To establish a high-quality backlink profile, you need to stop building links and start working on earning links.
Real talk: Link earning provides trustworthy, fantastic content and advertising it like crazy.
The public regarded the discipline of link building as something undesirable, owing to Google spreading fear into link building with the reboot of Penguin and punishing big-name organizations.
Check here how Google’s John Mueller reacted to a webmaster’s inquiry, “Is link building in any way good?” in this Google Hangout. He says, “In general, I’d want to avoid that.”
Yet as I watch an increase in content marketing, it’s evident that there is a change in how SEO practitioners construct an off-site SEO plan.
Look at how connections have evolved:
Why Do You Want to Earn Links?
I receive this question from my clients a lot.
What is the value of a link?
Why do I want to earn a link from these prospects?
A link from another site will bring you, additional visitors.
A link doesn’t guarantee a conversion, items purchased, or social shares – that’s the website’s business.
When you earn a connection, you’re obtaining greater visibility.
So, if you receive a link in New York Times, you’ll most likely be viewed by a lot more people.
If you obtain a link on a tiny blog, most likely, you’re not going to receive a tonne of exposure.
But, if it’s your specialized audience, it’s entirely worth it.
Search Engines Care About Links
As much as we want to accept the idea that connections don’t matter, that is not true.
Links offer authority, trust, and value to your brand; consequently, search engines promote your brand if other trustworthy sites are linked to you.
It’s more beneficial to evaluate the broad picture when swapping the labor-intensive link-building tactics for the earnings.
As you may have heard, “content is king” – a content strategy can provide you a disciplined means to analyze what value you offer, who is listening, and where to disseminate.
Developing a robust content plan that includes link earning into the promotional phase will enormously affect long-term success.
Link earning isn’t a marketing practice. It’s how you affect your community to make the actual connections.
So, how can you not only generate great content but help build connections that make people want to share your stuff?
In Creating Awesome Content, Strategy is Everything
You may apply a variety of marketing methods to enhance website traffic:
Email drip campaigns.
The list goes on.
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Before starting with a campaign, give it the material it needs to succeed by defining a plan.
It makes a difference.
A plan is the first thing you should accomplish when developing content for link earning.
Who do you want to target?
Where do you want to obtain connections from?
What are your competitors doing?
These are all factors to consider while building an effective link earning plan.
How to Create a Roadmap for Link Earning
Creating a strategy for link earning is vital for making choices regarding your content.
But, how do you pick where to start?
Researching your competition and listening to your consumers helps you properly digest the material that is producing the most links and what engages your audience.
Developing a strategy of researching, content mapping, and advertising is the lifeblood of link earning.
Here are the four stages technique for converting information into links:
One of the trademarks of designing your strategy is gathering data-oriented information about your audience and rivals to produce meaningful takeaways.
To rapidly locate competition information, I put a term I wish to rank for in the search box (using incognito) (using incognito).
I’ll choose the top five to eight rivals identified and avoid the more prominent players, such as Amazon product sites and Facebook pages.
Then, I enter those URLs into link-building tools (e.g., Moz, Ahrefs) to begin extracting data.
For example, with Moz, you’re able to examine the most related pages of that site. I’ll identify the top 10 articles that are being linked for each competitor.
Next, I’ll enter my rival URL into BuzzSumo. I’ll highlight the top 10 articles that are being shared.
BuzzsSumo also provides you the option to “View Sharers,” which is terrific to start adding to my persona discovery list.
After I have all my data retrieved, I’ll develop my personas.
The information from BuzzSumo, social media and Google Analytics will allow me to determine demographics, objectives and difficulties, values, and any new insights I could unearth.
Mindmeister has an incredible tool for content message mapping.
I use this tool to properly establish my message for the articles I intend to post.
Content mapping can help detect whether there are any gaps within your approach.
At this point, I begin developing my editorial schedule using Trello. I allow myself the flexibility to put as many ideas out there as I can, drawing the resources from the research process. I’ll match each concept with a relevant keyword term to keep it organized.
