24 reasons SEO and social media are inextricably linked

Rob Petersen By Rob Petersen
Expert Author
Article Date:
  • 59% of marketers agree SEO has the biggest effect on lead generation
  • 22% say social media
  • 20% say pay per click (source: SiteProNews)

Search Engine Optimization (SEO) is is the process of getting website traffic from “free,” “organic,” “editorial” or “natural” listings on search engines. Social Media Marketing refers to the process of gaining website traffic or attention on social media sites in the same way. In both cases, traffic comes from earned media as opposed to paid media.

If you were to hire a resource to help with either, most people think to hire either an SEO agency or an Social Media agency because expertise they need an expert that is specific to the area. That’s a big mistake.

Recent Google algorithm changes underscore how SEO and social media are inextricably linked. Panda is a Google algorithm filter aimed at fighting low quality content; Penguin is one aimed at fighting web spam. Google has concluded the best match for a keyword is the one that is focused and other people follow.

If you don’t think SEO and social media are inextricably linked, here are 25 reasons why you should.

  1. 93% of online experiences begin with a search engine (source: Search Engine Journal)
  2. 82% of internet users use search (source: Search Engine Joural)
  3. 81% of businesses consider their blogs to be an important asset to their businesses (source: Search Engine Journal)
  4. 74% of consumers use a Facebook brand page as the desired format for following a brand for future engagement (source: GroupM and comScore)
  5. 73% of online adults use a social networking site; 42% use multiple social networking sites (source: Pew Research)
  6. 70-80% of web users ignore the paid adverts and look down the page for the first organic search result (source: PPC.org)
  7. 64% of consumers are likely to follow a brand (source GroupM and comScore)
  8. 50% of consumers use a combination of search and social media to make purchase decisions (source: Inc)
  9. 46% of consumers who use social media in the purchase pathway are driven to use search to expand their knowledge about their likely purchase (source: GroupM and comScore)
  10. 41% of customers are winning customers using social media (source: Search Engine Journal)
  11. 41% more likely to recommend a brand to a friend if you “Like” the brand on Facebook (source: WOMMA)
  12. 40 percent of consumers who use search in their path to purchase are motivated to use social media to further their decision making process (source: GroupM and comScore)
  13. 31% use social media during the purchase process to get other people’s opinions (GroupM and comScore)
  14. 30% say they use social media to eliminate brands from contention (source: Octagon)
  15. 28% of consumers say social media plays a valuable role in helping them become aware of new brands and products; 30% say it helps them eliminate brands from consideration (source: GroupM and comScore)
  16. 28% say social media sites e.g. YouTube, and Facebook help them learn more about brands and product (source: Octagon)
  17. 28% more likely someone will continue to use a brand if they “Like” the brand on Facebook (source: WOMMA)
  18. 25% of Google searches come from YouTube in 2013; up from 17% in 2007 (source: comScore)
  19. #1, #2 and #3 largest web destinations are Google, Facebook and YouTube, respectively (source: Alexa)
  20. At a ratio of 2-to-1, consumers cite quality and depth of information as reason they use search and social media together (source: Octagon)
  21. 2nd largest search engine is YouTube (source: comScore)
  22. If you provide the Google+ id while guest posting on a blog, you establish author rank and Google gives you credit for writing the article
  23. Google+ has the highest correlated social factor for SEO ranking (source: HubSpot)
  24. In 2010, Google and Bing admitted to also rank website by how sociable they are (source: PPC.org)

Do these reasons convince you SEO and social media are inextricably linked? Did they teach you something new? Do you believe agencies now have to be experts in both?

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About Rob Petersen
Rob Petersen is President of BarnRaisers, an online marketing solutions company using social media, the power of community and the proven principles of relationship marketing. Rob was EVP/Chief Strategy Officer for Omnicom and has held leadership positions at FCB, Euro RSCG and Saatchi & Saatchi.
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