Today I’m going to show you how to write blog posts that get:
Hundreds of comments.
Thousands of social shares.
And first page Google rankings.
Let’s dive right in.
Note: This is not a sponsored post.
Craig Campbell is a well-known SEO expert from Glasgow, UK. He has 17 years of experience in SEO Consulting and Digital Marketing. Craig owns an agency where he manages a small team so that he can deliver better results to his loyal clientele. He is also a regular SEMrush webinar host, SEO trainer, and speaker. Since Craig has been helping over a hundred businesses, he decided to start flipping websites for profit.
In this interview, Craig shared his ups and downs of his experience wearing different hats. He also offers actionable tips SEOs can utilize for their own business venture. His style is also very unique, as he is a straightforward guy who cuts straight through the noise – which is exactly why he has been invited to speak at several conferences all over the world, including Thailand, London, Paris, Italy, and more. He is very active on Social Media and has a large following on Twitter @craigcampbell03, where he oftentimes shares a lot of his mind-blowing tips.
Karina Tama: You have a lot of experience in Digital Marketing from owning an agency, being a conference speaker, webinar speaker, contributor, selling online courses, flipping websites for profit, and selling online. Which of these methods generates the most income? Which was the fastest to build?
Craig Campbell: From my own personal experience, the online courses and flipping websites are the most profitable and also the quickest to scale. Having an agency involves a lot of costs attached to the staff, office space, etc, and more time spent with clients as well which is always going to be harder to scale. But the great thing about this industry is that you can make money in a number of different ways, whether that is an affiliate, selling courses, digital agency owner or being a freelancer. Plus, you can niche it down even further by becoming the guy who catches expired domains, the site audit specialist or whatever.
What I highlighted is that I’ve made a lot of mistakes prior to getting myself into the position I’m in now, but this model suits me as a person, how I work, my personality and temperament.
The key is to do what you enjoy doing and model your business around that.
KT: Can you share your experience flipping websites for profit and how much money a person can make?
The answer to this is difficult because you can buy a website for 1 million dollars, and flip it for 2 or 3 times the price by doing some work on the site; however, not many people have that type of money to invest in projects.
But to give you an example, I bought a website for £10,000 and spend around 4k on the site getting some content and links done, and flipped the website for 48k within a 4 month period. There are folks out there doing a lot more than that. Have a look at empireflippers.com to see what some of the websites on there are selling for.
These sites have to produce proof of analytics and revenue too, so it’s not pie in the sky stuff if you get in and do the right kind of work.
KT: You always said you’ve made massive mistakes over your years. Can you highlight the biggest and most costly ones?
CC: The mistakes I’ve made do vary and may not be something I would automatically discard for other folks. But I spent a lot of time and effort into building an agency, building up staff and using up a lot of time and energy into doing so. I would have been better spending my time working more efficiently in working on affiliate marketing websites at a much earlier stage. So that is one that I personally feel was a mistake.
But to be honest I’ve made more mistakes than most. I’m an impulsive guy and jumped head first into setting up businesses without doing research first. Years ago I set up a vaping ecommerce store and there was tons of search for the products. I had confidence in my ability to rank and make it work.
What I didn’t do was proper research into the legal side of things. Paid ads weren’t allowed, and taking payments via any source other than PayPal wasn’t allowed. There were so many other little legal niggles on top of having unreliable drop shippers and products, and brands that were constantly changing which resulted in me having a project that I put a lot of time and money into. I got little to no return, simply because I didn’t do any real research.
So do research on all aspects of the business, not just the keyword volumes as that is something I’ve done a number of times and it ended up in failed ventures and lost money.
KT: What’s the minimum commission percentage someone needs to make in order to be able to fund their affiliate marketing business?
CC: This is real difficult to answer as Amazon pays on average five percent but if you get sheer volume, you can still afford to get the content, website maintenance, and everything else done properly. But on a personal level, I do feel Amazon affiliates are hard to get off the ground realistically on a low budget because the commissions are so low. Unless you have a budget to spend to get it off the ground, it is difficult to get going.
I’ve got a golf site and it cost me around 15k to get the site up to a level where it pulls in 1k per month. So it’s going to take me 15 months via Amazon affiliates to get my money back, providing they don’t cut the commission again, and providing Googles updates don’t impact my site. It’s not a cost-effective option choosing low commissions, and as a result, I have to look to private affiliate options to better monetize my golf site to make sure that I’m not constantly losing money on that particular project.
KT: Based on your experience, what is the minimum budget a person needs to start an online business?
CC: In general, I think you need to be realistic and you are likely to need around 10 to 20k to get a good start in the online business world. Of course, there are going to be instances where it can be done for a lot less in weak niches.
KT: What are the most common client misconceptions about SEO? What’s the best way to deal with them as an agency owner?
CC: This is hard. I have always personally found clients hard to deal with, but I completely get their point at times as so many clients have been given the run around by agencies out there offering a poor service. I think client education is important. If you have an agency, by all means, you don’t give them the whole strategy. But they need to understand that SEO isn’t a quick solution and it can’t be done for a few hundred bucks per month. There is time, effort, and expertise alongside the costs for links, content, staff, offices and business profits to be made, so you do get what you pay for.
There are the clients who don’t mind spending money, but want to know way too much about SEO and spend more time on emails and calls talking about SEO than you do getting work done. In this instance, we tell clients we can offer them training and consultancy at an additional cost.
I do feel in our industry we get questions from clients like: where are you getting your links from?, What on page tweaks are you doing? The clients are basically digging deep into how the work is being done, and that will only result in them being fed a load of sales talk or misleads.
