January 27, 2025 • 12 mins
This episode advocates for visibility optimization, a strategy that surpasses traditional SEO by promoting a brand's presence across diverse online platforms. It emphasizes diversifying content distribution beyond search engines to reach wider audiences, particularly younger demographics, and mitigate the risks associated with algorithm changes. The guide details how to leverage various platforms, including social media, forums, AI assistants, and audio/video content, to build a robust and resilient online presence. It provides a step-by-step approach to implementing this strategy, from auditing existing platforms to measuring success and adapting strategies. Finally, it highlights the long-term benefits of increased reach, diversified traffic, and enhanced engagement.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the all new digital rage.
(00:04):
I am Jeff the producer here at Byer Company.
Today we're talking about visibility optimization, taking online exposure beyond the search
engine.
There's a lot to absorb here, so let's get to it.
All right everyone, get ready because today we are taking a deep dive into something
that could revolutionize how you think about your online presence.
(00:25):
Forget everything you thought you knew about SEO.
It's true.
This is visibility optimization.
Yeah, this is a whole new ballgame.
We are going way beyond the days of obsessing over Google rankings.
The internet has exploded into this massive, diverse ecosystem and your audience is scattered
across a whole galaxy of platforms.
Exactly.
(00:47):
And the source material that we are looking at today really drives this point home.
It's visibility optimization.
Maximize your online presence across all internet platforms.
I mean, remember when everybody realized that the earth is not the center of the universe?
That's kind of what this is like for your online strategy.
It's a good analogy.
For years, marketers have been laser focused on Google, but the landscape is shifting.
(01:10):
Lying solely on SEO is like building a business on a foundation of sand.
One little algorithm update and poof your entire strategy can just crumble.
Okay, I get that, but is an SEO still important?
I mean, people still use Google, right?
Absolutely.
It's still one piece of the puzzle.
Okay.
It's a piece that's becoming less and less reliable, especially when it comes to reaching younger
(01:31):
audiences.
Think about it.
When was the last time you saw a teenager use Google to find something?
Okay.
Yeah.
Good point.
Mine, if you he just asks his smart speaker or scrolls through TikTok to find what he's looking
for.
Exactly.
It's mind blowing how different their online behavior is from how I use the internet.
Platforms like TikTok, Reddit, even AI assistants like chat, GPT are becoming the new go-to
(01:53):
for information discovery.
And that's where this whole concept of visibility optimization comes in.
So walk me through this.
What makes visibility optimization so different from just, you know, regular old SEO?
Think of it like this.
Instead of trying to dominate just one tiny corner of the internet, you are strategically
planting your content across the entire digital landscape.
(02:17):
It's about being present wherever your target audience spends their time.
Okay.
So I'm not putting all our eggs in one basket, so to speak.
Right.
I like that.
With so many platforms out there, where do we even begin?
Well, the article argues that it all starts with understanding your audience and adapting
your strategy accordingly.
For example, if you were targeting Gen Z, you need to be thinking about TikTok and Instagram.
(02:41):
Right.
Crafting content that's snackable and visually appealing.
And get this, did you know that TikTok's algorithm actually favors videos that incorporate
trending sounds and effects?
Wow.
I had no idea.
Yeah.
So without being on the platform, it's about understanding like the nuances of how it works.
Precisely.
And the same goes for any platform.
(03:02):
Let's say you're trying to reach a tech savvy audience.
Yeah.
You might consider optimizing your content for AI platforms like chat GPT by incorporating relevant
keywords and structuring your data in a way that AI can easily understand.
You can increase the chances of your brand being featured in those AI generated responses.
Okay.
That's pretty cool.
Almost like embedding yourself into the fabric of the internet's knowledge base.
(03:22):
Exactly.
It's about being strategic and anticipating how users are searching for information these
days.
I'm starting to see if this is way more than just basic SEO.
It's a whole different way of thinking about online presence.
It is.
And it's about diversifying your approach.
We've talked about the visual power of platforms like TikTok and Instagram.
