Online presence management is the process of presenting and drawing traffic to a personal or professional brand online. This process combines web design and development, blogging, search engine optimization, pay per click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general
Web Design and Development
Web design ensures that the brand is visually attractive through web site layout, logo, image placement, and other strategies. This may include establishing a consistent graphics scheme to use in establishing brand consistency across online platforms. Web development includes programming sites, creating mobile versions or apps, and related activities. A developer can tie branding into navigation and integrate search engine optimization into a brand’s web site. Security configuration is also important to ensure brand reliability online.
Blogging can promote a brand through consistent, interesting content generation associated with a particular brand. Microblogging through services such as Twitter may be particularly effective for establishing and maintaining name recognition. Blogging is also a quick way to respond to brand-related complaints and maintain a positive focus around a brand.
Search Engine Optimization
Search Engine Optimization (SEO) is the use of keywords in a web site to increase its ranking and thus visibility in the organic, crawler-based listings of search engines. Search engines use a spider or a crawler to gather listings by automatically “crawling” the web. The spider follows links to web pages, makes copies of the pages, and stores them in the search engine’s index. Based on this data, the search engines then index the pages and rank the websites accordingly. Major search engines that index pages using spiders are Google,Yahoo, Bing, AOL, and Lycos.
Some methods to optimize a web page in search engines are:
- Using keywords in a domain name
- Strategic linking (quantity of links per page, target, and keywords in link text)
- Keywords used in headings, page titles, and image descriptions
- Title tags
- Meta description tags (not relevant for all search engines)
Internet advertising is a form of broadcasting and promotion of products, ideas, or services using the Internet to attract customers. A 2011 advertising industry survey found that 21 percent of Internet users consider online advertising to be the most relevant advertising system. Internet advertising has overtaken other traditional advertising media such as newspapers, magazines, and radio. Internet advertising targets users interested in relevant keywords and displays a text or image ad next to search results or within social media.
Social Media Marketing
Social media marketing uses social media platforms to create and foster communities and relationships. Social media marketing is focused on creating content that attracts attention and encourages readers to share content with their social networks. Social messages are effective because they come from a trusted, third-party source, rather than the brand itself.