A company to be considered solid must be visible on the web . Nowadays it is no longer enough to create the best product/service, it is essential to have excellent visibility that allows the brand to be chosen among hundreds of competitors.
In this short guide we will first analyze the concept of online presence and visibility, web reputation and finally reveal the winning moves to increase online visibility , thus obtaining a real competitive advantage over rival companies.
Does what you offer on the web really make a difference?
Is my company website easy to navigate? Are the topics I propose on the web of interest? Do I appear in the main search engines? These are just some of the questions that those who have a company should ask themselves to avoid wasting precious time, as well as money.
Competition is fierce these days and attracting users’ attention is one of the best marketing strategies to ensure a return from a financial and non-financial point of view.
Let’s go step by step, before better understanding what the strategic analyses on online presence are, it is essential to understand what is meant by web visibility and web reputation .
What is meant by web reputation ? Online presence but how many people find you on the web?
Web reputation is nothing more than the perception that users have of a brand , the same one that pushes a customer to choose one brand rather than another.
From this very brief definition it is easy to understand the importance of obtaining consensus also from people who choose the web as a means of making purchases. Let us remember that in Italy alone in 2022 online purchases are worth about 48 billion , which means that a brand to be chosen must first of all have a good reputation.
As it happens in the outside world, people are attracted by a product/service but choose to carry out the final act only and exclusively if they believe in that brand. And here we return to the fundamental concept: building a solid web reputation will also lead to increased sales! But reputation is built slowly, especially thanks to excellent visibility.
Your presence on the web is not enough:
It is necessary that people notice you and your product, only in this case can the much desired conversion take place ! Conversion is the process by which a simple user becomes a loyal customer, but for this there is the article Lead Conversion: strategies and tools .
Let’s take a rather banal example that will however help you understand many things: let’s think of two people who play, both of whom have the desire to live from their music. One has chosen to promote himself through social channels, website, festivals and is very careful about his reputation; the other plays closed in his room and no one knows about his talent.
Sure, it’s a pretty simple example, but the principle is the same: if you want to be successful and earn money, you have to make yourself known and visible to as many people as possible . Having visibility, and in the meantime building an excellent web reputation , is the best marketing strategy for your business!
What NOT to do to have good visibility on the web
Understanding the importance of good online visibility, the question arises: what to do to create a solid reputation? Let’s take a step back and first understand what NOT TO DO :
copy what the rival company does . Each brand has its own history and structure, so a digital marketing strategy must be planned according to the company’s assets;
wanting everything now . Visibility is built over time;
don’t create an SEO optimized website ;
do not turn to a serious and reliable communication and marketing agency . There are things that you can’t improvise, and this is one of them!
All the actions to take for a complete analysis of your online presence
After highlighting what not to do if you want to get a leading role on the web, it’s time to analyze the best online strategies to build a solid and effective online presence that will allow you to obtain excellent results.
1. Study the market
The first step is to analyze the market. It means not only understanding the interests and preferences of users who surf the web but also identifying competitors and studying their moves. This certainly does not mean copying but highlighting their strengths and weaknesses to get to do better.
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2. Optimize your website for SEO
SEO is the acronym for Search Engine Optimization (optimization for search engines) and this means that there are rules to apply c level executive list data to appear on the first pages of search engines. Studying keywords, producing quality content (consistent with what is proposed) are just some of the actions to take to be found on the web and not just be present online.
Learn more about SEO strategy and aqb directory search engine optimization in our dedicated article!
3. Create a usable and mobile friendly website
To be chosen, it is essential that the site is well structured and fast. Otherwise the probability of running into. The so-called abandoned cart would increase. Furthermore, it is also important that the mobile version. Of the site ensures an excellent User Experience , let’s remember. That 6 out of 10 users carry out their searches/purchases from their mobile phones.
4. Invest in local SEO function
SEO local means positioning the website among. The local search results and thus appearing among the first in a certain area. Let’s think for example of the user who has to find. A restaurant in a particular location of the city. That he doesn’t know: SEO local will help him find. The restaurants present in that specific area.
5. Start a blog with interesting content Online presence but how many people find you on the web?
Many of the brands that have dedicated a portion of their. Website to blogging have seen an increase in traffic. Resulting in increased sales and consequently increased visibility.
To understand the importance of a company blog to increase. Traffic to your website, also read our article ” Why a company blog increases your business ”
6. Always be up to date
In a competitive market, it is important that every channel used. To communicate with the outside world is always up to date. Google’s. Algorithm (the same one that may or may not penalize your page’s ranking). Evaluates the date a content was published, replacing. It with another competitor’s article if it deems it obsolete and no longer interesting for users.
The blog strategy of continuously updating content is very important, remember it!
7. Develop a precise and timely editorial plan
As just mentioned, it is good practice to update articles regularly to obtain a high ranking and be rewarded by Google.
How to make an editorial plan for the blog? Download our template to help you.
8. Always evaluate your performance
To have good visibility online it is good to carry out periodic. Checks and always study the positioning of the site on the main search engines. Only in this way is it possible to maintain the channel in an excellent. Position in the Google SERP. Correcting a strategy in the event that you notice negative. Results is the best way to avoid wasting further time and/or money.
Data analysis in digital marketing is very important because it can help you on a path of constant growth.
In SEO it is also important to understand which KPIs to monitor when performing an analysis, try taking a look at our article on the subject.
9. Advertise on major social media
70% of the population now has an active social network profile, this means that to increase your popularity and be chosen it is important to communicate with potential customers also through social media (LinkedIn, Facebook, Instagram, TikTok, YouTube…). There are now many users who declare that they use these means of communication before making a certain purchase.
