The digital world is continuously evolving and getting the right marketing results for your business requires you to do more than merely having a website set up or a profile page in your favorite social network. You may have used techniques like Search Engine Optimization before, optimizing your website for particular sets of keywords while trying to generate backlinks to your site from directories and other sources out there, including social networks.
In recent years however, changes occurred on the digital landscape that render these old methods insufficient in getting really great results from all your digital marketing efforts. Search engines like Google made changes to their algorithms, like the Hummingbird update, in a bid to make search more secured, social and closer to the intent of the search user through semantic search and the use of supplemental information through the Knowledge Graph.
Search engines are evolving and will continue to do so in the coming periods, and experts could only assume what the next iterations would be. But one thing is certain – Social Media signals will play a major role in how search results behave – pointing out the importance of having your SEO efforts aligned with social media. If you have not yet done so, combining social media and SEO into an integrated marketing campaign is critical to the success of your business – and the following reasons will tell you why.