Excerpts from my latest article at Practical eCommerce: “Search Result Domination with Social Media.”

domainationSocial media and organic search work hand in hand, but not in the way most people think.

Building up a grand social media presence will not drive link authority back to your ecommerce site. The major social networks have long since stripped the link authority from their outbound links to discourage spammers. There are, however, many other ways that social media benefits search engine optimization, including search engine result page — SERP — domination.

Both social media and organic search are essential pieces of a strong content marketing strategy. Organic search helps drive customers to social media, and social media helps customers discover content they want to share and link to. SEO is not the only or best reason to run a strong social media marketing program, but it is certainly one more compelling argument for social media marketing.

A form of reputation management, SERP domination refers to the control of as many ranking slots on the first page of search results as possible with a brand’s own content. To promote diversity in the search results, the engines favor including a variety of domains. Even on a purely branded search, which the brand’s own domain should rank number one for, some portion of the first-page SERPs will feature other domains.

The more content a brand controls on those other domains, the more likely searchers are to choose one of the brand-owned results, and the better the brand can control the messages that searchers see in the SERPs….

Read the article in full at Practical eCommerce »

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