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Wednesday, November 24, 2010

Effective SEO Now Requires Social Media Strategy

Why Social Media Is Top Priority for Automotive Search Marketers

Robust Social Media content creation and placement strategies will be key criteria at the center of all effective Automotive SEO and PPC campaigns

Will 2011 be the "year of Facebook," among automotive search marketers? Based on what US based auto industry advertisers told search marketing agency Covario, 2011 will definitely be the year of Social Media Search Marketing.

Search marketers have discovered how social media marketing can help build their search engine optimization "Footprint", and many of the respondents to the Covario survey said their No. 1 priority for SEO next year was integration with social media programs. According to the report, "leveraging social media for scalable link building efforts is a major initiative for advertisers."

Top SEO Priorities for US Advertisers in 2011 (% of respondents)

Automotive Social Media Marketing initiatives will also play an important part in paid search efforts next year. Search ad campaigns on sites like Facebook, Yelp and LinkedIn were top of mind for nearly half of advertisers surveyed—far ahead of priorities like local search or dealing with recent changes to major search engines, such as Google Instant and the Yahoo!-Bing partnership and integration.

Top Paid Search Priorities for US Advertisers in 2011 (% of respondents)

The report noted that major spending increases on Facebook search advertising are planned for 2011 by all three tiers (OEM, Associations and Dealers) of Automotive Advertising.  Covario estimates that many auto industry advertisers will be adjusting advertising budgets and making changes to their mix of service providers to reflect a shift to spending at least 10% to as much as 20% of their total pay-per-click (PPC) budgets on Facebook next year, giving the social networking site a major share of the automotive digital marketing market. 

The statistically validated Covario report also indicated that rather than pulling dollars away from other paid search spending areas, these budget shifts would be additions to the existing search budget coming from lead providers or offline advertising budgets instead.

For car companies and dealers who have been ahead of the curve with their social media marketing strategies, there is an opportunity to accelerate and secure a competitive advantage. Established social media accounts and content placements consistently command greater ranking authority and SERP positioning from Google Search.  

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369 

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