Turning a blind eye to search engine optimization in favour of social media marketing could be the downfall of a business. That’s according to Liana Evans, a marketing expert writing for ClickZ, who said that if a marketing firm advises a business to avoid SEO she would advise the latter “to drop the marketing slick and run in the opposite direction, fast.” Evans highlighted the difference between talking through social media and searching via search engines, cites mediapost.com. Social media harbours a very colloquial, casual community and uses slang, jargon and abbreviations much more than searches. “This is why you can’t just rely on your pay per click or search engine optimization keyword list to help you find conversations in social media communities,” she writes. “You have to expand a bit and understand how the community “talks” about you as opposed to searching for you.” Search engines tend to be a lot more wide reaching too, breaking beyond the walls of communities rather than trying to ‘trap’ them like social media networks. Evans elaborated, stating: “Search engines tend to look at an entire picture, meaning, content on a page, title tags, links into the content, how much has it been shared and so forth. Social media communities only look at the data within their own site to “rank” something in a search.”
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