18
Aug
11

The SEO Value of Social Media

Doe you like me? Do you really, really like me?

Okay, then, where were we? Oh, yeah. We’re talking about SEO. Today, let’s devote a few pixels to the question at the front of every online marketeer’s overworked brain:

Does social media have an SEO value?

This question is important for two reasons: 1) The trendy popularity of social media means scarce marketing resources are being diverted from traditional SEO; and 2) The ROI for social media advertising has been very difficult to quantify. (Is there measurable ROI from social media campaigns? That, friends, is a posting for another day.)

The answer makes a difference. If a company’s social media efforts adds value to the SEO campaign as well as deliver at least some direct revenue generation, well, maybe that’s enough to justify transferring the budget.

So does it?

Meh. Depends on who you ask. Whenever something new-ish comes along to capture the hearts of MarCom execs everywhere, a circus-ful of promoters and cheerleaders quickly develops. Happened with banner advertising, happened with pay-for-placement, happened with rich media, and now it’s happening with social media. Google “SEO value of social media” and you’ll get a hella lot of “yes” votes, mostly from companies and consultants trying to get you to buy their social media package.

But there are also some “not-so-sure” votes and even some “noes.” What are the facts and what are the spins?

FACTS

  • All the major social media venues (re Facebook, Twitter, Digg, et al) only publish links with “no-follow” tags. Meaning links you post in FB, Twitter, etc, do not directly count as links for page authority.
  • At least two of the majors, FB and Twitter, suggest that they do count social popularity indicators when they figure page authority. (See this SEOMoz post for specifics.) Although whether or not these ranking elements count as high as, say, link authority is very much up for speculation.
  • Return on investment from social media advertising has been roughly on a par with banner advertising. Which is to say “decent for branding campaigns, but iffy for sales and leads generation.” Which is also why it is in social media titans’ interests to claim an SEO benefit to offset the underwhelming ad performance. (ClickZ take on it all.)
  • Social media titans desperately want your advertising dollars. Facebook, for instance, is flirting with an IPO early next year—and if they rake a billion dollars profit from advertising this year (Business Week), it will surely have an “upward influence” on their valuation. Meaning that they (and the other social media venues) have a serious vested interest in convincing folks that their products add value.

SPINS

  • Because the actual ranking value of tweets, retweets, twits, and twattle is complete speculation, declaring that “there is an SEO value to social media” at this point is a lot more like a mantra ( I do believe in ghosts, I do, I do, I do) than a solid reason to throw the weight of marketing budget into it.
  • Because advertising firms are competitive and always trying to come up with new ways to attract advertising dollars, they will always jump on any hype-wagon that rolls into town. Social media happens to be a big ‘un. So believe all the “well, even if there isn’t any measurable ROI, at least it’s good for SEO” chatter you want. Just make sure you’re carrying a very large hunk of salt.

So. The ultimate answer to our original question then is clear.

Yes, there is probably at least some SEO value to social media marketing.

And

No, it’s probably not enough value to justify short-changing your SEO budget.


0 Responses to “The SEO Value of Social Media”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: