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by Marieke Hensel+
I often see SEO as a duality…well perhaps more complex but two sides will be enough for now…where you can play the numbers game by driving traffic, any traffic, to your site or engage a smaller number of people with content they find meaningful.
Although many of my social media friends think the meaningful engagement is best, I have business friends who win at the number game. I fine myself with the meaningful engagement camp but I understand probability well enough to see the other side.
I agree with you, William, in that there is definitely a dual nature to SEO and Social Media. Higher numbers directly equates to the potential of making more connections, and depending on the industry you are in, can either be extremely important, or not at all.
For me, in the personal development/alternative spirituality niche, the engagement and meaningful relationships are absolutely key. But, I have friends, like you, who are making a killing off of keywords and traffic and ad clicks… Sigh. I much prefer establishing connections, as this article encourages.
I agree with most of your perspectives on this, but I also think that a push for bigger numbers isn’t a bad thing. After all, how can you find new people to engage with you if you aren’t literally finding them. Either extreme is bad for business. On one end, you can get 10,000 likes without any engagement, and in the other end you can have the best engagement with a small community and maybe they’re just 100 people.
But can a business be sustained with a tiny community? Regardless of how much “engagement” they give you, you’ll eventually want to grow that and there is only so much “organic” growth can give you.
If you cast a wide net, you have more chances of finding more engagers even if your ratio drops, you’ll still develop a great community. Remember, at least over 75% of the people are just “watching” and they just do that without ever saying anything, but they sometimes buy. Let’s not dismiss them because they don’t want to comment, like or tweet at us.
But I love your article and I think everyone should read this and understand how to apply it to their own marketing and development efforts.
@Oscar, @William and @Janet, I agree that the numbers are important to make something work. If you have an engaged community of 1, for most companies that is not enough, there should be a minimum of people in a community to make it work. That is different for each company. But is based on the minimum number of clients you need to participate.
My opinion is mainly that the total number is highly overrated. And that other factors are important to have on the forefront maybe more than numbers.
Focus on the engagement, and then the numbers will come.
Even though Search Engine Optimization is still being gamed every day, and that’s why Google’s algorithm is always changing. Most companies know with SEO, it’s not just about the total number of visitors anymore.
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