How to be found online in 6 Steps: Easy Beginner’s Guide
Key insights and actionable steps to establishing your brand identity online
In a digital world where online visibility is non-negotiable, content marketing becomes your guiding star.
It’s more than a strategy; it’s the key to unlocking your brand’s true potential.
You’re in the right place, and I’m here to demystify the path.
Hello, I’m Mia, your dedicated Online Presence & Content Strategy guru. With over 20 years of full-time experience in the digital market, I’m passionate about sharing my expertise.
My mission is to assist people like you in transforming your business and guiding you towards lasting success. Valuable and relevant content is what takes your brand online and bring customers to your doorstep.
You’re in capable hands, and together, we’ll illuminate the path to your brand’s online visibility and growth.
Don’t miss the chance to put these steps into action
Before you dive into this content marketing journey, I encourage you to take a moment to prepare.
Bookmark this page, save it for later reference, and keep your notepad ready.
Throughout this post, you’ll come across valuable tasks that can significantly boost your online visibility, engage your audience, and elevate your brand.
Let’s go and get your path to success started!
Table of Contents
Introduction
In today’s dynamic digital landscape, establishing a robust online presence is not just a choice—it’s a necessity. Whether you’re an aspiring entrepreneur or a seasoned business owner, being found online is the cornerstone of success in the virtual realm.
This beginner’s guide is designed to illuminate the path towards online visibility in six easy steps where we explore the fundamental steps that will empower you to shape your online narrative, enhance visibility, and make a lasting impression on your audience.
So, why is online presence crucial?
The Importance of Online Presence
Your online presence is essentially your digital identity—the collective representation of your brand, values, and offerings across the vast expanse of the internet. In an era where consumers turn to online platforms for information and solutions, a compelling online presence is your gateway to connect with your target audience.
Significance for Entrepreneurs and Businesses
For entrepreneurs and businesses, the benefits of a strong online presence are manifold. It’s not just about having a website; it’s about creating an immersive experience that resonates with your audience. Being found online means increased visibility, expanded reach, and the potential to turn casual visitors into loyal customers.
Introducing the 6 Easy Steps
Now, let’s embark on a journey to demystify the process of being found online. These six easy steps serve as a roadmap for beginners, offering practical insights and actionable strategies to elevate your online presence. From understanding the basics to implementing advanced tactics, this guide is your companion in navigating the digital landscape with confidence.
Step 1: Understanding Online Presence
In the realm of the digital age, the foundation of a successful online journey begins with a clear understanding of what “online presence” truly means.
Defining and Establishing Online Presence
Online presence encompasses the totality of your brand’s existence in the virtual space. It’s not confined to just having a website; it extends to social media platforms, online directories, and any space where your brand leaves a digital footprint. It’s the collective identity your audience encounters whenever they interact with your brand online.
Establishing a robust online presence
involves creating a cohesive and compelling narrative that reflects your brand’s values, mission, and unique offerings. It’s about shaping an online identity that resonates with your target audience and distinguishes you from the competition.
The Role of a Strong Online Presence in Business Success
In the contemporary business landscape, a strong online presence is more than a mere marketing asset—it’s a key driver of success. Your online presence acts as a virtual storefront, accessible to potential customers around the clock. It serves as a powerful tool for brand building, customer engagement, and establishing trust.
A well-crafted online presence can significantly impact consumer perceptions, influencing their decision-making process. It’s a dynamic platform that allows businesses to showcase their expertise, connect with their audience on a personal level, and ultimately drive conversions.
Importance of a Cohesive Brand Image
A cohesive brand image is the glue that binds your online presence together. It’s the visual and narrative consistency that fosters recognition and trust among your audience. A well-defined brand image ensures that whether a customer encounters your brand on social media, your website, or a blog post, they immediately recognize and associate it with your unique identity.
Consistency in branding reinforces your message and values, making your brand memorable and reliable. As we delve into the intricate layers of online presence, keep in mind that each element contributes to the overall tapestry of your brand’s virtual persona.
Now that we’ve laid the groundwork by understanding the essence of online presence, let’s move forward explore how to Embracing Search Engine Optimization (SEO).
Step 2: Embracing Search Engine Optimization (SEO)
As you embark on the journey to enhance your online presence, understanding the ins and outs of Search Engine Optimization (SEO) is paramount. SEO is the strategic cornerstone that propels your brand to the forefront of search engine results, making it more discoverable to your target audience.
Explaining the Basics of SEO
At its core, SEO is the art and science of optimizing your online content to rank higher on search engine results pages (SERPs). When potential customers search for products, services, or information related to your industry, a well-optimized online presence ensures that your brand is prominently featured.
Key elements of SEO include optimizing website content, improving website structure, and enhancing the overall user experience. It’s a dynamic field that adapts to search engine algorithms, emphasizing the delivery of high-quality, relevant content to users.
Keyword Research and Its Impact on Visibility
Central to any successful SEO strategy is keyword research. Keywords are the phrases and terms users enter into search engines when seeking information. Identifying the right keywords for your business is crucial; it’s the compass that guides your content creation and optimization efforts.
Effective keyword research unveils the language your target audience uses, helping you tailor your content to meet their needs. By strategically incorporating these keywords into your website content, you increase the likelihood of your pages appearing in relevant search queries, ultimately boosting your visibility.
On-Page and Off-Page SEO Practices
To master SEO, you must navigate both on-page and off-page optimization techniques. On-page SEO involves optimizing elements within your website, such as meta tags, headings, and content structure. This ensures search engines understand the relevance and context of your pages.
Off-page SEO, on the other hand, involves external factors such as backlinks, social signals, and online reputation. Building a network of quality backlinks from reputable sources signals to search engines that your content is valuable and authoritative.
Incorporating a holistic SEO approach involves a continuous effort to stay abreast of industry trends and algorithm updates. As you delve into the intricacies of SEO, you’re laying the groundwork for increased visibility and a stronger online presence.
With a solid understanding of SEO fundamentals, you’re now ready to proceed to Step 3: “Crafting a Solid Content Strategy.”
Step 3: Crafting a Solid Content Strategy
With a foundation in SEO, the next pivotal step in fortifying your online presence is to develop a strategic and purposeful content plan. A robust content strategy is not just about creating content for the sake of it; it’s about aligning your brand’s message with the needs and preferences of your target audience.
The Relationship Between Online Presence and Content Strategy
Your online presence and content strategy are intricately linked, forming a symbiotic relationship that shapes how your brand is perceived in the digital realm. A well-crafted content strategy serves as the backbone of your online presence, providing a framework for creating and distributing content that resonates with your audience.
Think of your content strategy as the vehicle that carries your brand’s narrative across various online channels. It’s the means by which you communicate your brand’s story, values, and offerings to your audience, ultimately influencing their perception and engagement.
Tailored Content for Target Audiences
One-size-fits-all content rarely makes a lasting impact. To truly connect with your audience, your content must be tailored to their specific needs, interests, and pain points. This involves understanding your target demographic and creating content that speaks directly to them.
Segmenting your audience allows you to craft content that addresses the unique challenges and aspirations of different customer segments. Whether through blog posts, videos, or infographics, tailoring your content ensures that it resonates with your audience, fostering a sense of connection and engagement.
Integrating Brand Messaging into Content
Every piece of content you create is an opportunity to reinforce your brand messaging. From the tone of your articles to the visuals on your social media posts, consistency in messaging builds brand recognition and trust.
Integrating your brand messaging into your content involves aligning your communication with your brand’s values, mission, and personality. This ensures that every interaction your audience has with your content reinforces the core essence of your brand.
As we navigate through the intricacies of crafting a solid content strategy, remember that each piece of content contributes to the larger narrative of your brand’s online presence.
With a well-defined strategy in place, you’re equipped to move forward to Step 4: “Building Brand Awareness.”
Step 4: Building Brand Awareness
As your online presence takes shape, the next vital step is to focus on building brand awareness. This step involves intentional efforts to make your brand not just present but memorable in the minds of your target audience.
Strategies for Increasing Brand Visibility
Brand visibility is the cornerstone of awareness. To increase visibility, consider strategies that ensure your brand is consistently in the spotlight. This could involve collaborations with influencers, participating in industry events, or optimizing your online content for broader reach.
Investing in online advertising, particularly through targeted campaigns, can also amplify your brand’s visibility. The key is to make strategic choices that align with your brand and resonate with your audience.
