The Hierarchy of Web Presence Optimization – Search Engine Watch (#SEW)

The Hierarchy of Web Presence Optimization

by Krista LaRiviere, April 23, 2012

8 Comments •Text Link Ads Much has changed in the SEO landscape and the practice of search optimization over the past year – from the ongoing Panda and Freshness updates to the introduction of Google+ and Search Plus Your World. Then Google started encrypting a vast majority of keywords referred from organic search, and now Google has indicated that websites guilty of “over optimization” are on their radar.

If you’re a marketer you must be thinking, “How do I know if we are maximizing our SEO investment given all the changes Google has introduced?” If you’re an SEO or marketing consultant, you’re probably asking yourself, “How do I sell my services and prove value to my clients?”

Although a lot has changed, two aspects of SEO remain certain:

SEO isn’t dead, nor will it die in the foreseeable future. Billions of marketing dollars are invested every year into “being found” organically in the search engines and this trend will continue. With more than a billion Google searches performed worldwide every day, SEO isn’t going away.

The way we perform and measure SEO has to change and is changing. Blatantly building out backlinks and optimizing on-site content isn’t enough. Measuring only rank and position isn’t enough either. Today organic search is about fresh, relevant, findable, optimized content that generates leads.

A New Theory: The Hierarchy of Web Presence Optimization

The idea of building out a hierarchy of web presence optimization (WPO) comes from the belief that basic fundamentals are required before organic search success can be achieved. The purpose is to

via The Hierarchy of Web Presence Optimization – Search Engine Watch (#SEW).

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