What is the significance of outlining a link-building strategy prior to the publishing of content? Links and content are considered pillars of SEO (search engine optimization). According to Google, these components constitute of two of the top three aspects of its search algorithm.
Although most of us should be aware of this by now, many are still committing a huge mistake related to content and links and the way these two relate to each other with respect to search optimization.
Most web developers and SEO consulting professionals pursue links only after brainstorming, designing and implementing content initiatives. However, this is not considered to be the best strategy. In fact, attention to link building must be paid way before the publishing of content. In fact, it must be utilized to guide content strategy.
It is believed that the results of search opportunity dictating content strategy as compared to the other way around may be remarkable. Positive results can be expected when you consult on strategy for content prior to linking.
When building SEO content, the following three crucial goals should be taken into consideration:
- Overall organic traffic.
- Targeted traffic to specific web pages.
Here’s a streamlined, 3-step version of the process of content consultation you can employ to ensure success with ranking and linking:
1. Determine Search Opportunities
Content consultations for SEO start precisely with keyword research, where all promotions for content must start. This can be proved by performing a light keyword research aiming at identifying baseline themes and keywords where perfection is attainable. After locating these base terms, you can target these via developing blog pages and posts emphasized on long-tail keywords related to that specific equivalent theme. Lastly, to know if there’s an opportunity for the site you experimented with to rank, simply assess the competing pages in the respective search engine result pages (SERPs).
2. Evaluate Competing Pages
Once you find potential opportunities, it is time to understand in detail what’s actually driving success in those spaces involving investigating competitor pages. Since you’re brainstorming ideas for content, you would like to assess the pages ranking for key terms as compared to assessing the entire brand or websites. Having a closer look at the SERPs will reveal more insight to you. You will come across some interesting SERP features such as images right in the middle of the results. This means that an image of an email template might be very useful. You might also realize that better content could have been created.
A thorough research on actual search results will let you know about what precisely searchers are looking for and the precise type of content you need to create. In most cases, informational content combined with several helpful examples and usable templates is the best option.
Professionals suggest that the ideal way to measure SERP competition is via links. For assessment of links, you can make use of a backlink explorer such as ‘Majestic’. This will help assessing results with respect to referring (linking) domains.
3. Perform Content Creation
Here, the goal is to build something that proves to be the best in class and accurately optimized for searcher intent. You can start with building a page that painstakingly elucidates the ways to write a meeting request email, comprehensive with specimen emails, and several downloadable templates. Potential link associates will be able to link to these downloadables easily. They may also embed these on their website.
It is also important to track performance of page with respect to rankings for links and keyword rankings to estimate impact of SEO over the following months. Adept and accurate planning, factors like search behavior changes and market shifts will result in a pivot in approach. Hence, it is crucial that you keep a vigilant eye on trends.
You should also keep tabs on internal linking strategies because new pages are developed and shifts in strategy. Some of the internal links may also require being added or removed.
So now, you have an effective and clear strategic content idea that would serve user intent for specific relevant term. This highpoints your link campaign right from the start and help page ranks well and bring in relevant traffic.
The Process at a Glance:
- Determine search opportunities by assessing present website performance and locating opportunities precisely where improvement is reachable.
- Assessment of competing pages through a research on target search results and evaluating ranking content.
- Identifying common themes and styling while inspecting for competitive links.
- Research target search results.
- Develop better content as compared to the one presently ranking.
- Review content intent as well as “linkability” factors.
- Monitor content performance.
- Tweak content as and when required.
The above mentioned simple 3-step process ensures a user friendly framework. Once you start implementing this strategy to develop new pages, it is crucial to keep in mind that the strategy works well with top-funnel content. This may also be applied to certain types of mid-funnel content.