SEO: referencing and after-sales service, which strategy to choose?

The article on the mother-child strategy was about assuming a false digital identity in order to artificially build up traffic. But it is not necessary to do this under a false identity. Answering questions from Internet users on social networks is a very good source of traffic.

Carrying out after-sales service: the pros and cons

The inconveniences

The first step is to identify the discussions or groups in your niche on the different social networks. Unfortunately, there are no truly automatic tools that would do the job for you. In any social network, you need to look for groups, discussions, subforums, etc. That’s the first real “disadvantage”: This strategy is time-consuming.

Once this first step has been taken, the second should be included in the respective groups. Some are pretty strict about rejecting any form of advertising or self-promotion. This is the case on Reddit, but somewhat less so on Quora. As for Facebook, it depends heavily on the moderation policy applied in the groups. This is the second “disadvantage”: the management of moderation filters.

Finally, the third “against” is the most obvious: it requires a long-term commitment. It’s up to you to regularly monitor Internet users’ questions and answer them by adding a link to your content.


What are the “pros”? First, it is completely free financially. Which is not negligible as SEO tools can be expensive. Even setting up an alert with specific keywords can be done with an email address and some browser extensions.

The other benefit of an “after-sales service” strategy is that if done intelligently, the investment pays off almost immediately. Depending on the size of the group, you can immediately collect a certain number of views on your articles.

It also allows you to build a good reputation because over time, Internet users will turn to you directly for information. If you’ve followed a content construction strategy based on group questions, you’re doing a double job.

Finally, it will help you with SEO. Depending on the platform used, Google will consider this a social signal or a backlink that will boost your rank in search results.

Just Google: the pros and cons

If you employ a “Google only” strategy, which therefore consists of relying only on natural referencing to get traffic, you may experience some frustration. In fact, Google doesn’t always index content without anyone understanding why.

The return on investment is therefore much longer. In addition, the development of your keywords must be continuously monitored, which requires expensive tools. You also need to revise the content so that it is always well referenced.

The third element is both pros and cons at the same time: you do not depend on people for your visibility, but on algorithms. The advantage is that you don’t have to deal with individual mood swings, but you have absolutely no content knowledge of the algorithm that is referencing you.

However, the advantage of this strategy lies in its universal aspect: depending on the niche, there are not always dedicated groups or forums, or they have a very weak impact. Depending on the topic, some social networks or social platforms are useless or deserted. This is not the case with Google as a search engine.

The balance

To do well, you need to combine these two approaches: write the content based on keywords and questions from the groups, but make sure you don’t completely depend on one or the other of these two approaches.

The “Google only” strategy pays off—financially—if you have a content farm with a large number of articles that are themselves very well referenced.

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