When you use Social Bookmarking to draw attention to an article, blog post or news release, or when you create the “boilerplate” company information at the end of a press release, remember that you can use a link to pages beyond your home page. Search engines actually reward you for doing this, as it drives traffic deeper into the site, encouraging readers to stay and decreasing your “bounce rate.” Customers like links to specific pages that feature the item mentioned in the article or release because it saves them the time of hunting around on your site to find it.
The same principle works for your web address on social media sites. Defaulting to your home page may not always be the best link if there would be another page more focused to the interests of that particular target audience. For example, if you’re an author and you use social media sites targeted to readers, publishers and other writers, consider using a web address for a page on your site that talks about your books. A speaker might want to encourage readers to visit the event booking page.
Your email or blog post signature block can also change depending on the audience. When you comment in blogs, groups and forums, consider using a link to the page on your site best suited to the topic. Readers have very little patience for rummaging around a web site looking for relevant copy. Keep them engaged by taking them right to the good stuff.