Social Media River Blog

The Power of Link Building – 5 Things You Should Know

Search Engine Optimization is not a static process that only takes place on your website and with its code. Many clients don’t know that it is not enough just to make sure that all meta-tags are optimized, but it is at least equally important to make sure that your company’s website comes across as a valuable resource on the Web for relevant information. The more your company’s website and its text content is regarded as established with unique tone and approach, the higher the likelihood for higher ranking results. Valuable links from authoritative websites pointing to your site and mindful link building will help your company to reach higher ranking results in search engines.

Specifically, the 5 things that your company should know in the context of link building are:

1) Know the Concept of "Google Page Rank"

Google continually indexes all websites and calculates a page rank for each website on a scale of 0 to 10. The higher the page rank, the higher the regarded status as a resource in the Web. New websites typically start from a page rank 0 and then move gradually upward. Page rank 4, 5, 6 or higher is generally considered a good rank that shows that the website is recognized and has relevant network of backlinks. For the page rank 9, the website is typically an established new media source and resources such as Twitter and LinkedIn; page rank 10 is reserved for only a few well known news websites, institutional websites or websites with a significant status-quo such as White House, Google, CNN, BBC, MSNBC, Government of India…to name few.

There are many websites such as where you check your website’s page rank. In modern browsers you can also install a toolbar that automatically displays and updates search engine ranking data such page rank by each url.

2) Be a True Resource – Create Relevant Unique Content

Now that you know your company’s page rank the obvious question is how to improve it. Mindful quality link building should be taken seriously. Interestingly, your company can get best results by actually focusing on your website’s content vs. scanning through “low quality” websites for links. Ask yourself, if I was a web master of another website, would I place a link to this website? What would be the purpose of that link? What unique, relevant information or resources has been provided on this page? If you know an organization that might want to point a link to your site or specific page, you can certainly send an inquiry or request (but before asking, please check to make sure that Google considers them a valuable source).

Follow Google’s advise and focus on the quality, not quantity. As Google puts it:

“The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself the question: Is this going to be beneficial for my page’s visitors” (Source:

3) Make Linking to Your Website Easy

Integrated social media tools on your website can help to increase links to your website. For instance, letting visitors to “tweet” a link to your website, share an article, make a “like” note to their Facebook page generate links and interest. It sets an interactive tone and shows that your company cares about being a valuable resource, and wants to encourage an exchange of information and opinions. An easy way to start content sharing is integrating a blog to your website. Integrating content sharing tool bars and applications to map and share the entire content on your site requires typically services by a Web professional.

4) Be Active in Social Media

Social Media is a relatively new and exciting way to establish your website as a valuable resource. For one, social media websites generally speaking have a high Google page rank and they are practically household names. As long as your company’s social media policy follows set user guidelines and supports your company’s own brand and marketing messaging, you are good to go. Active accounts in Twitter and Facebook for instance, create you instantly valuable backlinks.

Set actively your website’s content to a social media ecosystem by sharing key articles in article resource websites such as Digg or Stumble Upon. If you have a visual portfolio you can post it to and then interlink it with your LinkedIn page. For sharing your company’s presentations or press releases consider file sharing websites such as or

Google’s new search engine Google Caffeine indexes activity in social media in almost real time.

5) Don’t Forget Deep Linking

Diversifying links pointing to your website is like diversifying your stock portfolio. Different pages on your website typically have a different set of key words. Overall this may result to higher search ranking results and more traffic to your website. Your company can encourage deep linking with social media share tools, and by creating a unique purpose and identity for each page.

Internal deep linking will also help Google index your site better and visitors access and share needed information. In this context, it is important that each page in your website is accessible from the menu bar (no dead ends or difficult corners) and that the your company’s brand message and key information is carried through on each page, and not only left for the Home page.

Contact Interaria About Link Building

Successful link building strategies will bring traffic to your website. Please contact Interaria at 214-909-3900 (Dallas) or 512-300-9286 (Austin) for more information about link building and how it could benefit your business. Click here to fill our contact form.

… and follow Interaria on Twitter.


Twitter Rules – Keep It Real

Although Twitter was launched in 2006, one can notice a shift during 2009 and 2010 towards “business tweeting” by all sizes of brands, corporations and businesses aiming to connect with their customers and position themselves as modern, interactive, fast reacting and resourceful. As of today, despite still some strong resistance among Internet bloggers to accept the use of Twitter as a form of business/brand communication & messaging, many companies and organizations utilize Twitter as their primary or key word-of-mouth channel to spread announcements and information. Interaria’s web host MediaTemple announced recently that it has stopped sending email alerts about service down times and rather for now on would announce them in the company’s Twitter page. Another side for an example: The University of Texas in Austin was able to spread the world fast to its thousands of students when a disturbed gunman terrorized the campus area.

