New research has revealed that 50% of firms that say they are struggling with search engine optimisation (SEO) aren’t using social media effectively, or, in some cases, at all.

The data from research firm Ascend2 showed that the companies that are most successful tend to integrate social media into their SEO efforts in a far more effective manner than those which are struggling with the crucial marketing technique.

The study, which is entitled SEO Strategy Outlook Report, saw Ascend2 question 600 marketing and business professionals from across the world. It found that 38% of those who felt they were successful with SEO were using social media effectively. This contrasted with the fact that just 2% of firms said that optimisation techniques weren’t working despite full social media integration.

Interestingly, 50% of those who said SEO wasn’t working for them also said they aren’t making any effort to integrate social media.

The survey involved researchers asking respondents “to what extent does your company integrate social media into SEO strategy and tactics?” – a question which 60% answered with “limited”, 24% said none at all and 16% said there was “extensive” integration.

The survey’s results also reinforced the importance of quality content. When asked about what they thought were the most important factors of an effective SEO strategy, 48% cited the creation of original content. This was the most popular answer by far, with only 19% mentioning external link building.

When asked about the biggest challenges faced when attempting to achieve SEO success, 48% said that budgets and headcounts often got in the way. It is for this reason that many businesses turn to sites like Facebook and Google+, both of which allow simple customer interaction and encourage the sharing of valuable content.

Graeme Parton

Graeme has experience creating content for online sources and for the radio, and at university he studied Multimedia Journalism.