The other day at a prospective client presentation, we provided the client with metrics, analytics and additional information about their Internet presence. Included in the data were insights into their keyword ranking, competitor analysis and brand review on the Internet. Toward the end of the meeting, one of the attendees commented, “We didn’t know what we didn’t know!” This comment certainly caught everyone’s attention and brings to light a worthwhile consideration, “What don’t you know about your Internet presence?”

The amount of data available about a company’s Internet presence, brand, Web site, and competitors is staggering. Tapping into this publicly available data is only half the battle. Interpreting this information in a manner that helps a business grow and increases revenue is the most critical component. I believe the latter motivated the client to comment “We didn’t know what we didn’t know.”

  • What are your Internet metrics? In other words, how does the Internet community perceive your Web site? The basic components of this data would include – but are not limited to, your Google Page Rank, your Traffic Rank, and your link popularity at each of the major search engines.
  • What are your competitor’s Internet metrics?
  • What is your ranking for your selected keywords?
  • How many searches and competing Web pages exist for these keywords?
  • Are there additional keywords to consider which provide a balance between high searches and lower competition?
  • If you type in your company name or a variation of your company name into a search, what are the results? What about typing in your domain name?

(This is all publicly available data that does not require access to your Web site statistics or Webmaster Tools.)

After gathering the information, the next, most critical step is to interpret the data to determine which Internet strategy will best benefit your business.

It is important to understand the process is about more than your Web site; Ensuring your Web site is technically effective, that your pages have relevant content, and that keyword landing pages are developed is only part of the equation. Many businesses quickly flock to spending too much time on their Web site and adding pages, without realizing they also need an outreach program outside of their Web site on the Internet to truly affect their Internet metrics and analytics.

Enlisting a content marketing program along with developing a technically effective Web site coincides for a cohesive strategy. Doing one without the other does not produce the desired results. Here’s a brief look into both elements:

Web Site Technical Effectiveness
Most of the technical requirements are within the Web site and on the server. We’re talking about sitemaps, having W3C compliant code, link title descriptions and image descriptions to mention a few. Then there is content relevancy which involves tailoring the written content so search engines can identify a Web page’s authority on a search topic.

If you want to start by setting up your website’s sitemap, check out the sitemap generator from XML Sitemaps.

Content Marketing
For this conversation, let’s define content marketing as “the convergence of editorial and advertising, using multiple formats that allows for viral distribution to raise awareness about your business and Web site.” When we talk about content marketing, we’re talking about posting information that will have a shelf life of years.

Content marketing is about establishing your business as an authority on a topic or multiple topics relevant to your business, products, services, and industry.

Content items may include articles, news releases, photos, PowerPoint presentations, social media marketing, and videos, to name a few. As this information is distributed, you are increasing the critical mass of information about your business.

What Don’t You About Your Internet Presence?
If we consider your Web site and the amount of Internet information that is available about your Web site, how much of this are you aware of? Do you know how the Internet community perceives your Web site? Take a look at your metrics or share your feedback, and let us help you interpret this data.