While SMO can help bring people to your site, engagement brings the right kind of people to your site. It builds a vested userbase that not only wants to click on your content, but also wants to be involved with it. These readers are valuable because they’re more likely to view more pages, spend more time on your site and contribute to your community by posting thoughtful comments and sharing content to their networks.

via SMO vs. Engagement: Why They’re Different and How You Can Rock Both.