There seems to be some talk around the blogosphere that says, SEO or Social Media–an either/or proposition in which Social Media is being touted as a complete replacement/alternative to SEO. The general picture painted is that the little guy can no longer compete with big brands and media outlets in Google, so the natural inclination is why bother.
This must mean Social Media has a better ROI for the little guy, right? Not necessarily. And, dare I say that one without the other isn’t a very bright idea either.
Social Media Versus SEO: 2 Main Arguments
- the little guy just can’t compete in Google anymore;
- social media builds better authority and viral marketing,
Social Media Versus SEO: A Wrong Perspective
Proponents of Social Media over SEO, are not necessarily wrong in a tactic by tactic case–as each business scenario will be different requiring different marketing channel focus. However, the broad sweeping idea that time and money are better invested in Social Media because of it’s supposed higher ROI is absurd, in most cases.
These people are simply missing the right perspective. Social Media and SEO is not an either/or proposition, it is an AND equation.
Social Media + SEO = Leverage
Yes, the little guy will likely not rank, in the near or far future for a highly competitive keyword term. But, they can rank for that keyword set with the help of authority and viral building Social Media. My point is, tying Social Media and SEO is the smarter proposition because it leverages the link building power of users–making SEO a less expensive investment over the long-term if leveraged alongside Social Media.
Social SEO: The Right Perspective
The line between Social Media and SEO is burred and crossing at many different intersections. Smart marketers are learning how to leverage Social Media for SEO benefit and vice versa. Basic ways these two marketing powerhouses are happily married include:
- Social Media builds community and engagement, which results in greater link building as content gets shared (the viral effect);
- Social sharing presents opportunities for user generated links that are valuable in your SEO campaign off and on your owned properties;
- Social Media research contributes to greater understanding and insight for SEO research, improving the foundation of your campaigns;
- Increased social and SEO results leverage each other for greater visibility across social and search networks;
- Increased dual visibility increases subscribers, readers, content consumers, and ultimately targeted traffic contributing to even greater results across both; and
- Search has (and will continue to) increase integration of social personalization from a users social connections, increasing opportunities for search positioning.
The bottom line?
Those who win on the web will be smart about integrating marketing channels like Social Media and SEO for leverage. Leverage is a key factor for the little guy in online marketing–it’s all about working smarter, not harder.
Whatcha think about that?
Have you seen the power of leverage in your Social Media and SEO efforts?