You’ve likely heard of SEO, but SMO is a relatively new term. We’ll explain the basics of both SEO and SMO and how they can be applied to your marketing strategy.
What is SEO?
SEO stands for search engine optimization and refers to the practice of optimizing your website so that it shows up well in search engine rankings. Why is this important? The internet is a big place with a vast choice of websites to visit. When someone is trying to determine which websites to view, users often first turn to a search engine.
Search engines organize information and help users find what they need. Search engines want to make sure they are providing a good experience for the person who is doing the search. As a result, search engines developed a system to help determine the best types of websites to show users.
The system the search engine has developed is commonly called an algorithm. Each search engine uses slightly different criteria, but the basics are typically very similar. Search engines tend to favor sites that are well-coded. They are also looking for fresh, unique and frequently updated content.
This is because search engines want to show their users the most relevant content, which in this day and age changes quickly. For this reason search engines like content that timely and websites that updated frequently. The practice of SEO is taking steps to ensure your website meets the requirements listed above to improve your chances for ranking in search engines.
What is SMO?
SMO or Social Media Optimization is the process of utilizing social media networks to promote a product or brand. There is a plethora of social networks to choose from, ranging from the giant Facebook to image-centric Instagram or business-focused LinkedIn. In optimizing for social media, you try to gain exposure using the networks that make the most sense for your business.
For this reason, it is important that you carefully select which networks you will maintain. Each social network has its community of users who have their own set of rules. This makes it important to consider the “rules” of the network you select to avoid finding yourself out of place or committing a digital faux pas. For example, LinkedIn probably isn’t the best place to post your workout tips. It is a great place to post information about how a workout business could market themselves, however.
This is because users on LinkedIn are typically business-focused and are expecting business-related information. Posting information such as workout tips meant directly for consumers on LinkedIn may be out of place. You could, however, put a unique spin on the workout tips and make them for busy entrepreneurs. Modifying the content in this way would more closely align with the LinkedIn community.
When managing your social networks, it is also important to enter accurate information with a clear description of your business, product or service with links to where people can learn more. As you add content to your social networks, it is important carefully consider your tone and messaging. Think of your social media profiles of an extension of your website. They should speak to your audience in a similar style and tone, with the goal of ultimately bringing them back to your website.
How They’re Related
While SEO and SMO are technically different, they have started to intersect more as search engines increasingly consider social media in their search results. However, both are excellent for lead generation. For example, Google has recently started showing results for local businesses with Google My Business pages in search results. If you have a healthy G+ page with accurate information, you are more likely to show up in search results. Reviews are also an increasingly large part of search engine results.
If you have been reviewed thoroughly on platforms such as G+, you have a better chance of showing up in search results for terms related to your business or industry. Additionally, sites such as Yelp and YellowPages are increasingly popular in search engine results. If your business is appropriate for a Yelp page, this can help boost your visibility in search engines. It can also provide valuable links back to your website, which enhances your SEO efforts.
If you would like more information about SEO, SMO or how to create and execute a marketing strategy, the experts at OnPoint Internet Marketing can help.