Social Media Optimization

Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.

Relationship with search engine optimization

Social media optimization is becoming an increasingly important factor in search engine optimization, as search engines are increasingly utilizing the recommendations of users of social networks such as Reddit, Facebook, Tumblr, Twitter, YouTube, and Google+ to rank pages in the search engine result pages.

The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly rank websites in search engine results pages. Furthermore, since it is more difficult to tip the scales or influence the search engines in this way, search engines are putting more stock into social search.

While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful social media optimization. Further, SMO is helpful to target particular geography in order to target and reach the potential customers. This helps in lead generation and contributes to high conversion rates.