Link building refers to the processes through which we encourage other brands to display a link to your website on their own. We want other websites to link back to your website. Every link we receive can be thought of as a vote for your website’s credibility and value. In simple terms, it’s the website with the most high-quality votes that stands the greatest chance of ranking highly for its key terms.
Gaining backlinks, and a healthy link profile accounts for the vast majority of a site’s ranking according to Google’s algorithm. If you want to hit number one for your keywords and stay there, you need a diverse and healthy link profile.
Today’s link building is centred firmly on links from reputable sources which are relevant to our sector or location, and are given free of charge because somebody values you as experts in your field.
Social media is often thought of as pointless for links, as links from social media platforms are unfollowed. But this isn’t the purpose of using social media for link building: the main purpose of link building through social media is to get links outsidethe social networks through the people inside them.
The Value of Social Media in Link Building Strategies
Think of any networking event you’ve been to: we’ve all met that one person with the business cards, right? You know, that person who boldly walks up to you, hands you their business card and starts speaking at you about how fantastic they are and why their business is so brilliant. And it’s annoying. It’s annoying because you don’t know that person and they haven’t taken the time to get to know you either.
It’s exactly the same case online. You can’t expect to receive a link from somebody by asking for it straight away. As I said above, link building is about relationships, and it’s by forming and cultivating these relationships, that we can build up links back to your site.
Social media including Facebook, LinkedIn, Twitter, Pinterest, YouTube, blogging and so on, is the tool through which we get those relationships. It’s where we show our business’ personality. It’s a way of introducing you and getting involved in conversations by adding real value. It’s important to consider this relationship in all of your social media activity, be it business to business or business to consumer. Think about the conversation – listen as much or more than you speak, share things that are useful, and respond to people.
While social media has no direct impact on search rankings, it can help with traffic in other ways. We can use social media to improve link building; specifically, it can help in the following areas:
- Link prospecting
- Content ideation
- Content promotion
If you want to be effective in building links, then you need to use all the tools at your disposal.