Just a few short years ago search engine optimization (SEO) was a highly specialized discipline, and primarily was being executed within standalone SEO firms and some digital agencies. The guys (yeah, mostly guys, though a few gals too) who were search experts often had coding backgrounds, and they really understood the nuts-and-bolts of how the search engines, and websites, worked. They used this info to help static websites get noticed by the engines, and then they extended that knowledge into paid search, also called PPC (pay-per-click) or search engine marketing (SEM). Blogs came along and they figured out the best ways to optimize those too. If you needed to build a website or blog, or run a PPC campaign, you knew who to call.
These days, it’s not quite so simple. Sure, you can (and should) still call in the big guns when you’re building a website from scratch. But lots and lots of agencies: PR, digital and pure-play social, are building client blogs. Do those firms hire an SEO company every time they build a blog? Not if they’re smart. Those that understand the importance of a properly-optimized blog (and the properly-optimized writing that goes into it) have built up enough SEO expertise in-house (or have developers who have) to be able to create and implement a search-friendly blog and then train the writers on at least basic best practices of search-optimized writing.
Search marketing now goes far beyond websites and blogs. It’s part of nearly every aspect of social media, from Twitter to YouTube, Facebook to Flickr. But many social media practitioners or front-line engagers don’t realize how pervasive it is and they’re not always fully equipped to manage search optimization on social platforms. Want proof? Look at how many brands haven’t used every available text space on their Facebook page, or who don’t add brand keywords to their YouTube videos.
YouTube can be optimized for search
Twitter profiles are important
Search optimization for Facebook is complicated
How to catch up and learn more about search optimization for social?
And the next time your firm hires an SEO specialist to work on a site or a blog, get involved, listen and learn. You can no longer afford to have a “not my department” attitude.
How does your firm or company manage search marketing in relation to social media? As a social media practitioner, do you feel like you know a lot about search or are you just taking baby steps? The comments are yours.
This post originally appeared at Social Media Explorer.
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