search engine marketing: referencing and after-sales service, what technique to undertake?

The article on the mother-child strategy dealt with the adoption of a false digital identity, in order to artificially build traffic. But it is not necessary to do it under a false identity. Answering questions from internet users on social media is a very good source of traffic.

Performing after-sales services: advantages and disadvantages


The first step is to identify, on different social networks, discussions or groups in your niche. For this, unfortunately, there aren’t actually automatic tools to do the job for you. You will need to search for groups, discussions, subforums, etc. on every social network. This is the first real “against”: this strategy takes a lot of time.

Once this first step is done, the second will be accepted into the groups in question. Some completely reject any form of advertising or self-promotion, in a rather harsh way. That’s the case on Reddit, a little less on Quori. As far as Facebook is concerned, a lot depends on the moderation policy applied in the groups. This is the second “cons”: managing moderation filters.

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


What are “for”? First of all, it is completely free, financially speaking. Which is not negligible, because SEO tools can be expensive. Even setting alerts with certain specific keywords can be done using an email address and several browser extensions.

Another advantage of an after-sales service strategy is that the return on investment is almost instantaneous when done intelligently. Depending on the size of the group, you can currently collect a certain number of views of your articles.

This can also help you build a reputation, because over time, Internet users will be the ones to contact you directly for information. If you’ve followed a content-building strategy, based on group questions, you’re doing a double job.

Finally, it will help you in SEO. Depending on the platform used, Google will consider it a social signal or feedback, which will promote your ranking in search results.

Google alone: ​​pros and cons

If you adopt the “Google only” strategy, which therefore consists of relying only on natural referencing to get traffic, you may experience some frustration. Indeed, Google does not always index content without anyone understanding why.

The return on investment is therefore much longer. In addition, it involves continuously monitoring the evolution of your keywords, which requires expensive tools. You will also need to rework the content so that it is always well referenced.

The third element is both pros and cons: you don’t depend on people in your visibility, but on algorithms. The good side is that you don’t have to deal with individual mood swings, but you don’t have knowledge of the algorithm that guides 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 very little influence. Depending on the topic, some social networks or social platforms are useless or abandoned. This is not the case with Google as a search engine.

Balance Sheet

To succeed, in reality, you need to combine these two approaches: write content based on keywords and group questions, but be careful not to depend entirely on one or the other of these two approaches.

The “Google only” strategy is cost-effective – financially – if you have a content farm, with a large number of articles that are in themselves very well referenced.

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