Editor’s Note (Updated October 2025): This post has been substantially revised to reflect current trends and practices in digital marketing.
While performing regular SEO tasks, I came across this “web presence optimization” article written in 2013. So much is still true, but updates ARE sooo needed!
The strategy of SEO has been altered forever by the myriad of changes in the Google algorithm (WOW, so pertinent today in the advent of Google’s AEO) and release of keyword data. Just last week, we learned of the largest change in Google’s search algorithm in three years, called Hummingbird. Earlier in the week, SEO professionals learned that Google’s keyword (not provided) data would be headed to 100%, theoretically hampering the collection of keyword referral data collection. Add those two to the mix of multiple Penguin and Panda updates over the last two years, and SEO has changed forever. *Is this Google algo-update still a big deal in 2025? Yes, because it changes the way we think about your company’s presence on the internet. Presence across all digital avenues is a must in 2025.
While SEO remains a critical building block for high-performing organic search, it is no longer enough. SEO firms must stop thinking just about Search Engine Optimization and focus more on the entire web presence of a business. These Google changes require a broader scope to managing a business in search of better SERP rankings, while hopefully seeing the benefit of showing up in AI searches of all types, such as Google’s AI overview and other AEO offerings. Other search engines need for of an GEO approach — generative engine optimization. What’s the difference? See our article: AEO vs GEO – What is the Difference?
Web Presence Optimization (WPO) melds strategies from SEO, AEO (and GEO), PPC marketing, content production, and social media engagement to yield a strong web presence that demonstrates a business’s authority in a field or industry. Key factors in developing a Web Presence Optimization strategy include:
1. Search – The mechanics of onsite optimization and site architecture remain a base starting point to enable a website to rank well in online search. Most of the white hat SEO strategies available to a business will continue to improve the overall search rankings; however, with the constant upheaval in the search world, a business cannot rest on search alone. This is so true in 2025 with AI overviews. Organic traffic has tanked for just about everyone – great article: Sparktoro’s Rand Fishkin on We’ve Learned More About How to Appear in AI Answers
2. Develop Local Listings – Claiming and developing the local listings for a business is a necessity. Sites like Google (2025: Business Profile, no Google+ – that didn’t work) Local, Yelp and Yahoo play an integral part of where people search to find information regarding someone with whom they wish to conduct business. Still true in 2025 – even more so. Businesses, large and small, must be present in the Local Searches even if you are a national or worldwide company. It builds trust and authority.
3. Social Media Engagement – Developing an active presence on social media channels is an opportunity to grow a business and establish yourself as an authority in your field. The key to engaging in social media as a business is developing a strategy that fits within the marketing goals and hitting the key social media platforms that represent your targeted customer base. It’s so important to be active in the places your target audience hangs out. BUT.. you can’t post and ghost. People expect engagement and interaction these days. Your followers must feel the authenticity. Plus, you have a lot to offer!
4. Consistent, Quality Content – A business must produce fresh, informative content to grow its brand and authority on the Internet. Typically, creating a business blog with consistent, informative content related to the business’s core industry will attract visitors to stay on the site and return for updated information. Still true today with a MUST ADD – content shouldn’t be keyword stuffed, most offer answers, and more importantly must be written for the UX experience, with a touch of AEO.
5. Reputation Management – Managing the reputation of a business involves monitoring the mentions of a business online as well as being proactive on sites people use to review brand interaction. Not only must there be a response to any negative reviews to mitigate their impact, but also positive mentions must be sought out to increase their visibility online.
6. PPC – Pay per Click and online paid advertising can immediately enhance the visibility of your business either on search engines or within social media platforms.
This shift away from SEO towards Web Presence Optimization means SEO firms and web designers should shift their practice and strategies outside of the old SEO toolbox towards integrating search, social media PPC advertising and content production. WPO better describes managing the entire online presence of a business of which SEO remains an integral part. WPO helps you increase and successfully manage the digital footprint of a business, resulting in greater authority and web traffic.
I have to add an entire paragraph here. Stay the course with SEO. Websites must work, be fast, and still be built for the end user. Fresh content, but simple to read if not scan, is a must to get found in the AI Overviews, especially on Google. The industry is experiencing a huge shift in organic traffic (or lack there of), so activity is across all types of platforms – where your audience IS and where they maybe moving. Stay the course – reach out with questions!
Revision History:
• October 1, 2013: Original publication, Lisa Jones
• August 25, 2025: Added updated statistic, Melanie Ledbetter-Remy
• 2025: Rewritten with new SEO and AEO practices, Melanie Ledbetter-Remy
Melanie Ledbetter-Remy is the Director of Digital Marketing and senior strategist at Bizopia, a Houston & Katy-based digital marketing agency specializing in SEO, AEO, and data-driven content marketing. She helps brands grow visibility in AI-powered search and beyond.
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