Overview

It used to be years ago that having a website was enough. That is not the case today.

A business wants its website to be visible, or findable, by potential clients. That was the entire premise of the old telephone books - white pages and yellow pages for business.

Website administration is the context to achieve online marketing, which increases your business's visibility. This article will leverage my website design and SEO success to give you five key points you can easily use to produce, or enhance, your website marketing techniques and fortify your administration skills.

Those books are gone. Sure, you can find them online, but they are not the quality content they used to be when in print. Those paper books were crammed full of data.

To the consumer, looking for a service or product means using a search engine by Google, Bing, or Yahoo.

More and more people are turning to AI (Artificial Intelligence) for product/service research. It’s simple to use an AI browser: Edge, SigmaOS, Wavebox, or Arc. Most browsers, such as Brave, Chrome, Safari, and Firefox, include an AI summary at the top of results with EVERY completed search.

For a website owner, there is no escaping AI functions and features; even if you dislike the AI concept, it is a “must-follow trend” in successful online marketing.

Five Tips

Here are my five points for how to enhance the visibility of your website with current search technology trends and website trends.

"44% of buyers say they typically consume three to five pieces of content before engaging with a vendor."
~ Demand Gen Report

1. WEBSITE BUILDER

More and more services are touting AI builder services. While talking to people using these AI services, I am hearing they are not too intuitive. Plus, not knowing the best method for asking AI how to gain a competitive edge is a stumbling block for most. Handcrafted websites are created by individuals with experience and have a track record of SEO, Search Engine Optimization, success.

You must hire a website builder or learn the skills yourself. The journey to having your first website is an investment. I have worked with dozens of businesses building tier-one websites. This effort also requires inserting a new website into search engines' indexes so it can be visible. I have also worked with dozens of businesses that have existing websites that are broken or in need of repair.

Three essential functions of a website marketing , which are crucial in building your digital platform include 1) how the architecture is built, 2) how the images and videos are built (content marketing), and 3) how your content is distributed. The results you must achieve are inbound links to your website from other websites and digital resources, to produce organic listings in search results.

2. CONTENT PUBLISHING

The first, the most recognized, distribution method is social media. That is a no-brainer. You just need to build your channel, using SEO techniques, and then make periodic posts. However, keep in mind that the majority of social media posts are not read, according to ahrefs.

There are two additional steps to build your business's digital credibility, which is required if you want AI functions and voice search to use your website in their organic results.

First, establish a network of incoming links to your website from relevant and, more well-known sites than yours. An easy example is the Better Business Bureau. Another is Apple Business along with your Bing and Google profiles. This network will take time to develop, but include it in your annual review of your website. How many new inbound links did you add this year, excluding social media posts and channels?

"44% of buyers say they typically consume three to five pieces of content before engaging with a vendor."
~ Demand Gen Report

Second, build and publish content that is resourceful about your products, services, and industry. Resourceful means educational or providing “how-to” knowledge. This type of content falls under the umbrella of E-A-T (Expertise, Authoritativeness, and Trustworthiness) that Google introduced years ago to evaluate website content overall quality and credibility. Today, this remains as a key component of Google’s Search Quality Rater Guidelines, which human raters use to assess search results.

3. INTENT

Two types of business websites I have encountered are showcases and e-commerce. In the showcase, the owner expects inquiries from their website. Obviously, the e-commerce wants sales.

Both types require the “conversion” factor. Using a “Call To Action” (CTA) method so that website visitors take an action while on the website. That action could be watching a video, flipping to the next web page, becoming a subscriber, or making a purchase.

The methods and structure you use for your website are determined by your intent. What do you want visitors to do or see? What actions do you want a visitor to take? With every website, there is always a sales funnel, but with a showcase website, the design and outcome are different than a e-commerce website.

4. ANALYTICS

There are two segments of analytics. One informs you about your website visitors, and the other details the health of your website domain.

I use Google Analytics and Matomo Analytics on my websites. Matomo is based in Germany and in that country, their website visitors' privacy is a top priority. I use Google Analytics because if I don't its extremely difficult to produce organic search listings. i ran actual tests to prove that point.

The health of your domain comes in the form of domain authority. Google uses over 200 ranking factors in its search algorithm. The SEO tool I prefer to review domain health is ahrefs. They offer free services and paid services. Their free SEO services include a domain authority checker, keyword generator, backlink checker, and broken link checker.

5. ELEVATE

Two methods still remain as the dominant online marketing methods in elevating your website above your competition. One is free. These methods are paid advertising and blogging.

Paid advertising is used by many; I prefer blogging. Working on many types of websites, I have found that those who blog consistently improve their online marketing results.

I know a business that holds retreats in a well-known location. He paid thousands in advertising monthly. While he received a return on that money but was always looking to reduce his ad budget. The only decent method to do that was blogging on a frequent basis. After a few months, he began to see the benefits of his blog, but the next challenge was how to write quality content. And, he was able to reduce his ad budget.

Having a blog will accomplish two significant goals in your online marketing strategy. First, it supplies the “fresh content” which search engines are hungry to devour. Without fresh content, your website goes from a living document into a dusty relic.

Secondly, your blog is a simple method to install customized text links, an important SEO technique, between pages in your content. When done correctly using a keyword strategy, you boost website content with search bots and contribute to growing your domain authority.

"77% of internet users still read blogs."
~ Social Media Today

A blog is a simple method to repurpose content. For example, one blog post can be used as a social media post in multiple channels.

Summary

With every machine comes the responsibility to keep it tuned. Your website is no different.

Effective website administration requires tuning and adjustments to content, architecture, and publishing, along with upgrades as new processes and search technology become available.

These five points are elemental and can be accomplished in-house or by hiring a contractor. In my future articles, I will cover more advanced techniques for distributing content and streamlining your online marketing.

When your website is operating at full capacity, the content is integrated with search engines and measures in display of organic search listings, connected to business profiles in search engines and business reputation websites, displayed in geographic location content as a local business or in a national search results, and recognized by AI resources and voice search.

Contact me and benefit from a free website review and SEO audit.
Steu Mann