Search Engine Marketing Success - Part 2

Scott Lambert

In part one of this article, I covered some of the factors that are critical to your search engine marketing success. In today's blog post, I'll cover the rest, including the role social media plays in search engine rankings.

The Emerging Role of Social Media’s Impact on Search Engine Rankings

Business Executives Plan to Increase Spending

According to the latest research by StrongMail, 57% of businesses plan to increase their spending in Social Media in 2011, second only to Email marketing (65%) and ahead of Search Marketing (41%).

One of the reasons for the increase in Social Media spending is the growing and significantly positive impact it has on search engine marketing results.

The key components of Social Media that impact search rankings are blogs, social bookmarking, online press releases, and social media platforms such as Facebook and Twitter. These Social Media components significantly impact your search rankings through the following factors:

  • Relevant information
  • Frequent content updates on your website
  • Increased volume of relevant and high-quality incoming links

Additional Benefits of These Social Media Components if Implemented Well are:

  • Establishes you as an expert within your industry
  • Generates traffic to your website as the result of social bookmarking where your content is published on other websites that drives incoming links to your website
  • Improves your online image
  • Develops an online community that will interact more with your website and your company
  • Builds an email list for remarketing and follow-up communications

All of these key components must be a very active part of your Internet marketing strategy and almost daily operations. The blog needs to be an integral and internal part of your website. It will not be as effective for your website rankings if the blog is external to your website.

Facebook, LinkedIn and Twitter icons should not only be a part of your website, but their postings should be a part of your web page content for website visitors to view. Blogging, posting, tweeting and social bookmarking needs to be conducted effectively throughout the week in order to achieve any meaningful success in not only search engine rankings, but growing your online community.

Key Challenges of Effective Social Media

Greatest Barrier to Entry in Social Media

There are key challenges in effectively implementing a social media marketing program for businesses of all sizes and industries.

The number one challenge or barrier to success is the time and resources (primarily human capital) to be invested. The challenge for time and resources is further defined as:

  • Allocating existing human resources to an emerging but complex online marketing program.
  • Training and equipping personnel so that they can be effective in managing the variety of platforms and appropriate communications styles and then integrating them with other Internet marketing initiatives such as search and email marketing.
  • Staying abreast of the latest trends and tactics that are effective in generating measurable results.
  • Gaining results quickly to maintain executive commitment and gain a foothold in your industry before your company is relegated to the online sidelines, maybe indefinitely.

The Time is Now

There is a sense of urgency in this area. It is likely that if businesses do not implement and manage an effective social media program now, they will not be able to catch up later in the search engine rankings or in developing a leading online community for your target market. Search and Social Media marketing are critical for online business success. Don’t wait or it may be too late.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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