Almost everyone knows, if you want your business to be successful in the digital space, SEO is the key. They also know, the best way to get people to return to their website time and time again is with regular and good quality content. Whether the content in question consists of blogs, articles, white papers, eBooks – or ideally some combination of all of them – good quality writing is a must for any online marketing effort.
However, there is another element of content marketing which is also crucial for improving SEO – inbound links.
Inbound links are simply links that point towards your website from other sites – also known as backlinks. In the past, this was often achieved though shady back room deals, such as where one company would agree with another to mutually link to one another’s websites – though this is considered a black hat (i.e. naughty) SEO practice these days, and will in fact see you slapped with a Google penalty if you get caught.
If you are in any kind of business, you have probably received more than one email which promises you backlinks in exchange for money. However, thanks to Google’s increasingly sophisticated algorithms, this kind of “SEO as a service” technique – and many others – are on the outs. It stands to reason, therefore, if you can’t buy your inbound links, you’re going to have to earn them.
High Quality Content
The best way to earn inbound links is to produce and publish your own content, which must be of the highest quality possible. As when writing any academic piece, content producers often need to research their articles ahead of writing them. And, in the same way as an essay or textbook will have a reference section to enable source verification, content writers will link to the source of any information they use which they didn’t pluck from their own brains.
The best way to encourage people to link to your content is by making sure it’s worth linking to. Ensure it’s well written and engaging to prevent researchers from turning off and moving on to another piece. Including up-to-date and relevant statistics (did you know, for example, that 16,000 Google queries yielded an aggregate link/ranking correlation of 0.864? I know –fascinating, right?) will help make your content a go-to resource for research-based insights.
(Image source: stonetemple.com)
Not only does including statistics in your content establish its academic credibility, but any writer worth their salt always links to their statistical sources.
In this case – your website.
People love images.
Most of all, they love including them in their content. We’ve already established the need to use statistics in your content, so why not combine informative and relevant stats with images to create an infographic?
Don’t panic if you don’t have a degree in graphic design, as there are a ton of fantastic – and free – online tools out there to make creating attractive infographics a breeze. If you have any experience with software such as Microsoft Publisher, you will have all the knowledge you need to select a template and fill in the relevant information.
Some great online tools for creating infographics include:
Infographics are incredibly shareable, so are a fantastic way to earn inbound links for your website. As they contain statistics, it would be remarkably bad form for a content writer to include an infographic in an article and not provide a source link.
Creating amazing and insightful content is but one part of establishing oneself as a trusted source for information. Becoming a thought leader is akin to becoming a celebrity in your niche, with your name becoming synonymous with your industry. Think Bill Gates and computers, Steve Jobs and smartphones, Gordon Ramsey and barely contained rage – these are the sorts of associations you are trying to build.
You also need to engage with your audience. Get yourself known on social media, instead of simply posting articles and sitting back. Respond to comments and engage your audience in a manner which communicates your passion and experience. Not only will engagement help boost the visibility of your social media posts, but it will show your audience you’re a real person with something important to say.
This will enable people to begin to associate you with important and relevant information, making it more likely they’ll seek out your content when researching their own material.
Once you are established as an influential figure in your field, you can reach out to other thought leaders. By collaborating on content marketing projects, you can gain access to the audiences of other experts in your industry and further increase the reach of your content – thus increasing the number of people linking to your work.
It’s best to treat your peers not as rivals or competitors, but rather as part of a circle of minds which can all work together to benefit one another – much in the way that the science community does. While underneath it all there will inevitably be conflicts and rivalries, the result is still a pool of knowledge and experience which everyone can draw from.
The Right Team
Hopefully we’ve given you enough information to get out there and start earning quality inbound links. If you’re looking for a team of talented and experienced writers, creators, and social media experts to help establish your website as the place to go for quality, linkworthy content, we here at markITwrite would love to help.
Get in touch today.