We all understand the significance of high-quality content, but we also know that without a sufficient number of relevant, authoritative links, even the best content may not perform well in search.
However, what many people don’t know is how to efficiently build—or rather, earn—those critical links.
While everyone gets the basic idea of link outreach, and some SEO practitioners achieve reasonable results, very few have truly optimized their approach. Given that our entire job revolves around optimization, our processes should be optimized too.
Enhancing the efficiency and effectiveness of your link-building efforts will lead to more impressive and profitable results. Just creating content doesn’t guarantee that links will follow.
Let’s first examine the common pitfalls, followed by a successful approach that we employ at Spartan Media.
The Common Pitfall
Many SEOs create outstanding content and then embark on a massive quest to pitch websites for links.
I consider this approach flawed. Creating content and then trying to convince others to link to it is like engaging in an online version of door-to-door sales—pitching the same "product" to a wide audience, hoping to find someone who agrees the content is worth linking to. Essentially, it’s akin to selling vacuum cleaners door-to-door in the 1950s. It’s ineffective.
Most people won’t link to your content, regardless of its quality, because they lack an incentive. While we often argue that our content is valuable to their audience, both parties understand the pitch is largely self-serving.
A Home-Run Strategy
Now that we’ve explored why creating content first and seeking links later isn’t ideal, let’s consider a more strategic approach.
Using content is still key; however, we can rearrange parts of the process to create a more compelling reason for others to link. Here’s how we do it:
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Identify a Target Topic: Focus on general keyword topics rather than just specific phrases.
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Target Relevant and Authoritative Websites and Influencers: Securing links from these sites benefits you algorithmically and by reaching the public face of the company. The more renowned the person, the better.
- Engage Influencers for Expert Input: Develop a structured plan to connect with these influencers as you intend to cite them as subject matter experts.
A customer relationship management (CRM) system can be beneficial here. We use a CRM linked to our email system to simplify campaign tracking. Without a CRM, you can log necessary details in a spreadsheet.
After identifying influencers, seek their insights on a specific topic. This might be through email, phone, or social media, especially if an email address is difficult to find. Citing them as experts usually encourages participation, as people enjoy publicity and often engage when their expertise is requested.
With a robust foundation, the subsequent step is content creation. Keep in mind that only exceptional content will suffice with this strategy. Once your content includes influencer quotes, the exciting phase begins.
Share a draft with influencers for review and additional comments, which benefits both parties. Sending a draft generates excitement about their inclusion in the publication and serves as a reminder of the upcoming article. You’re making it “real” before it’s live, thus building anticipation.
For long-form content, typically between 2,000-5,000 words, we aim to include several quotes. The number may vary based on the content type and format.
Once the content is published, notify the influencers and ask for a link. Targeting senior positions in a company proves beneficial, as recommendations from leadership typically lead to inclusion.
This strategy demands the creation of remarkable content. Simply adding a quote to mediocre content and requesting a link is manipulative and ineffective. It’s crucial to produce genuinely valuable content.
Repurposing Content with New Quotes
Update your existing content by incorporating new expert insights. Reach out to experts similarly, and integrate new content into already existing pieces.
Identify Key Opportunities Before Content Creation
To maximize efficiency and profitability while delivering value, identify ideal sites and experts beforehand. This allows you to develop content that these site owners are more inclined to link to.
