Social media optimization (SMO) is an essential ingredient within your SEO campaigns. Years ago, social networking sites were little more than an oddity. Today, several of them have received enormous ranking authority from the top search engines. If you are not leveraging them to increase your exposure and communicate with your niche audience, your search engine positions are vulnerable to your competitors.
In this article, we’ll describe the influence that social media optimization is currently having on search marketing. We’ll also give you the rules of engagement for executing an effective SMO campaign. We’ll explain what SEO social media is, and the advantage of hiring an experienced SEO consultant to spearhead your social media optimization efforts.
The Influence Of Social Media Optimization On Search Marketing
Search marketing has always relied upon exposure in the search engines to drive targeted traffic. For years, gaining that exposure was based solely upon the development of your site and generating links pointing to your site. Both are still important today. However, SMO has shifted the landscape of search marketing.
Google once maintained several disparate search platforms for blogs, videos, news, and similar types of “social” content. Each functioned as a separate search engine with its own set of natural listings. A few years ago, Google blended the listings from each platform into a system called Universal Search. Yahoo and Bing have since incorporated similar systems. Universal Search is now used as the primary index. That means blogs, videos, and news have been incorporated into the natural listings, pushing many sites off the first page. This is one of the reasons social media optimization has become a critical piece of search.
Another factor that has influenced search marketing is the increased ranking authority given to Facebook, Myspace, Twitter, and similar sites. These too, have quickly gained control of a significant amount of search territory. SMO preserves your current natural listings while helping you to gain even more search exposure. By using blogs, videos, and social media sites such as Twitter and Facebook, you can capture a greater number of organic positions.
Your Social Media Optimization Campaign: Rules of Engagement
There are several rules of engagement for launching and executing a social media optimisation campaign. If you ignore them, your SMO efforts will be far less effective than otherwise.
First, you should do everything possible to encourage your audience to link to your site. Integrating a blog is valuable because your content can be updated over time, attracting loyal readers. Encourage readers to tag, bookmark, and “Tweet” your blog posts by installing a button plug-in.
Second, link liberally as a resource for your visitors. SMO is heavily dependent on helping others accomplish what they’re trying to do. Once you engage your audience, help them find the resources they need by linking to them. Eventually, your site will become regarded as a resource hub, which will help you attract inbound links. That’s a vital component of SEO.
Third, you must be able to identify your market. Social media optimization relies upon the connections you establish with niche communities. You need to target them properly in order to generate content and engage them. This is true whether you’re engaging them through YouTube, Twitter, LinkedIn, or your blog.