Categories - Featured, SEO, Social Media
Over the last year, there has been a lot of industry talk about the relationship between SEO and social media. These conversations have addressed the growing interdependency between social media and organic search rankings, and have explored how integrating the two can benefit marketers. In this post, I’ll explain why this trend is gaining momentum, how it could impact marketers in the future, and why marketers should consider an integrated marketing strategy for their SEO and social media campaigns. Search engines have become increasingly social over the last two years, as Google and Bing have begun incorporating social content and activity into their SERP ranking factors. Since Google’s launch of Social Search in 2009, Bing, Google and others have rapidly introduced a suite of other social services, aimed at incorporating social signals into their SERPs. On today’s SERP users interact with real-time search results from Twitter and Facebook, annotated notes from their online community on Quora and Flickr, and can contribute their own opinions via Facebook “Like” and Google’s +1. These services are constantly updated in an effort to keep results fresh, relevant and personal. These efforts reflect the growing competition between social media networks and traditional search engines. As competition increases in the search industry, as a result of Facebook and others growing power, it’s become increasingly important for search engines to not only maintain the quality of their search results, but also demonstrate their commercial relevance. For marketers these changes have two significant consequences:
- It has become increasingly important to adapt SEO tactics to the growing influence of social signals on ranking factors
- Social media has come to be viewed as part of a broader earned media strategy, rather than as a stand-alone promotional or branding channel.
- Helps create a community of relevant users, who are more engaged and, as a result, more likely to convert.
- Having a community improves efficiency. It means not having to create new connections every time you want to promote new content.
- Increases the amount of content for which your brand can rank on an individual keyword
- Increases the number and quality of inbound links
- The indexing of more social media content means more potential customers and community members can use traditional search to access your various social media assets.
- Optimizing social media content by leveraging SEO keyword glossaries and keyword performance data could improve your social media organic rankings.
- New features like personalized and predictive search emphasize the importance of building and maintaining social connections.