What To Dominate – Search Or Social
In the quest for online dominance, where do you believe is the best place to lay your allegiance – Do you go after organic dominance, social dominance, or diversify?
Not that it should really be a difficult question, but putting all of your eggs in one basket, whether it be organic or social, has never been a good idea. There are pros an cons to each area of online visibility the question that really needs to be asked and answered is what type of balance should you go after as a website owner?
Going after the top of the charts for organic listings is an almost immeasurably powerful position. When you’re in the top 3 results for your key term targets you can easily enjoy 95% or more traffic than being at number 5 or 6 on the results pages. The direct benefit of being in those top spots can be the difference between sending your staff on a paid holiday as a Christmas bonus, or taking them all out to McDonalds for lunch. In a survey conducted earlier this year it was determined that being number 1 for your search term safely netted you more than a third of all traffic for that term, while being number 5 and less, dropped you to the 5% of all traffic. And the reason is actually fairly simple – users like quick and easy to get to their end destination. When a user searches for a service, say they need a banner printer locally, it’s unlikely that they will scroll down the first page passed the first couple of results as they’ll get a listing of all of the local businesses that can provide them with a banner. And when you incorporate into the organic results the inclusion of maps results when someone is looking for a business, it’s even more likely that the user won’t scroll down the page.
The only real downside to organic search engine marketing is the time factor, it takes time for your site to be listed appropriately. And with the constant changes to the search engine algorithms, what is best practices today, may be a red flag the next, it’s a continually evolving landscape that needs to monitored and tended to. As a result of the due diligence required to appropriately monitor the fluctuating search changes, there is often the cost required to keep your SEO on call in order to meet the changes head on.
Social dominance is a whole other ball of wax that requires a different spin in order to capitalize on the marketplace. When you become a force to be reckoned with in the social arena your business enjoys the fandom of (hopefully) thousands of immediate customers and subscribers that are already part of your qualified consumer base. The potential of viral marketing is currently unmatched in how quickly it can bring your company to the attention of your local audience, and potentially even the world. So in short, the social area provides you with a prequalified audience of consumers, the quick sharing of information across multiple channels (Facebook, Twitter, etc), and the potential to go viral and become world known in a relatively short time frame.
A negative to the added visibility and power of the social arena though is first off, it takes a fair bit of time to acquire your consumer base and make them believers in your products and service. It’s much like you’re contracting them to be your sales force by sharing your message as you share with them, and this required a fair bit of personal dedication. And with the potential to go viral with an incredible message (like the recent Westjet video) the potential to run afoul of the internet exists as well. Being active in the social arena needs to be carefully tempered, and your marketing team needs to be diligent in their handling of customers, both positive and negative so as not to find themselves on the wrong side of the news.