Leveraging Social Media and Other Platforms
In the digital age, social media is a powerhouse for brand awareness. Utilize platforms such as Instagram, Facebook, Twitter, and LinkedIn to connect with your audience on a personal level. Share engaging content, participate in conversations, and leverage the visual and interactive aspects of these platforms to leave a lasting impression.
Beyond social media, explore other platforms relevant to your industry. This could include industry forums, online communities, or niche platforms where your target audience congregates. Diversifying your platform presence ensures that your brand reaches a broader spectrum of potential customers.
Establishing a Consistent Brand Voice
Consistency is key when it comes to brand awareness. Establishing a consistent brand voice across all channels reinforces your brand’s identity and fosters recognition. Whether it’s the language used in your social media posts, the tone of your emails, or the design elements on your website, maintaining a cohesive brand voice creates a unified and memorable experience for your audience.
Your brand voice should align with your brand’s personality and values. Whether it’s friendly and approachable or professional and authoritative, ensure that your communication style resonates with the expectations of your target audience.
Building brand awareness is an ongoing process that requires a strategic blend of visibility, engagement, and consistency. As we delve into the realm of brand awareness, keep in mind that each action you take contributes to the collective recognition of your brand.
With these strategies in your toolkit, you’re prepared to move forward to Step 5: “Content Marketing Tactics for Visibility.”
Step 5: Content Marketing Tactics for Visibility
With a solid foundation in online presence, SEO, and content strategy, it’s time to amplify your brand’s visibility through strategic content marketing tactics. This step involves not just creating content but ensuring it captivates your audience and reaches them through diverse channels.
Diversifying Content Formats for Engagement
Engaging your audience requires more than just well-written articles. Diversifying your content formats ensures that you appeal to different preferences and learning styles. Consider incorporating:
- Visual Content: Infographics, videos, and images can convey information in a visually compelling way.
- Interactive Content: Quizzes, polls, and interactive tools encourage active participation from your audience.
- Long-Form and Short-Form Content: Balance in-depth articles with concise, easily digestible pieces to cater to various audience preferences.
By offering a variety of content types, you keep your audience engaged and interested in what your brand has to offer.
Utilizing Storytelling in Content Creation
Storytelling is a powerful tool that transcends mere information-sharing; it creates a connection with your audience on an emotional level. Craft narratives that resonate with your brand’s values and mission. Share success stories, anecdotes, or experiences that humanize your brand and make it relatable.
Your brand’s story should be woven into every piece of content, creating a narrative thread that ties together your online presence. Through storytelling, you not only inform but also leave a lasting impression on your audience.
Effective Distribution Across Various Channels
Creating exceptional content is only half the battle; ensuring it reaches your audience is equally crucial. Effective distribution involves strategically sharing your content across various channels. Consider:
- Social Media: Share your content on platforms where your audience is most active. Tailor your approach to each platform’s strengths and audience expectations.
- Email Marketing: Use newsletters to deliver valuable content directly to your audience’s inbox, fostering a more personal connection.
- Content Syndication: Republishing your content on reputable platforms can expand its reach and attract new audiences.
Strategically distributing your content amplifies its impact, reaching a wider audience and driving traffic back to your online presence.
As we delve into content marketing tactics, remember that the key lies not just in creation but in strategic dissemination.
With a diverse array of content formats, compelling storytelling, and effective distribution, you’re well on your way to mastering Step 5. Now, let’s transition to the final step: “Measuring Success and Iterating.”
Step 6: Measuring Success and Iterating
Congratulations on reaching the final step of our journey to be found online! Step 6 is all about gauging the effectiveness of your efforts, making informed decisions, and continuously refining your strategies for optimal results.
Key Performance Indicators for Online Presence
To measure the success of your online presence, it’s essential to identify and track key performance indicators (KPIs). These metrics serve as benchmarks for your progress and illuminate areas for improvement. Some crucial KPIs include:
- Website Traffic: Monitor the number of visitors to your website and the pages they interact with.
- Conversion Rates: Track the percentage of visitors who take desired actions, such as making a purchase or filling out a form.
- Social Media Engagement: Measure likes, shares, comments, and overall engagement on your social media platforms.
- Search Engine Rankings: Assess your position in search engine results for relevant keywords.
