Building a User-Based Web Presence

Should you put all of your focus on Google’s next move?

We’re going to say it: It’s impossible to (completely) stay ahead of changing search engine algorithms. Many updates released by Google are done so in the dark of night, without warning, and without any ceremony. And many of the previous updates have left businesses scrambling to recover from massive penalties that practically wiped their websites from search engine results pages (SERPs).

But we think there’s a better way to approach SEO and Internet marketing that won’t make you fret with anticipation every time an update is released. We call it a “user-based” approach, and it’s the fundamental, underlying aspect to nearly all of Google’s major algorithm updates.

Building A Better Web Presence

So, what’s our magic ingredient — the strategy that allows us to be so confident when Google updates send other SEO strategists to their knees?

Being focused on the user.

Google has been pushing websites to provide a better product (website) for users for a long time. Penalties to sites that publish low-quality, spammy content; use hidden door techniques; and that focus on fooling the search engine rather than serving the consumer have been forthcoming in all of the major updates. And the one unifying feature of all of these has been the impact on the user.

So, instead of waiting for the next update to penalize websites trying to use shortcuts and Black Hat SEO tactics to get on the front page of Google, we’ve pushed ahead of the SEO muck toward a better, user-friendly (and client-friendly) future.

Three Ways You Can Have A Better Web Presence

There are three major components of a good web presence. This is a “big picture” overview for your website and web presence, and as you may have guessed, it focuses on the user.

#1: A Fully Developed Website

The way a website is developed will influence the way visitors can use the site and also the way we can market the site. And the sad reality is that a website can be developed incorrectly, and for business owners without the prowess to recognize what’s happening, money is being tossed down the drain.

At Online Potential in Gainesville, we develop responsive, mobile-friendly designs because that’s what will work best for all of your users. Until Google’s recent mobile-friendly update, thousands of websites ignored mobile users, or just didn’t care enough to provide these users with the ultimate experience.

There’s nothing beneficial about fighting your users, instead, you should be providing them with the tools and navigation capabilities that will improve their experience and increase the functionality of your website.

Having a good foundation, a.k.a., a fully developed website, will start you off in the right direction to grow your business.

#2: Content Optimization

The term “optimization” has permeated the industry so completely that it has spilled over into our everyday lexicon. There are two basic camps on the keyword issue: one side says that keywords are the best way to show that your site is relevant to a search query, and the other side says that keywords don’t matter (at all!).

These are complex arguments that can’t really be boiled down to a sound bite or catch phrase. But what we want you to take away from this is that a specific keyword can be less important depending on the way your site visitors speak.

Here’s an example of what we mean: You optimize your website for soda (keyword A), but users are searching for pop (keyword B). In the last decade, the chances that users would find your website are slim because search algorithms promote more relevant sites, or those that use keyword B.

Algorithms are changing, and they are getting smarter. Search engines are focusing on providing the most relevant search results for the context of the search, not the content. So, that means users who say “pop” but mean “soda” might be more likely to find your site. But the algorithms aren’t at mind-reading levels, and there’s no guarantee they will get that smart in a short period of time.

In the meantime, we’ve developed strategies that can draw in visitors — even those that use slightly altered keywords — so that you can reach your consumers and provide them with a better experience.

#3: Social Interaction

We can’t tell you how often we hear business owners complain about employees wasting time on social media. Facebook, Twitter, Pinterest and even Google+ seem to be the bane of existence for every business owner who wants to see a rise in productivity.

But if you’re looking at social media as an evil rather than an opportunity, then you’re missing the big picture.

Social media isn’t going away, and businesses that get on board and stay with trends are more likely to succeed than those businesses that shun social media.

The reality is that social media provides a much-needed platform for businesses, too. Not only can you advertise and market your brand on a social media, but you can improve your online reputation, interact with consumers and even show your fans a more personal side of the business.

Unlike traditional commercials that interrupt what a user is watching, social media is a type of free commercial to which users purposefully tune in. Fans and followers “like” or “retweet” the things you’ve shared, promoting your business with very little action on your part.

Improving The Web Presence Of Your Business

When you take a little extra time to build a better website foundation, include content that appeals to your visitors, and interact with followers via social media, your business is sure to grow. With Online Potential in Gainesville, you can achieve success through these three components to building a better web presence that focuses on the user.