Marketing your business through social media is critical to the success of your brand. In fact, social media marketing is no longer an option for businesses looking to promote their brand, products and services—it is a must.

Social media also is critical to SEO ranking. In her article, 10 Things You Have to Know about SEO & Social Media in 2016, Dee Stephens says that the relationship between social media and SEO rankings involves much more than creating and posting great content.

It’s about promoting that content so that it achieves the results we are looking for.

Unfortunately, many businesses today aren’t quite sure what they are looking for. Thankfully, Stephens’ article helps you to better ascertain what you need from social media as well as how to get it. She touches on topics such as why you need more than a social presence to increase your SEO ranking; the importance of post optimization; and the fact that SEO and social media are both considered to be inbound marketing techniques.

Stephens concludes her article with a healthy dose of realism.

As we move into 2016, it’s important that businesses’ and brands make allowances for social media, content marketing and SEO in their marketing budgets, and have these disciplines implemented in their business this year, as without these things working like a well-oiled machine, I fear those left behind in 2017 will stay behind.

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