Coordinate Links and Content for Success

Coordinate Links and Content for Success

link building is understanding what people want and showing them where to get it. Content is about giving users what they want, what they need and in some cases teaching users how to achieve their aspirations. Both are focused on users, as is Google when they rank a web page.

the process of encouraging links can improve when it’s done together with the content side of a business. I hesitate to call it link building because it’s not really building links in the way it’s commonly thought of.

The reason why content creation and link acquisition should coordinate with each other is because of how tightly Google matches the context between the page where a link is created and the page that the link is pointing to and the search query a searcher is making.



Three steps for coordinating links and content

I believe those three matching contexts helps a page rank better.

A link graph is the map of the web, which can be organized by topic and/or niche. The ideal link, in my opinion is from a site that occupies a topically relevant part of the link graph. With enough links, a single page might be able to occupy a topically relevant position in that kind of link graph.

Of course, the page on which the link originates has to be on a topically relevant. And that should ideally exist on a site that is topically relevant. And that site should ideally belong to a topically relevant branch of the link graph.

The importance of the context of a link and and the context of the linked page and how it matches to the intent of a user making the query is important because it may predict a more successful outcome.

For example, during the course of link building I’ve noticed that certain topics are trending and that sites are beginning to link to content that is about that topic.



Screenshot of a Google Trends for five years in the U.S.A for the search query Kombucha
This screenshot of a Google trends report for the phrase “kombucha”
shows how at a certain point the topic took off. That takeoff point is where users and websites needed more content on the topic.

That’s when I turn to the content side and ask for content about a certain topic. I know that if we produce content on a certain topic we have a higher likelihood of obtaining links for content about that topic.

As someone involved in acquiring links, I am in a position to see that the sites I want links from are talking about a certain topic and that they are linking to other pages that talk about that topic.

Coordinating between the link building side that is looking at sites and the content side that’s creating content can help make a site become more popular.

The link building side may have insight about content topics that the content side might not be aware of.

The content side can give advance notice to the link building side about content that is under development. Advanced notice can put the link building side on alert to create an outreach plan to help promote the upcoming content.

Seems to me that the typical content and site creation part of a business happens in isolation from the link building part. The link building part is treated as separate. But in my opinion, for some websites, a better outcome will happen if the link building side is an informed partner from the beginning.

On a certain level, link building is understanding what people want and showing them where to get it.

Content is about giving users what they want, what they need and in some cases teaching users how to achieve their aspirations.

Both are focused on users, as is Google when they rank a web page. So if your content and link acquisition is aligned with the users needs, then your page is going to have what users are looking for and Google will find it because of the meaningful and on topic links to those pages.

For that reason, because of how web pages are ranked, link building can’t rightly be considered an activity that happens independently of the content production, PR, site design and social side of a business.

The relationship between the content and social side is a good model of how the content and link building side should cooperate.

And you know, it’s not just links that matter. A quality link building initiative can focus on non-link projects that result in building awareness among important demographic audiences.

A project that puts your message in front of 20,000 potential customers is every bit as good as a link. In the long run, these kinds of projects result in a demand to see your site in the search results. Google search is about showing users pages that meet their needs.


A section of Google’s Search Quality Raters Guidelines is called:

Part 3: Needs Met Rating Guideline
13.0 Rating Using the Needs Met Scale


The “fully meets” rating level, the highest rating, is described as:

“All or almost all mobile users would be immediately and fully satisfied by

the result and would not need to view other results to satisfy their need.”

What users need is constantly changing. The link building side can help identify those trends and keep the content side on top of user and website needs.

Coordinating the link building (and awareness building) with the content side may be a useful approach to creating a website that satisfies users and because of that may rank better since it is better positioned to meet user’s needs.



4 Tips for Creating a Successful Link Building Strategy

Nowadays, many businesses leverage search engine optimization (SEO) to boost their credibility, visibility and trustworthiness online. With the online market being so highly competitive and oversaturated, it’s important for companies to have a reliable way to stand out and become more visible. One of the best ways to do that is through SEO. That being said, one of the major activities for SEO is link building. Efficient link building helps you build relevancy as an industry expert.


1. Know your target audience well

Understanding your target audience is the key to having a successful link building strategy. The main reason is that you must craft links and content that is in accordance with your audiences’ preferences and likings. Otherwise, you’re simply wasting time on building irrelevant links that won’t yield any interest or drive more traffic to your website for that matter.

