Not long after Al Gore invented the Internet, entrepreneurs started dreaming that clients would magically find their shiny new websites, instantly understand the entrepreneur’s value, and start sending them money.
But of course getting found has become harder and harder every year between changes to algorhythms, increased competition, and the strengthening of existing online competitors’ digital footprints.
And even if you do get found online, the challenge then becomes positioning yourself as unique from your competitors as well as being seen as a trusted authority while educating your visitor about the complications involved in solving their problem and turning that traffic into actual business.
So how can you improve your discoverability while making your unique value clear, demonstrating your credibility, and increasing searcher trust?
You do that by concentrating on web presence optimization (WPO), which is the new search engine optimization (SEO).
Web presence optimization requires acknowledging that much more than just your website or blog appears in the search engine results pages (SERPs). It asks you (ok, “forces” you) to start thinking about your SEO and getting-found strategy from a broader perspective and linking these all together as much as you can in order to form a compelling, consistent image online.
Here are the 4 basic steps in WPO…
1. SEO fundamentals. No SEO isn’t going away. It can’t. It’s the foundation of the web and of search. So you’ve got to have a good foundation of key phrases (no single words please). Have the tech elements in place, and, if you’re site is on WordPress, make sure you’re using a plugin to help you optimize each post and page (like Yoast or All-in-One). Key phrases are still important so give some real thought to them and do some research into how people search for what you offer.
2. Have a Content Strategy. Do not practice what Pam Hendrickson (one of my mentors) calls “random acts of content.” That might have worked in the past (like 10 years ago) but it’s not working anymore. Create an editorial calendar tied to the seasons of your offerings and tied to your launch schedule for new offerings. Fill the gaps in with related content and moments of inspiration. Your content is a critical part of your Pre-Sell strategy because it helps differentiate you by sharing your point of view, it educates your visitor / Suspect, and it demonstrates your authority. If you can’t write, don’t have time to write, or don’t want to write then you better plan on using video and audio or hire a writer. There are good ones out there and you need to accept that you’ve got to invest in that skill if you don’t have it yourself. Lorrie Morgan Ferrero, my original copywriting mentor, is famous for saying that copywriting is the most expensive part of your marketing budget and she’s right. But it’s an investment that pays off in a better reach and better reaction from your audience. I’ve been on sites where I can barely follow the copy and I just click away never to return and I’ll bet you do the same. If you’re not willing or able to pay for someone to write for you then invest in a good writing course that focuses on writing for the web.
3. Publish everywhere.Blog posts go on your blog of course but you can also guest post and post your article on LinkedIn as well. Make a few minor changes so it’s appropriate for LinkedIn and there you have it. Put links in updates on your social platforms and encourage people to share. Don’t assume they’ll do it. But make creating great content the focus because that certainly helps inspire people to share. Be sure to add share buttons everywhere. Then do an audio / video recording of you talking about your post and you’ve got a video for You Tube. Maybe you can start a video podcast. And speaking of podcasts, (audio) podcasts are suddenly huge and going to get bigger as cars make it easier to stream them and we all try to escape the commercials and same songs played over and over.
4. Measure, improve, repeat.Track the results of your efforts. Don’t just monitor your industry but monitor your audience’s industry or problem as well. This way your content can help site visitors make connections between your offerings and making their life or business better. Be patient but be bold and make changes as needed. I say be bold because too often we’re soft in our message (and I’m talking to myself here too). Our audience needs to see we’ve got a point of view and they deserve to know what that is. We’re going to attract those people who resonate with it and those who aren’t interested will go find someone who’s a better fit for them. Don’t be afraid of that.
Content has never been more firmly seated on its kingly throne; but Quality is queen.
Getting found online requires a strategy that leverages your content to create a unified presence while raising your discoverability. Give value; don’t hold back; and respect people’s time. Remember, this is how you help clients buy – by Positioning yourself as uniquely different, Pre-Selling yourself – demonstrating your knowledge, educating your visitor; which then helps you Profit by attracting people who want what you offer and who reach out to you ready to learn more and inclined to work with you.
