Search Engines versus Social Media Sites
Optimizing your website for search engines, otherwise known as SEO (Search Engine Optimization) is a tried and true strategy for improving your rankings on Google and other search engines. What does it take to be successful with this strategy? A lot of work, unfortunately. The pay-off can take some time as well.
Typically, an SEO campaign starts with putting the correct keywords on your website, some revisions of the content to be more keyword rich, and a number of other techniques on the website to help the search engines learn what you do and what keywords are for you. Then it’s followed by link building. Link building is about getting a link to your various pages embedded into other popular sites about related information. It is time consuming and hard to learn. Most companies either don’t do this or they hire someone to do this for them. Hiring someone to do it for you is usually the best plan.
Does SEO work? Certainly it does. It is essential because people use search engines and therefore it is imperative to have a good ranking in the search engines for your various web pages. Search engines are very complex in how they choose who to show which results to. In simple terms, however, if you do a decent job of it, the search engines will reward you for your efforts.
Social Media Sites, also known as Social Networking Sites, are also very important. This is frequently called SMO (Social Media Optimization). SMO is done by posting regular comments, videos, and/or photos on the various sites. Then engage in discussions with other members of those sites. As you develop those relationships, you build trust and credibility and brand recognition as well. While the work is technically easier, it is equally time demanding and requires much more attention to the messages and other content you put there.
Which one matters most? SMO is critical for building brand recognition and referrals. It is the digital version of “word of mouth” marketing. If I don’t know who you are, or I don’t have any idea I can benefit from some of your services, then SMO is quite essential. For example. A small business owner who does not know how to raise money for his business may not be familiar with all the related terms used by small business investors. But that same small business person might go onto Facebook or Linkedin and just ask, “How do I raise money for my business?” and probably several people will have suggestions. On the other hand, if someone wants to open a new credit card. They are less likely to go on Facebook and ask, “Where should I apply for credit cards?” This person is far more likely to search for “Apply for credit cards”. For this product, SEO is a better strategy.
The reality is that both strategies work hand in hand. Think of what you have to offer and build your website and SEO strategy around things that people will search for. Then build your SMO strategy around the “word of mouth” concept. Build your credibility, your brand, your personality, and maybe even a fan base in social networks.
Invest more or less time as needed based on your products and services and your target audience. There are some services that work best with phone calls or direct mail. Every product or service has a sweet spot for marketing. A little here and a little there, see what works and what doesn’t, then build and grow the more effective strategies.
How do you do this? It all starts with a free consultation from Anything Internet. Call us today.
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