Once Trello is laid out, I’ll begin connecting my content with design concepts.
I strive to be deliberate in connecting the dots for each graphic.
For example, would a video or podcast work better for an interview article? Or, maybe an infographic or ebook for a research-oriented piece?
Also, I’ll select what sorts of content improvements I may include for each piece.
After the piece is written, I’ll go through my content marketing routine. Again, this method is put out on Trello.
First, I’ll run over my on-site SEO checklist. The standard meta titles, alt tags, H1 tags, etc., are all in play here.
Once I press publish, I’ll post my content to social bookmarking sites and answer any pertinent questions on Quora or Reddit.
Then, I’ll send to the staff at SEJ with pre-populated tweets and links to the social bookmarking sites for a little more love.
Following this, I’ll schedule the item in Buffer to be published on Twitter three to four times during the next week and once on Facebook and LinkedIn.
Depending on the direction of my personas, I’ll additionally budget $50 to $100 social ad expenditure.
And finally, I’ll schedule a dedicated blog post email newsletter to my audience with a pre-populated tweet.
In addition to the email newsletter, I’ll send a customized email or tweet to all individuals I mentioned in my piece. And any influencers I believe would be interested in this specific content.
Within a month or two, I’ll try to start syndicating my stuff. Whether this is on my channels like LinkedIn or Medium, I pitch it to Huffington Post.
And finally, I’ll hunt for any opportunity to fit my piece in a guest blog post.
Bonus Tip: Set-up Google Alerts for the long-term development of the content.
Now that you’ve clicked publish, you want to start watching your analytics.
Ask yourself: how does advertising your material enhance exposure, provide links, contribute to social shares, or boost the bottom line?
Jay Baer presents content marketing analytics as one of my favorite SlideShare slides. Baer classifies these metrics in four categories:
Consumption metrics: How many people saw, downloaded, or listened to this piece of content?
Sharing metrics: How resonant is this material, and how frequently is it shared with others?
Lead-gen metrics: How frequently does content consumption result in a lead?
Sales metrics: Did we generate any money from this content?
You can also analyze how many links each piece of content is generating month-over-month under the sharing stats.
Here is a spreadsheet I use to monitor my stats.
High-quality content is one thing, but if you don’t design a plan that uses social shares and link earning the appropriate way, then you’re wasting your time.
With that in mind, let’s look at a few basic links earning tactics to consider while building out your content strategy.
5 Link Earning Ideas to Try
By now, it’s well-documented that link earning is more than a one-trick pony at getting organic space in the SERPs.
Link earning doesn’t happen overnight.
It takes time to make connections, be a member of a community, and produce content ideas that are worth sharing.
Let’s have a look at some link earning options to try:
1. Data-Backed, Long-Form Resources
A serpIQ assessment of the average length of the content in the top 10 results of search queries revealed that the best-rated posts were more than 2,000 words.
Now, I’m not advocating that you hold yourself to these length constraints. Each piece of content should meet your audience’s demands.
However, offering excellent information that is supported by facts, statements from reliable sources or your own research may benefit individuals.
This one article has 564 linked root domains since they performed their own investigation.
Let’s take Vero’s 40 Tips for Dramatically Better Emails article, for example.
This article now has 161 linked root domains, more than 8,000 social shares, and a Page Authority of 44.
What makes this work so successful?
It’s incredibly well-written and researched, peaking at over 8,000 words.
The design is sleek, and each suggestion is combined with a real-life example.
It gives vital facts on critical points.
Vero’s content is valuable to its email marketing targeted demographic.
This technique may also be employed in ego bait or interview-type material.
Groove does a terrific job at interviewing up-and-coming top IT startup founders.
The article they created alongside Zapier’s CEO, Wade Foster, has 70 connecting root domains, 1,500+ social shares, and a Page Authority of 44.
