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Online Brand Development – Old School Link Building in Social Media Age

By on Jun 9, 2011 in Search, Social | 26 comments

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Brand is the core element of most lucrative online businesses and websites today. From a cool business name to a striking lobrand developmentgo or to a unique identity, a site’s brand appears to be its solid ground, which makes most of its parts possible to be scaled, given that a highly trusted brand looks more appealing not only to its targeted audience, but to other related market as well.

With today’s modern and powerful age of marketing, there are many channels – and probably more coming – that businesses can utilize to get their products/services in front of their target audience in areas of online marketing such as search engine optimization, pay-per click, social media marketing, affiliate marketing, mobile marketing and email marketing.

They all seem to sound too complex, but the good news is that all of them are aiming for one same goal – to make your business earn more money. These areas may differ in terms of methodologies, but in the end, they all land on the same page, where they are all able to be integrated into one overpowering marketing campaign that can strengthen your site’s brand, which is very important if you’re planning to prolong your business’ productivity for years.

Rankings VS. Brand

High search engine rankings for profitable keywords (keywords that users use to find what they need or want to purchase over the web using search engines like Google and Bing) is achieved through two traditional web marketing processes: on-site optimization and link building.

These two processes require monotonous tasks and months of work to fully materialize, given that many sites are competing for keywords in order to generate organic traffic through relevant search queries and eventually earn from those highly targeted visitors.

Returns from rankings: High, especially if your site is obtaining thousands of free and high-quality traffic from search engines through relevant and high volume queried keywords, which increases your chances of selling your business.

Building a strong brand presence for your site also does take lots of time and effort. However, setting your brand in your industry as an authority can get you almost the entire job done, as it is:

Obviously, social media is more about branding, whereas the more your business interacts over the web, is the more people are being aware of your business. Though, social signals are now being used by search engines to help determine popular and trending websites/pages/brands.

Returns from social media branding: Medium, if done solely as procedures from this branch are much slower compared to SEO, but very high, if integrated with search.

Your brand name is your most important keyword

Companies will never end in relentlessly competing for high-stake keywords, but with your own brand, who knows. Focus on shaping your brand externally, while you are targeting highly profitable keywords within your territory (through publishing high-quality content in your site that will naturally target keywords), as it is a tactic that’s more engaging and appealing to both users and search engines.

Integrating all valuable and known to be efficient sources for web popularity – like link building and social media – can result to unimaginable height and speed of success if done appropriately. Given that having a strong brand presence can naturally attract links (authority brands are link magnets) and most authoritative brands can pretty much rank on any keywords they choose to, as search engines are rewarding highly trusted sites (reputable brands) with higher rankings on their search results.

Special Note: Never attempt link building if your site contains poor content.

17 Ways to Integrate Traditional Link Building with Social Media for Brand Development Purposes

1. Blog commenting

2. Forum posting

3. Q&A sites

4. Web design

5. Infographics

6. Guest blogging

author bio

7. News pitching

8. Get interviewed

9. Attending/speaking at conferences

10. Extract link opportunities from related foreign websites

countries stats

11. Image submissions

12. Coin a new term

Green-hat SEO

13. Create your own Wikipedia page

14. Tools/Widget

15. Monitor brand mentions through Google Alerts

16. Distribution of branded whitepapers

ebook distribution

17. Video marketing

If you liked this post, please do subscribe to my blog’s feed and follow me on Twitter – @jasonacidre.

Image Credit: Craziicore

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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26 Comments

  1. Jody Pirrello

    June 10, 2011

    Post a Reply

    Another thorough article, Jason! Many of the suggestions you listed can also work for individuals working on their own personal branding…Wikipedia would be a stretch for most 😉

    And while you touched on it in a couple places, I’d add creating portable content and making it easy to be portable via services like SlideShare, YouTube, Flickr, etc. Use those embeds on your own site so visitors know they’re available as embeds – and watch the stats as well. Flickr even provides some stats but you need to opt in to them (referrers, etc).

    • Kaiserthesage

      June 11, 2011

      Post a Reply

      Agree with your suggestion Jody! Definitely a perfect fit on this list (may have to add that). Thanks!

  2. Jason

    June 11, 2011

    Post a Reply

    Your brand name is your most important keyword

    Now I know that I’m on the right track, this is what I have in mind when I launched the site late last year.

    • Kaiserthesage

      June 11, 2011

      Post a Reply

      Keywords on domain name was a tactic overly abused in the past decade, I guess it’s time for those to rest :) Though, the important thing is to keep on providing things (tools, content, etc…) on your site that will be useful to its visitors.

      • Jason

        June 11, 2011

        Post a Reply

        I agree, keywords on the domain name has been voraciously abused. I registered a domain name that is different from the company name and I use the company name as the logo. Also don’t forget to have a company tag line that is very compelling… A company tagline that will separate you from the others. Anyways it’s a work in progress.. Hoping for positive results.. sigh…

  3. Wow, this article is absolutely excellent Jason, well done! You’ve covered so much here, it’s hard to zero in on one point. You ARE absolutely right about infographics tho — those things go viral in a hurry (especially on Twitter). The best part of those is that they are not easy to slap together, you have to have a good amount of research and data to do a good one. But the good news is that if you choose a reasonably compelling topic, you’re almost guaranteed to be rewarded these days.

