How to Write Content That Will Get You Backlinks

A lot of link building strategies are still sleazy to say the least. You can of course pursue strategies like guest blogging, giveaways, contests, and directory listings to get links legitimately. However, you also need to consider the cost-benefit angle of these strategies. Guest blogging, for example, helps you build one backlink at a time. This may not be enough, especially if you have a competitor who already has thousands of quality backlinks pointing to their website.

Strategies like guest blogging are acceptable when linking from high authority sources. However, for relatively smaller sites, your strategy should focus on income these backlinks. Simply put, you need to produce content that earns you dozens of backlinks from dozens of industry websites. This way, you don’t have to pursue those links one at a time.

Let’s take a look at some strategies that might help you achieve this.

Step 1: ‘What are bloggers looking for?’

Content marketers frequently use the “keyword research” method to write content. The modus operandi is simple – identify the keywords your target audience is searching for and write content to rank for those keywords. The problem with this strategy is that it only works with websites that already have high authority. With over 2 million blog posts written every daythis strategy may not work if you are a lesser-known website trying to outrank your established competitors.

One way around this challenge is to respond to what other bloggers in your industry are looking for. In his recent article on website usability, Joe Ryan linked at least four pages that cite statistics and studies that emphasize his points. Joe is not alone. Neil Patel cited more than half a dozen studies in just this article. If your website has comprehensive articles with such statistics and studies, you are likely to gain links from bloggers like Neil Patel when they write their content.

Step 2: Linking to Your Content

The Google search algorithm has evolved quite significantly over the past decade and today the authority of a website matters more than the number of backlinks pointed to any page. That said, backlinks are still an important part of SEO and can dramatically change search rankings for less competitive keywords.

In other words, building links to rank for your homepage or product page can be an extremely time-consuming and tedious process. However, it is easier to rank blog posts that talk about studies and statistics in your industry.

The strategy here is simple: invest all your link building efforts on ranking these stats and studies on blog posts related to their respective keywords. When this happens, you’re more likely to be seen and linked to by other bloggers writing about topics related to your industry. When done right, this strategy can help you quickly accumulate hundreds of links, which increases your website’s authority. In turn, your product pages also start ranking for their relevant keywords.

Step 3: Second Level Liaison

What if your blog is too small to matter? No matter how “link-worthy” your content is, you still may not rank high for relevant search terms. When you are not ranked at the top, you are not seen by other bloggers, which reduces your chances of gaining new backlinks from other websites.

It’s worth pointing out that SEO is a long-term strategy and if your blog is too small to matter, you need to focus your efforts on growing it first. But while SEO obviously takes time and effort, there are other “link earning” strategies that can speed up the process.

One strategy that has worked for me is second level link building. The goal here is to get your “link-generating” blog posts published on other, more established websites that link to you. By doing so, you increase the authority of websites linked to you and, therefore, increase the authority of your own website.

Say, for example, you plan to write an article that comprehensively covers all statistics and studies related to website usability. If your website does not have a significant search presence, you may choose to publish this article on a relatively more established website that accepts guest contributions. Guest contributors are always given the option to link to their websites from author signatures.

Writing a guest post on an authoritative website helps you rank your “link-generating” blog post at the top of Google search for relevant queries. Over time, your guest post gains dozens of links from other blogs and websites in your industry, which helps increase the authority of your own website (in case you’re curious, these are called ‘fundamental backlinks‘ and help you build your TrustRank).

In conclusion, marketers need to recognize that earning a backlink can be a lot harder than building one. But mastering this strategy can help you grow your business much faster than you would the conventional way and that alone is reason enough to give it a try. What do you think?

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