What is OAO (Online Audience Optimization)?
Online Audience Optimization is a way to use social media, mobile apps and your website content in a way that is useful and accessible to users and not just to search engines. It also deals with how to maximize the transactions from your website visitors.
“There is your audience. There is the language. There are the words that they use.” ~ Eugene Schwartz
OAO goes beyond SEO and helps to maximize engagement, ideally enticing users to return to your site. Consistency throughout content and across platforms including social media is key for good OAO results. The more you are able to segment and personalize your content, the better your rankings (and other engagement-based metrics) will be.
OAO takes advantage of high-quality content to create a consistent web-wide presence and generate consistent new and repeat visitors to your site. It combines the best practices of SEO, along with social media, content sharing, engagement mechanics, and branding.
OAO allows online publishers to leverage their greatest assets—their wealth of high-quality content—to create a consistent web-wide presence, and generate consistent new and repeat visitors. OAO uses the best practices of SEO, along with social media, content sharing, engagement mechanics and branding, to build and optimize loyal and targeted audiences for online content publishers.
1. Focus on your brand.
Build content around your brand. Ensure that your content is true to your company’s mission and brand. Information that is important to the brand should be shared with your Webmaster, your social media strategist, your SEO team and everyone else who write content about your company. Keep in mind that every phrase and heading should be relevant to both the searcher (your potential customer) and to the product.
2. Cast a wide net.
Social media provides one of the strongest SEO correlations, so make sure you build out your presence on social media and different content sharing sites including: Google Plus, Facebook, Twitter, YouTube and Pinterest.
3. Keep a targeted audience.
Your goal should be to capture potential customers. Working to increase traffic to your site is useless if you don’t figure out a way to keep them on your site. So, you should try to target only the people who need the content that your site offers.
4. Encourage audience participation.
Did you know that time on site and the bounce rate are two factors that search engines use to evaluate websites? Offer some type of engaging content on your site that encourages user participation such as: polls, quizzes, reader-submitted content, sharing and comments.
5. Integrate your mobile strategy.
Optimize your mobile and desktop sites, not only for search engines, but for social sharing, local and national apps.