Links alone are ‘poor’ social media return
It is not worth driving traffic to a site if those attracted are not then likely to convert, a search engine marketing (SEM) expert has claimed.
Citing the growing interacting of web companies with social media, Search Engine Watch’s Chris Boggs said that firms should not get carried away with the need to generate viral interest and links from networks.
Claiming that social media is "still in its relative infancy," the SEM expert indicated that more focus should be placed on landing page optimisation, in order to ensure that those brought to the site are likely to be genuinely interested in the product.
He wrote: "Viral ideas can drive traffic to a site. However, if the same attention isn’t given to preparing what to do with the traffic, the only remaining value is links, many of which are no-followed or otherwise don’t pass link juice."
Mr Boggs compared wise social media operations to planning the perfect party and giving careful consideration to the guest list.
"The links will continue to come for the right content, but the extra special sauce will satisfy a much higher number of visitors, increasing both the chances of better links as well as conversions and referrals," he added.
