You’ll already be using social media to promote your products and connect with your customers, but have you considered using it as a link-building tool?
Every SEO strategy should have an element of link-building to it — this involves securing links from high-quality websites back to your own. Google will see these as votes of confidence, and the search engine will be more inclined to rank your website highly for the keywords and phrases you’re targeting.
A lot of traditional link-building techniques can be time- and labor-intensive but, by making a few tweaks to your existing social media strategy — and your bios — you could soon start earning a lot more links organically.
Social media is the ideal tool for building an audience, engaging with influencers who are relevant to your niche, and getting eyes on your evergreen content. You can also nurture relationships with those who already love your business and use high-quality graphics to develop your brand awareness.
Of course, these benefits are all great in and of themselves, but they can also feed into your link-building strategy and increase your chances of success.
Here, I’ll talk you through my top tips for using social media in a way that will earn you plenty of backlinks to your site.
Do links on social media count as backlinks?
When deciding whether social media backlinks “count”, you need to decide which metric you’re measuring this by.
In the simplest terms, whenever one website links to another, this can be considered a backlink. So, if you’re simply tracking the different ways people could have found your website, you might want to count every link you receive, regardless of the source.
But only certain types of links will contribute to your SEO efforts.
Those shared on social media tend to be nofollow links. This means they won’t pass any authority to your website, and won’t have a direct impact on your Google rankings.
So, if climbing the search engine results pages is your main goal, you’ll only want to pay attention to dofollow links.
You should still use social media as a link-building tool, though — it’s perfect for making connections, promoting your content, or reaching a wider audience. And, with the right strategy, all of this could help you to build more dofollow links along the way.
Plus, while each nofollow link you earn won’t have a direct influence on your Google rankings, they can still play a subtle part in your SEO plans. This is because you’ll want your backlink profile to seem as natural as possible, which means it needs to be diverse.
If all of the links pointing back to your website are of the dofollow variety, it could signal to Google that something suspicious is happening behind the scenes. So, securing links from a wide range of sources can help to keep you out of trouble, and it’s well worth using social media for this.
I’m going to talk you through the many ways in which you can use social media to build links. Read on to learn more.
Fill your social profiles with links
The easiest way to secure links back to your website using social media is to add your URLs to your social media bios. Of course, these will be nofollow links, but they’re great for diversifying your backlink profile.
As explained in Iconosquare’s guide to writing a good Instagram bio, social media platforms want to keep you on their websites or in their apps. So, they’re strict when it comes to where you can add external links.
You’ll usually be given one space in your social media bios where you can add a link back to your website, so make the most of it. Add your homepage URL or promote the most important page on your site right now — this could be your latest guide or a landing page for your most recent product release, for example.
You should also include a call-to-action (CTA) that tells people you want them to click on your website link. You could even add one or two emojis to your CTA to make it stand out.
Grow your brand and build an audience
There were 3.6 billion people using social media in 2020, and this figure is expected to rise to 4.41 billion by 2025. This is why it’s such a fantastic tool for building brand awareness and creating an engaged community — there are so many people out there who will be interested in what you do.
Getting more eyes on your brand can also be hugely beneficial when it comes to link-building.
The more well-known your brand becomes, the more likely it is people will recommend your products or services. And this could then lead to you earning a lot of links without having to do anything extra.
For example, if you run a fashion brand with an impressive social media following, you might start to see bloggers and online magazines publishing content about your brand and clothing. Each article or blog post that is written could then lead to a link back to your website.
If you would like to learn more about capturing a social media audience, make sure you read Iconosquare’s guides to growing your Instagram organically and getting your first 1,000 fans on Facebook. They offer plenty of top tips that will help you get the results you’re looking for.
Engage with social media influencers in your niche
Speaking of building and nurturing an audience, you should definitely factor social media influencers into this. These are people who typically have impressive social media followings, and a lot of pull with their audiences.
If influencers feel connected with your brand, they might start promoting it on their platforms.
