I know what you’re prob­a­bly think­ing: why do I want to read a post about social media mar­ket­ing writ­ten by a search mar­ket­ing guy? Well, before you bounce, let me con­nect the two mar­ket­ing dis­ci­plines in my own way.

For a cou­ple years, search mar­ket­ing inte­gra­tion has increased with other dis­ci­plines (social, geo, and tech­ni­cal espe­cially) in response to changes to search algo­rithms. Social activ­ity is now con­sid­ered an exten­sion of search mar­ket­ing. While social engage­ment may be depen­dent on WHO is “talk­ing,” social sig­nals have been pro­gres­sively used within a search enable­ment practice—more specif­i­cally focused on WHAT is being “said.” Social users are search­ing for spe­cific top­ics, prod­ucts, and other cri­te­ria to find out what oth­ers are say­ing, which is why social and search mar­ket­ing prac­tices must be blended to max­i­mize dis­cov­ery. While social engage­ment is used to dis­cover sales oppor­tu­ni­ties and engage mar­ket seg­ments for prod­uct devel­op­ment, there is also sig­nif­i­cant oppor­tu­nity to dis­cover search phrase relevancy.

Now, how does a social strat­egy relate to search cam­paigns? There are three pri­mary search mar­ket­ing ele­ments that ben­e­fit from a strong social strategy:

  • SERP (search engine results page) rank­ings – Social sig­nals, in the forms of retweets, likes, +1s, and shares have become increas­ingly impor­tant to page rank. Algo­rithms are con­tin­u­ously updated to reflect social pres­ence and influ­ence as a key indi­ca­tor of relevance.
  • Local­iza­tion – Aocial activ­ity reveals the ter­mi­nol­ogy local users are search­ing, which pro­vides rel­e­vant key terms that should be used for site opti­miza­tion and mar­ket­ing asset deploy­ment. Local teams engaged socially become stronger on the search side.
  • Key­word strat­egy – As indi­cated by what we call the “vir­tu­ous cycle between search and social,” there is a con­stant and dynamic rela­tion­ship between the two dis­ci­plines.  Analy­sis of social con­ver­sa­tions gives search mar­keters details on trend­ing or impor­tant key­words that can be included in con­tent mar­ket­ing efforts.

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So both social pres­ence and social response are crit­i­cal to devel­op­ing suc­cess­ful opti­miza­tion and global search mar­ket­ing cam­paigns. Social mar­keters must respond effec­tively and con­sis­tently to drive search excel­lence. They must gen­er­ate traf­fic as an influ­encer, which will in turn gen­er­ate key terms that can be deployed as hash­tags or mentions.

We’ve seen greater search suc­cess from our cus­tomers when they deploy strong social response cam­paigns along with their search cam­paigns. The Adobe Mar­ket­ing Cloud was cre­ated to inte­grate all phases of dig­i­tal mar­ket­ing because we believe the inte­gra­tion of cross-channel mar­ket­ing is essen­tial to long-term suc­cess. So I encour­age all search mar­keters to con­sider the strengths of social mar­ket­ing within their SEO and search mar­ket­ing strate­gies. In turn, search rel­e­vancy can be used to develop con­tent for dis­tri­b­u­tion across your social net­works, cre­at­ing a “vir­tu­ous cycle” that feeds both disciplines.

2 comments
MahnoorKhalid
MahnoorKhalid

Awesome article! I like your starting words to keep the visitor stay and read your full blog post. Anyhow the overall post is really informative and contains tons of knowledgeble factors. This post is found to be key to success in social media marketing. Thanks for sharing the great post.

tvdthanh
tvdthanh

I noticed a small typo you may want to fix.  "Aocial"