Social Media Optimization (SMO)
If you’ve met me and had a conversation about digital marketing, website development, social media marketing, and search engine optimization, you’d know I’m a firm, almost militant, believer of the combination of Content, Search, and Social, in every internet marketing campaign. In the last few years, Social Media Optimization (SMO) has been a major part of the VPDM strategy.
When content marketing, search engine optimization (SEO), and social media optimization (SMO), are working together, amazing things happen to your website traffic, analytics, social media reach, engagement and ultimately your ROI.
The 3 Pillars of Digital Marketing: Content, Search, Social
While any of these 3 pillars of digital marketing can stand-alone and function independently, they actually can’t stand-alone and function effectively.
You need to regularly create share worthy content. There are many different forms of content that large brands and smaller companies can create. Imagesand video are clear defaults. Useful articles, blog posts, eBooks, Podcasts, Slideshare Decks, and more.
All this wonderful and compelling content needs to be optimized for search. Not only for Google, Bing, and other search engines, but also for social media networks. Ensure you content is optimized for search engines including social search engines like Facebook, Twitter, Google+, YouTube, and Pinterest. SEO should always include SMO – social media optimization.
Once your awesome content is created and optimized, you now need to share it. Sharing your optimized content to your social circles is the start. You need to ensure you’re publishing content that is useful or compelling enough to be liked, shared, +1, favourited, followed, retweeted, or commented on.
Remember that at every point of engagement your content comes into contact with will produce social signals to search engines. Google, Bing, Yahoo, etc view these signals as a major recommendation and testimonial for your content. This will allow search engines to rank your content higher in search engine rankings. Always be sure to consider your SMO, social media optimization, before posting your social content.
The Interaction between Social Media Optimization and SEO
I found this neat graphic representation, that you can see below, about how social media supports SEO during the usual late night searches through Pinterest.
It quite nicely outlines 7 steps in the interaction between social media and how it supports SEO.
1. Quality Content Gets Published
2. Content Gets Shares, Links, & Likes
3. Site Gains Subscriptions While Social Profiles Get Fans & Followers
4. Thriving Community Supporting the Website & Social Networks Grows
5. Reputation Reinforced Through Social Media & SEO As Authoritative Brand For The Niche
6. Site Gains Authority In Search Engines
7. Sustainable Stream Of Users Discover The Site Organically