That sounds terrific, but your organization is probably not a major publishing company. Large publications like The Atlantic, The New York Times, and The Huffington Post are well-established brands with lots of brand capital. They create high-quality content on a daily basis and people already know who they are. That makes social sharing a logical and effective point for much of their traffic.
What about the rest of us? How can the millions of small businesses get traffic to their sites when no one really knows about them? The answer is still search — at least at first. This is why search engine optimization still has value. For example, if someone wants a cupcake and doesn’t know the area, Google is still one of the best ways for that customer to find the local item he or she is looking for.
Content Is Still King
Whether it’s for social or SEO, your company needs to create original content. And with the latest Panda update to Google’s search algorithm, there’s a greater focus on quality content than ever before.
If your content is of a high enough in value to be shared through social media channels, search engines take this activity into account and may index your site faster. Content still fuels organic traffic too; the more content you have, the more referring keywords your site has.
Perhaps the most important argument for SEO is that it converts your traffic. SEO leads have a 14.6 percent close rate, while outbound leads close a measly 1.7 percent. And that’s ultimately what your online marketing tactics are for — more business!
Online marketing and technology move at a frenetic pace. We’re always looking for the latest tactics. Sometimes we get so caught up with what’s new, we forget that there is still value in the old-school tactics. Search engine optimization is definitely changing, but now is not the time to completely abandon SEO for social. Find the right mix for your company and dominate your competitors in 2013.
Jesse Bouman: Jesse Bouman is a stubborn entrepreneur and currently the Director of Content Strategy at Xivic Inc. Previously he founded the digital marketing agency Demeter Interactive, which was acquired by Xivic. He’s a self-described budding philanthropist, social media nerd, and technology geek. When not at his desk blogging or tweeting, he can be found at the beach, in a coffee shop, exploring LA’s hidden treasures, or playing a game of dodgeball.