(03:42):
But let's not forget about good old-fashioned forums and online communities.
You mean like Reddit?
Is anyone actually spending time on forums these days?
Oh, you might be surprised.
Teams are still incredibly relevant, especially for specific niches and interest groups.
Think about it.
Where do passionate gamers go to discuss the latest releases?
(04:03):
Or where do vintage car enthusiasts gather to swap tips and advice?
Okay.
I see your point.
These are places where people are already like deeply engaged in conversations, not just
passively scrolling through their feeds.
Exactly.
And that level of engagement can be incredibly valuable.
The article highlights a study that found that users who discover a product through a
forum or an online community are actually more likely to make a purchase than those who find
(04:25):
it through traditional advertising.
Hmm.
That makes sense.
It's like getting a recommendation from a trusted friend, as opposed to just, you know,
a faceless corporation.
Precisely.
And participating in these communities isn't just about driving sales.
It's about building brand awareness, establishing authority, becoming a valuable resource for
your target audience.
(04:46):
Hmm.
Think about it.
Consistently provide helpful advice and insights on a relevant forum.
People will start to see you as the thought leader in that space.
Yeah.
It's like building up street cred, but online, right?
You're not just selling something.
You're becoming a part of the community.
Exactly.
It's about building relationships and trust, not just blasting out marketing messages.
(05:07):
So with all these different platforms to consider, how do we even begin to create a visibility
optimization strategy that's actually manageable?
It sounds like a lot to juggle.
Well, the key is to be strategic and to prioritize.
Start by identifying the platforms where your target audience is most active.
Don't try to be everywhere at once.
(05:27):
Right.
Focus your efforts on the channels that will have the biggest impact for you.
So if I'm a small business owner with limited resources, I probably shouldn't try to conquer,
you know, TikTok, Instagram, and Reddit all at the same time.
Exactly.
It's better to choose one or two platforms and really nail your strategy there than
to spread yourself too thin and end up with mediocre results across the board.
(05:47):
Right.
Okay.
That makes sense.
So once we've chosen our platforms, what are some practical steps we can take to optimize
our content for each one?
It all starts with understanding the unique nuances of each platform.
Okay.
For instance, on YouTube video is king.
Think about creating engaging tutorials, explainer videos, or even behind the scenes glimpses
(06:08):
into your business.
Remember, people are on YouTube to be entertained and informed.
To make sure your content is visually appealing and delivers real value.
You know what that reminds me of something I've been wondering about?
Audio platforms like podcasts, where do those fit into the whole visibility optimization
picture?
Podcasts are an incredibly powerful tool for reaching a highly engaged audience.
(06:29):
People who listen to podcasts tend to be loyal listeners and are often multitasking,
driving, exercising, or doing chores, which means that your message can reach them in
moments when they might not be actively consuming other forms of content.
That's so true.
I know I always have a podcast playing while I'm like cooking dinner or going for a walk.
It's like having a friend chatting with you in the background.
(06:49):
Exactly.
And that personal connection is what makes podcasts so effective.
Think about using your podcast to share stories, offer expert insights, or even interview
interesting guests.
Okay.
So we've got video on YouTube, audio on podcasts, and engaging discussions on forums.
What about written content?
Is there still a place for good old-fashioned blog posts and articles?
(07:12):
Absolutely.
Written content is still incredibly valuable for providing in-depth information and establishing
thought leadership.
The key is to make sure that your content is well-written, informative, and optimized for
both search engines and human readers.
So keyword research is still important, even in this brave new world of visibility optimization.
Absolutely.
(07:33):
You still want people to be able to find your content when they're searching for information
online.
But it's not just about stuffing your articles with keywords.
It's about using them strategically to signal to search engines what your content is about
and to make sure it shows up in relevant searches.
Okay.
That makes sense.
So it sounds like visibility optimization isn't about abandoning SEO altogether, but rather
(07:56):
like evolving our approach to incorporate these new platforms and strategies.
Precisely.
It's about taking a more holistic view of your online presence and understanding how all these
different channels can work together to reach your target audience.
