Social media strategy is different for each company, depending on its target market and what they are interested in. Because of this, not all available social media channels can be a benefit to every company. It’s important to find where your target audience is hanging out online, and to concentrate efforts on those social networks.
Optimizing and engaging within social networks has not always been a goal of SEO, but should be in 2014. While SEO campaigns are mainly performed to attract new customers and raise awareness of a business within organic search results, social media focuses on maintaining customers and strengthening relationships with them through strategic engagement.
To wrap up our thoughts on what SEO looks like in 2014: the best approach for considering SEO is as an integrated framework that uses high quality, regular content to establish authority; social media to gain traction for promotion; and focusing on earning links to build long-term equity with search engines. We’ll now move on and explore some of the recent updates from Google that are impacting SEO and how we think about search.