What is better for marketing?
“If you can afford to use SEO and SMM to promote together, do it!” – says the author (or authors) of the book. But if you are on the list of those unlucky marketers who are overwhelmed with work, demand results with limited budgets, underpay salaries and are offended in every possible way by life, you should familiarize yourself with the information below. For no one knows when the day and time will come (or maybe it has already come) when you have to make a choice and focus your efforts on one thing – SEO or SMM. So what to choose?
Search Engine Optimization Benefits
- If you devote time to creating quality content, then improve not only SEO but also expand your presence in social media. After all, good content is usually shared. Even without your knowledge.
- If you create content that will be relevant even after a couple of years, then for a long time secure a place for yourself in the search results, and, therefore, an influx of traffic to the site.
- Promotion by long-tail queries (3 or more words in the query, for example, “analytics consultations in Boston”) will bring targeted traffic to your website, which can then be converted by offering targeted offers. Another plus, for such requests lower competition.
- Choosing SEO for marketing, you will ensure that your site will begin to link. Your positions in search engines and the reputation of the site will grow.
- Local business investing in SEO has advantages, including in the mobile market. For example, if users are looking for information from a mobile, then most likely they are on the street, which means they are closer to the place of purchase.
- Although there are still a lot of technical issues in SEO, search engines pay more attention to the usefulness of sites for users. Usefulness is content, and the creation of good content is up to any marketer.
Search Engine Optimization Disadvantages
- Creating good SEO content is time-consuming, and huge resources are required to maintain SEO.
- You can’t leave for TOP content alone. Therefore, with technical aspects (redirect, site structure, hosting, etc.) you still have to deal with (in other words, the marketer himself will not cope, you will have to hire specially trained people).
- Different search engines are dominated by different ranking factors. Therefore, if you want to advance in different search engines, you will have to develop several SEO strategies.
- In SEO, a lot can not be controlled. For example, you cannot force reputable sites to link to you and influence ranking factors. It remains to rely on fate and experts.
- You need to constantly use analytics.
- SEO requires constant efforts: content optimization, attracting new links, etc. You can’t get into the TOP once and calm down on this. SEO will have to do all the time.
Social Media Marketing Benefits
- Social Media Marketing (SMM) has a positive effect on SEO. For example, Google loves when your site is linked, your content is shared and like. From this point of view, investing in SMM will help you a bit in SEO.
- Communication on social networks opens up prospects for you to make new friends, increase coverage. In addition, social networks give you the opportunity to provide individual advice to your clients, which other marketing channels cannot boast of.
- The same content can be easily modified and distributed to different social platforms without spending extra effort into its creation.
- Social media gives you the ability to accurately target. If you know on what platform the audience that is needed for your business is located, then you can focus on it.
Social networks give users the opportunity to voice opinions, and reviews are crucial when it comes to shopping.
Disadvantages of SMM
- There is never enough time for marketers, namely, it is necessary to create content for social networks. If you do not have the means and resources to come up with something new, draw infographics, post videos, SMM is not for you.
- Like SEO, SMM requires a continuous effort. The process can be accelerated by abandoning organic growth and investing in advertising.
- Content on social networks quickly becomes obsolete, unlike search engines. A tweet with a link to the best post of the month will be buried in a stream of other tweets in a couple of minutes, a Facebook message will go down in the news feed to where the user does not look in a couple of hours.
- In good communities, life is in full swing. You need to be on the alert all the time, respond to comments on time, respond to criticism and do many different things. Monitoring tools can make marketing a little easier. But if there are too many responsibilities, and community functions are added to them, you can easily drown in the flow of information, trying to control and give feedback in all brand accounts on social networks.
What to choose?
The answer to this question remains open. Practice shows that SMM and SEO work best together. And the key here is the content. Without it, search engines will have nothing to index and show in the SERP; without it, users will have nothing to like and share. And if you still need to choose one thing? Take a look at the shortcomings of SEO and SMM again and listen to common sense.