If your business has been on the World Wide Web for more than about 12 minutes, you understand that the most powerful and proven way to attract customers online is through search. That’s so much the case that an entire industry evolved to help businesses optimize for Google, Bing, Yahoo and friends. SEO (Search Engine Optimization) is a powerful driver of traffic. Since the two primary ways to make money online are to increase traffic or increase conversions, well … it’s important.
But social media has thrown SEO for a bit of a loop. Now, instead of bouncing around the Internet from website to website, perhaps stopping on the occasional message board or forum, people are spending time on social networks. And when they’re on Facebook, Twitter, YouTube and the like, they’re doing something they didn’t do before: They’re leaving content in their wake. The search engines know this, and know this content — in the form of Tweets, Facebook posts and even YouTube comments — is perhaps more valuable to consider in search algorithms since it comes from actual consumers having conversations.
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