Social Media Optimization


SMO Social Networks

This acrticle is about the relationship that has been laid down for the past few years about social networks and search engines.

More often than not, a social network is a software platform too. Some examples of this type are YouTube for videos and Flickr for images. However, the focus of this discussion will be about Facebook, Twitter and Google+.

Do social networking sites affect the level of SEO? A research that I did shows that the answer is “yes”. Since social networking sites affect the level of SEO, the next appropriate question should be on the “how”. Meaning, how do social networks affect websites at the level of SEO? Knowing the different terminologies will help us understand how things work.



Google is one good example wherein if we promote a website promoting organic, this becomes a possibility. What you need is here is time. You also need resources and of course, you need to have a lot of patience. Promotion involves several factors: Some of these factors should be considered early on before establishing a website. This includes domain age, the construction site being “Google-friendly” without requiring any flash technology to be utilized. Header tags, Meta tags, HTML Title tags are equally important as well. The work does not end here. You also have to do Keyword Research via the Google Keyword Tool. Aside from that, it will also help if you use Long’s strategy through travelers, constant tinkering through the pages that have been indexed as well incoming links, tracking of performance and even traffic using Google Analytics.



Of all the things that you are doing, the most important thing is that there should be PPC (Pay Per Click). Pay for keywords such as the more popular keywords. Building campaigns is also important.

SERP (Search Engine Results Page) or other more friendly words catches the interest of people. The objective here is not only to get the first search results page but to promote the site as well.

Social Media Optimization

Throughout these years, a “younger brother” of SEO has emerged under the name of SMO or Social Media Optimization. This serves as a channel for something fast yet friendly and effective in terms of promoting a particular site. Google’s formidable algorithm is not exposed here but giant search engines have noticed that social networks are also growing in relation to engine optimization. The blurring lines between SEO and SMO are bigger and important. To know more about what SMO is all about and its importance, you can further learn more about this through with Shane Snow as the founder:

“Old school SEO pros cover your ears, or be prepared to adapt your craft: Search engines are changing, and social media is a huge part of that change.”


According to Shane, the search engines are also changing and social media takes a big part in that change.

Danny Sullivan, editor of Search Engine Landblog with representatives from Google and Bing in December served as the reference when it comes to the outcome of Facebook and Twitter in search engines. These giants referred to the user’s social identity and by checking who follows and those who have few followers. The data gathered were refined through search results.

Together with social networking was browsing revolution. Even this activity did not escape the eyes of the search giants. This is proven by Google wherein the contents that are shared while you are logged in a social networking site are important to be visible enough when it comes to search results.


The Google Social Search Tool was launched last October 2009. In January 2010, the results searched were started to be placed in search engines. The contents of these search results were distributed to social networks as it merged with the traditional SEO. The positive outcome is that it is not pushed to the bottom of the list unlike before. In addition to this, Google developed an index wherein it is real time and the result shows that social networks generated content right after getting the search results.

Since we are in search of companies or businesses via search engines, it is best that you have link to these businesses including social networks.


The personal data that you get in a Facebook wall page is utilized to find out the identity of the person when he or she posts a link or set of links. On the other hand, user profile places no effect in the shared links. The user identity in Twitter is taken into consideration when he or she “tweets”.

Google’s real time is able to see comments and even links that have been shared to social networks.


The Case Study of Rand Fishkin

Studies have shown that when you share content in Facebook, Google+ and Twitter affects greatly the search results. To site an example, the value of Rand Fishkin from the site in July of 2011 underwent multiple examinations to check if social networks do affect search results in Google. The study also includes how quickly this affects the search engines.

The experiment made was 2 days prior to Google Real Time Search stopped working on a temporary basis. In this experiment, one URL was created by Fishkin as requested by Buzzasked.

Several hours after the URL was created, it “twitted” more than 300 times. At the same time, the traffic jumped too. In Facebook, it also received a substantial amount of “likes”. There have been also some shares in LinkedIn. It even ranked on the second page of Google and at the end of that day, it already ranked number one.


Logged-in as against Logged-out

A distinction has also been made if we are connected by logging in at a Google account during a search. According to Fishkin, if you are looking for a specific value while you are connected to your Google account, it shows that the results are different if you are logged out.


Geographic Location

The search results also show that there is a dependency on the location. For instance, those IP addresses reflecting a specific state such as Boston and they will do a search for “baseball”, the search that you did will show “Red Sox” and if the address will detect that you are in the “Bronx”, it shall give you “Yankees” or “Yankees Stadium”. Since the search engines know the importance of social environment, thus the connection to SMO.

Google also knows that SEO is important and this can be seen in Google Analytics.  The use of this tool will reflect the breakdown of sites. It does not have any segmentation in between social networks.


Benefits of SMO

1. Interaction

SMO plays a big part in our industry. It serves as a personal marketing assistant and at the same time, it works like an emotional marketing partner. Usually, companies look for the big volumes of a publication, page views, unique visitors and a whole lot more. The numbers do not go by the hundreds but they come in thousands. With SMO, personal interaction is possible. For instance, the number of members, the number of hits or even the number of users that basically follow you. The numbers are not that big but in terms of quality, you could expect to get one.

A study made by Alterian in January this year shows that a survey was done to almost 1,500 advertisers. The list also includes PR agencies and marketing questions online trading. One of the questions asked in the survey was how advertisers would check on customers preferred customer service experience.

