Since Google’s algorithm is still mostly based on links, having a lot of high-quality links to your site is obviously very important for driving search traffic. You can work as hard as you want on on-page and technical SEO, but if you don’t have links to your site, you won’t show up in search results listings.
There are many ways to get links to your site, but as Google and other search engines get smarter, many of them have become very dangerous (even if they may still work in the short term).
If you are new to SEO and want to use it for your business, these riskier and more aggressive ways to try to get links probably won’t work for you because you won’t know how to avoid the pitfalls and weigh the risks.
Also, trying to create links just to change your Google rankings won’t help your business in any other way if the search engine algorithms change and you lose your rankings.
Focusing on more general, long-term marketing strategies, like making and promoting useful content that includes terms you want to rank for and doing traditional PR for your business, is a better way to build links that will last.
It takes a lot of work to come up with and promote content that will get you links and social shares. Again, you’ll find more detailed step-by-step guides to different parts of content marketing below.
There are a lot of different ways to create good content, help it get found, and rank well in search results. Most methods, on the other hand, will require you to go through some version of the three steps below:
1. Identify and Understand the People You Want to Link to and Share With.
Understanding who is likely to link to and share your material is the first step in attempting to gain traction for it. There are a number of tools to assist you find influencers in your niche that might spread your material, but BuzzSumo is likely the most effective:
FollowerWonk, Little Bird, and Ahrefs are comparable tools. Below are more thorough explanations on how to use these tools to comprehend your niche more fully.
The goal of using these tools is to first locate thought leaders and potential linkers in your industry, then comprehend what they are linking to and sharing. Consider how you might design something they would find beneficial and want to share with their audience after learning about their issues and the kinds of information they generally share (who would also find it valuable).
Start considering what you can do for these influencers as you go through this process. How might you assist them with their individual projects? What can you do (uninvitedly) to support them in achieving their objectives?
What could you produce or provide that would be useful to the audience they are attempting to reach with their content? Do you have access to particular information or knowledge that would improve their performance at work?
If you can constantly help knowledgeable content producers in your industry, you’ll start to forge strong bonds that will benefit your content creation efforts.
Before you produce a significant piece of content, you should have previously considered how it will be shared, including who will share it and why.
2. Determine What Kinds of Content You Can Make and How You Can Market Them.
Next, you should try to figure out what you can do and what kind of content you can make that other people are likely to share and promote. This could be helped by a content audit.
Several different kinds of content assets will be able to be shared:
Make something that will solve the problems of your prospects and customers. Matthew Woodward wrote a post about how he built a top 100 blog. In it, he talks about a good way to use social media and forums to find good blog topics.
Use what works to figure out how it works. You can help reduce risk and make your content as fail-proof as possible by looking at what already works and making something that’s a level or two better in some way.
Help people look good. Show off some of the great tools you use every day. Get answers to hard questions from smart people in your niche and share that content (while positioning them as experts). When you mention someone or their product as a good resource, that person or company is likely to help you share and promote that content.
Focus on making different content assets that will be useful, have a plan for promoting those assets, and don’t be afraid to tell people who you’ve featured or whose audience would benefit from your resource that it exists.
3. Connect Your Assets to Specific Keywords.
Last but not least, don’t forget your keywords! This doesn’t mean that every time you make a great resource, you have to cram in a keyword that doesn’t fit.
It means that you can use keyword research to find pain points (if people are using search engines to find things, they want content that answers their question well! ), and that as you make new assets, you should look for ways to use the language your prospects and customers are using (as you will increasingly need to get some sort of distribution for pages where you want them to rank for valuable keywords).