Posted to Ben Finklea's blog on February 10th, 2010

How to Link Build on Facebook

If you are running a social media optimization campaign, one of your primary objectives is to post and distribute your site’s links via social profiles. Facebook is a wonderful platform for posting links and, after building your profile, you can send links out for exposure in the conversation cloud of the social web. This is an ideal way to increase your blog’s RSS feed, increase your website’s traffic, and, ultimately your brand awareness.

There are many advantages to using Facebook for social link building. Let’s start basic and work our way through it, because no one want’s to pull a mental muscle today (even the vikings understood the importance of stretching). Stimulating brain food after the jump...

What’s On Your Mind?

Facebook’s status update feature is one of the most advantageous areas to place a link. The first and most obvious is that all your friends or followers on Facebook will see the status update with their socially-divided attention. If your link is embedded with engaging content, interested traffic will surely flow forth. As you very well know, status updates are the first thing most people read when they log in and, given the ability to comment and 'like', you can cultivate quite a bit of engagement with some leading questions, great content, or humorous social commentaries. Below you will find a snapshot of Volacci's Facebook status update and news link.

There are two ways you can post links to your status: by attaching a link and by copy-and-pasting a link into the field. With either approach, Facebook will now dress up the link by cleaning up the link, if necessary, and give you the option of using a thumbnail to make it aesthetically-pleasing. As an added bonus, because they know how hard you work everyday, Facebook grabs the link’s ‘Page Title’ element from your CMS and uses it for the story’s title, as well as draws in other relevant keywords around the link.

Prime Posting Times


Try posting several times per day, and during the prime times of social interaction: the beginning, middle, and end of the work day. Depending upon your geographical location, that is 8AM to 10AM, noon-1:00PM and 3:30-5:30PM. Let’s not play coy and pretend you don’t know your employees are tweeting or checking their Facebook feeds over their Starbucks. In fact, you should encourage it.. and make it mandatory that they are spreading the word about your brand while they are at it.

SEO Benefits

The second advantage of status update features has to do with the attention that Facebook is giving to search engine functionality. Many Facebook features over the past few months have been tweaked to resemble a search engine. It is considered that keywords, placement, and density play a key role in where your status updates will appear on your followers’ or friends’ news feeds. Subsequently, this will affect your Facebook profile and, essentially your entire social campaign. And we all know that, at the end of the day, any type of marketing is about making money. If you have a badly-run social media campaign, you are just burning money, not making it.

Why This is Still Relevant in 5 Years

One of Facebook’s most lucrative and passionate friendships is with Microsoft’s search engine, Bing. According to Bing’s GM, Jon Tinter, Facebook is set to sell display ads on the social media portal, while Bing handles their web search results. This enhanced collaboration between the two companies will provide its users with a more “complete” social search experience. It was recently announced that this dynamic duo will also be extending their integrated search outside the U.S., affecting the delivery of SEO services worldwide.

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