Linking Social Media and SEO: Developing a Synergistic Relationship for Link Building
For a long time, no one knew the connection between social media and search engine
optimization, which made many to treat them as mutually exclusive disciplines under the
general umbrella of internet marketing. It is normal for a brand or business to have an SEO
company working in a different direction and a social media marketing company also working in
But later, search engines used social indicators in their result made every SEO company think
about the real impact of social channels in their campaigns. More concrete evidences leading to
the integration of social media into search results came when Google+ was incorporated in
Google’s search engine results pages (SERPs) and when Facebook information became more
visible on Bing’s SERPs.
Clearly, there’s really no way to go but integration.
Harnessing the Power of Integrated Link Building
The things stated above – social signals, etc. – are the most obvious things why a social media
marketing company should work hand-in-hand with a search engine marketing company and
vice versa. However, one of the things this integration can do which is often overlooked is link
building – the lifeblood of a search marketing campaign.
Prior to the roll out of Google’s Panda and Penguin algorithm updates, it is not a secret that the
Internet was saturated with poor quality links which were spawned by low-level and sometimes
unethical link building strategies. Today, every SEO company is aware that such cheap link-
building tactics won’t work today and it is only through the promotion of high quality,
compelling and authoritative content through organic and natural links that a site could rank in
the upper echelons of Google and the other search engine giants.
Hence, social media became one of the primary platforms wherein businesses saw the
opportunity to build links and more and more online marketers are seeing the value of
Facebook, Twitter, Google+, LinkedIn and Pinterest among others in creating a strong link
profile for their sites.
The key to effectively promoting your content across these channels is to NOT start from
scratch. Here, we are talking about the use of new URLs every time a new content is uploaded to
the site. Don’t create a new page with a new URL. Just update an existing one with fresh content
and publish it under the same URL. This way, you are building on the previous link juice your
pages have already acquired instead of funneling this juice to new pages.
The Cardinal Rules in Blogging
Blogging is one of the most powerful arsenals an SEO company can use in its link-building
tactics. Not only are they keywords-centric (NOT keywords stuffed) which boosts your site’s
potential to rank highly for long-tail search terms. They can also attract inbound links from
authoritative industry sites if they are written really well.
When it comes to business blogging, there are basic rules you have to follow:
1. Always link your blog to the relevant pages in your site.
2. Use your site’s global link navigation template in all your blog pages.
3. Make sure to brief your content development/blogging teams about your business
objectives and strategies which include the keywords or search terms you are targeting.
Always ask your partner social media marketing company to post links in your social
networking accounts leading to your recent blogs. Do this as creatively as possible
(hence, don’t just post a URL to your new blog entry as a Facebook status).
4. Participate in other blogs and build meaningful relationships with online influencers in
your industry (or tap into the services of an SEO company if you can’t do this regularly).
The relationship between social media and search engine optimization is not either-or. There
needs to be a seamless integration between the two to create high level link building tactics.
Author is an Internet marketing expert and wants to share his knowledge with people who are
about to hire a social media company NY, New York for their business. He has also given words
to many articles where one can find the latest trends popular in SEO and social media marketing