SEO and SMO

Search Engine Optimisation and Social Media Optimisation

Social media optimization is becoming an increasingly important factor in search engine optimization, which is the process of designing a website in a way so that it has as high a ranking as possible on search engines. As search engines are increasingly utilizing the recommendations of users of social networks such as Reddit, Facebook, Tumblr, Twitter, YouTube, LinkedIn, Pinterest, Instagram and Google+ to rank pages in the search engine result pages.[citation needed] The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly ranked websites in search engine results pages. Furthermore, since it is more difficult to top the scales or influence the search engines in this way, search engines are putting more stock into social search. This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization. Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo! Local have become increasingly important. While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving web traffic from sources other than search engines, though improved search engine ranking is also a benefit of successful social media optimization. Further, SMO is helpful to target particular geographic regions in order to target and reach potential customers. This helps in lead generation (finding new customers) and contributes to high conversion rates (i.e., converting previously uninterested individuals into people who are interested in a brand or organization).

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, adding content, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.In 2015, it was reported that Google is developing and promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their Internet marketing strategies.

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