It's like building a network not just a single website.
Exactly.
And remember, this isn't a one-and-done process.
It's an ongoing journey.
(08:17):
You need to be constantly experimenting, analyzing your results, and adapting your strategy
based on what's working and what's not.
That's a great point.
It's all about being flexible and willing to adjust our sales as the digital landscape continues
to evolve.
So we've talked about how to optimize our content for all these different platforms,
but why is it so important?
What are the real world benefits of embracing this approach?
(08:40):
Well, for starters, think about the sheer reach you can achieve.
Yeah.
We're talking about tapping into entirely new audiences.
Right.
That might never stumble across your website through a traditional Google search.
That's right.
Especially those younger demographics who are practically living on platforms like TikTok
and Instagram.
Imagine getting your product or service in front of millions of potential customers who
(09:01):
wouldn't even think to type a keyword into a search bar.
Okay.
That's a lot of eyeballs.
But beyond just reach, I'm guessing there are some benefits for our overall online strategy
really.
Absolutely.
One of the most significant advantages is building a more resilient online presence.
Remember that shaky foundation analogy?
By diversifying your traffic sources, you're less reliant on any single platform, making
(09:25):
you less vulnerable to algorithm changes or even platform outages.
So it's like having a diversified investment portfolio.
Yeah.
It makes a hit your entire savings aren't wiped out.
Exactly.
And this ties into another huge benefit.
Targeted engagement.
By focusing on specific platforms where your ideal customers hang out, you can tailor
(09:48):
your content to their specific interests and needs, resulting in higher engagement rates
and stronger connections.
So it's like the difference between casting a wide net and hoping for the best versus using
a fishing rod to precisely target the fish you want to catch.
I like that analogy.
That's about quality over quantity.
And I'm just shouting into the void, hoping someone years you.
(10:08):
You're having meaningful conversations with people who are genuinely interested in what
you have to offer.
And those meaningful conversations can lead to some pretty impressive results.
I mean, at the end of the day, we all want to see your businesses grow.
Absolutely.
The article site's numerous case studies of businesses that have seen significant increases
in brand awareness, website traffic, and even sales by implementing a visibility optimization
(10:31):
strategy.
For example, one small e-commerce company saw a 300% increase in website traffic after
focusing on creating engaging video content for YouTube and TikTok.
Wow, that's impressive.
So it's not just the theory.
There's real data to back up these claims.
Exactly.
And the beauty of it is that visibility optimization can work for businesses of all sizes.
(10:53):
It's not just for big corporations with massive marketing budgets.
Even solar pernors and small businesses can leverage these strategies to level playing
field and reach new heights.
It's about being smart and resourceful, not just spending a ton of money on ads.
Precisely.
It's about creating valuable content that people genuinely want to consume and share, building
a community around your brand and being present in the digital spaces where your customers
(11:16):
are spending their time.
So to sum it all up, this whole concept of visibility optimization is about so much more
than just chasing algorithms, we're trying to gain the system.
It's about taking a holistic approach to your online presence, understanding how all
these different platforms and strategies can work together to achieve your goals.
It's about being adaptable, experimenting with new ideas and constantly evolving your
(11:38):
approach as the digital landscape continues to shift.
And most importantly, it's about building genuine connections with your audience and creating
content that adds real value to their lives.
If you can do that, the visibility will follow naturally.
It's not about tricks or shortcuts.
It's about building a sustainable online presence that can stand the test of time.
And here's a final thought for you, the listener.
(12:00):
What if the key to unlocking your online success isn't about mastering a single platform or
algorithm, but about understanding the fundamental human desire for connection and belonging?
Hmm.
What if the most effective way to stand out in the crowded digital landscape is to simply
be yourself, share your passions and engage with others in a genuine and authentic way?
(12:21):
That's something to ponder as you embark on your visibility optimization journey.
Well that's it for today's Deep Dive folks.
We hope you found this exploration insightful and maybe even a little inspiring.
Until next time, keep experimenting, keep learning and keep pushing the boundaries of what's
possible online.
