Most SEO campaigns need three kinds of links to be successful; targeting your content to influencers can get you 2/3 of the way there. In this Whiteboard Friday, Rand covers the tactics that will help your content get seen and shared by those with a wide and relevant audience.
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about how to create content that is specifically influencer-targeted in order to earn the links and attention and amplification that you often need.
So it’s the case that most SEO campaigns, as they’re trying to earn the rankings that they’re seeking, are trying to do a few things. You’re trying to grow your overall Domain Authority. You’re trying to get some specific keyword terms and phrases ranking on your site for those terms and phrases.
So you need kind of three kinds of links. This is most campaigns.
1. Links from broad, high-Domain Authority sites that are pointing — you kind of don’t care — anywhere on your site, the home page, internal pages, to your blog, to your news section. It’s totally fine. So a common one that we use here would be like the New York Times. I want the New York Times to link to me so that I have the authority and influence of a link from that domain and, hopefully, lots of domains like them, very high-Domain Authority domains.
2. Links to specific high-value keyword-targeted pages, hopefully, hopefully with specific anchor text, and that’s going to help me boost those individual URLs’ rankings. So I want this page over here to link to me and say “hairdryers,” to my page that is keyword targeted for the word “hairdryers.” Fingers crossed.
3. Links to my domain from other sites, in my sector or niche, that provide some of that topical authority and influence to help tell Google and the other search engines that this is what my site is about, that I belong in this sphere of influence, that I’m semantically and topically related to words and phrases like this. So I want appliancegal.com to link to my site if I’m trying to rank in the world of hairdryers and other kinds of appliances.
So of these, for one and three, we won’t talk about two today, but for one and three, much of the time the people that you’re trying to target are what we call in the industry influencers, and these influencers are going to be lots of people. I’ve illustrated them all here — mostly looking sideways at each other, not exactly sure why that is — but bloggers, and journalists, and authors, and conference organizers, and content marketers, and event speakers, and researchers, and editors, and podcasters, and influencers of a wide, wide variety. We could fill up the whole board with the types of people who are in the influencer world or have that title specifically, but they tend to share a few things in common. They are trying to produce content of one kind or another. They’re not dissimilar from us. They’re trying to produce things on the web, and when they do, they need certain elements to help fill in the gap. When they’re looking for those gap-filling elements, that is your opportunity to earn these kinds of links.
So a few tactics for that. First off, one of the most powerful ones, and we’ve talked about this a little bit here on Whiteboard Friday, but probably not in depth, is…
A. Statistics and data. The reason that this is such a powerful tool is because when you create data, especially if it’s either uniquely gathered by you, unique because you have it, because you can collect it and no one else can, or unique because you’ve put it together from many disparate sources, you’re the editorial curator of that data and statistics, everyone like this needs those types of statistics and data to support or challenge their arguments or their assertions or their coverage of the industry, whatever it is.
It’s tough because you will not see many of those in your keyword research, because there’s a relatively few number of these people searching in any given month for this type of gap-filling data, so you have to intuit often what you should title those things. Put yourself in these people’s shoes and start Googling around for “What would I need if I had to write some industry coverage around this?” Then you’ll come up with these types of things, and you can try modifying your keyword research queries or doing some Google Suggest stuff with these words and phrases.
B. Visual content. Visual content is exceptionally valuable in this case because, again, it fills a gap that many of these folks have. When you are a content marketer, or when you’re a speaker at an event, or when you’re an author or a blogger, you need visual content that will help catch the eye, that will break up the writing that you’ve done, and it’s often much easier to get someone else’s visual content and simply cite your source and link to it than it is to create visual content of your own. These people often don’t have the resources to create their own visual content.
C. Contrarian/counter-opinions. The last one I’ll cover here is contrarian or counter-opinions to the prevailing wisdom. So you might have an opinion like, “In the next three years, hairdryers will be completely obsolete because of X.”
So using these tactics, I hope that you can go reach out and fill some gaps for these influencers and, as a result, earning two of the three exact kind of links that you need in order to rank well in the search results.
And we’ll see you again next week for another edition of Whiteboard Friday. Take care.
Powered by WPeMatico
Lindsey Stirling ~ Lindsey Stirling (1840) Buy new: $7.59 17 used & new from $7.21 (Visit the Best Sellers in Dance & Electronic list for authoritative information on this product’s current rank.) Powered by WPeMatico The post #1: Lindsey Stirling appeared first on Guaripete. […]
NewAir AWR-290DB Compact 29 Bottle Compressor Wine Cooler by NewAir (27) Buy new: $749.00 $556.99 5 used & new from $556.99 (Visit the Best Sellers in Built-In Wine Cellars list for authoritative information on this [...] The post #1: NewAir AWR-290DB Compact 29 Bottle Compressor Wine Cooler appeared first on Guaripete. […]
$10.99End Date: Friday Nov-10-2017 13:30:32 PSTBuy It Now for only: $10.99Buy It Now | Add to watch list Powered by WPeMatico The post Rolling Stone Special Collector’s 2017, Tom Petty 1950-2017, Brand New/Sealed appeared first on Guaripete. […]
$7.99End Date: Wednesday Nov-15-2017 7:48:50 PSTBuy It Now for only: $7.99Buy It Now | Add to watch list Powered by WPeMatico The post Entertainment Weekly Supernatural Oct 2017, Halloween Special, Brand New/Sealed appeared first on Guaripete. […]
Leonardo da Vinci Walter Isaacson (Author) (7) Buy new: $35.00 $21.00 52 used & new from $21.00 (Visit the Best Sellers in Books list for authoritative information on this product’s current rank.) Powered by WPeMatico The post #1: Leonardo da Vinci appeared first on Guaripete. […]
Capital Gaines: Smart Things I Learned Doing Stupid Stuff Chip Gaines (Author) (4) Buy new: $24.99 $17.48 46 used & new from $12.44 (Visit the Best Sellers in Books list for authoritative information on this [...] The post #2: Capital Gaines: Smart Things I Learned Doing Stupid Stuff appeared first on Guaripete. […]
The Wisdom of Sundays: Life-Changing Insights from Super Soul Conversations Oprah Winfrey (Author) (2) Buy new: $27.99 $16.79 40 used & new from $12.00 (Visit the Best Sellers in Books list for authoritative information on [...] The post #3: The Wisdom of Sundays: Life-Changing Insights from Super Soul Conversations appeared first on Guaripete. […]
AU $54.95End Date: Sunday Nov-12-2017 14:11:14 ESTBuy It Now for only: AU $54.95Buy It Now | Add to watch list Powered by WPeMatico The post Microsoft Office Professional Plus 2016 Full Retail Licence Key appeared first on Guaripete. […]
$7.99End Date: Sunday Nov-5-2017 19:07:45 PSTBuy It Now for only: $7.99Buy It Now | Add to watch list Powered by WPeMatico The post Rediscovering Americanism And the Tyranny of Progressivism by Mark Levin eBooks appeared first on Guaripete. […]