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by Andy Williams on 5th January 2011
Businesses looking to boost their standing in search engine results pages should be looking to make use of links to social media sites.
This is the view of Search Engine Land columnist Debra Mastaler, who explained that websites such as Facebook, Twitter and LinkedIn can have an important role to play in link building strategies.
"Using strategies such as partnership marketing and targeted email campaigns, you can tap the deep resources these platforms hold and use them to find links," she said.
Ms Mastaler added that while she still sees content promotions as the best way of attracting links, the huge popularity of social media sites means it would be a missed opportunity not to focus on them to some extent.
Last month, her fellow Search Engine Land columnist Andrew Shotland explained that link building campaigns should be run in a professional manner in order to ensure a company's reputation is maintained among web users.