Skyscraper Content VS. 10x Better
When content is king in the world of SEO, take some time to do skyscraper content – an inbound marketing method that involves writing better content than the existing content.
Do it in three steps:
- Find the link-worthy content you want to replace.
- Create awesome content.
- Reach out to the website and let them know you have this content to add value to their site. Websites love to know that they have the best content around, so tell them why your content is better.
It offers plenty of benefits to those who opt for this strategy to replace existing links. Save time during the content creation stage by seeing what topics work, improve the user’s experience by providing value, and demonstrate yourself as an expert.
This content technique works. However, the CEO and co-founder of Moz recommends a slightly different approach called 10x Content. Rather than make slight improvements and create a better blog, you make the content ten times better by utilizing various mediums. Take existing content and turn it into visceral, remarkable, and easily digestible infographics, in-depth videos, or podcasts. Both content techniques rely on you putting the work in, but the long-term results are well worth the time you have to put into them.
Fishing With Ego Bait
Ego bait does not require the formality of outreach. Instead, create content that refers to thought leaders or influencers. When sharing this blog on your social media pages, tag them in that content. Creating posts like this won’t always get you a like, share, or even a site visit, but it can be incredibly lucrative if it does. In a best-case scenario, it can start a conversation and lead to an ongoing relationship. Try being controversial or funny within your writing to enhance your chances of getting a response.
Industry Thought Leader
Become a thought leader in your industry for fantastic brand awareness, site visits, conversion rates, and SEO benefits, such as getting more backlinks. Consider this a long-term strategy that won’t happen overnight but offers a huge reward by the end. Just as you want to start conversations with thought leaders to earn backlinks, so will others if you become a thought leader yourself.
Steps to become a thought leader can vary. The best advice is to have your finger on the pulse of your industry and create excellent content that will highlight your knowledge. Several actions can help you to achieve this:
- Create memes, infographics, and original research
Make content creation fun and become a thought leader by producing more than just blogs or video content. People love memes, so this is more likely to go viral than a blog post. Getting your name out there offers you the chance to build up a thought leader profile among many. Infographics enable you to showcase expertise without overwhelming those looking at it, and original research can strengthen your brand and position as an industry frontrunner. When forming their content, other businesses could link back to your statistics without you needing to do anything.
Go about this in two ways. First, contact industry-relevant podcasts and offer an interview. Then, try to get involved with your local media (TV, radio, community websites, and printed press). Having a newsworthy angle helps when securing interviews on local media stations, so take some time to think about what they deem newsworthy.
Make these about your industry to help other businesses, or write about your journey as an entrepreneur. Publish these on sites like Amazon or opt for a digital version that you can send out via emails. When it comes to establishing your credibility, it’s hard to beat a published focus on your industry.
You won’t become a thought leader hiding in the background. Contribute actively to the top industry roundups in your sector or become a speaker at relevant conferences and events. The more you put yourself out there, the more familiar you become.
Creating Widgets and Tools
Earn top-ranking SERP positions for some of the hardest earned target keywords by creating a tool or a widget that will be of high value to your industry. Whatever your industry, streamlining or automating processes can result in you earning backlinks quickly due to its appeal.
Go about this in one of two ways:
Option 1: Build a tool
First, build your tool and host it on your website. Look at how MOZ created Domain Authority and how important it has become, and how many links they have earned as a result. Share and publicize this tool as much as possible to attract attention.
Option 2: Build a Widget
The alternative method is to build a widget that other people will host on their websites. As the widget contains a backlink to your website, your website gains visibility. Leverage your data (or API data from third parties) correctly and remain creative throughout to increase this potential to make the highest ROI.
Link Building With Influencers
Influencers hold value. Therefore, influencer link building has value. Use platforms like Intellifluence and Upfluence to find relevant influencers to connect with and monitor them. Connecting with pre-established audiences in your sector should help yield a high number of natural backlinks that will help you earn higher rankings with search engines. The trick is knowing how to offer them immediate value. Offer a free product, free content of high quality, or even something like beta access to your proprietary software.
Organize a meeting with the influencers you want to work with, bearing in mind each will have their preferred way of working. Some influencers may have websites and could create content that contains your link. Others may work solely on social media and share your link on their profile. Sharing your link both of these ways opens up the opportunity for higher domains to take note of you, further benefitting you.
Keep a Database
Keep data of all of your relationships and partnerships, past and present. Whenever you create a new piece of content, reach out to this list of influencers, thought leaders, and websites you have previously connected with before trying out new ones. Linking to you once means there’s a good chance that they will do it again with your latest piece of stellar content. Building a reliable list of websites means you get a more consistent audience into your sales funnel, boosting conversion rates with every backlink.
Create More Content
Content is the foundation of all backlinking strategies – a good reason for maintaining its king status. Without content on your site, you can’t have a backlink. Before going any further, make sure your content pages provide value to your visitors. The content needs to tell them who you are, what you do, how you can help them, and quickly help them make an action.
It shouldn’t stop there. Content needs to continue to rule over the rest of your strategies. Look at what you have on your website and see where you can take it. For example, create multiple content formats from one piece of content. Beginning with a single piece of long-form content (over 4000 words), convert that content into:
This isn’t regurgitating content; it’s offering it in alternative ways to suit the demands of different audience types. Some people will never read a 4000-word article, but they will watch a five-minute video or study a well-designed infographic. Opt for one, two, or all of these options – the more you do, the more people you have the chance to engage with as they look at your content. Save a lot of time and trouble coming up with original content ideas, with less hard work, but with great benefits of earning those vital backlinks when you promote those various content types in your usual ways.
Provide Updated Content
Link building often involves taking advantage of an opportunity when it comes your way. For example, you may find an article that has outdated information. No website owner wants to have incorrect information on their pages. Therefore, use it to your advantage if you spot something that isn’t accurate within their content. Create more updated information and tips and offer them to web admins.
Providing updated content isn’t the same as a broken link building strategy, but it generally follows the same steps. Contact the website via personalized email and highlight that some (or all) of their content is now outdated. In fast-moving sectors like digital marketing, healthcare, or tech, information can become outdated very quickly. Get your content ready and available as an alternative to offer websites, ensuring that it is 100% accurate. Websites might not end up using your content, but there is a chance they might.
The Essential Link Pyramid
Many website owners forget the importance of internal links. Internal links increase the chance of a page ranking well on the SERPs. Also, it helps Google bots crawl and index websites more efficiently. Therefore, if you want the content that contains your backlink to do well, you could include an internal link for the site you want to publish your content. Include this on every post, page, and article, and don’t forget your website!
When adding internal links to content, focus on the keyword anchor text so that search engines can explore your site more easily. Conduct keyword research using sites such as SEMrush. Discover over 2 million keywords from one seed keyword, including long-tail keywords and semantically related keywords, and see their potential, all in the same place. Analyze these keywords carefully, just as you would for your keywords, paying attention to the difficulty and competition level. Of course, you don’t have to do this, but it could benefit you in your link building endeavors.