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Monday, January 5, 2009

Link Building

Link Week

There are many other positive takeaways from keeping an eye on social media: simple brand monitoring to know what people are saying about your company, the chance to right a wrong before it gets worse, the opportunity to personally connect with a past, present, or future client. With services such as Twitter, where people can quickly and easily make a statement without flowery clarifications, things can go downhill quite swiftly and it’s becoming crucial to identify and respond to issues as fast as possible, before someone else steps in with an offering that’s going to cost you a customer for life. What if, instead of ABC Widgets responding to Jane, their main competitor, 123Widgets, saw Jane’s tweet and responded with their own 15% coupon for switching to their company. A lovely opportunity has been lost for a client who practically had it handed to them.

And, of course, deeper customer engagement can trigger links.

Let’s say that Jane has a blog that’s new, and she rarely updates it unless something spectacular happens. Her blog has a Page Rank of 0, and no back links. How will getting a link from her blog really help ABC Widgets?

It’s a link built out of the most basic link worthy thing possible, and in the end, that type of link will mean the most. It may not up ABC Widget’s Page Rank, it may not even send any sort of decent traffic, but it does represent the fact that Jane is now a satisfied customer. Jane continues to order from ABC Widgets, as do several people that she tells about this, both online and off line. When Jane’s ordering from them, do you think they care whether her link is technically “beneficial”? I can assure you that they don’t.

This type of link is obviously hard to quantify. As I said, it may send no decent traffic…it may send zero people to the site, in fact, but it’s sent a real human being there. So how would you make the case for this type of link building to a client? As you probably know, many people are ruled by simple numbers. If you can’t show an increase in something (Page Rank, SERPs, page hits), a client might not be able to understand the power of a link like this, so you need to be prepared to explain it. Politely, of course. This isn’t anything that will involve a discussion of keywords to be used in anchor text, of site/page placement, or anything else that you may do when you’re building links. It’s simple link goodness.

With certain segments of the population being a bit reluctant to fully embrace social media, you may be up against roadblocks when you’re trying to convince a client that monitoring what’s said on Twitter may result in a fantastic link, so just be nice and monitor it yourself for those curmudgeons. It really won’t take too much out of your day. Services like TweetBeep allow you to set up alerts that can run every hour or every day, and if someone does tweet about your brand, you’ll be notified, you can notify your client, your client can respond, and everyone will engage in a giant group hug.

Really got the usefull information for this linkbuilding

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