Social to be featured at center of SEO and PPC campaigns
It’s not surprising that 2011 is projected to be the "year of Facebook." What's interesting however is that the “year of Facebook” may also be relevant for search marketers.
Search marketers have discovered how social media marketing can help build their search engine optimization efforts, and 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.”
Social media will also play an important part in paid search efforts in 2011. Nearly half of the advertisers surveyed admitted that search ad campaigns on sites like Facebook and LinkedIn were ahead of priorities such as local search.
The report noted that major spending increases on Facebook search advertising are planned for 2011. Covario estimated many advertisers would be spending 10% to 20% of their pay-per-click budgets on Facebook next year, giving the social networking site a major share of that market. The report also indicated that rather than pulling dollars away from other paid search spending areas, these would be additions to the search budget coming from display or offline budgets instead.
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