b2b marketing agency

Paid. Owned. Earned.

Web Presence Optimization

When 90% of people start their search for b2b and high-value products and services on the web, your brand better be visible.

Web presence is your online brand footprint. Any paid, owned, and earned content that mentions your brand or that’s produced by you and appears on the web is your web presence. Tracking, measuring and continually improving web presence for relevant, maximum exposure is optimization.

Today’s approach to web marketing is a hodgepodge of digital silos: social media, SEO, paid ads, and content marketing are the most recognized. However, web marketing is far more than digital marketing. Overlooked is how non-digital disciplines are creating a powerful web presence, especially PR and community marketing. It’s precisely this type of earned content that carries weight with both customers and search engines.

Why choose KCA?

KCA is one of only a handful of marketing and PR agencies that can even do WPO because we’re one of few that has all the expertise needed to execute a WPO strategy. It requires coordinating efforts between content creators, search engine optimization (SEO) specialists, public relations practitioners and brand managers, as well as social and general marketing communications professionals.

In fact, KCA is the pioneer in WPO. We authored a seminal paper on the WPO Framework. And to top it off, we’re the developers of the world’s only b2b web marketing KPIs that measure web brand awareness, brand preference, competitive webshare, competitive advantage, visitor engagement and visitor quality—MeasureMyBrand KPIs.


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