Analyzing the Impact of Implemented Strategies
With data in hand, it’s time to analyze the impact of the strategies you’ve implemented throughout this guide. Evaluate how each step has contributed to your overall online presence and brand visibility. Consider:
- Content Performance: Identify the most successful pieces of content in terms of engagement and conversion.
- SEO Effectiveness: Review changes in search engine rankings and organic traffic to assess the impact of SEO efforts.
- Social Media Insights: Examine social media analytics to understand which platforms and content types resonate most with your audience.
Making Data-Driven Adjustments for Continuous Improvement
Armed with insights from your analysis, the final step involves making data-driven adjustments to your strategies. This iterative process ensures that you stay responsive to changing trends and evolving audience preferences. Consider:
- Content Optimization: Refine and update existing content based on performance data.
- SEO Tweaks: Adjust keyword strategies and on-page elements based on what resonates with your audience.
- Platform Focus: Allocate resources to the platforms that deliver the best results and adjust your strategy accordingly.
Continuous improvement is the heartbeat of a successful online presence. By making data-driven adjustments, you position your brand to not only adapt to the dynamic digital landscape but to thrive within it.
As we conclude this beginner’s guide on how to be found online, remember that the journey to online success is ongoing. By understanding the nuances of online presence, embracing SEO, crafting a solid content strategy, building brand awareness, employing content marketing tactics, and measuring success, you’ve laid a robust foundation.
Your commitment to continuous improvement will be the catalyst for sustained growth in your online presence. Stay agile, stay engaged, and most importantly, stay true to your brand. Here’s to your success in being found online!
The Number One Challenge: Absence of Online Presence
In an era dominated by digital interactions, not establishing an online presence is a significant challenge that businesses, entrepreneurs, and individuals may face. By not being online, they miss out on numerous opportunities and advantages that the digital landscape offers.
Missed Opportunities
Limited Reach: Without an online presence, your potential audience is restricted to local or traditional channels. You miss the chance to connect with a global audience that is actively seeking products, services, and information online.
Competitive Disadvantage: In today’s competitive market, consumers often turn to the internet to research, compare, and make purchasing decisions. Businesses without an online presence risk losing customers to competitors who have established a strong digital footprint.
Reduced Credibility: Consumers increasingly rely on the internet to validate the credibility of businesses and individuals. Lack of online presence may raise doubts about legitimacy and trustworthiness, potentially deterring potential customers or partners.
Limited Marketing Opportunities: Online platforms provide cost-effective and targeted marketing opportunities. Without an online presence, businesses miss out on leveraging digital marketing strategies such as social media advertising, content marketing, and email campaigns.
Solutions
Create a Website: Establishing a professional website is a fundamental step. It serves as a centralized hub for your brand, providing information, showcasing products or services, and facilitating customer interactions.
Utilize Social Media: Leverage popular social media platforms to connect with your audience. Create profiles on platforms relevant to your industry and engage in conversations. Social media is a powerful tool for brand visibility and customer engagement.
Implement Basic SEO Practices: Even with a minimal online presence, implementing basic SEO practices can enhance visibility. Ensure your business appears in relevant search results by optimizing your website content and utilizing local SEO strategies.
Online Listings and Directories: List your business on online directories and platforms related to your industry. This enhances discoverability and provides additional avenues for potential customers to find your products or services.
Engage with Online Communities: Participate in forums, industry groups, and online communities related to your business. This not only increases your visibility but also allows you to connect with potential customers and establish yourself as an authority in your field.
The absence of an online presence is a considerable hurdle, but with strategic and incremental steps, businesses and individuals can bridge this gap and tap into the myriad benefits offered by the digital realm.
Common Challenges and Solutions in Being Found Online
Challenge 1: Low Search Engine Visibility
Solution: Invest in comprehensive SEO practices. Conduct thorough keyword research, optimize on-page elements, create high-quality content, and build quality backlinks. Regularly monitor and adapt your SEO strategy to align with search engine algorithm changes.
Challenge 2: Inconsistent Branding Across Platforms
Solution: Establish brand guidelines that include visual elements, tone of voice, and messaging. Ensure consistency across all online channels, including your website, social media, and content. Regularly audit your online presence to maintain brand coherence.
Challenge 3: Difficulty in Identifying Target Keywords
Solution: Use keyword research tools to identify relevant and high-impact keywords for your industry. Analyze competitor keywords, consider long-tail keywords, and monitor the performance of selected keywords over time. Regularly update your keyword strategy based on shifts in your industry or audience behavior.
