In the world of search marketing, links are extremely important. Search engines view inbound links to your website as votes, or endorsements of your site and its content. The more of these votes your site receives, the more the search engines regard your site as a trusted source and the more likely you are to rank high for your keywords.
There are many different kinds of websites you can get links from. There are links from big trusted sites and directories like Yahoo and DMOZ, links from relevant vertical search engines, links from respected industry organizations, links from forums and blogs, and so on. And as many different kinds of sites there are, there are almost as many tactics you can use to get the links from these sites that the search engines love. Today I’ll talk about how you can use social media for building links.
Now, many will say that the first problem with this strategy is that many social media sites “nofollow” their links now, so you can’t take advantage of that powerful link juice. That may be true, but when you are successfully promoting your content through social media, you are encouraging other site owners to link to your content. And those websites may not have a “nofollow” policy on their links. Now that’s link building!
The first rule for having your website’s pages do well on social media sites is to create interesting content. Aside from that, there are ways you can present your content as well as some unwritten codes of conduct that can help your submitted pages be seen and voted for on social media sites.
- Create a List – some would say this tactic is clichéd or overused by now, but it still really seems to work, especially if you have a great list. Top ten lists seem to do really well, particularly on Digg. As I write this, there is a story on the first page of Digg with the headline, “The Top 10 Places to Take a Techie on a Date”. So if you can rework a page of your content or one of your articles into a top ten list, give it a shot.
- How-To’s – Like lists, how-to guides also do extremely well. If you’re in the business of teaching people how things are done, you’re one step ahead of the game.
- Controversial Topics – People love controversy, but use this tactic wisely. You don’t want to misrepresent yourself or your site, just to create a buzz.
- Catchy Headlines – Like in every other form of marketing, your headline is key. Craft it carefully to attract the most attention.
Now, as with any society, there are norms in social media. There is a reason it is also known as social networking. When you create an account on a social media or social networking website, you are literally signing up to be part of a network or community. Kind of like a condo association, the early adopters and hardcore users of social media sites take their community very seriously. And they like it best when you play along. If there’s anything this society hates, it’s overt marketing. If they suspect you are participating in their network purely to promote your site, they will report your submissions as spam and can even have the site disable your account. Here are some tips to help you appear more like a real person and less like a loathsome marketer.
- Upload an Avatar – An avatar is that little picture that’s associated with your account. It’s your pixilated little ambassador that represents you and all the actions you perform on your account. An account profile without an avatar is a pretty good indicator of a marketer.
- Don’t Submit Content Solely from Your Website – This would seem like a no-brainer but it is often forgotten. If the only pages you submit to a social media site are from your website, chances are, you’re a marketer.
- Add Friends – Friends will usually vote for the content you submit. The more friends you have, the more votes for your content. The more votes you have the better your chances of getting content on the first page. But remember to reciprocate. Nobody likes a taker.
- Be a Real Person – A surefire way to look like a real person and not a marketer is to actually be a real person. Social media sites are fun! That’s why they’re so successful. Let yourself go and truly participate in the community. Make friends. Comment on posts. Discover new websites. When you do submit something from your own site, it will simply be another genuine contribution of great content. Afterall, marketers are people too, right? At least, I’m pretty sure we are.
Using social media to build links to your website can be a great way to boost your search engine rankings. It’s a lot of work, but it can also be a lot of fun. Follow these tips and you’ll be well on your way to driving useful traffic to your website.