Unlocking the Potential of Your Digital Presence

As a marketing leader, I’ve seen firsthand the transformative power of a well-structured, content-rich website. Acting as your digital headquarters, your website is the conduit for inbound traffic and your most potent tool for lead generation. Here we will offer an in-depth overview of critical components that can significantly enhance your website’s effectiveness, with actionable insights you can apply directly to your business practices today.

1. Technical soundness: constructing a robust framework

The foundation of your website is crucial to its overall performance and usability. Below are the factors contributing to your website’s technical soundness:

  • Robust CMS: A powerful CMS like WordPress or Umbraco offers flexibility, control, and optimization of design. There are many other excellent CMS platforms available, so choose one that aligns best with your specific needs.
  • Reliable hosting platform: A reliable hosting platform ensures your website remains fast, secure, and always available. These factors directly influence user experience and SEO rankings.
  • Website architecture: A logical, clear sitemap helps both users and search engines navigate your site with ease. This should be like the blueprint of your website.
  • Breadcrumbs: These are navigation aids that show the user’s path through your website in a hierarchical manner. They enhance the user experience and help search engines understand your website’s structure.
  • HTTPS implementation: Secure your site with HTTPS to protect user data, build trust with your audience, and improve your SEO rankings.
  • Optimized page load times: Quick page loads are crucial to retain your audience’s attention. Achieve this by optimizing images, utilizing browser caching, and minimizing server response times.
  • Lack of broken links or orphaned pages: Regularly check your website for broken links and orphaned pages. These can disrupt the user experience and damage your SEO rankings.
  • Dedicated location pages: If you operate in multiple locations, creating location-specific pages with relevant long-tail keywords (like “Managed IT services in Nashville”) can boost your visibility in local searches.
  • Optimization for mobile and mobile load speeds: With mobile internet usage surpassing desktop usage in recent years, it’s crucial to ensure your website is mobile-friendly. Google has even started mobile-first indexing, which means it predominantly uses the mobile version of the content for indexing and ranking. This shift acknowledges the increasing relevance of mobile search.

Remember, mobile optimization is not just about speed and responsiveness but also about designing an enjoyable and seamless user experience for mobile users. With Google’s mobile-first approach, optimizing your website for mobile is not optional—it’s essential.

2. User-focused content: becoming an educational resource

Your website content should serve to educate your audience, addressing their needs and interests.

  • Audience-centric approach: Keep your content focused on the audience. Use clear, straightforward language and avoid excessive self-promotion or industry jargon.
  • Learning center: A dedicated learning center on your site can house blogs, case studies, videos, and e-books, showcasing your industry knowledge and your commitment to helping your audience.
  • Regular blogging: Consistently posting valuable blog content is crucial. We aim for 3-4 new blogs per week, each falling within the 750-1000 words range, rich in visuals, and often accompanied by downloadable resources like checklists, infographics, and e-books.
  • Utilize video content: Videos simplify complex topics and engage users effectively. Consider establishing a YouTube channel and post a video every week.

3. Strategic linking: weaving a network of connections

Strategic linking refers to the planned and purposeful use of links within your website and from external sources. It enhances the user experience, increases dwell time, and bolsters your website’s search engine optimization (SEO) performance. Let’s delve deeper into the two primary aspects of strategic linking – internal linking and backlinking.

Internal linking:

Internal linking (aka Interlinking) involves creating links between different pages on your website. This practice serves two significant purposes.

  1. Enhanced user experience: Interlinking guides users to relevant and related content on your website, keeping them engaged and extending their stay. For example, a blog post about “Top Managed IT Services” can include links to your specific service offerings or other related blog posts.
  2. Improved SEO: Interlinking helps search engines understand the structure, hierarchy, and context of your website content, which can enhance your SEO performance. When search engines crawl your website, they follow these interlinks, creating a path that helps them comprehend your site’s architecture.

To kickstart interlinking, start by identifying key pages that you want to promote, such as service pages, product pages, or high-performing blog posts. Then, naturally integrate links to these pages in your content. For example, if you’ve written a blog about “The Importance of Managed IT Services,” you can interlink it to your managed IT service offerings page.


Backlinks are links from external websites that lead to your website. They’re like the digital equivalent of word-of-mouth recommendations and are essential for two reasons:

  1. Establishing authority: The more credible websites link to your site, the more it signals to search engines that your content is valuable and trustworthy, thereby establishing your online authority.
  2. Increased traffic: Backlinks also direct visitors from other websites to yours, contributing to increased traffic.

However, remember that it’s not just about the quantity of backlinks, but their quality. A link from a well-respected industry publication carries more weight than a link from a less known blog.

Earning backlinks can be achieved through several strategies. You can reach out to industry publications with guest post proposals, offering to write valuable content for them that includes a link to your site. Participate in your community by commenting on relevant blogs and forums, always linking back to your site where appropriate. Create high-quality, shareable content that others find valuable enough to link to.