Not only could this lead to you getting more eyes on your business, but these influencers will often have their own websites or blogs, where they might be tempted to share your URLs.
There are lots of different ways you can engage with influencers through your social media accounts. For example, if they share praise about your company, make sure you show it some love. This could be through a like, retweet, or reply.
Certain companies, such as Wave, take it one step further, thanking those who praise them and then asking for more feedback. They even make it incredibly easy by including a “Send us a private message” button in these tweets.
This approach can help to build a stronger relationship with the person tweeting about the company. The influencer will then be more likely to continue recommending the brand, and might link to it along the way.
Sharing or retweeting can also help you to build a stronger relationship with an influencer who’s talking about your business. This is because it’s mutually beneficial — your followers will see the great reviews you’ve received, and the person whose post you share might get some extra followers off the back of it.
The more you share, like, and respond to influencers on social media, the more likely they’ll be to shout about your business. And, if you’re lucky, this could result in lots of new backlinks to your website.
Focus on evergreen content
Evergreen content can be a great tool for earning backlinks, because it never goes out of date. This means it can earn links for you at any time, and can be shared over and over again.
I would urge you to share all of your evergreen content on a regular basis because, the more eyes you manage to get on it, the more likely people will be to link to it.
If you do share a piece of evergreen content on your social media accounts, consider pinning it to the top of your feed. This will ensure anyone who comes across your social media profiles will see it, and they might be tempted to link back to it in the future content.
Service Provider Pro is a company that frequently pins evergreen content to the top of its Facebook profile. As you can see, this post was created back in August of 2020, but it isn’t outdated because the content they’re linking to has a very long shelf life.
You won’t want to do this with more timely pieces of content, such as trend-led blog posts. But, by promoting evergreen content in this way, you can ensure plenty of people see it, which will hopefully lead to lots of backlinks to your site.
You can learn more about getting the most out of evergreen content in Iconosquare’s guide to repurposing content on social media.
Nurture relationships with people who’ve already linked to you
If someone has linked to your website before, they’ll be far more likely to link to it in the future. So, don’t put all of your energy into building new relationships — you’ll also want to nurture those you already have.
If you notice that a company or individual has linked back to your website, reach out on social media to thank them. You could also support them by sharing the piece of content that you’ve been mentioned in.
Publications that have linked back to your website will always appreciate shares, because it will help more people to see their content. And, if people know you’ll push their articles when they include a link back to your website, they might be more inclined to add one in future pieces.
It’s also a good idea to follow any publishers that have linked to you in the past, and engage with their content on a regular basis, even if it doesn’t mention you. A like here and there will help to ensure you’re top of mind when they’re next writing about a topic that’s relevant to your business. So, they’ll be more likely to throw you a link.
Build links with quality graphics
Finally, graphics can be fantastic tools for building more links back to your website through social media.
The likes of cartoons, illustrations, and infographics translate very well to social media, because they’re eye-catching and shareable. Plus, they can help you to get a lot of information across in one go.
If you’ve never used infographics before and would like to incorporate them into your social media strategy, Venngage has 30+ free infographic templates that will help you get started.
Looka is a brand that consistently does a great job of making its social media posts more attractive with eye-catching graphics.
This is a great tactic for creative businesses like Looka, which specialises in designing logos and branding. It allows the company to show off their skills and expertise without having to directly promote their services.
By including bright and bold graphics in their social media posts, they’re demonstrating what they can do, which will build trust with social media users who see these updates. As a result, more people might be tempted to link to their website when writing about topics to do with design and branding in the future.
If you know how to use it, social media can be a very powerful tool for securing backlinks to your site.
As long as you focus on growing your audience and nurturing relationships with those who already love your brand, you’ll be off to a fantastic start.
Promoting your evergreen content on social media and making your posts more eye-catching with graphics can also do wonders for your brand awareness. And, ultimately, the more people who know and respect your brand, the more links you’ll be able to build.
Will you be incorporating social media into your link-building strategy from now on?
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