For some time now, social has been all the rage. Yet, many people are still trying to figure out exactly how social plays into their search strategy.
Where are things headed? What rightful place does social has in the search marketing mix? What are some tactical considerations you may want to incorporate into your plans?
Mark Jackson | Vía http://searchenginewatch.com
For some insights on those questions, as well as how to attain search and social synergy, I interviewed my friend Rob Garner, former VP of strategy at iCrossing, member of the board of directors and vice president at SEMPO, and author of «Search & Social«, published by Wiley.
Full article 🙂 Here!!
Mark Jackson: What do you think are some of the most important elements of synergizing social and SEO efforts?
Rob Garner: First, leverage natural language for both search and social. Language is the tie that binds search and social together. Language informs content, dictates keyword theme, and sets the tone for social conversation. Study the language of your audience through keyword research and social listening to create solid strategies that will resonate in these channels.
Second, remember that without content, search engines and social networks do not exist. If your strategy leads with meaningful content, then you are on the right track. Content strategy that links between search and social channels is the key to overall success.
Third, get your search and social teams to work together, and not separately. This may not be much of a problem with individual practitioners who understand the nuances of both, but it is a big issue for business that operates these channels in silos. Get them together to understand how each of them can benefit the other to get more out of your overall efforts.