SMO: The Latest in Search

First there was SEO.

Then came PPC.

Now the latest TLA (three-letter-acronym) in search engine marketing is SMO.

It stands for “Social Media Optimization”. Basically it’s about reaching your target market using Web 2.0/social media channels, such as blogs, YouTube, tagging, etc.

Frankly I’m not a big fan of Web 2.0 for business, for the simple reason that from my experience most Australian businesses are yet to successfully implement Web 0.7.

I believe marketing resources are better spent on the low-hanging fruit of online marketing, such as creating compelling content, SEO and PPC, rather than dabbling in a corporate blog.

However, Marketing Experiments recent exposé on SMO really caught my attention. They pitted a $10/hour blogger against a PPC (Google Adwords) campaign to see which would produce the better ROI.

The Adwords campaign generated 2,057 visitors for a cost of $1,250 (or 61c per visitor).

The blogger generated 93,207 visitors for a cost of $3,600 (or 4c per visitor).

Bottom line: SMO yielded a 1,427% greater ROI than PPC!

Read more about this experiment

BTW: the Marketing Experiments e-newsletter is a fascinating source of information on what strategies and tactics actually work in online marketing.

Link Baiting Strategies for the New Year

While search engines are forever changing, link baiting strategies fortunately have stayed pretty constant. That means we can capitalise on proven core elements as we launch into 2013.

Pratik Dholakiya, Lead SEO Strategist at E2M Solutions, specialises in link building and he offered some of his insider tips in a recent post at Search Engine Journal. A few of his suggestions:

  • Pay attention to social networks to understand what makes content go viral
  • Get creative, brainstorm often, and encourage constructive debate
  • Pull research information from unique sources

Get a jump on link building with 3 Core Link Baiting Strategies for 2013