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Why You Can't Separate Search and Social Media

"I used to tell clients 'Hey, we'll do SEO, and if you pay us extra we'll execute a nice social media marketing campaign, too,'" Ian Lurie says. "Truth is, though, you can't do a good job in SEO any more without social media marketing. And you sure as heck won't succeed in social media marketing if you ignore SEO."

Lurie explains that since building up a site's relevance and authority are the mainstays of SEO, the links that come from social sites like Digg and StumbleUpon are invaluable. On the other hand, "your success in social media will eventually depend on search rankings in a blog search tool and the general search results," he says.

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