Increasingly, a company’s web presence goes beyond the confines of its own website to a "solar system" of landing pages, blogs and ad networks – and understanding this bigger picture is crucial to optimising conversion rates, an expert has said.

Writing on Search Engine Land, Scott Brinker said the core and inner web are the first two layers of the system. They include applications such as a shopping cart and the traditional website.

There is also an outer web of microsites and blogs, a social web on pages on networks like Facebook and Twitter and a finally the advertising layer, which may include pay per click marketing.

To get the most out of these layers, marketers must ensure that the "funnel" for conversion – which starts on social networks and online marketing – leads to the content they want and that the heart of the system – the site and shopping process – reinforces the "early hopes for what you can do for them".

Sam Tilson of Zoombits.co.uk said the growing popularity of social networks is making them an increasingly important element in search engine optimisation.

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