How to build an engaged online presence in 2024

Online presence is a term used to describe how visible your business is on the internet, and how easy it is for searchers to find your offering. The scope of online presence can be as broad or limited as you like. Here are a few of our tips towards helping grow your business or personal online presence.

1. Create content for all stages of the funnel.

Fast-growing businesses often prioritise transactional, high-intent content that's most likely to drive conversions, and that's an effective way to generate demand. However, in pursuing more immediate results, they can become short-sighted and forget the important role that low-intent, informational content also plays in the buyer journey. Yet, businesses that neglect low-intent content miss out on a bulk of traffic that has the potential to convert in the future.

2. Schedule reviews and refreshes for dated content.

It can be tempting to disregard content once it’s on your website and bringing in traffic, especially when it performs well initially. But what works today might not work in a year’s time, especially if the topics or trends you’re covering in your content develop over time. Posts that once ranked well and generated traffic might have grown dated since you originally hit publish.

3. Bring external voices and thought leaders into your content.

Thought leadership content is often viewed as separate from search-optimized content. Different people own the two types of content, and they rarely collaborate on content production. But this can be a big mistake. By segregating the two types of content, you miss the opportunity to enrich your search-optimized content with real-world experience, opinions, and expertise. Even if you host thought-leadership content in a separate collection on your website for hygiene reasons, you can still benefit from drawing upon these interviews and perspectives within your search-optimized content. Combining the two types of content enables you to create pages that not only get found, but that deliver unique, authoritative information for those that click through.