SMO
SMO (Social Media Optimization) is a set of measures taken to attract additional visitors to the site from social networks and other types of social media.
Technically, SMO is closely related to SEO and SMM. But if a SEO specialist is engaged in optimizing the site for search engines, the task of SMM is to interact with the audience directly on social networks and promote a product or service by different methods, the goal of a SMO-specialist is to attract traffic from social networks. It is also important to ensure that visitors to the site then share links to it with friends. The ideal option is when a company uses SMM, SMO, and SEO for promotion. This provides the best coverage and allows for significant results.
Working with SMO involves a whole range of different actions to optimize the site, from compiling attractive content to its correct presentation. For example, content should be unique and interesting and contain beautiful illustrations; individual pages of the site must be linked to each other; pages should contain various elements for interaction with visitors (for example, widgets for voting or posting on social media). To date, a whole list of various tips has been developed that every SMO-specialist who wants to succeed should follow.
As with various other activities, there are a number of standard mistakes in SMO that should be avoided. This can be low quality content, insufficient (or, conversely, excessive) interaction with subscribers and visitors.
SMO also allows you to:
- drive traffic to the site and contribute to the formation of a sustainable community around the company;
- constantly increase the number of attracted users due to various content formats popular with the audience of social networks;
- fully integrate the site with social networks and get functionality that will make the site both modern and easy to use, because all content from the resource can be easily share it on social networks, share it with friends, write comments, like and repost.
The method is shareware, so it is available to most types of businesses, including start-up startups;
The technique is based on 4 main principles:
- varied content: audio, video, images, text (posts);
- a special design with a set of fonts, emoticons, emojis, styles that are common to social networks;
- buttons of all popular platforms must be present on the site;
- it is mandatory to use a comment block under each post, article or other publication on the site, as well as encourage user activity.
These principles largely correspond to other areas of marketing and promotion of projects in search engines. But SMO has a different goal, unlike SEO (website promotion at search engines) and SMM — Social Media Management.
SMO is not aimed at improving the site's search engine performance and is not aimed at building a full-fledged social media community. This is a kind of combined way in which a brand gets an audience to its site from social networks due to the full integration of the site with them.
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