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Frequently Asked Questions
What is meant by “web presence”?
The web presence of a business is the complete digital footprint of a business found on the Internet. While the website and the written, video and graphical content it contains is the cornerstone of a company’s web presence, there are quite a few other digital locations where a business might have a presence. These include, but are not limited to:
- Links to pages and content on the company’s website from other places on the Internet.
- Social media properties such as a Facebook Page, Twitter account, LinkedIn account (business and personal), company blog, Google +1 account.
- Mentions of a business or website in social media – posts, links, tweets, +1’s, likes, etc.
- Video content created and posted on video sharing sites such as YouTube.
- Local business pages such as Google + Local;
- Listings in business directories like Bing, Yahoo, Yelp, Merchant Circle, YellowPages.com, Whitepages, CitySearch and others.
- Email communications with customers and prospects.
- Press Releases to news and media outlets.
- Content a business has created and shared on other websites.
What is SEO?
Definitions of SEO can vary but many of the core concepts are consistent. According to Wikipedia:
“Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.”
“As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.”
In a somewhat shorter description Search Engine Land, a well-regarded search-focused website, explains:
“SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment is not involved, as it is with paid search ads.”
Why do I need SEO for my business?
Search engine optimization is an essential component of a business’s marketing and sales strategy. With the rise and rapid growth of the Internet and the demise of many traditional (offline) channels to reach customers and prospects such as the Yellow Pages, having a web presence has become increasingly important if not vital.
Reasons for developing and implementing a clear SEO and web presence strategy include:
- To optimize your web presence and visibility.
- To build better branding and positioning for your business, products and services.
- To increase the online credibility and trust for your business.
- To identify a business’ most effective keywords.
- To rank higher in the search engines.
- To increase traffic from potential customers.
- To increase the number of repeat visitors and customers.
- To Grow Your Business – $$$
The goals, project scope and budget for search engine optimization and growing a web presence can vary significantly for different businesses. However, the need and importance for having an optimized web presence will only grow over time. At the end of the day, if your customers and potential customers are not finding you on the Internet they are finding your competitors.
What are Keywords?
Keywords and keyword phrases are a central element of search engine optimization. In its most basic definition a keyword or keyword phrase is the text a web user types into a search box to find relevant information or content. Phrased another way, keywords are descriptions of the information people are searching for and can bring targeted traffic to your website.
Choosing the best keywords for your website and SEO optimization is very important for getting targeted traffic to your website with the greatest chance of converting them to customers and repeat visitors. Effective use of keywords is essential for ranking well and being found on the Internet. Keyword research is focused on locating the optimal keyword phrases for drawing targeted traffic to a website.
Keyword research can frequently be dry and very detailed oriented. To do it well it requires special software tools and experience. However, this type of research and the information it provides is the cornerstone of any successful SEO effort. Many people also consider the optimal use of keyword phrases to be essential for creating and maintaining a successful website as keywords will appear in the website’s page content, in the off-page meta data and frequently in page titles and descriptions.
Moz is a well-known and well-respected website for SEO information, tools and services. Part of their perspective on Keywords includes:
“It all begins with words typed into a search box. Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the “right” keywords can make or break your website. Through the detective work of puzzling out your market’s keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.”
“It’s not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated.”
What is Social Media?
There are quite a few different ideas and opinions on defining the term “social media.” However, there are two aspects that are consistent: it involves sharing information, and it is continually evolving. The most commonly recognized social media platforms include Facebook, Twitter, LinkedIn, and Google Plus. A broader definition of social media would also include social sharing sites such as YouTube, Vimeo, Flickr, Pinterest and Instagram. The number, scope and size of social sites continues to grow at a rapid rate.
According to Doreen Moran, a digital and social marketing strategist, “Social media is a collection of online platforms and tools that people use to share content, profiles, opinions, insights, experiences, perspectives and media itself, facilitating conversations and interactions online between groups of people.
- Social Media is the platform/tools.
- Social Networking is the act of connecting on social media platforms.
- Social Media Marketing is how businesses join the conversation in an authentic and transparent way to build relationships.”
Wikipedia states, “Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
Ann Handley, a marketing and social media expert and author states, “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information. Increasingly, it’s both the connective tissue and neural net of the Web.”