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#238: Getting a Handle on Your Firm's Online Presence

Posted By Mark Haas CMC FIMC, Wednesday, February 10, 2010
Updated: Wednesday, February 10, 2010
Other than the obvious Google search ranking, what are some ways to know whether my website or blog are really as visible as we hope?

Website or blog popularity is an elusive and ill-defined concept for many. The ultimate goal of our online presence is to be found by people who are engaged by our content and hopefully find enough value in that content to retain our consulting services. They reach us through a wide range of online routes and each of those search engines and tracking functions has its own algorithm to rank your site. Because these differ, your popularity ranking will differ, sometimes widely.

A number of ranking services exist on the web. Each one will evaluate your content and give you a sense of what aspects of your site or blog are attractive or not. Rather than assuming that "higher" is always better, look at what each ranking algorithm focuses on and, if appropriate, how your site is trending. A good compilation is 15 Tools for Monitoring a Website’s Popularity.

Tip: Consider both who you are trying to reach and who your competitors are. Use some of the above referenced popularity rankings and see how you compare with your competitors. Look at the recommendations for each of these ranking sites to improve your visibility. Ultimately, though, the quality of your content and its value to your clients and prospects means more than artificially inflating your rankings.

© 2010 Institute of Management Consultants USA

Tags:  brand  market research  marketing  publicity  reputation 

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