Social Media Optimization
Search Engine Optimization
Both try to direct you to websites they prefer you to see, not necessarily what you might prefer to see. Social Media targets you on pages you visit. Search engines targets you based on search criteria before you even get to a webpage.
Wouldn't it be great if search engines just gave links in order based on their popularity, but then that would affect results since it would encourage even more clks on the most popular links.
If you have a webpage, probably easier to get it move up higher on search engines, but oddly enough accomplishing that means getting it's URL placed on more webpages which are popular, or social media.
My suggestion for new websites is have some really informative and interesting page titles and META tags in the html to begin with along with good content.