Link building as an SEO tool
I do need to start doing this myself, as when the smelly stuff collides with the wind making machine, and your rankings go south at a great rate of knots, and you have not been keeping good records of what is done, what is not done, and who is responsible for the different pieces of your SEO then you have *REALLY BIG PROBLEMS*
Keeping checklists for tasks, and who is responsible to ensure that the task is integrated into your total marketing plan can be a real pain in the wrong spot, but it sure helps when problems decide to show their true colours and your online rankings take a tumble.
Most marketing managers, and especially those within the *SOCIAL MEDIA ARENA* do not fully comprehend the needs to integrate all your marketing both online and off line into a single marketing plan, where SEO and related\matters take the steering wheel and control many of the marketing issues in a well managed and efficient manner, that pushes your online content closer to the top of the SERP's (Search engine Results ages) in many strange and devious ways.
Social media is the biggest and (currently) most powerful link building platform that we have ever experienced. How you use the social media to create powerful link building opportunities for your online work is not well understood, and then there are them folks that tell you *LINK BUILDING IS DEAD* who confuse many, and cause a vast array of different problems within the SEO Industry.
Links are still one of the most vital parts of your SEO (Search Engine Optimisation) efforts and their value must not be underestimated.
That being said, one must also not underestimate the damage that can be caused by link farms and other bad link building tactics. How you conduct your link-building practices does need to be clearly defined and documented as part of your SEO policy. Then you also need to keep records of all social media posts that are part and parcel of your link building activities.
Your company link building policy document, which is a sub-document in your SEO policy must be shared across all marketing platforms, both online and off line, as every marketing effort has some impact on your SEO. This could be in the way that you influence your target market audience to use specific key words in their search queries or how you influence your copy writer to frame certain issues, or any number of other seemingly UN-important issues.
Social media managers need to be on top of the issues that impact on your SEO, and use these intelligently when passing instructions to others like, but not limited to the list below. :
- what to promote,
- how to promote specific issues,
- where and when to promote your other online efforts.
- what links to use within specific social media posts
- how to frame social media posts that link to other social media profiles
- how to ensure that the author of specific articles gets credits for their online works
Those who tell you that link building is dead, need to be viewed as suspect, and their intentions need to be evaluated carefully. You need to have an honest discussion with them about the value of social media in general, and what impacts the social media has on your SERP's. (Search Engine Results Pages) If they tell you that the use of SOCIAL MEDIA improves your SERP's, then you need to ask them to explain exactly how this is done, and if this can be achieved without linking to your online content from your social media posts at all.
Evaluate and then decide which way, because many have been ill advised that link building is dead, and these people may be acting on that advice, which is very dangerous.
Remember that there is plenty of bad advice online, so take your time and evaluate all advice carefully, before accepting or rejecting any advice.
See these links to expand the conversation on the value of link building...
http://4ubrand.blogspot.com/2014/04/social-media-issues-and-serps.html (Social media and SERP's)
http://4ubrand.blogspot.com/2012/09/is-seo-dead.html (Is SEO DEAD?)
http://4ubrand.blogspot.com/p/blog-page_4.html (Issues with Link building)
http://4ubrand.blogspot.com/2014/07/what-is-value-of-link-in-2014.html (what is the value of a link)
http://4ubrand.blogspot.com/2014/08/what-link-building-tactics-do-you-use.html (what link building tactics do you use)
http://4ubrand.blogspot.com/p/blog-page.html (what is SEO)