When it comes to driving traffic to your website, there are a variety of ways to get visitors. The primary two that individuals and businesses almost always have a struggle with investing their time and money into are search and social. Social media directly impacts your business’s search engine optimization efforts and search engines influence your social media presence.
In recent months, many have claimed that SEO is on the outs and that social media is going to be the sole way in which we find the information we’re looking for online in the future. However, that’s not currently the case and I don’t think it ever will be with the current relationship that search engines and social media have with one another today.
Sometimes the issue is convincing people why these are a necessity for a thriving business. Other times, the conflict is whether to invest in one marketing strategy more than the other, or to only pursue one marketing strategy but not the other. There is merit to this argument because social media has greatly impacted the way in which discover and share content, but hasn’t completely taken over the way in which we look for a website or content using Google, Yahoo, or Bing.
How Search Engine Marketing Helps Social?
Search engine optimization doesn’t just happen on your website. Did you know you can use the same keyword research and on-site optimization strategies that you use for your website’s search engine marketing campaign for your social media marketing? What are some best practices for incorporating SEO into your social efforts? Pay attention to the basics first have high quality content, well-structured pages, follow all of the best practices for SEO.
Then look at the metadata that affects how well your content is shared on social media channels, specifically Open Graph tags, proper use of images, authorship metadata (for Google Plus and search results) and more. Finally, you need to learn from your activities, so make sure you have metrics put into place to analyze your performance and see where there is room for improvement.
Why can’t the search engines figure out my site without SEO?
Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.