Social media has proven to play a large role in B2B SEO, according to MarketingSherpa's 2011 B2B Marketing Advanced Practices Handbook.

While social media ranked as just the tenth most effective B2B marketing tactic, 66 percent of organizations that utilize a formal SEO process also integrated social media into their overall strategy this year.

Thus, it's important to determine how effective a company's social media strategy truly is, and its effect on overall SEO.

Search Engine Land suggests looking at conversion rates, link building acquisitions, brand-based keyword searches and new visitor traffic as benchmarks for social media SEO growth.

For example, link building through sites such as Twitter or LinkedIn can "open doors" to other other online publications. Also, the news source notes that growth in brand-based keyword referrals should have higher conversion rates, so it's important for those companies to rank well. Lastly, high levels of new visitor traffic via social media initiatives proves that a campaign is creating other areas of visibility and increasing web presence.  

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