Social media optimisation is sometimes discussed as if it were a standalone activity. Content relating to it may be valuable in itself, but it may not indicate that there should always be links which refer to the other parts of an overarching strategy. In part, it is usually important that the social media tactics are related to offline marketing. However, it remains the case that the exploitation of the social media normally has to be carried out in parallel with conventional SEO. The division between marketing on the social media networking sites and SEO is blurring considerably as the sphere of search evolves and becomes more complex.
At Searchengineoptimisation.co.uk we pursue multifaceted site-specific campaigns in which the strategy is based on singing from the same hymn sheet, so to speak. A site owner will enter into a partnership arrangement with us, enabling us to coordinate our marketing activities. Once branding issues and reputation management, among other things, have been sorted out, it is then possible for a SEO plan to be put into action simultaneously with social media work.
An isolated campaign on social media is not going to obtain the best possible results for a site for several diverse reasons. The following list is far from exhaustive but it may prove instructive:
- A campaign which draws attention to a site has to be backed up with a high quality site. For example, the site must be based on getting individuals interested in something and is usually constructed with the idea of tempting them to make a purchase. Just getting potential customers to the front door of a shop is not sufficient. They must be given powerful reasons to feel comfortable, to browse and to buy.
- Unless navigation work is done on a site, potential consumers will struggle to find what they are looking for. In the first instance, a SEO practitioner needs to make it easy to find out important information. Next, it is vital that a potential consumer can find their way to where they can have Frequently Asked Questions answered and other elements of the site which provide reassurance. Most importantly, perhaps, there must be a royal road set out to take a potential consumer from the homepage to where they can make a transaction.
- A campaign will only obtain excellent results if it is based on the principle that the marketing is linked to the features of the site. For instance, a Facebook Fan Page should have an appearance which is consistent with the aesthetics of a site. Similarly, fliers which are used as advertising offline should look a bit like the colours of the site concerned. This may mean that users should not be confronted by too much difference in relating to a brand wherever they happen top encounter it. Too much variation can detract from the power of a brand to get inside the head of an individual.
It is important to try to generate a positive virtuous circle by which all marketing works collectively and brings individuals into a closer and friendlier relationship with a firm.
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Posted by Steve.
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