Social media marketing can vary

Different websites can have different effects on the success of social media marketing, it has been noted.

Writing on the SEOmoz blog, Jane Copland points out that some social media websites use 'nofollow' outgoing links.

This was introduced in January 2005 by Google in an attempt to prevent comments on blog posts and other articles from being used to provide more inbound links to a website.

But Ms Copland explains that social media site StumbleUpon does not pass on link value to any of the websites mentioned in its users' profiles or in "most popular" shortlists.

As a result, she notes that a successful social media marketing effort might not mean an improvement in search engine optimisation (SEO) in the conventional sense.

She asserts that removing all outbound link value in such a way is "pretty unacceptable", however, arguing that the most popular destinations deserve some SEO benefit.

"Items receiving over a certain threshold of attention should at least be granted a followed link," she contends.

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