Don’t Forget The Details
You might think, just because you have a social media marketing network that you no longer need to worry about Search Engine Optimization.
I hate to disappoint you, but you’re wrong. In fact, neglecting to maintain a strong SEO set could lead to declining web activity overall.
Here’s the deal: Social Media Marketing is all about relationship marketing. It means getting people to talk about your brand, interact with your brand, for lack of a better term, be FRIENDS with your brand and spread the goodwill they feel to their friends.
Talkin’ Bout My Generation
But not everyone communicates that way. And people don’t normally use social media when they are searching for something. They go to Google, or Yahoo! or one of the other search engines out there and type in a few keywords in hopes their search will produce easily identifiable results.
If you have not conducted a strong SEO campaign your brand will simply not appear in those search results.
The best way to maintain control of your SEO plan and create and control a social media marketing plan is to employ the services of a social media marketing professional. They can help you build links to your web site and grow your social media network. They can also help those two marketing pieces connect with any traditional marketing efforts you have and with each other.
There’s a panel at SES that usually ends up drawing a packed house. “SEO is Dead! Long Live SEO” never fails to impress the audience, especially with all the cries that “Social media is now ‘king.'” As I am primarily a social media marketer, but have deep roots in search engine optimization, I raise my eyebrow with skepticism at those marketers who proclaim that with social media, you no longer need to worry about SEO. Apparently they missed the memo that people also search in social media communities.
It could be that these marketers don’t have the background to understand how Google’s algorithm works, or that they had some kind of success with just launching videos on YouTube and now think that’s how all companies should launch their social media marketing plans, that they are proclaiming you don’t need SEO, or measurement for that matter. If you hear a marketing company tell you this, I’d advise you to drop the marketing slick and run in the opposite direction, fast.
The keys to understanding search optimization in social media communities are twofold:
People search differently than they converse. Over the years since Google’s inceptions, the global community has been taught to search in very finite ways. When Google first appeared, searching for “shoes” didn’t bring you back the millions of pages it does now. With time, Google trained us to get very specific with our searches, as evidenced by Google reporting that 54.5 percent of queries done on its search engine are three or more words in length.
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