How WPO Fits Into Digital Marketing
Since its introduction in 2010, WPO has been embraced by tools vendors and covered in publications like iMedia Connection, Search Engine Watch, Business2Community and Social Media Today, and Website Magazine. Although the framework is well-covered, what may not be well-understood is how WPO fits into online marketing.
Buzzwords are often used to obscure, confuse, or spin. But WPO genuinely illuminates the actionable key metrics of online visibility, enabling marketing professionals to make smart decisions about coordinating PR, SEO, SEM, social, and content marketing efforts.
The definitions below clarify the role of WPO in the digital marketing and PR mix as an overarching management framework.
Web presence optimization (WPO): Web presence is essentially web visibility; it’s about being as ubiquitous and easy-to-find as possible when buyers are searching for information about what you and your competitors sell. Anything about your company or products that appears somewhere online—whether owned, earned or paid content—contributes to your web presence.
Tracking over time and against competitors as well as managing and continually improving this for relevant, maximum exposure is optimization. By using unified metrics, you can manage, benchmark, and coordinate the efforts of specialists in various disciplines, including content development, social media, SEO, PR, online advertising, and reputation management, resulting in efficient and effective optimization of an organization’s total web presence in order to drive business results.
Content Marketing: According to content management guru Joe Pulizzi, “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action. A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.).”
Content marketing is arguably one component of WPO even though it includes offline venues such as print, which don’t contribute to web presence. It’s also focused on owned (internally produced) media and does not include metrics or competitive benchmarking.
Search engine optimization (SEO): Per BusinessDictionary.com, SEO is “the process of improving traffic to a given website by increasing the site’s visibility in search engine results. Websites improve search engine optimization by improving content, making sure that the pages are able to be indexed correctly, and ensuring that the content is unique.”
SEO includes technical factors (making sure sites load quickly and are easy to crawl), content factors (keyword research, content optimization, meta tags) and linking factors (building internal and external links).
While SEO is affected by PR and social media activities, metrics, and competitive actions, it’s internally focused (owned media), cannot be used to manage PR or social media marketing activities (except as they relate specifically to website optimization), and is separate from paid search or other online advertising activities.
Inbound marketing: In the words of HubSpot founder and CEO Brian Halligan, inbound marketing is “where you help yourself ‘get found’ by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a ‘hub’ for your industry that attracts visitors naturally through search engines, the blogosphere, and social media.”
Like WPO, inbound marketing incorporates metrics, content creation and optimization, social media, and (in some cases) search engine marketing. Valuable as it is, however, it doesn’t provide the overall online visibility management framework that WPO does because the latter also includes PR, online advertising, competitive benchmarking and earned content.
One element that none of the above concepts address, but is addressed in WPO, is that third-party content (from customers, journalists, bloggers or other influencers) has value in influencing the buyer’s decision-making process, even when it doesn’t lead directly to a lead or sale. Furthermore, third-party content is often viewed as more objective and credible than company-produced content, making it critical to track, measure and share.
Online marketing: According to About.com, “Online Marketing is the art and science of selling products and/or services over digital networks, such as the Internet and cellular phone networks. The art of online marketing involves finding the right online marketing mix of strategies that appeals to your target market and will actually translate into sales.”
Though it incorporates SEM, online advertising, search optimization, and content marketing, online marketing is transaction-oriented: it’s focused on activities that lead directly to sales for generally low-consideration items including frequently-purchased or impulse-buy consumer goods and low-value business supplies.
WPO, in contrast, has a broader focus on earned content (e.g. social and press) and overall online visibility, which is important for high-value, considered-purchase consumer goods and b2b sales where web research may lead to an online or offline sale.
Internet marketing: While this was originally an umbrella term for various types of activities similar to online marketing, Marketing Land notes that the term has since become to large extent co-opted by get-rich quick hoaxes, pyramid schemes and other scams. As WPO is all about building online credibility, it’s the farthest thing from Internet marketing.