Search Engine Optimization vs. Social Media

Search engine optimization is not opposed to social media; still, many have claimed that social media marketing is the new SEO. That is so far from the truth it’s hard to believe.

Now, their roles have admittedly begun to stabilize somewhat, but there are still those who claim that social media marketing can replace search engine optimization. Almost all the talk about content marketing essentially revolves around this idea. It might not always seem like it, but that’s the core of it. In many people’s eyes, content marketing is based on social media—because what they picture is BuzzFeed.

But I’d like us to shift our perspective and look at Wikipedia instead.

BuzzFeed drives its traffic from social media, while Wikipedia gets its traffic from search engines. Which of the two is better at content marketing? We can safely assume that neither of them is driving any real sales. Wikipedia doesn’t sell anything because that’s its very premise; BuzzFeed doesn’t because the traffic landing on its site is completely worthless—unless you’re selling “Look at what the shark did next, I can’t believe it’s true.”

I’m currently sitting on the beach in Costa Rica—at the Westin Conchal, to be specific. Costa Rica is the place I go when I need peace and quiet to focus intensely on a project. As it happens, the project I’m focusing on is a content marketing initiative. One aimed at social media. This isn’t new—I’ve done it many times before—but every project comes with its own unique challenges.

Take a moment to think about the book Guldläge på nätet that I co-wrote with Michael Wahlgren. You don’t make money by being an author in Sweden these days—unless you’re Camilla Läckberg—but it’s excellent marketing, and it’s content marketing in its purest form.

Marketing on social media, including content marketing via social channels, serves a purpose. However, it doesn’t fulfill the same function as search engine optimization. Personally, I work with social media marketing on a daily basis. But I never make the mistake of thinking it will lead to significant sales. For example, we’ve invested heavily in Facebook for Gardenhome, which works really well there. We reach exactly the right target audience and get lots of engagement—but total sales from social media over 60 days amounted to just 8,500 kronor. SEO, on the other hand, accounts for 90% of the revenue.

What, then, is the problem with marketing on Facebook, and why is search engine optimization so right? The answer is fairly simple—it’s a matter of push versus pull. Pushing your content out versus drawing visitors in to your content. In search results, you reach a person at the exact moment they’re interested in what you have to say; on Facebook, you reach them when they just wanted to look at pictures of their grandchildren. Social media marketing is the billboard advertising of our time. I’m not saying billboards never lead to sales, but when was the last time a billboard offered exactly what you were looking for at the exact moment you wanted it?

It’s true that it’s much harder to generate demand through search results. People almost need to know what they’re looking for ahead of time. But those who claim you don’t build a brand in the search results are completely wrong—riding a unicycle on an ice rink without a helmet wrong. It’s long been proven that the channel that drives the most sales online is organic search traffic. Social media doesn’t generate those kinds of sales. Yet, some people argue that if you’ve seen a picture of a new car on Facebook, you’ll have more trust in the brand than if you actively searched for it and actually bought the car. At least in my world, the person who’s ready to put money on the table has more trust than the one who was forced to see a traffic infographic while playing Farmville. The easiest way to measure how successful your marketing is? Measure how much money comes in.

So should we ignore social media? No, I don’t think so—just like you shouldn’t ignore content marketing. They actually serve different purposes. With social media and content marketing, you can strengthen your search engine optimization. If your content gets good reach on social media, it increases the chances someone will blog about it and link to it. A link to you gives, unlike a like or a retweet, positive effects in the search results. That’s always worth something.

Also, the comparison is a bit unfair. Social media marketing sits higher up in the funnel. People who may not be ready to buy today but who gain a positive impression of you through social media might, if you still have their attention, be ready to buy tomorrow.

Social media can also be used differently—you can let go of it as a marketing channel and instead treat it as customer service. That brings you closer to something customers actually appreciate. Instead of barging in during their meal (or food photography session), you respond when they reach out. That’s the difference: instead of being pushy and constantly shouting about mobile plans—like most people in social media marketing—you can choose to be available when someone has questions about mobile phones.

Now I’ll get back to work—or maybe I’ll just stare out the window for a while.