And remember, the digital world is vast and ever changing, but the power to connect with
(12:43):
others and make a difference remains constant.
Reach out to us at jbuyer.com for comments and questions.
Follow us @buyercompany on social media and if you'd be so kind, please rate and review
us a new podcast app.
(upbeat music)
Welcome to the all new digital rage.
(00:04):
I am Jeff the producer here at Byer Company.
Today we're talking about visibility optimization, taking online exposure beyond the search
engine.
There's a lot to absorb here, so let's get to it.
All right everyone, get ready because today we are taking a deep dive into something
that could revolutionize how you think about your online presence.
(00:25):
Forget everything you thought you knew about SEO.
It's true.
This is visibility optimization.
Yeah, this is a whole new ballgame.
We are going way beyond the days of obsessing over Google rankings.
The internet has exploded into this massive, diverse ecosystem and your audience is scattered
across a whole galaxy of platforms.
Exactly.
(00:47):
And the source material that we are looking at today really drives this point home.
It's visibility optimization.
Maximize your online presence across all internet platforms.
I mean, remember when everybody realized that the earth is not the center of the universe?
That's kind of what this is like for your online strategy.
It's a good analogy.
For years, marketers have been laser focused on Google, but the landscape is shifting.
(01:10):
Lying solely on SEO is like building a business on a foundation of sand.
One little algorithm update and poof your entire strategy can just crumble.
Okay, I get that, but is an SEO still important?
I mean, people still use Google, right?
Absolutely.
It's still one piece of the puzzle.
Okay.
It's a piece that's becoming less and less reliable, especially when it comes to reaching younger
(01:31):
audiences.
Think about it.
When was the last time you saw a teenager use Google to find something?
Okay.
Yeah.
Good point.
Mine, if you he just asks his smart speaker or scrolls through TikTok to find what he's looking
for.
Exactly.
It's mind blowing how different their online behavior is from how I use the internet.
Platforms like TikTok, Reddit, even AI assistants like chat, GPT are becoming the new go-to
(01:53):
for information discovery.
And that's where this whole concept of visibility optimization comes in.
So walk me through this.
What makes visibility optimization so different from just, you know, regular old SEO?
Think of it like this.
Instead of trying to dominate just one tiny corner of the internet, you are strategically
planting your content across the entire digital landscape.
(02:17):
It's about being present wherever your target audience spends their time.
Okay.
So I'm not putting all our eggs in one basket, so to speak.
Right.
I like that.
With so many platforms out there, where do we even begin?
Well, the article argues that it all starts with understanding your audience and adapting
your strategy accordingly.
For example, if you were targeting Gen Z, you need to be thinking about TikTok and Instagram.
(02:41):
Right.
Crafting content that's snackable and visually appealing.
And get this, did you know that TikTok's algorithm actually favors videos that incorporate
trending sounds and effects?
Wow.
I had no idea.
Yeah.
So without being on the platform, it's about understanding like the nuances of how it works.
Precisely.
And the same goes for any platform.
(03:02):
Let's say you're trying to reach a tech savvy audience.
Yeah.
You might consider optimizing your content for AI platforms like chat GPT by incorporating relevant
keywords and structuring your data in a way that AI can easily understand.
You can increase the chances of your brand being featured in those AI generated responses.
Okay.
That's pretty cool.
Almost like embedding yourself into the fabric of the internet's knowledge base.
(03:22):
Exactly.
It's about being strategic and anticipating how users are searching for information these
days.
I'm starting to see if this is way more than just basic SEO.
It's a whole different way of thinking about online presence.
It is.
And it's about diversifying your approach.
We've talked about the visual power of platforms like TikTok and Instagram.
(03:42):
But let's not forget about good old-fashioned forums and online communities.
You mean like Reddit?
Is anyone actually spending time on forums these days?
Oh, you might be surprised.
Teams are still incredibly relevant, especially for specific niches and interest groups.
Think about it.
Where do passionate gamers go to discuss the latest releases?