Challenge 4: Limited Social Media Engagement
Solution: Develop a strategic social media plan. Understand your audience demographics and preferences, tailor content for each platform, and maintain a consistent posting schedule. Actively engage with your audience by responding to comments, asking questions, and participating in relevant conversations.
Challenge 5: Lack of Diverse Content Formats
Solution: Diversify your content by incorporating various formats such as videos, infographics, podcasts, and interactive content. Adapt content to suit different platforms and audience preferences. Regularly assess the performance of each content type to refine your approach.
Challenge 6: Insufficient Data for Analysis
Solution: Implement robust analytics tools to track key performance indicators (KPIs). Set up Google Analytics, social media insights, and other tracking tools. Regularly review and analyze the gathered data to make informed decisions and adjustments to your online presence strategy.
Challenge 7: Difficulty in Staying Updated with Digital Trends
Solution: Stay actively involved in your industry’s community, attend webinars, and subscribe to relevant publications. Follow thought leaders and organizations on social media. Allocate time for continuous learning and experimentation to adapt to emerging digital trends.
Challenge 8: Negative Online Reviews or Feedback
Solution: Monitor online reviews regularly and respond promptly and professionally. Address customer concerns, seek to resolve issues, and showcase your commitment to customer satisfaction. Encourage satisfied customers to leave positive reviews to counterbalance negative feedback.
Facing challenges in being found online is common, but with a proactive and strategic approach, each challenge can become an opportunity for improvement and growth.
Regularly reassess your strategies and adapt to the ever-evolving digital landscape.
Getting Started: Building Your Online Presence
Embarking on the journey to build your online presence is an exciting and pivotal step toward reaching a broader audience and achieving your goals. Whether you’re a business, entrepreneur, or individual, the process begins with foundational steps to establish a strong digital footprint.
1. Define Your Goals and Audience
Clearly outline your objectives for being online. Whether it’s increasing brand awareness, driving sales, or sharing information, having defined goals will guide your strategy.
Identify your target audience. Understanding their preferences, needs, and online behavior will help tailor your content and engagement strategies.
2. Create a Professional Website:
A website serves as the cornerstone of your online presence. Choose a user-friendly platform, and design a website that reflects your brand identity.
Include essential information such as your story, products or services, contact details, and any relevant business credentials.
3. Leverage Social Media:
Establish a presence on platforms relevant to your audience. Focus on quality over quantity. It’s better to be active and engaged on a few platforms than to spread yourself too thin.
Create a content calendar to ensure consistent posting and engagement with your audience.
4. Implement Basic SEO Practices:
Understand and implement basic Search Engine Optimization (SEO) practices. This includes optimizing your website for relevant keywords, creating quality content, and ensuring a user-friendly experience.
5. Content Creation and Distribution:
Develop a content strategy aligned with your goals and audience. Create valuable, shareable content that showcases your expertise.
Diversify content formats, including blog posts, videos, infographics, and more. Tailor content for different platforms.
6. Online Listings and Directories:
List your business on relevant online directories and platforms. This enhances your visibility and provides additional avenues for potential customers to discover your offerings.
7. Engage with Online Communities:
Join forums, industry groups, and online communities related to your niche. Actively participate in discussions, share insights, and connect with others in your field.
Should You Do It Yourself, Hire a Professional, or Both?
DIY (Do It Yourself)
Ideal for individuals and small businesses with limited budgets.
Utilize user-friendly website builders and social media platforms to get started.
Learn basic SEO practices and content creation to maintain an active online presence.
Hire a Professional
Recommended for businesses requiring a polished and customized online presence.
Web designers, content creators, and SEO experts can ensure a professional and effective strategy.
Allows you to focus on core business activities while experts handle the technical aspects.
A Mix of Both
Combining DIY efforts with professional guidance is a strategic approach.
DIY tasks can include regular social media updates, content creation, and basic SEO.
Professionals can be consulted for website design, advanced SEO strategies, and ongoing optimization.
Expertise Solution
Start with a DIY approach to grasp the fundamentals of online presence.
Invest in professional services for critical components like website design and advanced SEO.
Building an online presence is an ongoing process. Balancing DIY efforts with professional support ensures a comprehensive strategy that aligns with your goals and evolves with the ever-changing digital landscape.
