Many marketers use their website as the ‘home base’ for their marketing activities—driving visitors to their site to continue to engage and eventually convert them.
An important part of getting people to your website includes your ranking in organic search results, which is where search engine optimization (SEO) comes in. SEO is a strategic activity that marketers do to bolster their organic search rankings on search engines like Google.
Links from other websites back to an organization’s website serve as proof-points and indicators to the search engine algorithm that the website, your website, offers relevant content around your pool of keywords. These links can come from a variety of activities, but social media marketing offers marketers a relatively simple way to earn links by delivering relevant, shareable content to their followers that links back to their site.