Search engine optimisation (SEO) has many facets. They all determine how high up the search engine results page your website will be; prime spot being on the first page of Google. One of the factors that search engines look for is how many links point to your website – the more links the better as it generally means that your content is helpful, popular and accurate.
How can you ensure that other websites will link back to yours though? Having great content is a start, but there’s a difference between content that’s captivating and content that gets links. You need to come up with a link-building campaign – an ongoing process that can yield great results if taken seriously.
How to create the best content for getting links
Your articles and visuals might be interesting and helpful to the audience, but do they actually get any links on other websites? If you’re starting a link-building campaign, it’s important to know the difference here.
- Try to avoid content that is location and time-sensitive – Articles about events in your area may be popular beforehand, but once the event date has passed they become irrelevant. The same applies to news stories. Try to think of ways to cover an event that takes the time factor out of the equation, like a spin-off article. If there’s a conference, write about the topics being covered and problems at hand rather than the conference itself.
- Target different demographics – Try to include a range of viewpoints in your articles. This will cut across demographic lines and include a wider perspective that should appeal to a bigger audience. The bigger your audience, the more chances of getting links from them. If you have a piece of content about a new car, don’t focus on the male audience only; include a female voice to get their perspective on it.
- Build a bank of link-worthy content – The most successful content for attracting links is timeless; it can be used again and again. Avoid having one-off articles that aren’t usable in a month or year. Build up a bank of content that you can rework and share repeatedly over time. This means that a piece of content can get more links every time it is reworked, which is great for your SEO.
- Find out what format works the best for you – You may discover that your articles aren’t getting many links, but your videos are raking them in. Establish what format is working well and try to include more of that content on your site. Knowing your content and your audience will make populating your website a breeze.
- Be the first – This is simple; if you’re the first website to reveal information or provide a solution to a problem, other sites will write follow-up articles and hopefully link their content to yours. By getting content out there first, Google will assign that page a higher rank and drive traffic for you.
These tips should make your link-building efforts more sustainable and fruitful. They are suggestions and should not be the be-all and end-all of your content strategy. Rather, they should be used in conjunction with your regular types of content.
If you manage to strike the balance just right, you’ll have a great formula for a successful website.
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