By Nick James

Vanessa Fox says in the subtitle of her book Marketing in the Age of Google, that “Your Online Strategy IS Your Business Strategy.”

In many sectors if you can’t be found online then you don’t really exist and getting found online is now not just about search engine optimisation (SEO) it’s about the combined influence of your website, blogs, social media and online PR — Web Presence Optimisation (WPO).

Last week Google announced another Panda update (changes in their search algorithm) aimed at helping people find "high-quality" sites by reducing the rankings of low-quality content.

Back in February 2011 Google stated: “Our goal is simple: to give people the most relevant answers to their queries as quickly as possible. This requires constant tuning of our algorithms, as new content–both good and bad–comes online all the time.”

The one thing that digital marketing experts now seem to agree on is that content and content marketing is one of the most important aspects of any online strategy.
Not only does quality content satisfy the search engines it, perhaps more importantly, engages with customers and provides social media ‘fuel’.

Ekaterina Walter, Social Media Strategist, Intel, said: “Content will become more critical than ever before. To cut through the noise, brands need to continuously serve the most useful and relevant content to their target audience.”

This good quality content will automatically tick the ‘old school’ SEO boxes of link-building because if you get it right - relevant (and that’s the important word) - sites and bloggers will be happy to link to you.

And ultimately it will be content that will ensure WPO — meaning you will get found online!

Today’s successful businesses will engage with customers through social channels and integrate their content, social and digital strategy into the entire marketing mix.

To keep up with all the latest thinking visit