It has been established by now that social channels make for a good medium to distribute content. And if the content is seen and shared by the right people, it will lead to backlinks. And backlinks will boost your brand’s visibility and will elevate your business towards attracting more traffic. A brand’s social media strategy will, in turn, improve SEO by accumulating better backlinks.
Search engines use links as a key marker to gauge the quality of your brand’s social presence—such links need to be overtly good to generate organic engagement, causing the brand’s presence to rise in ranks in the search engine results pages.
Links can be incorporated through a number of ways, but your brand’s social media presence can build links in an organic manner. Most social media platforms detect automated bots that create links. While this used to be a marker of engagement, the formula has changed in recent years by measuring user involvement to sharing and commenting. However, there are a few pitfalls to solely relying on a social media strategy. Social media mediates link building through:
– Building a network of niche consumers
– Setting up long-term relationships with influencers and niche content caterers
– Link prospecting
– Content formation
– Paid Promotions and Advertising
– Shareable content builds links
Social media can be a good place for link building as long as it is complemented with engaging content. Good content that builds off your niche will find a specific pool of audience willing to engage with the posts. This does not essentially translate into merely making viral content since niche content could pull a section of the public willing to buy into your brand.
In addition, allowing your brand’s content to be shared by groups, blogs, websites etc, will link your brand’s page with the audience pool of the second party pages. Decimating brand content will result in link building and increased visibility in contrast to limiting your content to your brand’s social media.
CONTENT PORTALS ESTABLISH LONG-TERM LINKS WITH THEIR AUDIENCE
Why do people always return to consume your brand’s content? The explanation is rather simple—people tend to establish long-term bonds with content creators when their expectations are met. However, social media is one of most the difficult ways to link building unless you have good content.
To get the best of social media for link building most content creators maintain stable levels of audience participation by uploading content frequently, indirectly pushing the consumer towards a set pattern of consumption. They use social media publishing software to help them in keeping their content calendar filled and scheduled.
Individuals and brands who command a large following on social media have one thing in common, their ability to create content frequently or in measured intervals. When a relationship is built with your audience, they are more willing to engage with your content and share and like new posts. This will boost your pages presence and value in any social media platform.
EFFECTIVE VIDEO BACKLINKS AND DIRECT ENGAGEMENT
The content audience is rather fond of video content but most links end up going through youtube and often benefit youtube as a platform and not your brand’s website. Some brands host their videos on independent platforms and link it directly to their website, thus when links are shared by third-party websites, the content brings prospective audience directly to the brand’s page.
In addition, to get a youtube video to link to your brand’s page, use Open Site Explorer to find out pages that link to the video and request such pages to directly link to the content on the brand’s page rather than YouTube.
SPECIALIZED LINK BUILDING THROUGH PAID SOCIAL MEDIA ADS
Social media platforms such as Facebook and LinkedIn have highly specialized options for ad campaigns. In addition, social media platforms allow brands to target ad groups by using micro variables as filters.
Even if your brand falls under a specialized niche, social media ads will find a pool of audience receptive to your brand’s niche. A major pitfall in using paid social media ads is the predominant existence of individuals who over consume and subscribe to abundant amounts of niche content. Such followers tend to engage quickly with social media ads, but often do not buy into the brand at the final step.
Further, individuals that are genuinely interested in niche content may not put out markers on social media for the search engines to pick up, thereby your brand loses out on a faction of followers with buying potential.
LINK BUILDING THROUGH SOCIAL MEDIA INFLUENCERS
Many paid tools are available for link prospecting, the interface can track influencers interested in your brand’s niche. Prospecting tools will trace out users and influencers within the ambit of your brand’s niche, further, influencers often have their own websites which could act as a potent option to disperse your brand and form links.
Thus, your brand can contact the end user directly, or use the influencers interface to reach out to a greater pool of potential customers.
Here are top three ways in which social media influencers can do that:
● Allow you to write guest post on their blogs and allow backlinks to your website.
● Write ‘unsponsored’ posts that can be linked back to your website or products.
● Share your website or products on their social pages.
In fact, influencer marketing could have a great impact on cultivating backlinks to improve your ranking on search engines, in turn leading to 10x conversions.
MARKERS OF A SUCCESSFUL LINK BUILDING STRATEGY
Social media provokes audience participation and response; successful brands often induce reactions in its target audience through its content. Posts that engage followers and create reactions and responses are viral in nature, but a majority of followers are silent observers and become a section of the outreach pool.
A brand’s strategy towards link building can be gauged on the spectrum of success or failures through analytics tools provided by different social media platforms. It is essential for a business to track patterns of content consumption and the shifting range of target audience since this will act as proof of the effectiveness of backlinks and the quality of audience engagement.
In addition, keeping track of content that is engaging, will help content creators to change the direction of the content when it fails to pull in a substantial amount of consumers. Analytics tools will also expose influencers with a target audience that lack participation, rendering your brand’s collaborative efforts ineffective.
Such collaborations can be terminated since the quality of follower interaction is of paramount importance than the quantity of followers consuming content, such followers might not reciprocate in a positive way towards your brand.
Brands often focus on SEO strategies that do not give value to social media presence and the extent of opportunities such a medium could provide in organic link building. Optimization is key to link building and social media should be an important part of a brands outreach campaign through fresh, engaging content.
Monica Maria is the Content and ‘PR’oduct birdie at SMhack. She enjoys everything and anything social. When she isn’t writing, you can find her reading poetry or taking photographs.