It's 2014 and many brands and businesses are still using social media and search engine optimization as two separate digital marketing strategies each measured and actioned in their own silo. Usually search engine optimization belongs to the marketing department and social media to the PR department. This might make sense because SEO is a physical marketing method and social media has to do with PR, but in reality, and what is busy happening at Google and the other top search engines, SEO and social media should work together.
For some time now, Google has been integrating social indicators (social signals) into their algorithm and this will play a major role in determining your organic rankings on the search engine result pages (SERP's). Even though many are trying to bring these two mediums (SEO and social media) together, they are struggling because they don't know how to use SEO and social media together to work in one silo and so WSI AdaptiveSEO was born.
Google and all the other top search engines have changed their search algorithms tremendously over the last couple of years due to the fact that their number 1 goal is to give the best user experience to their customers (anyone using Google search), and provide them with the most relevant and up to date information. With the boom of social media and the real-time nature of this medium, to keep on reaching their business goal, they had to integrate social media into their search algorithm.People are human and are more likely to trust a website recommended personally by their friends than by a search engine. Websites with a strong social presence have better conversion rates and brand loyalty, leading to more sales, more word-of-mouth referrals, and greater brand awareness, all of which leads to more positive reviews and inbound links.