Back in the day, well optimised sites with a multitude of keyword-rich backlinks were seen as the only way of getting your website ranking in the SERPs. Then came along Google Penguin and Panda and link quality and content quality suddenly became essential, not only to avoiding penalties, but as key ranking indicators to Google’s algorithm. Slowly but surely link building strategies began to shift from the old numbers game to something representing the more content focused and joined up SEO strategies that have become more commonplace today.
But what about social media? When we factor in the massive growth and influence platforms like Facebook and Twitter have had on content marketing, it’s not hard to see how so many people become confused as to where they should target their digital marketing strategies. Budgetary constraints for a lot of SMEs can often seem to create a stark choice between one approach and the other. But can we really differentiate between the two nowadays?