The online life
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digital life, social media, advertising, randomness with pixels.
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A Crystal Clear Explanation of How Social Media Influences SEO

A Crystal Clear Explanation of How Social Media Influences SEO | The online life | Scoop.it

In the history of search engine optimization the rank of a piece of content in search engine results has typically come down to two key drivers: relevancy and authority. Relevancy is all about using the right keywords in your headlines, sub-headlines and anchor text to match what people are searching for online. Authority has predominantly been defined by the number and type of sites that are linking to your content via inbound links. Pretty standard stuff, right?

 

Well recently, things have changed a bit. More and more, search engines have begun to incorporate social context into their search results. And it's high time we dive into what role social context is playing in SEO, and how marketers can adjust their strategies to match the changing character of search. So without further ado, let's get into the nitty gritty of what's being called "social search" and learn how it affects marketers.

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Display Advertising on Facebook versus Google: Who Wins?

Display Advertising on Facebook versus Google: Who Wins? | The online life | Scoop.it

Although Facebook and Google are very different platforms, they have common revenue streams: Pay-Per-Click (PPC) advertising whereby contextual relevance, targeting and sharing are essential. With Google AdWords display advertising and text ads, you can achieve a good ROI but what about Facebook?


Facebook has been testing several methods and formats lately, although not with big success. So it seems. The discussions on the effectiveness of Facebook ads have received lots of attention with many different opinions and quite some hype.


Wordstream, a Search Engine Marketing agency, earlier this year collected some data on the display advertising and overall reach and efficiency of Facebook and Google and presented them in a (rather loaded) comparative infographic.

 

The highlights regarding reach:

Facebook: reach of nearly 1 billion users with 1 trillion page views a month. Facebook reaches 51% of the world’s online users. Google reaches 90% of all internet users (including YouTube, Blogger and Gmail) Google serves up 180 billion advertisement impressions a month.

 

The CTR of Facebook and Google display advertising

Those are quite impressive numbers, but what about Click Through Rate (CTR), an important metric to measure effectiveness?

Facebook ads have a “Click Through Rate” (CTR) of 0.051% (US numbers). CTR for Google ads is an average of 0.4% Depending on the targeting options used, the CTR on the Google Display Advertising Network can be up to 36 times higher.
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