Another example of a backlink is when an online publication references your company. Let’s say you are a managed IT company, and an IT publication publishes an article that includes a link to your website. This not only exposes your business to the publication’s readers but also signals to search engines that your site is a credible source of information, helping to improve your SEO.

To summarize, both interlinking and backlinking should be integral parts of your SEO strategy. By understanding and implementing these practices, you can significantly enhance your website’s user experience and SEO performance.

4. Citations: local SEO’s secret weapon

In the context of online marketing, a citation is any web-based reference to your business’s name, address, and phone number (NAP). Citations play a critical role in local search engine optimization and impact your ability to rank in local search results.

Importance of citations

  1. Improves local SEO: Citations help search engines like Google validate that your business exists. When multiple credible sources have the same accurate information about your business, it signals to search engines that your business is legitimate.
  2. Increases visibility: Citations also increase your business’s visibility on platforms like Google Maps and local directories, making it easier for potential customers in your area to find you.
  3. Boosts trustworthiness: The consistency of your NAP information across various platforms enhances your business’s credibility. Inconsistent information can lead to confusion and can negatively impact your search ranking.

Getting started with citations

  1. Consistency is key: Ensure that your NAP information is consistent across all platforms. Even small discrepancies, like abbreviations, misspellings, or lack of suite number, can confuse both search engines and potential customers.
  2. Utilize local directories: Submit your business information to credible local directories. This can include platforms like Google My Business, Yelp, Bing Places, and Foursquare.
  3. Leverage industry-specific platforms: Submit your business to industry-specific directories. If you’re a managed IT company, for example, you could submit your business to IT service directories.
  4. Use citation management tools: Consider using a tool like BrightLocal. These tools can help manage your business’s online presence, ensuring your NAP information is accurate and consistent across numerous platforms.
  5. Monitor your citations: Over time, your business information may change. Whether you move locations, get a new phone number, or anything else, it’s important to keep all your citations up to date.

Remember, citations are an effective way to boost your local SEO and get your business noticed in local search results. By implementing these strategies, you can enhance your business’s online presence and improve your visibility to local customers.

SEO – A continuous journey, not a destination

It’s vital to remember that search engine optimization is not a “set it and forget it” strategy; instead, it’s a continuous journey. You can’t expect to make a few tweaks and then sit back to watch your website climb to the top of search engine results. SEO demands constant attention, monitoring, and adjustments as search algorithms evolve and audience demands shift.

There are no quick fixes or shortcuts to SEO done right. While various tools can simplify tasks and offer invaluable insights, they are aids rather than magical solutions. Successful SEO strategies take time, patience, and a lot of hard work. Moreover, these strategies must be adaptable, ready to pivot and change with emerging trends and shifting algorithms.

But perhaps most importantly, effective SEO should always prioritize the user. Every optimization technique, every piece of content, and every structural enhancement should ultimately serve your audience, answering their questions and meeting their needs. The most successful SEO strategies are those that enhance the user experience, build brand authority, and foster customer relationships.

Always remember that your website is the online extension of your brand. The principles and methodologies discussed here apply universally across industries. By focusing on creating a technically sound, user-focused website and leveraging strategic linking and citations, you’re not just improving your site’s ranking – you’re also building a brand reputation and trust with your users. So, keep learning, keep optimizing, and keep your users at the heart of everything you do. Your efforts will pay off in the form of increased traffic, higher lead generation, and ultimately, business growth.

Resources, Tools, and Books: Aiding Your Journey

Here are some tools and resources that can help you implement these strategies effectively:

  • SEMRush: A comprehensive tool for SEO, content marketing, competitive research, and PPC.
  • MarketMuse: An AI-powered platform that helps with content planning, creation, and optimization.
  • AnswerThePublic.com: A platform that visualizes search questions and suggested autocomplete searches in an image called a search cloud.
  • BrightLocal: An all-in-one local SEO tool that helps manage local SEO campaigns and improve visibility in local search. We specifically use BrightLocal for managing citations, thus improving our local search visibility.
  • UberSuggest: A free SEO tool that offers insights into strategies that are working for others in your market.
  • Google Keyword Planner: A tool to identify keywords for your SEO strategy based on search terms, landing pages, or your product or service.

Key Book Recommendations

To further expand your knowledge, I recommend the following books:

  • “They Ask, You Answer”: This book offers insights into a revolutionary approach to inbound sales, content marketing, and today’s digital consumer.
  • “Hack The Buyer Brain”: This book provides deep insights into buyer psychology and how to use it to your advantage in marketing and sales.

Jim Haney is VP of marketing at Novatech. He is always happy to connect, network, coach and mentor.  Reach out to him on LinkedIn at www.linkedin.com/in/jimhaney