Fight Night: SEO vs. Social Media

The popular online debate has gone to the mat. Social media is facing SEO in a battle for the title of most efficient player in the revenue stakes. Both sides are strong contenders, but is it really a case of winner takes all? 

On your marks

Social media fundis argue that content found via Twitter and Facebook links is more valued. They feel the content that’s offered up in our specific searches is impersonal. But as the SEO supporters rebut, links from social media platforms can do little to improve a site’s ranking online. That’s because social media is largely considered unsearchable and therefore isn’t indexed by Google.
 
There’s a lot to be said for both players, despite protests from die-hard fans like, ‘SEO is dead’ and ‘If you think SEO is dead, you’re doing it wrong.’ The tussle has raised a valid and valuable point. Despite their differences, the two actually work better together than they ever did alone.

Get set

It’s true that content found via social media is generally content written for humans. SEO sourced material can be keyword-stuffed and less enjoyable reading. But if you were, say, seeking information on a new car, you’re most likely to Google the brand first before you ask for recommendations on social media. Social media is more likely to expand the exposure to the same brand over and over again, especially if followers retweet or post the link.

SEO links may well start a search for a particular content type but it will be recommendations on Twitter and Facebook that help viewers sift through to the most relevant source. While SEO has traditionally fulfilled a demand, social media generates demand where there was none previously by exposing users to new brands and services.

Go

There are tons of opinions on the subject and the more you read the more obvious it becomes that this question has no wrong or right answer.  To get the most out of online tools like this you need multi-channel planning. Google is segmenting its content so efficiently that you no longer have to sift through SEO heavy-hitters to get straight to the news you need. By ‘liking’ something it shows in your newsfeed, driving friends of yours to the website to see what it is you approve of.

Whether we were behind the champion or the wildcard, when we find something relevant via SEO and serendipitously find two of our friends have already read and agreed with its content, it’s proven that teamwork will always come out tops.

For advice on how to make your marketing more multi-channelled, give us a call.