The study shows that social networking took the biggest part which is 53%. On the other hand, 75% of respondents expect that their investment in SMOs will increase. 70% of the respondents meanwhile have some difficulty in terms of understanding how SMO works and its effect on conversion ratio.


2. Relevant Traffic

One thing is for sure: Social networks play a big responsibility in bringing in traffic to a site. For instance, if I want to bring in traffic to a blog that I have, I can utilize a trailer or teaser. My profile in my social network site could contain only the first paragraph. If the person wants to read more, he or she could click on the link provided. Facebook passed Google and it is because of Facebook wherein traffic to portals like Yahoo and MSN increased. What is important here is not just any movement but it should be relevant movement. It should come to a point that it will skyrocket the percentage in terms of conversion rate, between visitors and buyers.


3. Trust

Trust is such a huge word. People do have a tendency to distrust more. Anyone could become very suspicious from the formal advertising messages he or she gets to read or receive. SMO is based partly on personal relationships as well as emotional marketing and bringing in of relevant traffic. SEO campaigns are media pushers (the advertiser is chosen when the user sees the ad) while SMO is a media pull (use of exposure from the surfer).


4. Global and International Marketing

When there are SEO campaigns and PPC, these are usually local in nature. For instance, finding out the CPC or cost per click of a specific word through the Google keyword Tool, there is an option if what you want is to address the global market through Global Monthly Searches or the domestic market via the Local Monthly Searches. The market to be chosen should be considered in great detail and at the same time, you also need to check on relevant keywords. This method is similar to Google Trends and Google Market Finder.

Social networking sites create and upload contents without any issue to this. It is even able to create content on a global scale because it supports more than 70 languages worldwide.

In addition to this, social networking is responsible for the creation of natural contents therefore its contribution is basically organic in nature.



Based on statistics done, Facebook has more than 800 million active users. This figure, however, is quite questionable because of profiles and profiles Fiktiibim advertising. This social networking site contains 30 billion bits of information such as Statuses, links, pictures, videos and more. URL also plays a big factor here for the content.

Google has the capability to index comments, statuses and links and these are all related to business. It does not refer to its ranking algorithm. Bing search engine, however, looks at a certain value. Results are generated through friends in Facebook that “like”, how “like” is valued and the shadow of share.  Broadcasting happens when a friend and search engines share content. Just like Google, Facebook has advertising links which you can post and implement a pay per click scenario.

Facebook also allows you to set or segment your users that can view an ad. You can also get an estimate with regard to the amount of exposure it gets within a certain amount of time. It is also possible to directly link the ad to your fans or to a fan page or through any links outside and determine if you will pay by impressions or by clicks. It is 100% sure that you are going to be impressed on the statistics that Facebook has on these matters.



Tweet Your Way to SEO

Twitter averaged at 140 million visitors per day in March 2011. 25% of those that tweeted had URLs. This means that around 35 million of these tweets contained URLs. Google receives all feeds or social signals from Twitter and this has an impact on organic search results in Google. Google’s representative admitted that the company uses it as a signal. This prompted the company to mention such when the question was asked on the effect of massive tweets Twitter gets every day.

Twitter is a great tool for marketing sites and even for increasing traffic to a specific site published. It allows the user to enter a link in the message and link the URL directly to the website. This result to more hits and search engines are alerted on these activities.

The Twitter search engine Bing is helpful because it allows you to look for real-time tweets from a search engine too. You also get to reach important audiences from this tool alone.



Twylah is a program that helps leverage tweets.  Using this program allows you to create a tool wherein it produces a Twitter brand page by cataloging them through categories but still depending on the nature of the tweets.

Those tweets presents a visual graphic presentation wherein if there is a photo, video that has a related site link to it, it basically leads to the page where you need to land. Twylah serves as a promoter of the advertiser because it contains links bringing people back to his house. A “linkback” is like having a lake in Facebook or Google+.


Going Back to Rand Fishkin

I made mention a few minutes ago about Mr. Fishkin checking in on the power of Twitter. It contained a link to his squeak “The Beginner’s Guide”. It wasn’t long and doing a Google search on this show that he is on number four.

Barack Obama, during his campaign, used Twitter a lot based on the graph and pictures from Google Analytics.  A picture indeed shows a thousand words. Whether it is from Google Israel or under a local IP address, it will basically show the same thing.



The search giant Google has also joined the world of SMO. The results that basically crossed Google also includes in the social networks when you do a regular search and its results. Google’s very own social network also appears in search engines.

When you are logged in to your Google account, the search results from friends also show the same thing.



To get search engine success, you need to have contents + links and for you to appear in the new Google search, you need to do that important search + social network. SMO has a world of its own. It should be at hand on the pulse while keeping up with developments and the tools that it offers such as Twitter Analyzer, Open Graph Protocol and a lot more.

Social Media Yotpo is a start-up company whose objective is to collect and filter opinions via reviews with customers’ various fields. It ranks containing various opinions which are measured as better in quality and less in quality.

Build a community and contribute content. Social Media campaign is a complimentary tool for SEO.

“Google Realtime Search Goes Missing”,;

Written by

Dani Avitz has wide experience in E-Commerce (both the practical and academic aspects), by outlining a long-term sales strategies. Knowledgeable in SEO, SMO, PPC, Affiliate and Marketplaces such as eBay, Amazon, Etc.

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