Social Media and Search (SEO)

Written by Master

Sunday, 14 February 2010 07:46

Couldn't believe that I haven't stumbled over this before, but it was brought to my attention by Facebook last week, and I am keen to share it as it has some very interesting relations between search and social media.

The key findings in short, when consumers are exposed to both social media and search:
- people are more 2.8 times more likely to search for a brands products;
- 50% increase in CTR in paid search;
- an increase from 4.5% to 11.8% CTR when search for brand product name;
- spend 20% more time online when they are exposed to the brands influenced social media;
- spend 3 times and much time online as the average online consumer;
- consumers using social media are 1.7 times more likely to search with the intention of making a list of brands or products to consider

purchasing compared to the average Internet user.

See full comments below and the report may be downloaded at the bottom of this article.

The study showed searchers who

engage with social media, especially

those exposed to a brand’s

influenced social media, are far

more likely to search for lower-funnel

terms compared to consumers

who do not engage with social media

"The study showed searchers who engage with social media, especially those exposed to a brand’s influenced social media, are far more likely to search for lower-funnel terms compared to consumers who do not engage with social media."

The referred to funnel is depicted below, and so the statement above really says that searchers exposed to brand social media are far more likely to buy your products! It cannot be more convincing than that.
The Consumer Funnel

But the study goes on.

Further, consumers exposed to a brand’s influenced social media and paid search programs are 2.8 times more likely to search for that brand’s products compared to users who saw only paid search.

2.8 times more likely to search for the brand's product. If we are talking ROI that is a measure to put directly into your search(SEO) equations and start thinking about your social media approach.

Alright so your Google adwords costs increase, but is it worth it? Look here:

The study also showed a 50 percent click-through-rate (CTR) increase in paid search when consumers were exposed to influenced social media and paid search

An increase of 50% in CTR certainly sounds interesting. But could it just curiosity, because conversation triggers checking out brands. No.

Among searchers using a brand’s product name in the query, the CTR increased from 4.5 percent to 11.8 percent when users were exposed to both influenced social media and paid search around a brand.

So, not only brand, but CTR on products are increased. So people are more likely to buy.

In conclusion this report shows that search and social media goes hand in hand and you are likely to increase your customer sales and loyalty by having both social and search in your marketing strategy. However, remember that social is not just another channel. It is a different shoe and you need to know when to wear this shoe, compared to the boots you are familiar with.

Source: "The Influenced Social Media Search and the Interplay of Consideration and Consumption" by searchfuel.com and groupmsearch.com. You can download the report here.