Social Content Optimisation (SCO): Real or Just Another Acronym?

Advertising agencies do put a considerable amount of effort into their advertising strategies, and now as online marketing is getting mainstream attention, we see them coming up with sophisticated and convincing strategies. A 3 letter Acronym is popular with online marketing. PPC (pay per click), which we know is very real, and SEO (search engine optimisation), and SMO (social media optimisation) and now we have SCO (social content optimisation). I have looked at their strategy and flow-chart extensively, and have worked in advertising for 10 years, along side many agencies, including the one that created this new one. The whole point of this new SCO is to show that search and social are not mutually exclusive, and a few added bonus points. Here is a look at the issues, and further points to consider.


  • Auditing. The first stage of SCO is the general audit of what people are talking about on a particular client’s website. This makes a certain amount of sense. It is a look at what content assets a client have online, and what their followers or related users are actually talking about, and comparing the two. This is relatively simple stuff, and is a job for some junior staff to do.


  • Search-able and Shareable. The goal we see arise from this is knowing what the majority of users are interested in and then creating content and media that is appropriate for them. This again, makes sense. If you were serving food at a construction site canteen, and you wanted to sell more of it, you would start asking around to see what the majority of people wanted to eat. Social media websites make this pretty easy, as we only have to analyse words, images and video. Creating simple software to assist with this can be done without any programming knowledge.


  • Breakthrough? As a plan of action, it makes clear sense to a potential client, although it is not really any groundbreaking strategy. Anyone in business would and should be doing this. On the other hand, making content that your users will be impressed by is probably going to come from a creative department. Creating something ahead of the content curve of your readers is the true art of content developers. Not so far ahead that it loses traction, but far enough to give them a jolt, and inspire them.


Can we really say this is a new strategy? It is more like grandstanding and banner adding to something that should already be apart of sensible and step-by-step SEO (search engine optimisation) and social media strategy. Advertising agencies are very good at selling themselves to their clients, and then managing down their expectations – the words spoken directly to me by a major Asian director of a substantially sized ‘digital agency’.


  1. If you want to build a website from scratch and then earn money through the website itself, then you want a generalist who can walk you through the steps of keyword research, developing a search engine friendly website, creating content and then attracting traffic through means like PPC and social media campaigns.

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  4. Can we really say this is a new strategy? It is more like grandstanding and banner adding to something that should already be apart of sensible and step-by-step SEO (search engine optimisation) and social media strategy.

  5. Todays internet marketing process is more inclining towards social media and PPC. Just creating a good content will not help you to get traffic. You need to share the content with as many people you can.

  6. You must remember to relax and to just be yourself. Remember your positive attributes and why you would be a great addition to the company that you are interviewing for. Thanks.
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  7. Great article! If you want to increase your sales social media marketing is the way. Social media helps businesses to gain brand visibility & market their products in a better way.

  8. So many acronyms. It's hard to keep up sometimes… lol. Thanks for writing this for me. Very interesting perspective.

  9. This is by far the most important thing that you have to do. There are some Solo advertising companies out there that show you a lot of pages or sites that they have but for the most part not effective.

  10. Thanks Taylor for this excellent sharing. Social content optimization mentioned views are very informative and I enjoyed pretty much learning handy lessons from this particular allocation.

  11. These social website are becoming valuable assets for seo given their high PR ranking with Google. Creating a social content optimization plan that builds in a link wheel to each optimises the primary site for ranking. What is being noticed is the weighting google has given to youtube that seems to be dominating after the Penguin updates.

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  12. Paid and social search are both great for inbound marketing campaigns. The benefit of social is that much of social marketing can be done relatively inexpensively.

    However, there is tremendous benefit to paid search (e.g. adwords) if you can afford it, as it's very easily scalable once you've refined your conversions and sales funnel. All you have to do is throw more money at your campaigns that are working and you should see instant positive ROI. The challenge is doing this properly, which can be very time consuming and expensive in and of itself

  13. Very informative blog post!! About SCO whatever shared here is seem to me quite beneficial and social content optimization above provided ideas will be very effective!! Thanks.

  14. Just like website design and all, social content optimization is crucial as well!! I always keep good attention in social content management and it's effective to attract more visitors to my website. Thanks.

  15. I've heard about SEO, SEM and SMM but this is the first time learned about SCO. I think through SMM such SCO works I was doing but only now I've learned a different name of it. Thanks.

  16. Thanks for this awesome sharing. I really don't have any ideas about SCO but through reading this post I've learned quite lessons regarding this concept. Keep up coming more about it.

  17. I appreciate spending some time to talk about that, I believe firmly regarding this and so really enjoy understanding more about this kind of subject. Keep up the good.
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  18. A very useful and interesting post it is and also I think by doing best practices in SEO and after hummingbird updates more peoples are focusing on the best quality content. I am not really using this SCO technique but it is also one of the best and I think it will be same like a part of SEO.

  19. Excellent!!! Now a days I'm thinking to do some SEO for my sites so I'm visiting sites to take good knowledge on SEO. I'm really impressed to read out your content and got enough knowledge on it. Thanks

  20. It is a look at what ease credits a buyer own online, moreover what their attendants or germane users are indeed talking about, also comparing the twin. This is comparatively idyllic gear, furthermore is a vacancy for few student personnel to do.

  21. Very useful post for the SEO persons after the recent updates by the google regarding the SEO. Now google consideres the backlinks generated from the guest posting and article submission as spam. So the main focus must be on the content and the social media. Now social media play a very crucial role in the development and the growth of any website.

  22. Well, actually this is the first time that I encountered this kind of strategy. As we all know , PPC, SEO, and SMO is popular, and now we have SCO. But how does it really worked and what are the advantages and disadvantages? If your interested, ClickMinded SEO Training provides additional info.

  23. I have read your article and It was really very excellent to understand and very useful for other reader who interested on this topic. It’s very nice

  24. Extraordinary article! On the off chance that you need to expand your deals online networking advertising is the way. Social networking helps organizations to addition brand perceivability & market their items in a finer manner.

  25. your blog is the one which provide me great information about the seo and i found good tips here and the articles are posted here are very good.

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