When marketers first became aware of the importance of search engine optimization, all they needed to rank high on Google and Bing were a few cleverly placed keywords and a small amount of link building. However, the times have changed, and SEO has become an intrinsic aspect of online marketing, so only understanding the basics won't produce profitable results.
Posting quality content online with a sensible keyword density and a few high-quality link backs will help garner attention from search engines, but social indicators are arguably more influential on higher search rankings today. Effective social media marketing can play an active part in lead generation and B2B marketing.
Social networking sites like Facebook, Twitter and Google+ have extensive user populations, and having the ability to manage online interactions can result in higher profit margins and rankings online. When a brand posts a status update, tweets or publishes content on on Google+, users have the chance to interact with those posts in unique ways. That content can garner numerous responses, and search engines notice that engagement and will award the brand for its value on the internet. While these interactions often result in higher search rankings, they also give marketers an opportunity to compile information and build lead lists to use for future marketing purposes.