From new Google developments in social search to evidence of the further rise of mobile search, this week’s internet marketing headlines should remind SEO marketers of the value of integrated marketing efforts.
The week started on a strong social search note when rumors emerged that Google would launch its +1 button for websites. The social plugin was made publicly available on Wednesday, and while it remains to be seen whether people will start to “+1” content the same way they tweet or Like info across the web, early use on TechCrunch suggests the button has potential.
Google’s Matt Cutts has heightened interest around the social plugin by suggesting that it will become a ranking signal – a claim SEO marketers shouldn’t take lightly. Cutts said the button has definite “potential,” and the company likely wants to cash in on any social data it can. Former CEO Eric Schmidt openly discussed Google’s social shortcomings this week, saying that more social data would help the search giant offer “better answers,” reports All Things Digital.
In spite of its lack of social information, Google’s value as a marketing channel was confirmed this week with evidence from Bank of America that the search engine is often online shoppers’ first stop. Meanwhile, Facebook is the first step to online shopping for just 1 percent of online consumers. However, the study found that social and search enhance each other.
Boosting social efforts seems to be a priority for a number of marketers this year. As Brafton reported, social revenue is expected to exceed $8 billion by 2015. While Facebook will likely drive much of the growth, Twitter marketing must not be ignored. The microblogging site made the news this week, generating headlines for its growing user base.
As Brafton reported, two separate studies – one from Pew another from Edison – reveal that Twitter is gaining adoption. Edison reports that 8 percent of Americans above the age of 12 have Twitter accounts, and Pew indicates that 12 percent of U.S. online adults use the microblogging site.
Brands looking to maximize Twitter engagement should remember to answer consumers’ industry-related queries via the site. A survey indicates that the majority of Twitter users are more likely to make purchases with brands when the companies answer their Twitter questions.
Also, the Follow button released this week might help marketers find a broader social audience. As Brafton reported, the Twitter social plugin aims to help convert site visitors into Twitter followers, thereby increasing their exposure to branded content and raising the likelihood that they’ll convert into customers.
In addition to SEO becoming an increasingly social game, marketers should take note that mobile search is making headway. Brafton reported this week that smartphone owners are more likely to surf the web with their phones than via their desktops. Google is the mobile search engine of choice, with comScore reporting that both Android and Apple saw gains in the mobile market in the past few months (both companies offer Google as the default search engine).
Nonetheless, mobile marketers might want to continue watching Bing mobile search. Rumors reignited this week suggesting Microsoft may buy Nokia, and this could help Bing become more mainstream among on-the-go audiences.
Whether or not Bing gains ground on Google in mobile search, it has a long way to go before it catches up to Google in the general search market. Google seems to be working to ensure that by offering a bevy of new search features this week. In addition to its +1, the company announced it is adding images to standard search results to appeal to users who want visual results.
Speaking of improving the appearance of search results, Google, Bing and Yahoo teamed up this week to form schema.org – a site that offers webmasters easy codes to improve the appearance of their pages on SERPs. Adding these cross-engine codes might help marketers catch clicks.
On the other hand, one thing that might hurt marketers’ chances of catching clicks is sending emails to inactive subscribers. As Brafton reported, one business found that lack of engagement with its emails was negatively impacting SEO. Nonetheless, marketers shouldn’t give up on email campaigns – fresh content can convert subscribers. Instead, brands should adopt best practices.
Looking ahead to next week, marketers will want to stay tuned to see what search and social developments unfold as Google +1 is implemented on sites across the web. Also, next week’s SMX Seattle conference will bring together marketers and search experts, and the internet marketing community can expect plenty of headlines to follow (Brafton will be covering the SMX developments!). Stay tuned.
