So, you have a new website. It looks good, it’s quick and user-friendly. There’s just one small problem. No one can find it.
If this is the problem you’re currently facing, you may have found yourself scouring the internet to find a solution. If you have, you’ve most likely been thrown into the world of Search Engine Optimisation (SEO). This method of digital marketing works to put your website on the front page of Google for search terms that relate to your business.
If you’ve delved a little further, you may have also come across a term called Social Media Optimisation (SMO). SMO refers to optimising your social media platforms to bring more traffic to your website. SEO has been around since the introduction of search engines back in the 90’s. SMO, however, is a relatively new method of driving traffic to your website and only came about in 2006 when it was first mentioned in Rohbi Bhargava’s article 5 rules of social media optimisation.
Though their abbreviations differ by just one letter, SEO and SMO are vastly different. This article will explore the differences between SEO vs SMO.
What are SEO and SMO?
Search Engine Optimisation (SEO)
Search Engine Optimisation uses a variety of different methods to make your website rank highly on the search engine results pages (SERPs). These methods include:
Keyword Planning is the process of choosing a specific keyword(s) to target on each page of the website. This is vital to SEO as a clear keyword strategy means pages will not compete with one another for the same search terms. Each page will have a specific purpose.
- Good Quality Optimised Copy
Each page on the website needs to have unique, optimised copy that focuses on specific keywords in order to rank highly on google. The copy needs to be well-written and easy to understand.
Ensuring each of your web pages has a unique meta title (the title of the page which tells Google what the page is about) and a meta description (the snippet of text that appears below the title in the SERPs) is another important part of SEO.
Link building is a part of SEO which aims to gain links from other websites. Each link to your website from a reputable source is a good sign to Google, as these links are effectively ‘votes’ for your website. Combined, this alludes to the popularity of the website. The aim of link building is, therefore, to gain high-quality links in order to improve the ranking position of the website.
The user-friendliness of your website is relevant to SEO. If your website is unresponsive, slow and difficult to use – it’s not going to get a good ranking on google.
Social Media Optimisation (SMO)
Social Media Optimisation is a digital marketing method which focuses on making your social media platforms engaging enough to bring traffic to the website.
Increasing social links through SMO involves developing content that people want to share and link to. Creating a blog on your website, for example, is ideal for this method of SMO as it is easy to link to.
- Make Sharing Content Easy
This method of SMO involves adding share and social link buttons to your website and blog in order to encourage sharing, recommending or bookmarking.
This includes adding outbound links into your content even if it doesn’t help drive traffic to your website. This helps your website as you will gain a loyal follower base who will see you as a fountain of knowledge. Valuable content also helps with SEO as Google’s rank brain algorithm decides that useful resources should be at the top of the SERPs.
- Rewarding Loyal Followers
This type of Social Media Optimisation involves rewarding your loyal followers with the occasional ‘thank you’, follow back, or even competition prize. By letting them know you value their support, you will gain a loyal follower for life.
Do SEO and SMO help one another?
Whereas SEO mainly focuses on improving your websites ranking and the ability to drive visitors through the likes of Google - SMO focuses on driving traffic via social media platforms. Both SEO and SMO operate in different spheres, but they do impact one another.
The main priority of both SEO and SMO is to drive traffic to your website. It makes sense that they should work together to bring as much traffic in as possible.
Though no one truly knows precisely how much different factors affect the Google ranking position of a website, it has become clear that social signals do affect SEO rankings indirectly. In fact, in 2010 retweets on Twitter were even described as a ‘new form of link building’. More recently, another study was conducted which concluded that a larger presence on social media does gain a higher place on the SERPs.
In fact, to see SMO impacting SEO, just search the name of a popular brand on Google. It’s more than likely their Twitter account will be listed within the first 5 results.
This is clear evidence that Social Media does have an impact on SERP’s.
Likewise, if you’re spending time and money on SMO, directing people to your website from social media, or trying to gain links from other businesses via social media, then it is important that you have a high-quality website with a good user experience.
Driving visitors to a website with a poor user experience will just result in a high bounce rate (single page visits). The user-friendliness of a website is part of SEO. Therefore, it is clear to see that SMO can also be impacted by SEO.
Why SEO and SMO Should Work Together
SEO is a fundamental part of digitally marketing your business and SMO is gaining importance as social media becomes a larger part of everyday life. If you do one without the other, it is likely that your business will be left behind.
Google changes their ranking factors frequently, so it is important that your social media platforms are fully optimised. The value of social signals could change in the future, so SMO will ensure you’re prepared if their value increases. Furthermore, SMO is a good way to drive traffic and increase brand awareness.
However, you also need to ensure your website is fully optimised as this is where your conversions will happen. This is why SEO is essential and should be used in conjunction with SMO.
Depending on the business, the benefits from SMO can sometimes be seen quicker than the benefits of SEO. However, if you stop updating and optimising your social media platforms, the traffic can bottom out quickly.
SEO, on the other hand, is more long-term. If you achieve a high-ranking position for your website through SEO, it is less likely that you will lose mass amounts of traffic if you pause SEO efforts for a day or two.
Therefore, though they have different methods of driving traffic, every business marketing strategy should ensure SEO and SMO work together in harmony to drive as many unique visitors to your website as possible.
Do you need help with either SEO or SMO for your website? Get in touch with our SEO experts today to find out how we can help you.