Is your content worthy of being linked to?

If you have spent any time at all attempting to market your business online, you will probably know something about the practice of link building – or at least have heard about it.

As the term suggests, it’s about “building links” – specifically, building links from other relevant and high-quality websites to yours. The number of good-quality backlinks that a given website enjoys has long been acknowledged as a major factor in the rankings it gains in Google and the other leading search engines.

Unsurprisingly brands have invested a lot of money, time and energy in link building down the years. Some of the methods such businesses have often used for the purpose of attracting backlinks have been not entirely natural.

Do you want to know an organic and sustainable way of driving up the number of great-quality and relevant backlinks your own website gets? It’s simple: you just need to publish content on your site that other sites want to link to, without having to be told or nudged into doing so.

In other words, you need to create high-quality content that feels relevant to your target readers and their real-world needs. How can you go about starting to rustle up such ‘link-worthy’ content?

Consider what types of content you should be creating

The question of what subjects you create content about will – of course – depend greatly on your brand’s industry. However, there are certain content formats across the business sectors that tend to do well when it comes to attracting backlinks naturally. These include the likes of:

  • Detailed guides and tutorials which encompass actionable tips to help the reader solve a ‘real-world’ problem they may have.
  • Ranking or ‘listicle’ articles with attention-grabbing titles such as ‘The top 10 best…’ or ‘5 ways to…’ – popular in part because we all love to get worked up about what other people might select for such a list. Support your choices with data from reputable sources, and it’s even likelier that this content will attract links and social media shares.
  • Trending news stories of relevance to the given business’s industry. You might create content that sums up a certain hot news development, while also including your own business’s take on it as an authority in its field.
  • Surveys with interesting and relevant statistics. We’ve already mentioned statistics previously in this article, and they could be even more powerful for link-building purposes if you have statistics of your own to share. You can generate such data simply by quizzing people such as your customers on any of a broad range of issues.
  • Eye-catching infographics. Why risk the content on your website resembling never-ending blocks of text, when you can present information like the above data in a visual form that really gets it noticed? Infographics are also frequently shared across social media, so if you include your brand logo and link in the image, it could further help bolster the all-round visibility of your organisation online.

Remember people are always looking for great content to link to

Don’t get trapped into thinking that the only way to build links is to practically approach other sites with a begging bowl, asking them to link to you. After all, it is now common for brands composing content to link externally to other sources of statistics and information, to help make their own content seem more authoritative and trustworthy. If you make the right moves, your own brand’s content could be among those outbound links of theirs.

There’s more to the art of creating great link-worthy content than the above, of course. You will also need to consider, for instance, which keywords to use in your content, so that your pages you wish to attract links will stand a chance of appearing and being noticed in Google searches to begin with.

Then, even if you do attract a lot of backlinks to a given piece of content of yours, you will need to think about how you can then convert some of that elevated traffic into a higher number of paying customers.

Sure, many people will be visiting your content in the first place in order to read information, rather than necessarily to buy anything from you. But including an internal link in the content to one of your product or service landing pages will help you transfer some of your hard-won authority to the landing page, and get it ranking better in the search engines.

Would you like to learn more about how PENNInk Productions can assist in optimising your brand’s website and its content, so that you can achieve quick growth and reputability among all the right audiences? If so, please do not hesitate to contact our online digital marketing experts now.

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