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Is It My Website? = Is It My Digital Web Footprint?

Websites and Digital Web Footprint Ownershipwordpress business websites | kinetic knowledge

 

DO I CONTROL MY CURRENT AND FUTURE MARKETING VISIBILITY ONLINE?

 

Your website and its’ accumulated references (inbound links to website page URLs) should never ever be trapped. If you cannot move your website from host to host whenever you decide it’s necessary, do not chose the website solution! This is important because with so many website providers the answer is often “No you cannot take the website off our server”. That’s a big problem when considering what a website’s accumulated ‘Digital Web Footprint’ is worth to a business, including:

  1. What have you been trying to accomplish with a website? = findability and then presentation
  2. What is the long term picture? = greater and greater findability via more and more references
  3. What happens to all my keyword search engine indexing, linked direct to my individual page URLs?
  4. What about bookmarks to my page URLs?
  5. What about back links from other websites to my page URLs?
  6. How about all social shares, likes, pins and Plus 1’s with links to my website pages?
  7. What happens to all the potential resulting traffic, leads and new business? 


If you don’t own anything, it’s gone and you start over. All of the above relates directly to records of your page URLs or ‘permalinks’ out all over the web. All in places where anybody, anywhere, at any time can discover you! And it can translate to sales at any moment! So do you want to keep it, including grow it? 
The question often stems from whether or not a business can take a site it has developed from one host to another. Time, effort and ( past & future ) money is always at stake SO before investing even a moment of time be sure to understand the consequences of not owning it all; be sure to understand the long term value lost and what’s truly at stake when you lose not only a website, but its digital footprint!

WHAT IS AT STAKE WITH YOUR DIGITAL WEB FOOTPRINT?

A website is the beginning and a means for future marketing. While marketing, search engine optimization and social voice require time, effort and money it all works toward building a long term visible brand via its ‘digital web footprint’. What is the technical definition of a ‘digital footprint’ (click here)?

It is a forever growing record of digital interactions recorded via page URLs or permalinks. A cumulative record, for instance, used by search engines to rank a site and its content versus the competition. It’s a page URL that maybe several people have bookmarked (or linked too, shared and/ or liked) possibly to recommend it to others or to save as a reference for when they are ‘ready to buy’. Its a lot of potential new business opportunities … assuming those URL records can stand the test of time.

And for this reason, not owning it can be a big long term mistake.

WHEN IS A WEBSITE AND DIGITAL FOOTPRINT NOT MINE?

You see the ads for curiously cheap or even free websites. Ever wonder how or even why it’s free? Maybe the provider is selling something else so profitable [i.e. shared hosting, registrar SEO or PPC service plans] it makes throwing in a template website worth doing free. It is a classic ‘bait & switch’ for the unsuspecting! Logic serves that virtually no business can afford to offer anything for free!

Maybe free suits an immediate need versus building your own site at a cost. There’s even the free subdomain of WordPress.com [i.e. mystore.wordpress.com] option, where authority gained from digital transactions are passed along to the primary wordpress.com domain… and that’s fair for free. Free or cheap is nice, but not if the marketer wants to both build and protect its’ long term record of digital capital interactions … and that potential that comes with it for future business growth.

FORM FOLLOWS FUNCTION

An architect might tell you that the shape or FORM of a building should be based upon its intended FUNCTION or purpose. Let’s parallel a ‘digital footprint’ in a way that defines what a website’s purpose SHOULD be.

The data trail left by interactions in a digital environment or, better yet, the size of a companies’ “online presence” measured by its’ history of interactions is it’s ‘digital footprint’. Inputs to a ‘digital footprint’ may include location, search engine crawls, keyword use and indexing, links, content amount, bookmarks, recommendations, social network activity, direct subscriptions and many more ‘signals’ that lend themselves to visibility (or a website’s function) over time. 

Why does a company build a website in the first place? Hopefully not only to own a Website Digital Footprint Ownership Modern Full Width Responsive Design by Kinetic Knowledgewebsite, but to be ever more visible online; to drive traffic, capture leads and generate business. For perspective, disregard all the signals a marketer’s website can accumulate in it’s ‘footprint’ over time. Rather, look solely at one – the time a business begins hosting its’ website on a particular URL. Time or ‘date stamp’ is a signal and it counts toward a search engine’s definition of authority in a competitive environment. Depending on the level of competition for visibility and traffic, for instance maybe in a less competitive geographic region, ‘date stamp’ for when a business arrived with some content at its’ URL can be enough to outrank the competition. And to outrank is, in theory, to drive traffic and potential new business. But remember, the time record is URL based! Worthless if you don’t own it! 

Most subjects and geographic regions are a great deal more competitive for traffic, but using the one signal demonstrates the larger value proposition and what’s at stake. The big picture is not just that a business should own its’ website, but it should be in control of an entire history of interactions and the means to grow its’ visibility forever and ever! 

WORDPRESS.ORG AND PORTABILITY

Custom WordPress | Website Digital Footprint Ownership | Modern Full Width Responsive Design by Kinetic KnowledgeWordPress.org is open source software available under the ‘General Public License’ or GPL, which *generally* (within GPL scope) gives its’ user the right to do with it what they wish. Open source software might loosely be defined as base software code one can manage, develop, advance and/or launch applications (like themes and plugins) from without having to rewrite that base code. With WordPress.org and a little knowledge or help, a business can change hosts and never concern themselves with whether or not it’s all theirs. What’s more, there is nothing that compares when it comes to support. Whether for people that can pick it up and support generally or virtually any imagine- able application need, already built and ready for plugging in. There’s more support for WordPress than any other solution at any time. Ever. Period.