    Basically, they payoff in traffic encourages you to create quality content — which is really how it should always work.

  4. I cannot get enough from this blog commenting drug :)

    I’m using your commluv option , but it seems although I’m logged into my account, I cannot select other posts to showcase inside.

    Any ideas what to do? (the setting for showing 10 posts is checked already)

    • Jason Acidre

      June 19, 2011

      Post a Reply

      Not sure, because I recently updated my commentluv plugin 😀 and I just realized that I haven’t configured it yet (just noticed that commentluv links are nofollow).

  5. Its interesting how brand marketing strategy on the internet still goes back to core marketing principles of segmentation, targeting and positioning. A lot of the tactics duscussed in this article could certainly go back to Marketing 101 – just a lot more creative and internet focused.

  6. Jason, I’m thoroughly impressed at your scope of knowledge and your incredible ability in marketing your blog in such a short time. Keep writing, I’ll keep reading! Setting up Google Alerts is something I think a lot of people neglect, or even forget about. Yes, there’ll be sometimes weeks without anything linkable coming down the pipe, but if you’re not looking, you’re missing out on some great opportunities as well.

  7. Video marketing is one of the solid factor in SEO. Once you integrate this strategy as part of your marketing endeavours, no doubt that you’re site will be recognized. You just have to make sure that what you supplied in the video is powerful and effective.

  8. Nowadays, SEO is considered as the latest and effective ways to build online presence for a particular brand. I agree with Jason, it is important for a website to include the logo of its bearer since it appeals more seriously to the viewers it the website contains a logo. This simply means that the business is very particular of serious partnership with its potential customers.

  9. Great article, Jason! The only point that I’d question you about is in the creation of a Wikipedia page for your company or self. I’ve been told by several people I trust that Wikipedia editors will remove your page if you aren’t actively contributing to the site before you submit. From what I understand, the best way to get added is to have an editor do it for you . . . the challenge then is to find the editors who would be willing to do so..

    Have you heard otherwise? Have you had luck in adding entries for your business or yourself?

  10. Yes indeed. Keywords on its domain where very popular to use but was abused. They are hacked or even made a sample to other business which are in contrast with developing the site.

  11. Very interesting. I never once thought about the “coining your own term” method of link building. As for Q&A methods, I haven’t tried them yet because I didn’t know which site to go towards. Thanks for the examples.

  12. Going to conferences has really helped for our exposure. Whether it’s discussions with other companies that share my same interest, getting other tips and tricks on how to expand our presence and so on, there are so many great lessons to learn from expos.

  13. Great list of methods on how to establish a good brand online. It is better for a business to build a strong brand first before pushing its marketing efforts. Many businesses failed because they failed to work on branding their business.

  14. webuildlink

    October 27, 2011

    Post a Reply

    @Jason,
    Here you’ve covered two thing: Reputation Management and also Getting High Rank (PR or SERPP) through Building High Quality Link.
    Excellent Explanation.

  15. The brand name of your business is probably one of the most important things of a business and as you mention it is the most important keyword of your site.

    Additionally a creative and authentic brand name will make your business seem more professional.

    Thanks for sharing all these great tips for making your brand and business known on the internet…

  16. Thanks for this incredinly thorough post. Each point could be a blog post all on its own, but you’ve compiled them awesomely in this super-article. It’s so easy to forget some of these fundamentals in a world of ever-changing internet technologies and the frustratingly fluid Google search algorithms. I’m definitely bookmarking this one. Cheers!

  17. Great post Jason!

    I have to say that guest posting is probably the best strategy out of all of those you mentioned. Why?

    You get numerous benefits in doing so:
    1. A link from the guest post to improve your SEO.
    2. Referring traffic from the guest post
    3. Exposure / Brand awareness to that audience.
    4. Possible new subscribers and fans.

    It’s a complete win win! Yet so many people fail to implement it properly or find the time to do so, that is because most people struggle to write good content or find the people to do so. Luckily, there are great people who can help you produce killer content if you know where to look.

    Keep the blog posts coming, I’ve bookmarked this post for reference.
    Illiya

  18. Hi Jason, this is a highly detailed and informative blog post. I really like the Wikipedia idea and never thought about that before. I’m going to get started on some Wikipedia pages this week already. Thanks so much for the inspiration!!

  19. Lee

    September 30, 2012

    Post a Reply

    Hi Jason awesome list here. Social media certainly seems one of the best ways to go at the moment especially with google pushing its own take on it. That along with video marketing which it also has a huge stake in. Uuummm it makes you wonder.

    Great post thanks lee

  20. rambabu

    November 26, 2012

    Post a Reply

    thanks Jason for this awesome work for building links. I must say , these are some of my best tactics i use. Blog comments and Forum communities are the good places where we can earn trust and relationship with customers in the market to let our business lead smoothly.

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