My latest article at Practical Ecommerce, read it in full here.

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How etailers manage their social media marketing channel has a growing impact on organic search results. Google and Bing have both incorporated social data into their algorithms to signal content freshness and quality. While the datasets each engine has access to differ, the fact remains that search marketing and social media cannot be managed in silos.

According to the presentation given by Andrea Fishman, vice president of global strategy at BGT Partners — a marketing and design firm — at Search Engine Strategies Chicago 2011, “57% of digital marketing impact is derived from SEO.” But search engine optimization also has a symbiotic relationship with social media, press relations, paid search, offline advertising, and other marketing channels.

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