How does social media marketing affect the search itself?

While other types of marketing and advertising budgets are still being slashed, the online marketing industry is still growing at a 2-digit rate each year, which is not surprising for any search marketer. According to Sempo's 6th annual online Search Marketing report, the North American search engine marketing industry will increase from $14.6 billion trillion in 2009 to $16.6 billion at the end of 2010, up 14%.

The report is based on a survey of nearly 1500 global customer-facing marketers and institutions, and concludes that measuring ROI for all 3 key search strategies (search engine optimization, paid search and social media marketing) this year is a huge challenge for marketers.

Another is not surprising that Google still dominates. 97% of companies are responding to Google ads, 71% spend on Google Web search ads, 56% in Google content alliances (AD league), compared to 50% using Yahoo Search, 44% using Bing, and 54% Company has used Microsoft Live Search for the past 2009 years.

Most search marketers have experienced a keyword hike in Google, and over the past 2009 years 56% of advertisers and 62% of organizations have acknowledged that Google keywords have become more expensive, but these growth is largely limited to Google, while only 32% and 29% is to spend more on Yahoo and Bing.

Another key trend is related to the impact of personalized search results, 31% reported that personalized search engine marketing effect has a "more meaningful" impact, and more than 44% people call the "significant" trend.

If you are already an experienced marketer, you are likely to be proficient in social media marketing. Search engine marketers are accustomed to using attractive headlines and content to get the attention of search engines and readers, which is the basic skill of social media marketing. But how does social media marketing affect the search itself?

Raise the Echo. The labeling of social bookmarks provides a new way for search engines to identify matching content. If someone bookmarks a Web page with a tag, the searcher uses the word in the tag as a search term as a new way to find what you want. Similarly, pictures, video and audio sharing sites allow files to be tagged when uploading. Tags can help search engines "echo" pages that are likely to be missed by them.

Improve the rankings. Labels make the rankings of search results more accurate; You can think of social labels as a "vote" on a particular page about a topic. In principle, this approach is no different from the way rankings are judged by the number of links. Even now, some bookmarking service sites make their labels a link that spiders can crawl. In addition, search engines also use the application to determine rankings; Ask.com View the number of subscribers as a measure of blog quality. The number of downloads or playback of multimedia content can also be used for the same purpose.

Improve the quality. Some of the actions on social sites can help people and search engines to judge that content is "better" than anything else. For example, Google believes that content in those famous catalogs is valuable, such as Yahoo directory and open Directory, which is a site with high quality content. Why can't those social bookmarking sites enjoy the same treatment? Previous ask Jeeve to answer questions manually, now what's the difference in the way yahoo answers?

Using social bookmarking, content ratings, or other criteria to filter or rank search results is relatively novel, but this approach is likely to succeed, just as the method of rating a link is successful. All of these technologies rely on human behavior to select valuable content from the ocean of information.

Some of the application of social media in foreign countries, search engines have these factors refer to the sorting algorithm. Only at home, this application is relatively not very mature. So, the research is relatively few. Do English website, do outside friends, you need to pay attention to social media on the impact of SEO.

Focus on social network media

Although many people have focused on social network media, social networks are still less likely to be compared to those of SEO and paid search than the media marketing budget. 73% of companies in 2009 spent less than 25,000 dollars on social-media marketing budgets, with 23% of companies investing in Facebook, and Twitter and other online media budgets near 0.

But marketing budgets are tending to social media, with 59% of companies admitting that the budget for social media marketing will increase this year, with 37% of corporate budgets unchanged, and only 4% of companies will shrink their budgets.

Despite the lack of social media marketing funding, 3/4 of businesses are using Facebook and Twitter to promote their brands and businesses.

    Interestingly, institutions apparently tend to think that the growth of social media marketing will significantly affect search engine marketing (74%), compared to nearly half of corporate respondents (52%).