5 Methods to Merging Search Engine Optimisation and Social Media Marketing Campaigns

The relationship between search engine optimization (SEO) and social media can no longer be ignored. Integrating your SEO efforts with social media marketing can be achieved by sharing links and using social profiles to attain higher organic search engine rankings. Here are 5 ways to integrating your search and social media marketing campaigns:

1: <strong>Know the basics of how search engines work</strong>
Search engines use bots (robots) to scour the web, collecting data as they move through websites via links. The bots then pass that information to indexing servers, where it is processed and ranked. The 2 main ranking elements for SEO are "content" and "inbound links".

2: <strong>Understand how social media affects SEO</strong>
As consumers continue to demand the latest news and content, search engines will add more social media updates within organic search engine results. These updates currently appear at the bottom of the first results page as "Results from people in your social circle for … [your query]." Searchers can see content from individuals they are connected with via social networks. Additionally, search engines will soon likely integrate public Facebook updates into results pages, and already do so for more open networks like Twitter.

3: <strong>Determine which social profiles your company needs</strong>.
Twitter, Facebook and LinkedIn have generally been accepted as the most popular social networking sites across industries. However, for SEO, creating a corporate Google Profile and Buzz profile is becoming more important with the upcoming release of "caffeine," the new Google search algorithm. Your business should also create a YouTube channel and Flickr account for multimedia content — but try to also host that content on your own website.

4: <strong>Learn to monitor social media efficiently</strong>
Programs like TweetDeck, HootSuite and Seesmic make sharing content and links across Twitter, LinkedIn and Facebook simpler. To monitor networks for inbound linking opportunities and reputation management, search columns for waywords or hashtags are extremely helpful. Additional monitoring can be done through Twitter Search and TweetBeep, while an overall online presence can be surveyed with tools like Trackur, Google Alerts or SocialMention.

5: <strong>Use social media to increase organic search engine rankings</strong>
With social profiles created, your company's site listing should appear on the first page of results for branded queries, along with your company's Twitter account, Facebook page and other social profiles — ultimately allowing your business to dominate the first page of branded search engine results. Finally, social media profiles will allow you to quickly distribute content to more individuals, who in turn may create additional inbound links, thus, improving link popularity.

BusinessWeek's B.L. Ochman said it best in a blog post last year: "For businesses, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be." At minimum, businesses who wish to have a comprehensive SEO campaign should do the following:

• choose waywords wisely;
• add waywords to website content;
• engage in quality link-building efforts; and
• engage in social media by creating a corporate blog and Twitter, Facebook, LinkedIn and Google Buzz profiles.

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