In This Chapter
Many people believe the primary task of social media optimization (SMO) is driving traffic to your website. Although it is true that SMO can do a lot of things for you, perhaps nothing is as important as the effect it can have on your website traffic. SMO's ability to raise awareness of your content and inspire people to visit your site to view what you offer makes it a key tool in the digital marketer's toolkit.
The ubiquity of social sharing on the web today is the mechanism that enables SMO to have a tremendous impact on your website. By placing your content in social channels and encouraging people to like and share your content with others, you extend your reach far beyond what is possible with a website alone. A fundamental prerequisite, however, is having compelling content to promote through your social channels. When that content is in place, the social media practitioner can use the social channels to leverage visibility and drive people to interact with the content.
An old saying is worth repeating: Content is king. That simple phrase is still kicked around the web for a very solid reason: It's fundamentally correct. Content is what people search for. It's what people share. It's what people come to your site to see. If your goal is to attract people to your site, you have ...