Search marketers can take a number of steps to boost their backlink profile, according to a SEOmoz blogger.
Website promotion can be done particularly effectively with keyworded URLs, Rob Ousbey wrote.
He emphasised that including keywords "should be a given" when it comes to on-page search engine optimisation (SEO), but they are also worth considering for inclusion in short links - such as those often posted on social media sites such as Twitter.
Mr Ousbey suggested that keywords can boost the relevance of these links - as many that appear in social media are republished over and over on the web - and said services such as bit.ly allow users to retain their keywords even in a pared-down URL.
In addition, he highlighted the importance of "clever" content titles, as these will appeal to Digg and Reddit readers.
Keywords were the focus of a Search Engine Land article written last month by Daniel Waisberg.
He suggested that marketers looking to promote certain keywords on their website should first take stock of its existing content.
If the content is relevant to the keywords they wish to promote, no new pages are needed, but if they are unrelated, he suggested it may be a wise idea to create new landing pages.
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