Having a strong online presence is crucial for business growth, regardless of industry. Taking a comprehensive approach to enhancing your company's visibility across the Internet is a valuable use of time as it can help you generate more and better-quality leads. This blog will introduce you to an in-depth analysis process called the Total Online Presence Audit (TOPA) and further explain why you should conduct one on your brand.      

Understanding the Importance of a Strategy-First Approach

Before diving into online tactics, it's essential to establish a solid foundation. A well-defined strategy is the cornerstone for successful digital marketing. Some benefits of focusing on strategy first is that this approach: 

• Aligns marketing efforts with business goals.
• Identifies opportunities and threats in the market.
• Provides a clear action plan for sustainable growth.  

Deciding on your marketing strategy before implementing tactics delivers the best results. Think of strategy as a roadmap that guides you toward your destination. The TOPA is a logical first step when designing your strategy roadmap since it will provide an idea of your brand’s current positioning and where you want to take it next. Below are a few key areas covered in a TOPA.

Enhancing Website Performance

Your website is often the first point of contact for potential clients, making its performance a top priority. During the TOPA, particular attention is given to the speed and structure of your site. Slow loading times or a confusing layout can deter users from spending time on your web pages.

You only have milliseconds to capture a user’s attention and keep them on your website. One article cites a report that found a one-second delay in load times can reduce page views by 11% and conversions by 7%. Another study shows that 38% of users will stop engaging with a website if they don’t like the content layout.

The TOPA can reveal which, if any, of these issues, are afflicting your website. After the analysis, some suggestions for improvement may be provided to you. A couple of next-step examples are…

• Reduce HTTP Requests: Minimize the number of requests to load your page to improve speed.
• Optimize Content: Ensure that visitors find the information they need quickly and easily, fulfilling the promise of your site's value proposition.

Evaluating Search Engine Optimization (SEO)

SEO is more than just a buzzword; it's critical for driving website traffic and generating leads. The TOPA will highlight areas where your SEO strategy can be strengthened. Examples of this are better keyword research and complete metadata.

These days, most people start their buyer’s journey by using search engines to find companies that provide the service or product they seek. Then, they usually only engage with the top-ranked search results. The average click-through rate (CTR) drops from about 22% for a result in the first position on a Google search engine results page (SERP) to about 2% for that in the 10th position.

There’s no point in having a great website if no one sees it because they can’t find it. That’s why SEO is an important part of the TOPA. Here are some example tasks that may be recommended after the initial audit…   

• Improve Keyword Usage: Identify the most effective keywords to help your website rank higher on SERPs and ensure they are strategically used across your site.
• Build Out Metadata: Ensure that all web pages have titles and meta descriptions that are keyword-rich and compelling and add alt text to all images. 

Updating Google Business Profiles

Your Google Business Profile is a powerful tool, particularly for local searches. However, many people aren’t aware of how important it is to keep this information updated. It adds to your brand’s consistency and credibility. That’s why the TOPA ensures that your profile is accurate and complete.

A study of more than 2 million Google Business Profile listings shows that about 75% of businesses from the top three positions in Google have a completed company description in their profile. More than 85% of these businesses also have a URL on their profile. Having reviews and photos on profiles also improves their rankings.

Not only are you more likely to be seen by potential clients if you spend time building out your Google Business Profile, but if you skip this step and people still find your listing, they will not be happy with inaccurate information. Think how you felt the last time Google told you a business would be open but when you showed up the doors were locked. The TOPA can help you… 

• Make Updates: Review contact information, hours, and photos for anything dated.
• Manage Multiple Accounts: Consolidate any duplicate listings to avoid confusion. 

Leveraging Social Media

Social media isn't just for B2C; it's also an invaluable tool for B2B companies. A thorough analysis of your social media presence is included in the TOPA. This involves looking at all your profiles and metrics to assess following, engagement, overall story-telling effectiveness, and more. 

Data shows that social media is the third most effective type of content B2B companies use in their marketing. More than 70% of B2B marketers who used social media in 2023 reported that it helped them improve sales. With people spending an average of two and a half hours daily on social media and messaging platforms, your content will certainly be seen there

During the TOPA, you may learn some new social media best practices. This information will also be applied to your accounts in custom ways. Here are a couple of common focuses during this process… 

• Keep Branding Consistent: Ensure your profiles on every platform present a unified brand image.
• Analyze Competitors: Learn from your competitors' successes and failures to refine your strategy.

Social media isn’t the only competitor information analyzed during the TOPA. It’s also an important piece for establishing SEO and content strategies. Understanding how your competitors perform online is crucial to differentiating your business. 

Finally, improving your online presence requires ongoing attention and refinement. However, starting with the TOPA sets you on the path to digital success. By addressing everything outlined above, you can ensure your business leads the way in your industry. Consider scheduling a TOPA to assess your digital footprint and identify growth opportunities. This strategic investment can yield significant returns in increased visibility and lead generation. Trust the process, and your efforts will pay off!