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In this video, Internet marketing expert Lee Odden explains how search engine optimization (SEO) and social media can work together to promote your website. It's a straightforward, but often misunderstood formula.
SEO and social media marketing have a kind of yin and yang relationship, says Odden, with content being the glue that holds them together. Content of various kinds, of course, is displayed in the search results.
A lot of companies have done a good job of optimizing their existing content. But to be successful these days, you have to create new content centered on customer needs.
So develop new content that uses keywords the your customers care about. At the same time, however, build your social networks over which you can distribute your content.
Odden suggests using social media monitoring tools to identify communities where people are already having conversations related to your keyword targets, and then build your presence there. Your goal is to participate actively so that you become a trusted resource in those key online communities.
Lee Odden is the CEO of TopRankMarketing.com and writes a regular TopRankBlog.com. This interview was recorded at the Search Engine Strategies Conference in Chicago, in October 2010.