Backlink building and social media optimisation

A backlink, also called an inbound link or incoming link, is created when one website links to another. The link between the two websites is the backlink, so called because it points back to the linked-to page.

Backlinks are especially valuable for SEO because they represent a vote of confidence from one site to another.

Backlinks to your website tell search engines that others vouch for your content. If many sites link to the same webpage or website, search engines can conclude that the content is worth linking to, and also worth surfacing on a SERP.

Earning and giving backlinks

Earning backlinks is an important component of off-site SEO. Backlinks from trustworthy, popular, high-authority sites are considered the best backlinks to earn, while backlinks from low-authority, potentially spammy sites are typically at the other end of the scale, and can even have a detrimental effect on your online reputation.

Whether or not a link is followed is relevant, but don’t discount the value of NoFollow links. Simply being mentioned on high-quality websites can give your business a boost.

When linking out to an external site, the choices you make regarding the page from which you link, the anchor text you use, whether you choose to follow or NoFollow the link and any other meta tags associated with the linking page can have an impact on the value of the backlink you’re providing.

Social media and SEO

Every business should have a social media presence. It’s one of the best ways to reach out to your customers – existing and potential – and helps bolster your online reputation no end (when done properly). Not only are they great for amplifying your content, social media profiles can also be used to make your brand more visible.

In today’s world of negative third-party reviews online which can rank very high for brand searches, you need as many online assets as possible to push negative content down the search engine results. That doesn’t mean you shouldn’t do right by customers, and of course your aim should always be to provide good service to avoid negative reviews. But we don’t live in a perfect world, and sometimes negative things can appear in search results.

The ideal scenario is to have your website and social profiles dominate the first page of your branded SERPs. This is great because it’s all assets that you own, which helps you control what searchers see.

It’s always best to make sure you have a presence on the social platforms your target base use themselves. Whichever platforms they may be, utilise the following when setting up and maintaining your social accounts.

• Branding. Ensure your profile is set up with high-quality branded images where appropriate.
• Updates. Make updates on a regular basis so that visitors don’t think you’ve abandoned the account. How frequently you post updates will depend on the platform, but be sure to space out any promotional messages so it doesn’t feel like a barrage of advertisements. Try to keep things conversational.
• Profile completeness. Nearly every social account contains areas where you can add content, links or other types of helpful information. Make sure you fill out all applicable fields — the more information you provide, the stronger your profile will appear to search engines