Why social media should work with SEO

The goal of a local SEO campaign is to increase visibility, drive website traffic and improve sales figures. Because SEO strategies are deployed in a digital environment, the extent of the success of a campaign seems endless. By incorporating social media into the SEO strategy, companies can further extend brand awareness into new environments, creating a stronger online presence that will translate into greater sales.

A recent study from Horowitz Associates revealed social media has a significant impact on viewership and consumer loyalty. Social media disproportionately impacts behaviors of young consumers, as 24 percent of 18- to 34-year-olds and 30 percent of 15- to 17-year-olds have changed their purchasing behavior thanks to social media messaging. Social media is successful with a younger consumer base who is familiar with the online channels such as Facebook and Twitter, and are easily engaged by interactive online experiences in a social platform.

Social media is based on organic experiences, community-building and personal empowerment. Thus, building up a strong fan base on a social media site can be time-consuming but well worth the effort. Similar to SEO strategies, social media tactics are based on valuable content rather than catchy advertisements.

"In the social media environment, consumers do not want to feel marketed to or manipulated," said Adriana Waterston, vice president of marketing and business development at Horowitz Associates. "A successful social media or interactive strategy must feel genuine, not fabricated."