Continuously learn and adapt, allowing you to take charge of day-to-day activities while benefiting from professional insights when needed.
Conclusion
As we wrap up this comprehensive guide on “How to be found online in 6 easy steps: A Beginner’s Guide,” let’s take a moment to reflect on the key insights and encourage you on your journey to a robust online presence.
Recap of the 6 Steps for Being Found Online
Understanding Online Presence: Define and establish your digital identity, recognizing the role it plays in the success of your venture.
Embracing Search Engine Optimization (SEO): Delve into the fundamentals of SEO, utilizing keyword research and on-page/off-page practices to enhance visibility.
Crafting a Solid Content Strategy: Formulate a strategy that aligns your brand’s message with the needs of your target audience, ensuring a cohesive and engaging online narrative.
Building Brand Awareness: Strategize to increase visibility through collaborations, social media, and maintaining a consistent brand voice.
Content Marketing Tactics for Visibility: Diversify content formats, leverage storytelling, and ensure effective distribution to amplify your brand’s reach.
Measuring Success and Iterating: Gauge your online presence through key performance indicators, analyze the impact of implemented strategies, and make data-driven adjustments for continuous improvement.
Encouragement for Beginners to Take Actionable Steps
Embarking on the journey to establish your online presence can be both exciting and overwhelming. Remember that each step is a building block, and progress is made through consistent effort. Whether you’re a seasoned entrepreneur or just starting, taking actionable steps based on the insights shared in this guide will set you on the path to success.
Don’t be afraid to experiment, learn, and adapt. The digital landscape is ever-evolving, and the willingness to take action is the catalyst for growth.
Closing Thoughts on the Ongoing Process of Building and Maintaining Online Presence
Building and maintaining your online presence is not a one-time endeavor; it’s an ongoing process. The digital realm is dynamic, and trends evolve. Stay attuned to your audience, embrace emerging technologies, and be agile in your approach.
Remember, your online presence is not just about being found—it’s about making a meaningful connection with your audience. As you navigate this continuous journey, stay authentic, stay engaged, and stay committed to refining your online presence to reflect the ever-changing needs and expectations of your audience.
Here’s to your success in crafting a compelling and influential online presence!
Frequently Asked Questions (FAQ's): Building a Strong Online Presence
Q1: Why is online presence important for businesses and entrepreneurs?
A1: Online presence is crucial as it enhances visibility, reaches a broader audience, builds brand credibility, and provides a platform for engaging with customers in the digital landscape.
Q2: How long does it take to see results in terms of improved online presence?
A2: The timeline varies, but with consistent effort, improvements in online presence, such as better search rankings and increased visibility, can often be observed within a few months.
Q3: What role does social media play in building an online presence?
A3: Social media is a powerful tool for brand awareness and engagement. It allows businesses to connect with their audience, share content, and build a community around their brand.
Q4: How can I measure the success of my online presence?
A4: Key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and search engine rankings are effective metrics for gauging the success of your online presence.
Q5: Can I build an online presence without a website?
A5: While having a website is highly recommended, it’s possible to establish a presence through social media, online directories, and other platforms. However, a dedicated website provides a centralized and customizable hub for your brand.
Q6: What are some common mistakes to avoid when building an online presence?
A6: Common mistakes include neglecting SEO, inconsistent branding, ignoring social media, and not engaging with the audience. Regularly audit your strategies to avoid these pitfalls.
Q7: How often should I update my content for optimal online presence?
A7: Regularly updating content is essential. Aim for a consistent schedule that aligns with your audience’s habits, whether it’s weekly blog posts, daily social media updates, or other relevant content.
Q8: How can I ensure my content resonates with my target audience?
A8: Understand your audience’s preferences, pain points, and interests. Tailor your content to address their needs, use a relatable tone, and incorporate engaging elements such as visuals and storytelling.
Q9: Is online presence relevant for small businesses?
A9: Absolutely. In fact, for small businesses, a strong online presence can level the playing field, providing opportunities to reach a global audience and compete effectively with larger counterparts.
Q10: How do I adapt my online presence strategies to evolving digital trends?
A10: Stay informed about industry trends, leverage emerging technologies, and be open to experimentation. Regularly assess your strategies and be willing to adjust based on the evolving digital landscape.