(04:03):
Or where do vintage car enthusiasts gather to swap tips and advice?
Okay.
I see your point.
These are places where people are already like deeply engaged in conversations, not just
passively scrolling through their feeds.
Exactly.
And that level of engagement can be incredibly valuable.
The article highlights a study that found that users who discover a product through a
forum or an online community are actually more likely to make a purchase than those who find
(04:25):
it through traditional advertising.
Hmm.
That makes sense.
It's like getting a recommendation from a trusted friend, as opposed to just, you know,
a faceless corporation.
Precisely.
And participating in these communities isn't just about driving sales.
It's about building brand awareness, establishing authority, becoming a valuable resource for
your target audience.
(04:46):
Hmm.
Think about it.
Consistently provide helpful advice and insights on a relevant forum.
People will start to see you as the thought leader in that space.
Yeah.
It's like building up street cred, but online, right?
You're not just selling something.
You're becoming a part of the community.
Exactly.
It's about building relationships and trust, not just blasting out marketing messages.
(05:07):
So with all these different platforms to consider, how do we even begin to create a visibility
optimization strategy that's actually manageable?
It sounds like a lot to juggle.
Well, the key is to be strategic and to prioritize.
Start by identifying the platforms where your target audience is most active.
Don't try to be everywhere at once.
(05:27):
Right.
Focus your efforts on the channels that will have the biggest impact for you.
So if I'm a small business owner with limited resources, I probably shouldn't try to conquer,
you know, TikTok, Instagram, and Reddit all at the same time.
Exactly.
It's better to choose one or two platforms and really nail your strategy there than
to spread yourself too thin and end up with mediocre results across the board.
(05:47):
Right.
Okay.
That makes sense.
So once we've chosen our platforms, what are some practical steps we can take to optimize
our content for each one?
It all starts with understanding the unique nuances of each platform.
Okay.
For instance, on YouTube video is king.
Think about creating engaging tutorials, explainer videos, or even behind the scenes glimpses
(06:08):
into your business.
Remember, people are on YouTube to be entertained and informed.
To make sure your content is visually appealing and delivers real value.
You know what that reminds me of something I've been wondering about?
Audio platforms like podcasts, where do those fit into the whole visibility optimization
picture?
Podcasts are an incredibly powerful tool for reaching a highly engaged audience.
(06:29):
People who listen to podcasts tend to be loyal listeners and are often multitasking,
driving, exercising, or doing chores, which means that your message can reach them in
moments when they might not be actively consuming other forms of content.
That's so true.
I know I always have a podcast playing while I'm like cooking dinner or going for a walk.
It's like having a friend chatting with you in the background.
(06:49):
Exactly.
And that personal connection is what makes podcasts so effective.
Think about using your podcast to share stories, offer expert insights, or even interview
interesting guests.
Okay.
So we've got video on YouTube, audio on podcasts, and engaging discussions on forums.
What about written content?
Is there still a place for good old-fashioned blog posts and articles?
(07:12):
Absolutely.
Written content is still incredibly valuable for providing in-depth information and establishing
thought leadership.
The key is to make sure that your content is well-written, informative, and optimized for
both search engines and human readers.
So keyword research is still important, even in this brave new world of visibility optimization.
Absolutely.
(07:33):
You still want people to be able to find your content when they're searching for information
online.
But it's not just about stuffing your articles with keywords.
It's about using them strategically to signal to search engines what your content is about
and to make sure it shows up in relevant searches.
Okay.
That makes sense.
So it sounds like visibility optimization isn't about abandoning SEO altogether, but rather
(07:56):
like evolving our approach to incorporate these new platforms and strategies.
Precisely.
It's about taking a more holistic view of your online presence and understanding how all these
different channels can work together to reach your target audience.
It's like building a network not just a single website.
Exactly.
And remember, this isn't a one-and-done process.
It's an ongoing journey.
(08:17):
You need to be constantly experimenting, analyzing your results, and adapting your strategy
based on what's working and what's not.
That's a great point.
