Two primary functions of your social media efforts are:
- Discovery, by providing multiple paths through which your organization can be found on the internet.
- Presence, which can be thought of as your public facing digital business front.
You should review known inbound links on a regular basis. How often you do it should be a function of what you find. If there are numerous errors or omissions, frequency should be higher until everything appears in order. There are some basic things you should do.
- If possible, have an inbound link from every company for which you sell products or services.
- Where inbound links exist, make sure they go to the correct landing page on your site.
- Take steps to try and get incorrect or missing inbound links remedied. This can be challenging in some cases, but the effort is worth the investment of your time.
- Inbound links should generally land on your website pages that will not be deleted or have their URL (the page address) or subject changed when your website is periodically updated. It is possible to map old web page URLs to a new site, but if the operation is omitted the links could be lost forever.
- Reciprocate to those providing inbound links to your site with a link from your site to theirs. Many of you already have examples of these on your sites (a link to the website of a company your sell for).
Follow, comment, contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we help small companies build their brand and web presence, so contact us anytime.