I have been trying to coin a new term I call "Social Media Optimization" or SMO. SMO represents what I feel is the 4th leg of organic search engine optimization, and one of the most important and easily executed.
This chart from blogjournalistics.com by Jeremy Porter is fitting for this topic, as it shows the power of social media influence.
The first Search Engine Optimization (SEO) leg is "on-page" optimization, such as: site structure, HTML navigation, breadcrumb navigation, keywords, HTML text, Meta and Alt-Tags, keyword placement, selection, density and proximity, keyword anchor tags, Title-Tags, above the fold HTML, RSS feed, on-page newsroom with RSS feed, sign-up and opt-in forms, site map, URL and file names, user reviews, etc. etc.
The second SEO leg is "off-page" optimization such as: inbound link building strategy, click-through popularity, web directories, Digg, Wikipedia, and and search engine submissions.
The third SEO leg is driving direct URL type-in traffic using traditional and offline marketing, collateral and PR, as well as online pay for inclusion and pay per click to create traffic, possibly inbound links, bookmarking, and leveraging viral marketing widgets such as "Share This" (assuming you have a good sight designed to leverage the traffic).
And the fourth leg is social media optimization (SMO), and I include blogs and forums in this category since a blog usually incorporates and encourages unique, current, two-way, less formal communication. Your social media channels should have widgets and links that drive traffic back to your site, as well as RSS feeds and viral marketing tools like "Share This" wherever possible. Also, include hypertext links linking to appropriate pages in your web site within your body text when using Twitter, blogs, etc. where possible and appropriate.
The world is connected to through social media channels, and search engines love social media tools, so why not use them to connect the world to your site.
Remember, spiders love fresh unique content, and that's what social media, newsrooms and blogs are all about. So use them, leverage them, and tie it all together for better overall SEO results.
As the web space becomes more competitive and crowded, you need to be thinking well beyond your site alone, and leverage every possible avenue and touch point to promote your site and index your keywords with the search engines.
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