SMO is Where SEO is Going

The integration of SEO and Social Media Optimization (SMO) is undoubtedly the future of small businesses digital marketing strategies. As social platforms like Facebook, Twitter (now known as X), Instagram, YouTube, and TikTok continue to dominate the digital landscape, their influence on SEO strategies becomes increasingly critical. These platforms have shifted the power dynamics of the internet, emphasizing user-generated content and interactions.

There has been a broader shift where consumers, rather than corporations, are becoming the primary shapers of online trends and content. I once read, “A brand is defined not by what we say it is, but by what consumers tell each other it is.” Therefore, as relevance in search grows increasingly important, always ensure that your content and messaging connect emotionally with people.

Recognizing this change is crucial for any forward-thinking SEO strategy, highlighting the importance of engaging directly with users to leverage their influence in shaping the internet’s future.

What is SMO?

SMO, or Social Media Optimization, is the newest and most sought after branch of SEO (Search Engine Optimization). It’s taking what was once all about writing, codes and web design, and expanding to include social networks, the media and the camera. In fact, by definition it’s using these additional tactics for the purpose of boosting visibility and traffic through social media, online communities and community websites.

Social media optimization (SMO) expands traditional SEO, which includes content creation, coding, and website design, to also cover social networks and digital media. By effectively utilizing strategies like engaging social media posts, enhancing product pages, and implementing strong calls to action, SMO improves visibility in search engine results and builds trust among the user base.

This approach not only generates traffic through social media users but also fosters engagement on community websites, making your social media account more accessible and approachable.

How does SMO work?

Social media optimization (SMO) utilizes a diverse array of methods, broadly categorized into on-page and off-page optimization. On-page optimization involves enhancing your site’s content and layout through strategies like incorporating video content and using analytics tools to refine approaches.

Off-page optimization focuses on improving your online presence on external platforms, particularly through social media engagement. Together, these tactics not only stimulate traffic and increase visibility in search engine results but also revitalize your site’s aesthetics and tone. By leveraging these SMO strategies, you can significantly bolster your business’s follower base and enhance your overall search engine optimization (SEO) efforts.

On-Page SMO

Some of the greatest and easiest methods to get traffic to your site are either links to your site, or you spend time in Google search console to see what the queries for your site are. The goal of performing on-page SMO is first and foremost to create a greater “linkability” for your page, especially for the content. A great first step is blogging.

A blog provides an informal platform for businesses to engage with their audience, different types of content, offering updates, insights, and generating discussions around their offerings. A well-curated blog invites traffic to your website, to buy your products and services to include amplifying the site’s visibility and message.

When you connect your site with a personal or corporate blog, you immediately speak to a different circle. Blogging offers an informal space for you to inform, engage and discuss your company. The better the blog, the more traffic you’ll have.

Think of it like you’re building a community, a water cooler moment. Always publish on the same day and be consistent.

Also important is adding content to your site that makes tagging and bookmarking easier, not only so a user can remember and return to your site, but also so that he or she can share your site with others. Social bookmarking websites like delicious.com have made sharing sites easy and popular.

Off-Page SMO

Working off-page is important also for boosting traffic and visibility. By sharing content with other social media sites you can expand your network and target audience beyond the search engines. The first step is to create shareable media like .pdfs, video files and audio files.

Then, you can submit them not only to your site, but also to the media sites. Again, the better the content, the more traffic you will receive.

Two examples of social media sites are Twitter and Facebook. While Twitter was originally just a way to keep in touch and update friends on what you’re doing, it’s now much more than that. 

Businesses have begun using Twitter for company updates and information, as well as getting immediate feedback from customers and clients. Twitter isn’t for posting ads; it’s for engaging and building your audience (i.e. potential customers).

Facebook and other sites such as LinkedIn, are excellent places to expand your network. Whether this means making friends, meeting others interested in your particular niche or creating strong B2B relationships, adding these sites to your SMO efforts can achieve several purposes; backlinks to your site, increasing awareness of your site or product, public exposure and creating interest in your brand are just a few examples of what using these sites can do for you.

As the Internet changes so does SEO. It’s no longer simply about writing and coding, but about blogging, videos, networks, conversations and, most importantly, engaging your target audience. Marketing and networking are now just as important and effective; SEO must transition into, and turn toward, SMO. As you continue building your site along the Internet highways and byways, ask yourself: What are you doing to get your SMO on?

Update on this article thanks to Lee Oden – 16 Rules For Social Media Optimization Revisited