Larry Brauner
Web marketing to me is entirely about building up both social capital and search equity, nurturing relationships and reputations both with people and with search engines.

In Social Media vs. Search Engine Optimization and in The NEW Search Engine Optimization, I underscore the importance of both social media and search engine optimization and their interdependence. Your web marketing recipe must include plenty of healthy social media and search engine optimization ingredients.

31 Days to Build a Better BlogI also point out in Website vs. Web Presence,  that SEO, social media, relationships and reputation each contribute to the building of a presence on the web. Darren Rouse, the author of 31 Days to Build a Better Blog, shares in a video his blog-centric approach to web marketing in which social media sites — which aren’t under our complete control — serve as outposts for our blogs and websites, i.e. our home base — which we do control.

I agree with Darren’s point of view and adopted the same approach when I started Online Social Networking 24 months ago. I must stress however, that I have always envisioned search engines providing me with more than enough targeted traffic over time.

A Note of Caution

Many social media enthusiasts are in search of a predetermined blueprint for success. However, beware! One-recipe-feeds-all diners and buffets aren’t for you.

The precise description and proportion of each ingredient must depend upon your objectives, and upon the tastes of all the distinguished guests for whom you’re cooking up this sumptuous but scrumptious feast.

Bon appétit mon ami.

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14 Responses to “What it Takes to Build a Web Presence”

  1. Steve - Success Factors on November 2nd, 2009 12:04 am

    The point you made about the gourmet meal is so true. Getting to know your visitors is key. If you have a lot of search traffic, your next step is to examine how long they stick around to read your information. If the bounce rate is high, you may have to cook up some different recipes :)

  2. Larry Brauner on November 2nd, 2009 9:56 am

    What you say is true, although bounce rate rules-of-thumb don’t apply to blogs. Read Google Bounce Rate Misleads Bloggers.

    While I was writing about web marketing as a whole, I was referring mainly to the use of social media and less so to search engine optimization or to the type of content on one’s blog or website.

    There are marketers who are looking for preset formulas that they can apply to the use of social media, and I don’t believe that such a one-size-fits-all approach is feasible.

  3. Market Segmentation on November 2nd, 2009 1:58 pm

    Hi Larry,

    I recently read that the SEO benefits from participating on social sites weigh more than the direct traffic it drives.

    It seems Google pays attention to bookmarking and rating sites. I’m not sure how that applies to more interactive sites like But I suspect that it all helps.



  4. Debbie Morgan on November 2nd, 2009 8:35 pm

    Hi Larry,

    I have to admit I’m a little hungry after reading your post! Just kidding. It’s all true. Thanks for confirming what I knew all along.

    Finding a reputable and affordable SEO person is the next step.


  5. Larry Brauner on November 2nd, 2009 8:39 pm

    I should be able to help you Deb when you’re ready, but it’s not just a matter of search engine optimization. Having a good social media plan is just as important.

  6. James Tuck on November 3rd, 2009 4:36 pm

    Great information about building a web presence. Thanks for sharing it.

  7. Cheryl H on November 4th, 2009 3:32 pm

    Great article! I admit I’m new to your blog here but certainly glad I found it! Looking forward to regular visits and am about to go searching through your social networking sites archives! Thanks again for sharing your knowledge.

  8. Mitch on November 7th, 2009 11:42 pm

    I have to admit that I don’t have a social media plan, even though I’m hooked up in enough places. I do the SEO work, and many other things, but my “plan,” so to speak, has been kind of haphazard.

    So, I have some notoriety, but not a lot of action, and I see that as problematic. I’ll have to concentrate on it a bit more, it seems.

  9. Larry Brauner on November 8th, 2009 12:03 am

    Since you already have a great blog Mitch, a blog-centric approach looks like a natural way to go.

  10. Small Business Large Web Presence on June 30th, 2010 5:06 pm

    […] Offline, less is more, but online, bigger is er — bigger. There’s no limit to how large you can build your web presence. […]

  11. AJ@search engine optimization marketing on April 12th, 2011 9:18 pm

    Hi Larry,

    Again nice post. I am going to use social media promotion for my site soon.


  12. Where Your Web Strategy Ought to Begin | Online Social Networking on October 2nd, 2011 10:09 pm

    […] Social networking sites, such as Facebook and LinkedIn, are very useful and will likely figure in your online plans. However, the possibility that any given networking site will become unpopular, change its rules, cancel your membership, or even shut down entirely, renders such a website unsuitable as a hub and foundation for your web presence. […]

  13. Amy on March 28th, 2012 12:18 am

    Hi Larry, I enjoy learning on your site but I am more interested on your take on how to create this web presence for myself, rather than a business. Your post about the different sites for your projects was helpful, but not really want I am wondering about. I would like to have more of a presence by creating a blog that also is an online resume of sorts, along with photo, bio, and interests. I’m in the marketing and promotions industry, (music, radio) among other things, and when I have tried to write blogs before have a hard time keeping the content in order. I realize I need to stand behind every point I write about or comment on if my name is attached to it, but sometimes find opinions can get one in trouble. For example, I thought about becoming a critic for albums I like and not being too negative giving the reader a sense of the music I like, which also shows my writing style. I don’t know if a catch-all hodgepodge blog is something I can spin into a professional marketing tool…thoughts? Please. Thanks!

  14. Larry Brauner on March 31st, 2012 10:55 pm

    Hi Amy,

    For years, this blog was my main way of promoting myself. However, social media isn’t one size fits all. A lot depends upon your line of work and on your personality.

    Perhaps we can have a brief conversation. I will email you.


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