{"id":21393,"date":"2020-01-28T17:29:39","date_gmt":"2020-01-28T17:29:39","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/online-presence"},"modified":"2026-09-17T05:08:14","modified_gmt":"2026-09-17T05:08:14","slug":"online-presence","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/online-presence","title":{"rendered":"Online Presence"},"content":{"rendered":"<p><img decoding=\"async\" class=\"boxpad wp-image-79817 size-full alignright\" style=\"margin-top: 0;\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/presencia-online-en.jpg\" alt=\"Online presence\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/presencia-online-en.jpg 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2026\/09\/presencia-online-en-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><strong>Definition:<\/strong><\/p>\n<p><strong>Online presence<\/strong> is the set of assets, profiles, content, mentions and interactions through which a person, brand or organisation can be found and perceived on the Internet. It includes owned spaces, such as a website or mailing list, and spaces controlled by third parties, such as search engines, marketplaces, publications and social networks.<\/p>\n<p>Having a presence does not automatically create visibility, trust or results. Its value depends on accurate information, channels that support genuine objectives and a consistent experience across touchpoints.<\/p>\n\n<h2>Components of online presence<\/h2>\n<p>The combination varies according to the activity and audience. Common components include:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/www.arimetrics.com\/en\/seo-agency-spain\">Search engine positioning:<\/a><\/strong> It helps relevant content and services become discoverable in organic results.<\/li>\n<li><strong><a href=\"https:\/\/www.arimetrics.com\/en\/google-ads-agency-spain\">Digital advertising:<\/a><\/strong> It provides paid distribution through search engines, social networks, publications and other platforms.<\/li>\n<li><strong>Email marketing:<\/strong> It maintains communication with people who have agreed to receive messages, respecting permissions and preferences.<\/li>\n<li><strong>Social networks:<\/strong> They support publishing, conversation and community service, although reach depends on each platform.<\/li>\n<li><strong>Website and other owned assets:<\/strong> They bring together information, content, functions and contact routes under greater organisational control.<\/li>\n<li><strong><a href=\"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ux\">User experience:<\/a><\/strong> It connects content, accessibility, navigation, performance and trust throughout the digital relationship.<\/li>\n<\/ul>\n<h2>How to develop an online presence<\/h2>\n<p>Management should begin with defined objectives, audiences and resources. Activities can be grouped into three areas:<\/p>\n<h3>Improving visibility<\/h3>\n<ul>\n<li><strong>Testimonials:<\/strong> Publish authentic experiences with permission and context, without presenting them as universal outcomes.<\/li>\n<li><strong>Reviews:<\/strong> Facilitate honest opinions and respond without incentives that distort their reliability.<\/li>\n<li><strong>Content:<\/strong> Create useful, discoverable information based on audience needs and keep it current.<\/li>\n<li><strong>Collaborations and mentions:<\/strong> Work with relevant publications, organisations or creators and disclose commercial relationships.<\/li>\n<\/ul>\n<h3>Strengthening relationships<\/h3>\n<ul>\n<li><strong>Two-way communication:<\/strong> Listen and respond through channels and timescales that the organisation can sustain.<\/li>\n<li><strong>Participatory content:<\/strong> Use polls, questions or other formats when they provide genuine information or conversation.<\/li>\n<li><strong>Personalisation:<\/strong> Adapt messages using relevant data, consent and controls that prevent intrusive uses.<\/li>\n<li><strong>Loyalty:<\/strong> Design benefits and communications that fit the relationship, without equating repeat purchase with loyalty.<\/li>\n<li><strong>Feedback:<\/strong> Collect and classify opinions and check whether changes resolve recurring problems.<\/li>\n<\/ul>\n<h3>Improving conversion<\/h3>\n<ul>\n<li><strong>Landing pages:<\/strong> Maintain consistency between the message, proposition, form and expected action.<\/li>\n<li><strong>A\/B testing:<\/strong> Compare variants with an appropriate hypothesis, metric and data volume.<\/li>\n<li><strong>Offers and promotions:<\/strong> Explain conditions, duration and availability without misleading pressure.<\/li>\n<li><strong>Trust and security:<\/strong> Apply technical measures and communicate verifiable practices rather than relying on symbols alone.<\/li>\n<li><strong>Tracking and retargeting:<\/strong> Re-engage audiences when a valid basis exists and limit frequency, duration and targeting.<\/li>\n<\/ul>\n<h2>Tools for strengthening online presence<\/h2>\n<p>Tools are selected according to the channels, team and information required. Historical and current examples include:<\/p>\n<h3>Analytics and SEO<\/h3>\n<ul>\n<li><strong>Google Analytics:<\/strong> It measures configured interactions on websites and applications within consent and attribution limits.<\/li>\n<li><strong>Google Search Console:<\/strong> It reports on crawling, indexing and organic performance in Google.<\/li>\n<li><strong>Semrush:<\/strong> It provides research into search, competitors, content and technical issues.<\/li>\n<li><strong>Ahrefs:<\/strong> It provides data about links, search, competitors and technical auditing.<\/li>\n<\/ul>\n<h3>Social media management<\/h3>\n<ul>\n<li><strong>Hootsuite:<\/strong> It centralises publishing, monitoring and analysis for compatible social accounts.<\/li>\n<li><strong>Buffer:<\/strong> It supports planning and publishing content and reviewing its performance.<\/li>\n<li><strong>Canva:<\/strong> It facilitates the creation and adaptation of visual assets for different channels.<\/li>\n<\/ul>\n<h3>Email marketing<\/h3>\n<ul>\n<li><strong>Mailchimp:<\/strong> It combines campaigns, automation, audiences and email templates.<\/li>\n<li><strong>Brevo, formerly SendinBlue:<\/strong> It provides email, SMS, automation and customer relationship functions.<\/li>\n<\/ul>\n<h3>Content management<\/h3>\n<ul>\n<li><strong>WordPress:<\/strong> A content management system for publishing and managing websites.<\/li>\n<li><strong>HubSpot:<\/strong> It integrates content, automation, analytics and CRM in one platform.<\/li>\n<\/ul>\n<h3>Collaboration and productivity<\/h3>\n<ul>\n<li><strong>Trello:<\/strong> It organises tasks and workflows through boards.<\/li>\n<li><strong>Slack:<\/strong> It supports team communication and coordination through channels and integrations.<\/li>\n<\/ul>\n<p>A tool does not strengthen online presence by itself. Responsibilities, data sources, quality criteria and a process for correcting inconsistent information across channels should also be defined.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Definition: Online presence is the set of assets, profiles, content, mentions and interactions through which a person, brand or organisation can be found and perceived on the Internet. It includes owned spaces, such as a website or mailing list, and spaces controlled by third parties, such as search engines, marketplaces, publications and social networks. Having [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79819,"template":"","encyclopedia-tag":[1325,1350],"class_list":["post-21393","encyclopedia","type-encyclopedia","status-publish","has-post-thumbnail","hentry","encyclopedia-tag-professional-presence","encyclopedia-tag-social-strategy"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/21393","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/79819"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=21393"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=21393"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}