November 10, 2009 ( PowerHomeBiz.com )
- Gain the most out of your online marketing efforts by using search engine optimization (SEO) and social media optimization (SMO) together. Increase your business’ visibility and attract more traffic to your company’s website. To attract qualified prospects, it is critical that your marketing strategy deliver top-notch, relevant content.
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Distinguishing the differences and similarities between SEO and SMO is
imperative for a successful publicity mix. SEO and SMO are meant to bring
your business to the top of search engine result pages (SERPs) and the
forefront of online conversations. To achieve this, several elements should
work in conjunction with one another to maximize results.
Link-Building
According to a recent Nielsen Global Online Consumer Survey, 90% of
respondents from over 50 countries trust the online endorsements of their
peers. Online recommendations can be a Facebook update with a link to your
company’s website, an e-mail linking to a product description found on your
website or a tweet mentioning your business’ superior customer service.
Link-building fosters the creation of inbound links to your company’s
website through third-party individuals. Write informative case studies and
you will find people tweeting links to the study. Post interesting
photographs on your website or Flickr account, and visitors may share your
projects on their Facebook profiles.
With SMO, inbound links are a result of successful content and they
benefit SEO. Consider implementing social features on your company’s
website. Adding a “share” button to your web pages allows for users to share
directly from your website. Search engines also use comments, bookmarks,
votes and reviews to determine relevancy.
On Page Elements
Social media efforts dictate that content be easy to read and easy to
redistribute. Search engine optimization focuses on how easily your content
is read by search engines. Attract search engines by finding the right
balance of keyword density without compromising the quality of your copy.
The industry average for keyword density is between 2-3%. Keywords are not
exclusive to web copy. Photos, videos and other similar elements can be
tagged with key words. For an example of an optimized page, see the below
image:
Analysis
With any marketing effort, it is important to monitor progress
and results. SEO and SMO are ongoing tactics and should be evaluated
regularly. Continually research key terms and phrases to include in your
online communications.
For SEO, think like a prospect. What search terms do potential customers
use to research products or services in your industry? Conduct regular
searches on Google, Yahoo and Bing to monitor your business’ listing to
adjust your tactics. SEO lends itself to more traditional analysis and
measurement, such as overall site traffic.
Social media is both qualitative and quantitative. Monitor the tonality
of blog posts, comments and conversations about your business. Review the
number of online conversations about your organization, the people that your
business engages online, the amount of company content posted and the number
of traffic generating links to your content.
Increase leads by harnessing the combined power of SMO and SEO to rocket
your company’s social profiles and website to the top of organic searches.
About the Author:
Efrain Ayala, efrain@waltdenny.com 15 Salt Creek Lane, STE 210 Hinsdale,
IL 60521
For more information on optimizing your SEO and SMO initiatives, contact Walt Denny Inc. at 630.323.0555 or email walt@waltdenny.com. Since its founding in 1989, Walt Denny Inc., a full service public relations and advertising agency, has been The Home Products Agency™, working with a national client base and building each organization’s positive brand awareness through bold results and individualized strategies. Client experience includes industry-leading organizations such as Whirlpool, KitchenAid, HomeCrest Cabinetry, Royal Outdoor Products, The Tapco Group, Johnson Hardware, Amerock, a division of Newell-Rubbermaid and Leaders Bank. .
