Search engine optimization and social media marketing are arguably the two most effective forms of online marketing in 2015. And while they used to be two very separate entities, they’ve become highly integrated — and the effectiveness of your social media campaign will often influence the success of your SEO campaign and vice versa. An interesting infographic from Digital Marketing Philippines really dove into some deep research to produce some concrete statistics that prove just how intertwined search and social have become. Let’s now take a look at some of the highlights.
Combining Search and Social = Twice the Results
Studies measured the conversion rate of three different types of marketing campaigns. One campaign used search only, another campaign used social only and a third campaign used a combination of search and social. The findings suggest that the campaign using a combination was significantly more profitable than simply using search or social on their own — and there was double the conversion rate as well as higher revenue per click. This goes to show that using both forms of marketing can be incredibly advantageous when compared to using just one strategy.
Social Signals are Increasingly Affecting Search Results
According to the infographic, “changes in algorithms made social signals very influential factors that determine who gets to be on top of search engines.” This statement is backed up by multiple studies from two reputable sources — Quicksprout and Search Metrics who researched this subject extensively. The bottom line is that Google and other search engines are taking the number of social signals a website or piece of content receives into consideration when deciding where to rank it. And this makes sense when you think about it because having hundreds of shares on Facebook, Twitter, LinkedIn, etc. means that many people found it helpful and is likely to be of value.
Many Social Networks Can Be Optimized for Search
When creating posts on many networks, there is the option to optimize for search by adding tags, hashtags, descriptions, etc. This isn’t just a coincidence and is further proof of the impact that these two marketing strategies have on one another. To take advantage, you should always be sure to fine-tune each piece of content you post by incorporating relevant keywords in both tags and descriptions. You can also find plenty of other helpful information on this topic from this guide on Forbes.
Tweets Appear on Google Search Results
One final point that isn’t covered on the infographic, but also shows the relationship between search and social is the fact that relevant tweets now pop on when entering certain search terms on Google. While this is mainly limited to high profile search terms at the moment, it’s reasonable to expect that more and more search terms will yield tweets from Twitter in the future. This is yet more proof of how important it is for legal marketers to have a presence on major social networks.
In the past, there’s no doubt that search and social were two worlds apart. But as search engine algorithms become more sophisticated and social media usership increases, the two continue to become more integrated. As a result, it’s important that legal marketers understand this phenomenon and capitalize on it.