©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Frequent updates to Google Penguin and Panda algorithms are forcing companies to rethink how to do search engine optimization (SEO). Weighting factors around content type, frequency, relevancy, and richness are surpassing traditional SEO rank considerations. Further, social signals and thus, social media marketing activities are affecting search visibility. All of this points to the most important success metric on the web: customer engagement.
Your customers need to be engaged on your website and within your social media customer experience for multiple reasons. As the title suggests, Google’s algorithmic changes are now directly correlated to the level of customer engagement on a brand’s important web pages. From a social media perspective, customer engagement is truly the only tangible factor to determining social media marketing success. And, when you tie the two together (social and SEO), you see a direct correlation in brand lift and ultimately sales.