Therefore, you should conduct some thorough market research and find out as much as you can about your audience. For instance, who they are, what their interests are, what their needs and expectations are, as well as what their core demographics are. That will tell you more about what type of content to create for both your audience and for your link building campaign.


2. Seek out relevant sources for your links

When creating quality backlinks, it’s important to do so on credible and reputable sources. The main reason is that the more credibility and domain authority your sources have, the more credibility you gain in return. Not only that, but you must also target sources, such as websites and blogs your target audience visits or follows.

That way, the links you build on those sources will be more efficient and will engage your audience and help you build awareness. A good way to start would be to identify good guest posting sources. By becoming a contributor on relevant blogs, you ensure that your audience notices and shows interest in you. In addition, you’re positioning yourself as an expert, which will help you build trust with your audience.


3. Focus on creating amazing content

As you’ve may already heard before, content is considered king in the marketing world. There’s a really good reason for that. Content is the most efficient in driving customer engagement, interest, as well as in inspiring loyalty in your audience. However, in order for your content to be as powerful as you need it to be, it has to be top quality and highly relevant to your audience. If you are unable to curate great content, you need a content marketing agency that will guide your decisions. Otherwise, your content won’t be able to engage your audience no matter how credible the source of your guest post may be and thus your backlinks won’t be able to drive the necessary results.

Therefore, you must focus on creating amazing content and matching it with the sources you plan on publishing it on. That way you’ll ensure that your audience has an interest in your content and that they’ll be willing to check it out. Just don’t forget to include backlinks to your website and other relevant content pieces that may interest your audience.


4. Start reaching out

When considering sources for your guest post, you must understand that it’s not a one-way street. While some web owners or bloggers may accept your articles with no strings attached, there are those with whom you must establish relations first, in order to get them to accept and publish your posts. Those are usually more reputable bloggers, influencers and website owners. That’s why you must start reaching out to them before you kick off your link building campaign.

For example, make sure you follow them on social media and that you regularly comment and like their pages, articles, comments and other things. Also, share their content on your own social media pages, blog and website. That way, you can build a good relationship with them, so that they will be more willing to accept your posts once you ask them to do so.

Link building is essential for both your SEO and for your exposure online. That’s why it’s important to plan ahead and develop a good strategy for your links. If done correctly, link building can improve your web traffic, audiences’ engagement, reputation and online visibility among other things. Not only that, but having as many quality backlinks as possible will also vastly increase your rankings with the search engines.



4 Tips for a Successful Content Strategy


Many businesses, especially small businesses, struggle to keep their content marketing strategy on track. With constantly changing trends in social media, influencer marketing and other media, it can be hard just to determine a strategy, let alone keep it up to date. However, as marketing evolves into a targeted, data-centric field, it’s more important than ever to ensure that your content has a strong presence.

Try these tips to help your content strategy succeed.


1. Use an editorial calendar

Whether you type it up in a spreadsheet or use a plug-in for your CMS, a good editorial calendar can focus your content goals and help you achieve them. Keep a list of topics along with the best medium for delivering the content. Good content strategies will diversify and include multiple formats, such as infographics, videos, social media campaigns, blogs, press releases and more. Use the editorial calendar to plan out when you want content posted, but avoid focusing on too many details. Topics can be moved around to suit trends in your industry, and formats can be changed or combined if it works best for the piece.


2. Be trendy

Know what’s going on in your industry, and share this knowledge with your audience through new formats. Try a webinar or go live on Facebook. Create a quiz or contest. Don’t be afraid to fail at something new. Not every medium will work for your audience, but you can learn a lot from the campaigns that don’t work. If you see a new challenge that matches your brand voice, make it a priority to try that next. You never know which piece of content will go viral.


3. Invest in your content creators

Doing everything yourself is incredibly difficult, so it’s important to have a good team backing you up. Having a strong team will allow the work flow to continue even if one person is out and will help to create a more cohesive voice throughout your content. Building a rapport with your content creators will ensure they understand both your brand voice and goals, whether they are internal or external. The more invested they are in the company, the better the content will be. Find people who create content that best showcases your brand and be willing to listen to their ideas.


4. Analyze everything

With so much data now available, content marketers have unlimited numbers to help them determine what’s working and what’s not. Keep track of when content is posted; send reminders to customers that may have missed it at a different time and see which does better. Try different newsletter styles to see if one has a better open rate. Look over your social media posts and engagement rates to develop a strategy for each platform tailored to that audience. Adjust your strategy often to keep it running smoothly.

Having a good content strategy is essential for every business. By constantly evaluating that strategy, you’ll have a better chance of meeting those goals and staying on track.


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