In This Chapter
No matter how popular social media may be, search engine optimization (SEO) must still be a part of your toolkit for a successful, broad-spectrum web presence. The goal of SEO is to get various components of your web presence to appear near the top of search results — preferably in the top ten — on general search engines or in search results for specific social media services.
You accomplish this by selecting appropriate search terms or keywords and then optimizing content, navigation, and structure to create a web page or profile that's search-friendly for your selected terms. At the same time, you maximize cross-links from social media to increase the number of inbound links to your primary website.
Fortunately, you can optimize social media, from blogs to Facebook, very much the same way that you optimize a website. Some people call this social media optimization (SMO), referring to the application of SEO techniques to social media. SMO has become even more critical with search engines such as Google moving toward personalization and semantic analysis, which skews users’ results on the basis of location and past searches.
If you do a good job optimizing ...