Traditional Search Facilties Can Create More Openings Than Using Social Networks

Earlier this year, Facebook replaced Google as the world’s most popular website, with Facebook receiving more traffic in America than Google. Yet search media companies that place paid adverts around the internet are using almost none of their budget on adverts placed on Facebook. There are many factors as to why not. Is using search engine optimisation still going to be more useful for the near future?

The traditional search platforms may be generating less traffic than the social services but naturally how those sites are used is very different. By the nature in which they are used, the typical customer will spend a lot less time in a search engine but with a particular purpose. The speed of reaching an outcome is more important. The traditional search platforms are still a vital sales tool, and search optimization is still a vital aid. A lot of new traffic can still be generated with an improved search engine positioning.

On a social networking site, most of that additional traffic must be using the site for its given purpose – being social. There will be very little business activity. It is difficult to contemplate how a buyer searching for an organisation to supply goods would use a social network. If prospective consumers are spending so much time in a network that is apparently very popular then that advertising must cost more than advertising elsewhere.

It could be argued that Facebook groups are more focused by their nature, with groups that are agglomerations of similar people with similar needs – but it is proving difficult to target adverts at users in a way that using processes that apply to specific keywords on search platforms through search optimization or even pay-per-click advertising can. With increasing concerns about privacy inside Facebook, any advertising activity could be misdirected anyway.

It appears that there is also a problem with Facebook in applying a daily limit to advertising expenditure. This can be a concernto anyone using pay-per-click publicising, but should not be a concern to an organisation restricting itself to using search engine optimisation plans as the search optimisation consultancy should have a clear charging structure based on the results of their work. Using the tools provided by the search engines, the impact of search optimisation is also easy to assess – tools that Facebook currently lacks. It is also easy for a website’s owner to assess the influence of optimisation just by examining the resulting organic search engine positioning.

The social networking sites such as Facebook may be getting busier but there are still many prospective consumers for whom the social networking sites are a complete irrelevance. Those prospective consumers will still originate from a good search engine positioning on a conventional search engine. search engine optimisation can improve your business’s website and help provide the information the prospective buyer really wants. Conventional searches are very open, with no need to be a member of anything at all. While the search media companies are still reluctant about Facebook and the other social services, Google and the other conventional search platforms will still be a valuable source of business for your organisation. search optimization will still make a great difference.