The approach usually involve combining search engine optimisation and social media marketing tactics. There are two aspects to this:

1. Social network discovery via search

Useful social content (blog, video, images, audio) that cannot be discovered via search is a lost opportunity to reach an audience that is looking.

2. Ability to attract links for improved SEO

The nature of the social web encourages participation: sharing, voting, commenting and linking. Popular social content gets exposure, traffic and can result in many relevant inbound links.

Social media SEO tips

Find out where your audience is interacting and sharing content.

Over the coming weeks I’ll look at SEO and blogs, Twitter, Delicious, Wikipedia, YouTube and Facebook.

Now Matt is an interesting chap who is worth listening to. He’s head of spam detection, in other words, knows about the tricks that webmasters play on the search engines to get higher rankings.

Here’s some videos that will interest Web writers:

• Does the ordering of heading tags matter?
• Should I tweak my titles and descriptions to improve my CTR (click through rate)?
• Which is more important: content or links?
• Does anchor text carry through 301 redirects?

He’s adding new answers almost every day. Go to Google’s Webmaster Central You Tube channel to see his latest videos.