You’re about to launch an exciting new business online, but there’s one important question you find yourself struggling to answer.
Which is more important: social media or search engine optimisation (SEO)?
Maybe it would help to took a look at some of the key differences?
1. Speed – social media posts appear almost instantly, whereas SEO is a slower, more laborious process
2. Limits – Traffic from search can never exceed the number of people who search for that phrase on a given day, whereas social sharing is virtually limitless, particularly if something goes viral
3. Topics – Research-based content often performs best on search, whereas content that stirs an emotional response typically does best on social
4. Formats – Long form text with pages of 1500 words or more ticks Google’s boxes, while visual posts excel on most social platforms
5. Audience Intent – Visitors from search have a specific purpose and are more likely to buy if they find what that are looking for. Social visitors are less likely to buy but far more likely to engage and share, influencing other buyers
6. Effort – Search traffic is passive but ongoing, while social traffic is immediate but short-lived
7. Metrics – Social media provides a ton of trackable metrics but actively measuring return on investment (ROI) is problematic. Search data is easier to report but page-level metrics are limited
Bottom line: individually social and search both have huge value for almost any online business, but for best results marketers should combine these technologies to maximise ROI.
Check the visual below for more insights, which comes courtesy of Orbit Media Studios.
(Source: Orbit Media Studios.)