2. A How-To Guide
How-tos, tutorials, ebooks, and guides all offer excellent content that helps to attract and convert prospective consumers.
When you begin teaching people, you begin to win their trust.
Trust ultimately transforms into connections and income.
Take a peek at the relationship between Chupamobile and KISSmetrics. They wanted a conversion bait for their emails, and, thus, a lead gen website was established. The page converted 44 percent right off the beginning.
Or, how about this repair guide. This guide now has 31 linked root domains, 13,841 social shares, and a Page Authority of 74. Why does this work?
The interactive aspects engage the audience.
The information helps clients overcome difficulties, in turn making them happy.
3. Engaging Visuals
Material with relevant photos gets 94 percent more views than content without relevant images.
Engaging visual content enhances your digital tale.
Visual material is like the Nutella to your peanut butter. Without that, it’s simply not that good.
Let’s have a look at some graphic content:
Interactive Infographic: Only 9 percent of America Chose Trump and Clinton as the Nominees by the New York Times
Memes: Bill Nye Takes One Badass Photo, Becomes Hilarious Meme by Nerdist
Comparisons: Video Game Characters with Realistic Body Types by Bulimia.com
Graphics: Perceptions of Perfection by Superdrug Online Docter
Or, what about this interactive map, Your State’s Favorite Reality TV Show. This map presently has 71 linked root domains, 984 social shares, and a Page Authority of 52. Why is this map killing it?
It builds a personal connection with every reality TV program binge viewer in the United States (guilty!).
The graphic stuff is done extremely effectively.
The content matches beautifully with the data.
This also contains the video. Robbie Richards describes in a very detailed case study how he employed long-form engaging content with pictures and video to get connections.
He speaks about this article, How To Fly A Quadcopter, which currently ranks number 2 for “how to fly a quadcopter.” This article has nine linked root domains and over 1,000 social shares.
4. Community Building
Building a joyful community around your business requires patience, trust, and authority.
Your community symbolizes a number of things:
Your ideal consumer.
Your continuing support system.
They’re the ones who persuade others to utilize your goods or services. They assist increase your reach and reflecting the voice of your organization while you’re not there.
Sephora established a forum for their community. With 23 connecting root domains, 1,173 social shares, and a Page Authority of 54.
Groove created got 1,000+ subscribers from one blog post in 24 hours. This article presently has 32 connecting root domains, 2,197 social shares, and a Page Authority of 49.
What did they do right?
Groove is upfront honest, and they offer genuine statistics in their postings.
They speak to their customers inside the post.
Content improvements may also be observed spread throughout the post.
Creating tools or quizzes is an extension of your brand.
These often demand a user to engage with your material.
It’s a delightful individualized experience for both the company and the consumer.
This demands you to genuinely grasp who your audience is and what their requirements are.
HubSpot very basically developed the notion of leveraging technologies for inbound marketing. Their website marketing grader has created 313 linked root domains and a Page Authority of 79. What makes this work?
It needs users to fill in their email addresses before even playing. Lead generating tool already!
It delivers the consumers tailored information depending on their website.
CoSchedule has produced a similar tool called the Headline Analyzer. Again, the tailored, interactive material makes this a win-win.
Why Link Earning Matters
Link income is not a solved issue. But, there are many who are experimenting with techniques to properly acquire high-quality connections.
It’s high time for SEO professionals to collaborate to construct the foundation link earning for companies to flourish organically in the search engines.
Steve Sheinkopf, president of Yale Appliance and Lighting, says content marketing strategy is the engine that drives their engagement. Their traffic rose from 40,000 to 150,000 monthly visits. And, they’ve created a Page Authority of 46 with 23 linked root sites.
River Pools and Spas is another small company that has profited from link income. Just one blog article, “How Much Does a Fiberglass Pool Cost?” has generated over $2 million in sales, eight linked root domains, and a Page Authority of 39.
It’s demonstrated that a rigorous devotion to thinking, generating, and marketing content plays a vital part in moving your content and links ahead.