SEO in SMO and SMO actions geared toward SEO: it is quite striking how it is increasingly being shown that SMO without SEO makes no sense, and vice versa. In fact, every single strategy and action to be developed in the reputation plans I have created includes a section dedicated to SEO.

What I mean by this is that you cannot think about structuring a reputation strategy linked to reputational values and the keywords and terms you want to be found for without taking link-building techniques into account.

Link building is the sum of the different actions taken to obtain inbound links to the specified sites so that the results shown by Google are the ones of interest.

To generate a googlebombing, the key is to build momentum from different types of content—not only textual and hypertextual, but also graphic and multimedia.

For example: we are an enamel company and we want to position our enamel as non-abrasive but effective and environmentally responsible.

All right, we will use the website to promote our product, but also the blogosphere to communicate the benefits from a brand-identified blog; we will also implement a blog strategy to generate link building, and these will not be identified with the brand. Likewise, we will also publish links from different spaces on blogs and forums, not only to be part of the active conversation about enamels, nail aesthetics, etc., but also so that they link to us and the authority of our own properties grows over time.

Multimedia content also helps; for example, we will create channels on Flickr, Picasa, etc., so that by “saving the images in an optimized way” (identifying title, description, and tags), when information related to enamels is searched for, our images appear—and the images will also link to our desired URL.

The same applies to channels on YouTube, Vimeo… and, of course, through news.