The Relationship Between SEO and Social Media
Looking at the stats, there are over 4.95 billion internet users, Google processes over 3.5 billion searches per day and 4.62 billion active social media users. It’s simple to say that in order to amplify your brand visibility and drive traffic to your website, the two should go hand in hand.
Both are critical brand touchpoints. SEO and social media are the two easiest ways a potential customer will search for a product or service.
SEO is usually seen as an active form of search. People are actively searching for a service or product on Google. Whereas ads or content served on your social media channels are considered passive. Consumers are being served products and services whilst scrolling through your feed. It’s not necessarily because they are looking for it. Keep these differences in mind when doing your keyword research for both purposes.
Google not only looks at your backlinking strategy, on-page SEO and the technical setups, they also take your social signals into account. Meaning the number of followers you have, gives your content more opportunities to be shared and viewed by many. Google will rank your blog post and website higher if it sees that you are a creditable source. It also considers your social media influence based on different factors that include reach, relevance, and engagement. The more you like, comment, and share on social media, the higher your ranking will grow.
Remember, writing valuable content not only boosts your SEO it also enables you to share your content through social media. Google also looks at the kind of content you share and that it answers questions that people are asking.
Differences in cost
There are no direct costs in building your SEO, however, consider the resources you need to make it a success. From content writers, site optimization and the technology you use to continually monitor the performance. The positive aspect is once you have your content in place, it is evergreen and will continue to drive your SEO over time. Bigger organizations use a combined approach of building organic traffic and balancing their budgets with PPC and Google Ads.
As with social media, your main cost is the media spend but you would still need access to similar resources to assist with fun creatives and clever copy.
Consider the timing
With social media, you can launch your ads and posts on a budget that suits you. You can scale your activity according to your timing and budget. An organization will quickly see the engagement rates and traffic being driven to your content and web pages.
With SEO, a slower approach needs to be taken. Google takes its time in learning your content and social sharing in order for the results to start showing in your SEO efforts. But the benefits are long-lasting once you start ranking in Google Search.
There is no simple answer to which approach works best. Rather treat them both as key components to your overarching marketing strategy and drive overall website performance.