As giddy as we social marketers get about engagement, content marketing and social media platforms, we cannot deny that our number one priority as marketers – not just social marketers – is to rank well in search engines. Search is our No. 1 priority because that audience is the one raising their hands saying, “I could be talked into that.”
The good news is that social marketing, public relations and content (which fuels PR and social) converge to elevate organic search rankings. Without content, there’s nothing for the search engines to find. Without social and PR there’s nothing sending signals to the search engines the content is there.
So good search includes good social, good PR and good content.
But to better illustrate the importance of search engine optimization and search engine marketing in your digital marketing plans, I devised the Ice Cream Principle. It is this:
Using social media marketing is like selling ice cream in the winter time. People aren’t there looking to buy ice cream, but if the time and situation is right, they will.
Using search engine optimization and search engine marketing is like selling ice cream in the summer time. People are in the right time, location and mode to make the product relevant.
What The Ice Cream Principle of Search and Social means, though, that if you aren’t focusing on search engine optimization and search engine marketing as part of your overall mix, you are shutting down the Ice Cream Parlor between May and September.
And you know what that means? You’re stupid.