The current prevalence of social networks in our daily lives is not to be underestimated. Although some sites such as Facebook have been showing a generally downward growth trend as of late, the medium that we refer to as “social media” is stronger now than it’s ever been before. With nearly a billion users to be found between Facebook, Google+ and Twitter, it’s clear that there is no end in sight for social networking. This, of course, bodes well for social media companies that handle business marketing. What may surprise many readers, however, is how the constant growth of social media may continue to cement the relevance of SEO as a whole.
Just last week, a report was released by Social Media Examiner that delved into the activities of over 3,800 social media marketing companies (SMM) the world over. As these social network-focused internet marketing firms answered the annual site survey in droves, everyone got a chance to see the breakdown of their efforts. Although one might assume that SMMs focus most of their efforts on PPC campaigning, it turns out that less than half do so and instead favor SEO in their campaigns.
Really it’s the SMM preference of SEO-related activities over pay per click advertising and event marketing that is a real attention getter. Out of the nearly 4,000 social media company representatives polled, 65% of them admit to relying on search engine optimization over a mere 38% who claim they use PPC ads. In an additional inquiry, the polled companies were asked if they intend to use more SEO or PPC services in the future. 68% of the surveyed marketing firms stated that they will be using more SEO methods through the year, while a significantly lower 43% intend to redouble their PPC efforts.
Social Media Marketers both Need and Want SEO
In spite of the recent concerns being voiced by key members of the industry, social media companies certainly have a great deal of confidence in the future of SEO. With Google’s massive Panda overhaul being released shortly, it’s a reassuring thing to see that online advertising firms haven’t lost faith in the current state of internet marketing. For all the doomsayers and alarmists currently speaking out against Google, some small business owners may be tempted to ignore organic link building in favor of paid advertisements. It’s reports such as the one published by Social Media Examiner that offer concrete truths in uncertain times.
The results of the survey show that the biggest social media marketing firms realize that search engine optimization is here to stay. While Google Head of Webspam Matt Cutts has warned the SEO community against sites using “heavy SEO,” the fact remains that smartly designed optimization efforts will continue to prove beneficial for business owners of every shape and size. While any SEO company worth its weight knows that less is more, what also matters is how the work is implemented. For social media companies, that means creating quality content for both networks and destination pages. It’s because of reliance like this that SEO will be along for years to come.