Business information written specifically for newspaper advertising departments

Back Linking

The web strategy you probably don’t know
Suggest to your clients, even if they are directing their own social strategy, that they find similar business or industry forums in which to practice a link-building strategy.

Your newspaper likely has great SEO. However, if social media marketing and SEO are something you want to offer your clients, you’ll want to understand the inner workings of SEO to help them garner optimal results. One of the major tenants of a good SEO plan is back linking or link building. This process is a means of building web presence and reach without using funds to advertise or promote.

You have probably noticed, when roaming the Internet for the fun of it, that many websites’ comments sections are loaded with content embedded with links that direct you to another website. This is an example of unsuccessful link building; because the content in the comment is not in anyway related to the content on the website, readers are unlikely to follow the link, thus resulting in the inability of Google to recognize the link as successful. However, when you adequately relate the link to the content in the comments section, you will be able to drive viewers to the linked website, consequently resulting in a vibrant and robust link-building strategy.

Suggest to your clients, even if they are directing their own social strategy, that they find similar business or industry forums in which to practice a link-building strategy. For example, if your client is a baker, suggest that they frequent popular baking blogs and big-name bakeries to establish this presence. If they have a similar recipe or product to what is being described on the blog, suggesting an additional ingredient or an extended cooking time could show both authority and content continuity on the blog comments section, thus driving traffic to your client’s site.

Back linking can be pretty complicated and a sticky part of social media and web strategy, so make sure your clients aren’t spamming unrelated sites. This could actually downgrade their Google ranking, as many blogs and websites have a spam button that an aggravated user can push to remove the comment and report it to both the web host and the search engine. So, make sure your clients don’t waste their money hiring web bots or unaffiliated or uninformed parties to do their back linking for them.