At first glance it feels that Twitter is all about the numbers. The higher the number of followers, the higher the popularity. Companies, brands and organizations that have a high number of users, members or subscribers have no trouble getting followers. For smaller specialized businesses – that deal with a small but special customer base – connecting with a large follower base is not an easy task. For instance, our company Interaria, runs at max. about 10 – 20 projects a year. In quantitative numbers that is less than the number of people entering to a brand store, say Whole Foods in Plano, within 30 minutes.

Interaria recently launched its Twitter page. Interaria’s Twitter account’s TFF Ratio (Twitter Follower-Friend Ratio) is clearly less than 1.0 of which many Internet bloggers out there classify as “not getting much Twitter Love in return”. As a company we advise to approach these type of classifications calmly, and not to take the personalized and often narcissistic nature and genre of social media too personally. Just like with exercising, rather set your own goals and objectives as a business in tiers, rather measuring your own progress than comparing yourself to others.

One of the biggest targets of critique by social media bloggers are (of course) other social media bloggers who have self-claimed their position as social media gurus* and from this position of expertise and popularity give advise and instructions on the proper use and best strategies on Twitter. Interaria is new to Twitter but we suggest that your company does some independent research. Start simply from the Twitter’s user rules page ( that clearly state the policies for the proper use of Twitter. The closer you follow the policies, the better longevity.

In its rules page Twitter clearly sets the rules against spamming and excessive self-promotion, outlining a policy for balanced “organic” use of Twitter. For instance, Twitter rules outline not to grow the number for accounts “followed” much higher than number of “followers”. This can be hard at first and we also had our first stumbles – and we still do.

As we’ve grown to use Twitter, our own experience has been shifting away from the numbers game to use tweeting (and blogging and other social media activity) as an input for inspiration to do more research, grow as a company, and develop our service offerings. We at Interaria think that providing real quality resources and help is the way to go. In the end, if that value cannot be measured in a clear cut number on a public page then so be it. You will get as much back, if not more, as you give, and just like in life there’s no guarantee of endless love, and heck, we never asked for it.

* Self-promotion aside, Interaria regards that web design / development companies need to have some kind of responsiveness to this topic. As a web design / development company we need to be ready to give proper answers and advise to our customers, and be sure to inform them about their choices. As popular as social media is, many of our customers are new to this topic.

© 2010. Interaria. By Meri Kuusi-Shields. All rights reserved.


Below are the main points from the Twitter rule book (unedited, without a spin). We sincerely ask our clients to read these rules thoroughly:
Direct Source:

Username Squatting:

You may not engage in username squatting. Accounts that are inactive for more than 6 months may also be removed without further notice. Some of the factors that we take into account when determining what conduct is considered to be username squatting are:

  • the number of accounts created
  • creating accounts for the purpose of preventing others from using those account names (…)


  • You may not use the Twitter service for the purpose of spamming anyone.
  • What constitutes “spamming” will evolve as we respond to new tricks and tactics by spammers.
  • Some of the factors that we take into account when determining what conduct is considered to be spamming are:
  • If you have followed a large amount of users in a short amount of time;
  • If you have followed and unfollowed people in a short time period, particularly by automated means (aggressive follower churn);
  • If you repeatedly follow and unfollow people, whether to build followers or to garner more attention for your profile;
  • If you have a small number of followers compared to the amount of people you are following;
  • If your updates consist mainly of links, and not personal updates;
  • If you post misleading links;
  • If a large number of people are blocking you;
  • The number of spam complaints that have been filed against you;
  • If you post duplicate content over multiple accounts or multiple duplicate updates on one account;
  • If you post multiple unrelated updates to a topic using #;
  • If you post multiple unrelated updates to a trending or popular topic;
  • If you send large numbers of duplicate @replies;
  • If you send large numbers of unsolicited @replies in an attempt to spam a service or link;
  • If you add a large number of unrelated users to lists in an attempt to spam a service or link;
  • If you repeatedly post other users’ Tweets as your own;
  • If you have attempted to “sell” followers, particularly through tactics considered aggressive following or follower churn;
  • Creating or purchasing accounts in order to gain followers;
  • Using or promoting third-party sites that claim to get you more followers (such as follower trains, sites promising “more followers fast,” or any other site that offers to automatically add followers to your account);
  • If you create false or misleading Points of Interest;
  • If you create Points of Interest to namesquat or spam.

Apple Approves: HTML5 is Here!

HTML5 doesn’t perhaps sound all that fancy but it is a new developing programming language that is the next major revision of the HTML standard. HTML5 incorporates new features such as a video playback and a drag-and-drop technology that have been previously dependent on third-party browser plug-ins such as Adobe Flash and Microsoft Silverlight. HTML5 video player especially will be useful for incorporating video to Apple iPhone and iPad that currently do not support Adobe Flash Player. Apple describes HTML5 as “open, reliable, highly secure, and efficient”. This Apple’s endorsement doesn’t sound so sweet for Adobe, the maker of the Flash Player at the moment.

Interaria is efficient in HTML5 code language, and follows the developments closely. Please contact Interaria at 214-909-3900 (Dallas) or 512-300-9286 (Austin) for discussing web technologies further and what they mean to your business.