Practical Advice For Maintaining A Long-Term Internet Presence In 2024
Internal marketing teams work relentlessly to keep their brand relevant, and the Internet has typically been the most effective platform for reaching the most diverse and engaged audience.
However, things sometimes go differently than planned, and maintaining your internet profile is rarely straightforward. Many things, from SERP instability and algorithm improvements to revised positioning and new competitors, can derail us.
This post will provide the best (and most actionable) tips for maintaining your internet presence and riding the wave, no matter how choppy and unexpected things get.
But first, let’s define a sustainable online presence and why you should strive for it.
What is the definition of an internet presence?
The term “online presence” refers to your company’s online visibility and how easy it is for searchers to find what you have to offer.
This internet presence can be as extensive or as minimal as you wish. This article will examine how businesses may get and keep a presence on Google’s search engine results pages (SERPs). After all, it is the world’s most used search engine.
What exactly does it mean to have a long-term internet presence?
A long-term online presence can withstand variations and grow or stay stable in the face of changes and uncertainties.
A continual reduction in traffic and rankings suggests that a business needs assistance maintaining its internet presence. A consistent rise in these metrics over time, on the other hand, indicates a strong, well-performing online presence.
It is clear which of these two options we all prefer. But how can you establish a long-term online presence? In a few areas, SEOs and content strategists succeed.
Creating theme authority is one of the most successful ways to build a long-term internet presence. When a website demonstrates its knowledge on a specific topic by providing a significant amount of thorough material, it is said to have thematic authority.
When looking for answers online, you naturally want to hear from someone who specializes and has skill in that sector rather than someone who tries to cover as many topics as possible but is an expert in none of them. Google recognizes and rewards sites that can demonstrate their expertise and ability on a particular topic.
This was emphasized by Google’s helpful content update last year, with Google’s guidance emphasizing the need for expertise in generating high-quality content.
The benefits of a site that focuses on a specific issue and positions itself as a well-recognized voice are emphasized in Google’s guidelines.
But what exactly does that mean, and how does it play out in practice? It typically entails creating information that meets people’s more precise questions about a topic.
This usually means selecting long-tail keywords with fewer monthly search queries but the ability to provide readers with a lot of personalized expertise and value.
For example, I’ve written specific articles on how different departments and industries may better handle contracts, replete with case studies and specialized counsel.
Create material for each funnel stage.
Fast-growing businesses usually prefer transactional content since it is more likely to result in conversions and is an efficient way of increasing demand.
However, in their quest for rapid satisfaction, customers may become myopic, failing to recognize the vital function that low-intent instructive material plays in the customer journey.
When these individuals and organizations make a purchase choice, companies that develop content for all types of intent and at all funnel stages will stand out.
I know what you’re thinking: if we could capture all keywords at every funnel level, we’d do it.
You must, however, be astute in selecting low- or medium-attention-threshold terms to pursue. Consider who will be searching for low-intent keywords and how they may play a role later in the purchasing process.
If you can link the dots, the keyword will be valuable to your organization, and traffic will be a vanity figure. If you can link the dots and there is a reasonable search volume, it is worthwhile.
Regularly review and update old content.
It’s easy to neglect content once it’s on your site and attracting visitors, mainly if it performs well at first.
What works today may not work in a year if the subjects or trends you address in your material change over time. Posts that once garnered a lot of traffic and ranked high may have needed to be updated after you posted them.
When it happens to high-performing sites, this might have a significant impact on your web exposure. You have two possibilities at this point:
To compensate for these losses, you may generate new content and target new keywords aggressively.
You can boost the value of your original work by improving and refreshing it.
The latter requires less time and money while yet being highly effective. A HubSpot study found that updating outdated blog content can increase traffic by 106%.
However, rewriting is only a temporary remedy. First, you must discover which of your material’s components is causing poor performance and why. More user-generated content may be required for a high-information website or a viewpoint not covered elsewhere in the SERPs.
Consider what the reader wants to know, what is well-positioned, and how you can give unique value.
This will not only increase the reach of your content but also its quality so that readers will return to your site in the future for similar content. It is critical to maintain your online presence.
Remember off-page optimization.
The content creation process is only half of the battle. Off-page SEO is essential to shift the needle for highly competitive search phrases.
This is due to Google’s continued reliance on off-page SEO signals, such as backlinks from other websites, to determine your site’s credibility.
Unfortunately, no shortcuts or magic formulas exist here.
You must build backlinks organically and avoid using spammy link-building strategies. Instead, focus on producing great content visitors want to share on their website and social media. The most significant material includes tools, manuals, glossaries, and original research.