How Do You Spell Success? S-E-O
When it comes to generating web traffic just about nothing beats a well executed social media marketing campaign. Except some well managed search engine optimization.
That’s right, I said it: SEO beats social media. That doesn’t mean social media marketing is a waste of time by any stretch of the imagination. What it means is that when it comes to how search engines find you, SEO is still the clear winner. And for the moment, more people still use search engines to find stuff on the web. Search engines are certainly doing a better job than they were of crawling the various social media platforms, but they still have a way to go before a full integration is a reality.
Google has certainly taken a step in the right direction with its Search Your World feature that allows you to search within your Google+ network. But if your network is small, or if you are looking for something outside your Circles, you won’t find it there.
Facebook and Twitter; Tumblr and Pinterest, despite their popularity their search functions are severely limited in what they can reveal. Unless you know exactly what you are looking for, and do it from within their site, you simply won’t find it.
No, when it comes to searching the Internet, search engines are your best tool. That’s why SEO is not only still relevant, but necessary to a fully functioning Internet marketing campaign.
No doubt as time goes on this will change; search engines will either integrate social media results or some new device will be created that allows for a full search of the Social Web, but until then you have no option for doing that. You need something? You need to search for it. If it’s on a social media network, you likely won’t find it.
All of this talk about search and its relevance doesn’t mean social media marketing is pointless. In fact, just the opposite. There is a large, and growing, sector of our population who simply does not venture beyond the confines of the Social Web. If you want to reach this demographic you need to have a social media footprint. Because social media recognizes the importance of staying connected to the Greater Internet they allow you to complete your profile in such a way that you can include searchable terms, links to your homepage; essentially all the SEO content you need.
This then makes SEO and social media the two best tools for generating web traffic, hands down. At least for now.
Reputation, Reputation, Reputation
Regardless of the how big the effect on your SEO, you should be keeping up with your social media platforms as a business. This is so that you are front and center for the conversations going on relevant to your industry. If your consumers go to your Twitter page and see that you posted 20 minutes ago, they will know you are an engaged business that cares about what they do.
The main takeaway here is that while utilizing social media may not increase your actual website’s SEO, it will be another outlet for you to vocalize your expertise and position your business as a thought leader in your industry. Even if your social sites don’t increase your actual website’s rankings, the social sites themselves should show up in the search results with your actual website. This is advantageous since you will be able to control more of what is said about you instead of having several second- hand sources pop up as well.
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