SEO versus OAPO

SEO versus OAPO

Never heard of OAPO? I'm not surprised I just made it up. As a concept its something everyone wishing to have an effective online presence should be thinking about. However if we are going to compare it to SEO then we need to be clear about what SEO is and how it impacts on a contemporary website. SEO or Search Engine Optimization is traditionally about getting your website found by search engines, as a concept it became popular and even necessary with the explosion in the number of websites on the web and therefor the number of sites a search engine would return on a typical search. I just did a search on "SEO" Google returned 1,270,000,000 results, that's up from 933,000,000 results when I did the same search in April 2012. So SEO is about getting from 1,270,000,000 to 1 or at least to page 1. SEO has 2 parts the first is known as "On Page" this is about making sure your site complies with contemporary web 
SEO Shamanstandards as defined by the World Wide Web Consortium. Things like ensuring all your images have Alt Text and your site is submitted to major search engines.  Generally "On Page" SEO is only required once.

Then there is "Off Page" SEO which can encompass many things but mainly its about growing quality back links from authoritative sites. Most SEO companies will charge a monthly or annual fee to manage SEO on behalf of businesses. The interesting thing here is that most of them won't tell what they do. Google will often change their search algorithms and never disclose those changes. So you never really know what you are paying for nor if its their activity that gets you a good search ranking.

SEO Sharman: I'm starting to think that traditional SEO professional is the modern day shaman.

So back to OAPO. What is it? Online Asset Development and Optimization. The concept is about shifting the traditional thinking away from one website that needs to be found by a search engine, to the business connecting with existing and importantly new customers.

Increasingly businesses have an expanding range of online assets. For example a business will have a website, plus a Google Place, listings on a variety of business registers, listings on any trade or affiliate sites, a Facebook page, a Google Plus page, a Pinterest site, a Youtube page, a Twitter account as well as a presence on any number of other social media platforms. OADO

is about thinking of all these assets as conceptually one entity or a portfolio of assets. Once you start thinking of a portfolio of assets, then you can start thinking about portfolio management, development and optimization. All which can be managed with minimal professional support.

Effective portfolio management should centre around the prime asset in the portfolio which is a website capable of hosting dynamic and continually fresh content,  achievable though simple functionality such as blogs, announcements and forums etc.  Once the website is in place you should build strong and effective links between each of your secondary assets and your website so that you weave reciprocal links right through the  portfolio. Then rather than thinking about optimizing your website with key words, you now think about optimizing your portfolio with a standard set of key words. This will result in any one of your assets effectively driving traffic to and throughout the portfolio.

If you manage this process effectively your on-line portfolio will attract not only increased traffic, but it will attract increased traffic from people who are interested in your products. 

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