Search Vs. Social: Which Brings More Favorable Traffic?

When it comes to creating a presence on the web, many marketers, especially small business marketers, often struggle with deciding a digital strategy to best align with their goals. Website traffic is of course the top priority for businesses big and small, but the means to accomplish it should be chosen carefully; remember, it’s your marketing budget. Invest smartly.

We’ll take a look at the top two current traffic-boosting strategies: Search Engine Optimization (SEO) and Social Media Marketing. While both serve the same purpose—to make people aware of your brand and drive website traffic—one outdoes the other when it comes to bringing the most traffic to your website.

To Search Or Socialize

93% of online experiences begin with a search engine, Google being the leader. SEO is somehow the godfather of all digital practices, given that a website’s ranking depends on great SEO strategies. From authentic, interesting copywriting to white hat link-building, good SEO entails attention-to-detail across various tactics.

On the other hand, social media is gradually gaining traction. Nearly everyone who owns a smartphone has one, if not many, social media apps installed. Studies reveal that more than 95% of online adult users become interested in a brand because of their social media reach. If navigated correctly, social media is where your business can definitely grow.

Both search and social have their strengths, but if you had to choose between one or the other, it depends on what kind of business you run, as well as what content you are marketing. Take a look at the primary distinctions between search and social:

Key Performance Indicators (KPIs)

SEO analytics primarily constitute measuring leads and click-thru rates, whereas social marketing is more about engagement (views/likes/comments/shares).

Results & Reach

Social media content can trend faster than search, which means it takes longer to produce the same exposure. Know that social media reach is only possible if you’ve got viral-worthy content and/or have a substantial existing follower-base.

Best-suited Content

71% of people rely on search for discovering new products, brands, or services. Search is great for industry research, blog posts, news and PR. It’s also perfect for industry research and how-to articles. Social media fits visual content (image/videos) better. It’s perfect for content that elicits emotional response.

Purpose For Marketing

According to Google, 18% of local searches are likely to end in a sales transaction within the same day. Searchers start out with a specific purpose, and if you want to promote an offer, investing in SEO is the smart option. Social media users are primarily focused on sharing, and less likely to buy.

There’s “no” best strategy. The “best” is the one that best supports your end-goals. You can also start out with SEO services, and expand to social marketing as your business thrives. Miami-based digital media marketing firm NextMediaDigital offers both. If you need custom-tailored digital consultancy and services, reach out to their team!

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