerful tool not just for blogging but also as a full website CMS. Google Analytics – a free, powerful analytics tool that shows what’s working and where tactical changes are needed. Twitter (of course)! To me, it’s the ultimate tool for discovering what’s hot and sharing content that I find valuable.
SA: Q3 What is the difference between NFO (News Feed Optimization) and SEO (Search Engine Optimization)?
TP: For the unfamiliar, NFO (news feed optimization), is optimizing Facebook status updates to appear in news feeds of your fans. Like SEO, NFO relies primarily on relevance and keywords, and also some technical factors. But moreso than SEO, NFO is highly time-sensitive. While a well-SEO’d page may sit atop Google’s results for months or years…a well-NFO’d post has a lifespan of minutes, perhaps hours.
SA: Q4 What are the most common things people forget when optimizing their online presence?
TP: Be consistent – but not repetitive. Use key phrases consistently, but don’t just duplicate the same content everywhere. Cross-link everything, wherever possible! Not just your website and blog, but your Twitter account, YouTube channel etc. Promote positive coverage of your business, wherever it appears, not just your own stuff…for example, if you’re included in a best-of post, tweet it, Facebook it, bookmark it, share it!
SA: Q5 How do I find the unique search phrase that describes me or my organization/brand/company online?
TP: Pick a phrase you like, then use a tool like the Google keyword tool to investigate alternatives. Also look at what phrases people are using to find your website today using Google Webmaster Tools, Google Analytics or a fee-based tool like SEMrush. The best phrases will be fairly unique to your business, with relatively high search volume but low competition.
SA: Q6 How do I diffuse negative comments about my company online?
TP: First, respond promptly, courteously and professionally to any valid complaints or criticisms, using the same tool or venue. DON’T call any more attention to that content that what is needed for your internal team to respond. Second, “bury” the bad content in search with good content: guest posts on popular industry blogs, articles on online industry publication / industry association / partner websites, PR, video, any content you can share beyond your own website or blog. Here’s an excellent post on corporate reputation management.
Tom’s expertise in SEO, search marketing, social media, content marketing and interactive PR has helped clients ranging from single-person businesses to $1 billion+ corporations. He’s been named one of the 50 most influential B2B marketing thought leaders, written numerous articles on web marketing and social networking for various publications, and presented at blogging and social media conferences. Follow him on twitter @tompick or visit his website for more great content.
The next #prwebchat features @lizstrauss on online engagement–Thursday, Feb 3, at 2:00 p.m. EST! Have a question you’d like to ask Liz? Tweet or DM it to me @prweb. Follow in real time, join the conversation, and see previous #prwebchat tweets here. Reminder: The #prwebchat hashtag is always ‘open’ for conversation related to #PR, #smallbiz, #SEO, #marketing and #socialmedia.
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