It's all about being flexible and willing to adjust our sales as the digital landscape continues
to evolve.
So we've talked about how to optimize our content for all these different platforms,
but why is it so important?
What are the real world benefits of embracing this approach?
(08:40):
Well, for starters, think about the sheer reach you can achieve.
Yeah.
We're talking about tapping into entirely new audiences.
Right.
That might never stumble across your website through a traditional Google search.
That's right.
Especially those younger demographics who are practically living on platforms like TikTok
and Instagram.
Imagine getting your product or service in front of millions of potential customers who
(09:01):
wouldn't even think to type a keyword into a search bar.
Okay.
That's a lot of eyeballs.
But beyond just reach, I'm guessing there are some benefits for our overall online strategy
really.
Absolutely.
One of the most significant advantages is building a more resilient online presence.
Remember that shaky foundation analogy?
By diversifying your traffic sources, you're less reliant on any single platform, making
(09:25):
you less vulnerable to algorithm changes or even platform outages.
So it's like having a diversified investment portfolio.
Yeah.
It makes a hit your entire savings aren't wiped out.
Exactly.
And this ties into another huge benefit.
Targeted engagement.
By focusing on specific platforms where your ideal customers hang out, you can tailor
(09:48):
your content to their specific interests and needs, resulting in higher engagement rates
and stronger connections.
So it's like the difference between casting a wide net and hoping for the best versus using
a fishing rod to precisely target the fish you want to catch.
I like that analogy.
That's about quality over quantity.
And I'm just shouting into the void, hoping someone years you.
(10:08):
You're having meaningful conversations with people who are genuinely interested in what
you have to offer.
And those meaningful conversations can lead to some pretty impressive results.
I mean, at the end of the day, we all want to see your businesses grow.
Absolutely.
The article site's numerous case studies of businesses that have seen significant increases
in brand awareness, website traffic, and even sales by implementing a visibility optimization
(10:31):
strategy.
For example, one small e-commerce company saw a 300% increase in website traffic after
focusing on creating engaging video content for YouTube and TikTok.
Wow, that's impressive.
So it's not just the theory.
There's real data to back up these claims.
Exactly.
And the beauty of it is that visibility optimization can work for businesses of all sizes.
(10:53):
It's not just for big corporations with massive marketing budgets.
Even solar pernors and small businesses can leverage these strategies to level playing
field and reach new heights.
It's about being smart and resourceful, not just spending a ton of money on ads.
Precisely.
It's about creating valuable content that people genuinely want to consume and share, building
a community around your brand and being present in the digital spaces where your customers
(11:16):
are spending their time.
So to sum it all up, this whole concept of visibility optimization is about so much more
than just chasing algorithms, we're trying to gain the system.
It's about taking a holistic approach to your online presence, understanding how all
these different platforms and strategies can work together to achieve your goals.
It's about being adaptable, experimenting with new ideas and constantly evolving your
(11:38):
approach as the digital landscape continues to shift.
And most importantly, it's about building genuine connections with your audience and creating
content that adds real value to their lives.
If you can do that, the visibility will follow naturally.
It's not about tricks or shortcuts.
It's about building a sustainable online presence that can stand the test of time.
And here's a final thought for you, the listener.
(12:00):
What if the key to unlocking your online success isn't about mastering a single platform or
algorithm, but about understanding the fundamental human desire for connection and belonging?
Hmm.
What if the most effective way to stand out in the crowded digital landscape is to simply
be yourself, share your passions and engage with others in a genuine and authentic way?
(12:21):
That's something to ponder as you embark on your visibility optimization journey.
Well that's it for today's Deep Dive folks.
We hope you found this exploration insightful and maybe even a little inspiring.
Until next time, keep experimenting, keep learning and keep pushing the boundaries of what's
possible online.
And remember, the digital world is vast and ever changing, but the power to connect with
(12:43):
others and make a difference remains constant.
Reach out to us at jbuyer.com for comments and questions.
Follow us @buyercompany on social media and if you'd be so kind, please rate and review
us a new podcast app.
(upbeat music)
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