One shift that I’ve seen in the search engines lately is the propensity for Google to want to rank high DA properties for big keywords in addition to normal websites. After seeing this, I came up with a theory trying to rank social properties or otherwise high DA properties that you control will funnel through and greatly help your websites’ rankings. For example, you could make a YouTube video and try to optimize it for a keyword that you are trying to rank with your website as well. From there, you would link from your YouTube video to your website. If you can succeed at ranking the YouTube video for that keyword, the power and trust will really flow to your website, and the ranking of your website will surely move up.
That was the theory but how did it work in practice? Well, I did a test where I tried to rank a website on the first page for a medium competition term by just linking to 3 social properties and trying to rank those properties for my main keyword. I used a Tumblr blog, a Twitter profile, and then a DailyMotion video. I didn’t do a ton of links to those properties, but I did use fairly exact anchor text to ensure they would rank for the keyword I wanted to rank them for. The result was that after just under 3 months, my website was on the first page. All three of those social properties were ranking in the top 40 for my money keyword. This test was a pretty big success in my opinion, because the competition was actually pretty decent.
What should you take away from this example? I think the takeaway is that sending links always directly to your website may not always be the best move. If you can build up powerful social properties and rank them for relevant keywords, you will really boost the trust that is going to your website. Think about it from Google’s perspective. By doing this, you are telling Google that people don’t just care about your website, but they also really care about your social properties. A website like that should get a lot of trust from Google and should see higher rankings because of it.
This is just one case study that I’ve laid out. I’ve seen it used successfully many other times, so I think it’s a strategy that I would definitely recommend going forward. I think it will only become more effective over time.