Integrating Search and Social: Maximize Your Brand’s Visibility by Merging SEO and Social Media

June 25th, 2013 by | 56 Comments

Many companies still keep their online marketing efforts in distinct silos, keeping Search Marketing, Social Media, and other campaigns separate, with little or no interaction and support between the concerned teams. However, with the fast evolving digital marketing landscape and the changes being implemented by the major search engines in their search algorithms, the line between search and social is starting to blur.

Certainly, after Google’s Penguin and Panda updates, many online marketing professionals will find that conventional strategies are no longer sufficient to maintain their place in the SERPs. Tactics that used to be effective three years ago have become ineffective, and may even lead to penalization. However, these changes also present new opportunities to expand a brand’s reach by creating and optimizing new channels for marketing.


Merging Strategies

In order to maximize online visibility and social mileage, it’s essential to create an integrated digital marketing strategy that combines the different aspects of search marketing and social media, and optimizes the content delivered to the different channels.

In a traditional SEO campaign, the focus is primarily on creating keyword-optimized content, building relationships with site owners for link sharing, and marketing content to different channels in order to gain more backlinks and raise the credibility and authority of a website. In contrast, Search Marketing Integration (SMI) aims to optimize content for different marketing channels, with a focus on creating content that readers will want to share with their friends and followers, and foster engagement in various social networks.

This may become a critical strategy for digital marketers with the recent changes to search engine algorithms that put greater weight on “social signals.” Likes, shares, retweets, and +1s, have recently become more influential in SERP rankings, and will very likely play a greater role in the coming years.

Ultimately, having an integrated marketing approach that combines search, social media, PR, and other channels is the best way to cover all your bases and make sure that your brand’s message is received by your target audience.



Reynard Juanir is a full-time writer and editor for a leading Internet Marketing firm. He spends most of his free time on Reddit, watching Anime, and getting bullied by his cats.

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