Exploring the myriad of ways social networks can be utilized in your link-building efforts.
I recently asked a room of experienced marketers how they thought social media marketing could assist their SEO efforts. The answers were more or less what I had expected to hear:
- Social media helps foster relationships, which in turn helps build links and improves rankings.
- Social media aids in public relations, as a distribution channel and a means of generating easy online buzz.
- Social sharing provides a form of social proof, giving greater credibility and trustworthiness to your content.
- Brands can rank for their social networking profiles and receive greater visibility within the SERP.
Link Building with Google+Google+ has an excellent infrastructure for finding link opportunities and organizing those linking prospects for outreach; it even includes an integrated messaging system for actually getting in touch with these people. Prospecting There are lots of ways to find linking opportunities on Google+. For example, using Google search, you can find a journalist by publication with an advanced search operator such as site:plus.google.com inurl:about “contributor to” mashable.com Alternatively, you can use the “find people” section on Google+ and search with the “find coworkers” function. In the “company name” field, insert the name of a publication.
Organizing Link Building You can use Google+ Circles to organize and segment outreach lists. I typically have a Circle for journalists by publication, a Circle for prospects who wrote about similar subject matter, and a Circle for bloggers with whom I have had past successes building links. After you have gotten a link from someone, you can move these individuals into a “Success” Circle.
Reaching Out Within Google+ One of the great advantages of doing link building with Google+ is its versatile built-in outreach engine. Once you have an outreach Circle, you can choose to share an update specifically with the individuals contained in that Circle. If people in the Circle have circled you back, then you can also opt to send them an email notification with that update. Check the “Also send email from you to [Circle Name]” box, and they will receive the update in their inbox.
You can also send a message to individuals or even initiate a Hangout with them (message or video). This is a great substitute for emailing.
Link Building with TwitterTwitter is my social network of choice, and it also is a powerful channel for your link-building efforts. Tools like klear (formally Twtrland) or Followerwonk can be leveraged to easily find subject matter influencers and their associated websites.
Once you know your prospects, you can organize them using Twitter Lists. You can easily import them using a tool like Electoral. Segment your lists and interact with the people periodically, building relationships with them over time. If you are looking for a Twitter user’s email address, you can use a tool like All My Tweets to load everything they’ve ever tweeted on one page — then use Control +F in your browser to look for patterns that resemble email addresses like “at domain dot com.” If you cannot find someone’s email address, Twitter Direct Messages are a decent substitute and can provide a more private option, as compared to just mentioning people with linking inquiries. Of course, they have to be following you before you’re able to send them a direct message. You should also be doing some basic social listening on Twitter (and other social networks) using a tool like Social Searcher. Keep a lookout for people who mention topics related to your website’s niche that you might be able to ask for a link. The old “I see you mentioned [topic], so you might like [link]” works quite well.