So how do you get a siteless web presence?
Your website is one place on the web. One place that Google can direct traffic. When a person does a search for your site then you’ll hopefully pop up. If you have the right kind of URL, Title Tags, Meta Tags, and enough relevant content about you on the home page.
Now I’m not saying you need to talk about yourself a lot – just the right keywords. And I’m never into talking about myself too much – you should be talking to your customers, telling your story, and explaining your unique benefits.
Maybe tomorrow I’ll post a blog on what kind of tags you should be using and how they work on a website. Anybody interested in that?
Anyway, back to siteless web presence, after your Google search on your website, other sites pop up. Are they your competitors or just useless information that Google pulls out of the web universe?
You should dominate that page, right? You don’t want a competitor sitting right below you or above you if they know what they are doing with search and you don’t.
You can with a siteless web presence. If you take your content and put it out on other websites that are consistently searched by Google then soon you will begin to dominate Google searches. Now this doesn’t work for all searches but when it comes to a search for you, you should be there.
Here’s what I’ve done for my company, MediaSauce. Now this isn’t guaranteed. It’s a work in progress all the time because Google is constantly updating its algorithm and indexing more and more sites.
Search for MediaSauce through Google.
We come up right away. Then there are links to some blogs where people mentioned us and then there’s a software company that sells a product named MediaSauce (they used to dominate our page but I’m trying to work them down off the front page) then there are our blogs and our Flickr account.
Now how is it that just a few mentions in an outside blog can drive a link in the middle of my search page. Well, it’s all about Google believing that the content is relevant to MediaSauce. Which it is. And I’m going to give the blogger, Jenny Lu, some Google love by pinging her back with this blog.
But our siteless presence that I can control deals more with putting our content on outside sites, putting the right information in about our company and tagging it appropriately so Google can see it and index it.
Now as far as I know there isn’t a set of steps you can do that will automatically work. It’s more trial and error and if anyone knows a set of steps, please fill me in. But what I’ve found that works is making sure you are constantly updating your external sites as much as you update your own website. By adding more and more relevant content.
Here’s what ad agency, Modernista, did. They took it to an extreme but I think it’s very powerful. Having a site like this is not for everyone and I am in no way saying you shouldn’t have a website.
I’m saying you need to also have a siteless web presence which means letting people take your stuff and put it wherever they feel like it on the web.
Take for example, you sell something in retail – maybe shoes. You have your little store in Broadripple and you are just getting into online selling. Some of your customers that are farther away are starting to buy online and you are promoting it as best you can.
What I would do to give myself a siteless web presence…I would take photos of all the shoes and put them up on Flickr or Photobucket or Smugmug with links back to my website for purchase.
I would take videos of models (my employees with good feet) walking around in my beautiful shoes. I would put them on many video sites using heyspread.com or just doing the standard youtube.com.
I would make a widget using Slide pulling from Flickr and then put that on my blog about shoes (you need a blog, just get over it and do it where I talk about shoes).
I would also allow people to take the slide widget off my website if they want so they can put it on their facebook or myspace profile or wherever they want.
I would get a cool technology company to build me a retail selling widget based on my store so if someone wanted to take my retail store and put it on their site, they could. I would take this widget and put it on my profile pages.
Then I would visit other people’s shoe blogs and talk (positively – no need to flame anyone here) about their shoes and leave behind my link or small slide widget on their forum or blog. I wouldn’t promote my own shoes but I would join the conversations and let people follow the links if they wanted.
Then I would be very careful to watch my conversions in my online presence. Is stuff working or is it not? I would watch my analytics to see if people were using the widgets or visiting the site. Then adjust.
And I would search myself on Google and make sure I was easy to find and I dominated my page…I would work on getting into other searches like basic shoe searches for the brand names I carry, etc… but that’s a blog for another time.
I feel like this blog isn’t finished. There’s so much more I would do but these are some of the basics. Siteless web presence is getting your name out on other sites instead of just trying to get them to come to you. Go where the people are.
What do you think?