What is Social Media Optimisation (SMO)? (A definition)
Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Facebook, Twitter, video sharing websites and blogging sites. SMO is similar to search engine optimization, in that the goal is to generate web traffic and increase awareness for a website. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO also refers to software tools that automate this process, or to website experts who undertake this process for clients. https://en.wikipedia.org/wiki/Social_media_optimization
So it’s broadly about using social media to increase your profile on the web using content etc – sounds like repackaged SEO or more likely modern SEO.
Here’s how to get social
The fact is people buy on the basis of trust which is earned by PR coverage and being good at what you do. The way you earn PR coverage is by thought leadership backed up by research data or case studies. This PR coverage helps drive:
- Prospective traffic from the target media – the online and offline press your customers read
- Searches on your brand from your targeted customers
With the search engines are increasingly reputation based, they measure all of this and your business’ website increases its reputation score as an authority of information on PI insurance. Of course editors do not link to the PI section of your website so that’s where SEO’s come in. It’s true traditional SEOs are dying out which I’m very glad about because they predominantly come from an IT background and know nothing about PR, algorithm analysis using maths or information retrieval science.
Where SEO fits in
However leading edge SEOs and their clients understand that the job after earning coverage is still not done and that this increased online reputation needs to be transformed into making all the different products (described in more detail on different pages) more searchable – which is done by having pages that are:
- accessible (via the website and by other websites)
- readable (once search engines and users can access them)
- semantic (so that search engines know the context of the copywriting and images i.e. is it a product, music, a video, a shopping item etc)
- user friendly – anything that leaves a positive lasting impression of the website and the visitor such as fast loading pages, information that is easy on the eyes and well presented, navigation that flows well.
This ensures audience traffic from PR and search efforts convert to leads and sales, which is rewarded in a higher than previously search ranking. Most importantly, many industry sectors including gaming, retail, travel and finance are spending more on SEO and online PR year on year because they see a clear correlation between site traffic and revenue.