The Importance of an Online Presence

In a world where consumers turn to the internet to find companies and products, having an effective online presence is critical. It gives your business legitimacy, builds brand awareness and makes data-driven optimizations possible.


But online presence is more than a website or social media. Here are 6 elements that describe an effective online presence:.


A website is a critical component of your online presence. It allows potential customers to get a feel for your company and learn more about what you have to offer.

In order to create a strong web presence, it’s important to understand how to build and manage your site. This includes knowing the basics of web design, such as how to use keywords and create content that is both informative and engaging. It’s also important to know how to optimize your website for search engines and how to make it mobile-friendly.

Your online presence includes everything that is published on the internet. This can include your website, social media profiles, and even reviews and discussions that people have about you on different platforms. It can also be the case that you have an unowned online presence, which is any content created about you that you did not control or directly influence. This would include tweets, Quora answers, or videos that people have made about your business.

A great way to test your online presence is to Google yourself. You should see your website at the top of the results, followed by your Google My Business profile and then any other directories that list you. Ensure that all of these listings have accurate information and are up-to-date. Make sure you are using targeted keywords to help people find you in searches and that your content is high-quality and relevant to your industry.

Social Media

A strong social media presence can help you gain visibility and build a brand community of loyal customers. But before you jump in and create a profile, be sure to understand the ethos of each platform and how it will fit into your business’s goals. For example, while you may have the potential to grow your audience on TikTok and YouTube, they each have their own demographics and nuances.

While there are no definitive methods to study social presence in EMC, a number of scholars have investigated its impact on online learning through research involving paralanguage and emoticons (Allen & Seaman, 2011; Gunawardena & Zittle, 1997). Yamada and Akihori also found that students who use emoticons in their comments on wikis are more likely to receive responses from their peers than those who do not.

While a few scholars have used qualitative interviews in their research, most use surveys and focus groups to investigate the effectiveness of social media tools for work-related purposes. For example, Ainin and Ellison surveyed employees on their perceptions of social networking platforms. Some studies have also examined the use of social media in classrooms, using both semi-structured interviews and questionnaires (Allen & Seaman, 2011; Charoensukmongkol et al., 2013; Dunlap & Lowenthal, 2014; Greyling & Wentzel, 2007). The University Office of Communications and Marketing provides guidelines for individuals who wish to use personal social media accounts in a professional capacity.

Search Engine Optimization (SEO)

Getting found by customers through search engines is a critical part of any online marketing strategy. SEO is the practice of making content more visible and easier to find via search engine results pages (SERPs). The quality of an organization’s website, its social media posts and its Google My Business profile all contribute to its SEO.

Using the right keywords, incorporating the proper HTML markup and optimizing images are all best practices for optimizing a web presence. A company’s online content must be relevant to its target market, provide valuable information and promote a call to action.

An organization’s content should be updated regularly, based on what works best for its audience and in line with the business model. Whether it’s podcasting, video content, blogging or infographics, the right tactics are key to creating content that keeps users engaged and boosts visibility.

A company’s social media platforms should be optimized for its audience, as millennials are known to check out businesses on social to see their reviews and engage with other users. Ads on platforms like Instagram and LinkedIn can also be used to boost visibility and generate leads. Additionally, companies should use retargeting and Google Local Service Ads, which show up in card form on the top of SERPs, to maintain a strong presence when customers are searching for businesses online.

Local Listings

Online local business listings are valuable for both search engine optimization (SEO) and for attracting customers to a company. Known as “local citations,” they display the name, address, and phone number (NAP) of businesses, along with other important information like operating hours, accepted payment methods, photos, reviews, and more. These listings are available across the web on social media platforms, apps, and online directories.

Having accurate and consistent local business listings on multiple platforms is important because it signals to search engines that your company has legitimacy and credibility. It also increases your visibility in search results and on Google Maps, which is critical for generating customer interest and traffic.

In addition, having a comprehensive Google Business Profile is important for local SEO performance because it’s the primary source of business information that Google uses to promote local searches. It’s also a good idea to keep your Google Business Profile updated with information that changes frequently, such as holiday hours or new promotions.

While not every organization will benefit from local listing management, those that do stand to reap big rewards. In addition to increasing online visibility and website traffic, these listings help search engines validate the accuracy of a business’s information and determine how it should rank for location-specific queries. It is important to note, however, that this is not a guaranteed way to rank higher in search results as ranking factors are continuously changing and evolving.