So in my opinion with SEO if you deal with clients, give them traffic rankings and improvements along the way. But keep them at arm’s length so that they don’t need to know the in’s and outs of the strategy. I do feel many people think that they can simply expect an agency to hand the secret sauce over on a plate with no questions asked. No other business in the world would do that, so why expect it from SEOs?
So set expectation levels from the get-go and make sure they know how and what you will be reporting on. The minute you let the client walk all over you, you are in big trouble.
KT: For a person that is just starting a small SEO agency and has a limited budget, what are the must-have SEO tools to get the job done?
CC: SEMrush is a good all in one SEO tool. You do have other low costs tools like contentcal.io which is a social media scheduling tool that I like. It helps me schedule and set up all my social media messages and it is very low cost.
Then as you grow you can look into other tools that will help you grow, but these are just two to begin with. Most agencies have five or six different tools if not more that will help them with their day to day work and processes.
KT: What time management tips do you have for someone starting an agency? How do you prevent burnout?
CC: Well, what I can say is in the past when I started out, I worked so hard I ended up with anxiety and depression at one point, working 18-hour shifts if not more, unsociable hours and having no real structure was tough.
Then I was young, naive and thought I wouldn’t ever break, but there comes a time when you do burn out and don’t become productive.
In the end, I removed emails from my phone. I worked 9-5 Monday to Friday, and I got away from the laptop in the evening and choose to spend time doing things I enjoy to relax with my family and friends. Also, I spend my weekends switching off.
So rather than replying to client emails in the middle of the night from your mobile in bed, relax, sleep and get into the routine of working normal business hours.
I know many of us have to put a serious grind in at the start to build a business and it might take a little bit more than nine-to-five Monday to Friday to get the business off the ground. But do try and take time out, do try and wind down and de-stress and do spend time with your family and friends as you only live once, and you work to live, not live to work.
KT: You always said it’s important to be at the top of your game. How do you do it and what’s your advice to others about it?
CC: Network regularly, and surround yourself with the right people.
I regularly speak at events and network with people but I am also learning at the same time. I also go to private masterminds which is useful as you can learn and share with some of the top names in the industry and that for me is what keeps you at the top of your game.
Obviously, these things cost time, money and effort to get along too. But you need to invest in yourself if you want to be the best you can be. In recent years, it’s also important to give something back as no-one is going to accept some leach into the circle. So offering value in yourself is massively important. The more you open up, the more others will open up.
I potentially in the past thought this would be crazy to open up to your peers. But when you realize there is money for us all to make and no-one really cares about your specific niche, you will find that you can learn more and develop.
I would say speaking at events has also helped me massively with that type of thing as well. As speaking gets me to the events, but the information shared when talking one on one with people, or very often at the bar before or after events is where the golden nuggets come from. You need to be there to get them, or someone else will.
KT: In your experience with ROI SEO such as paying for traffic, and buying backlinks, have you ever had a website penalized for this?
CC: Through testing, I have crashed and burned websites to see how far I could push them. But never had a money site penalized by SEO work that I have done. However, I have negative SEO attacks and stuff like that where I have had some issues. But the intention is never to get my websites banned. I try and do things as ethically as I can. Of course, I would be lying to say I didn’t bend a few rules here and there, but who doesn’t?
But if you want to simply go out and pay for spammy links, it’s a sure way to ruin your business, mix things up, try and do as much as you can ethically. Then look at the other stuff as the icing on the cake is maybe the best way to look at things.
One thing I would say is, don’t believe all the scaremongering there is out there. Links still work well, keep them relevant, with sites with good DR and from websites that get traffic and you won’t go far wrong.
Avoid getting links from low-quality sites with no traffic, link farms and all of that stuff, work smart and know what your buying and you will be fine.
KT: You have been to conferences in so many countries. Do you have plans to do any conferences in the USA?
CC: I’d love to do some in the USA. I’m fairly well known in the UK and Europe from speaking at events.
I would love to do if the opportunity came up. I have been to Thailand, India, Vietnam, Israel and a few others lined up this year. So I’m definitely up for traveling and speaking wherever I can.
I had the pleasure to get to know Craig much more during this interview and I can definitely say he is an authentic and well-rounded person. He has a good sense of humor and loves to collaborate. I am sure we will have Craig soon speaking in the USA.
The post Exclusive interview with Craig Campbell: Golden nuggets every SEO needs to know appeared first on Search Engine Watch.
In this post I’m going to show you how to get more views on YouTube.
In fact, these are the exact techniques that I used to grow my channel to 244.6K views per month.
Let’s dive right in.
It’s no secret that your video thumbnail is HUGE.
According to YouTube, 9 out of 10 of the most-viewed videos on YouTube use a custom thumbnail:
And YouTube themselves state that:
“Thumbnails are usually the first thing viewers see when they find one of your videos.”
The question is:
How do you create a thumbnail that stands out?
BOGY Thumbnails are thumbnails that use these four colors:
Why is this important?
Well, if you look around YouTube, you’ll notice that the site is mostly red, black and white.
And if your thumbnail also uses red, black and white… your video will blend in.
But when you use BOGY thumbnails, your videos stands out and grabs attention.
(Which makes people MUCH more likely to click)
For example, I use green as the main color in my thumbnails:
This is partly for branding reasons (green is the main color on my blog and YouTube channel).
But it’s also to stand out on the YouTube platform:
How about another example?
The Bright Side Channel (which has 19 million subscribers) uses yellow, orange, blue and purple in most of their thumbnails:
Of course, you can use a little bit of red, white and black in your thumbnail.
You just don’t want to make them your main thumbnail color.
For example, I use some black and white in this thumbnail.
But 80%+ of that thumbnail is green.
And now it’s time for…
YouTube has confirmed that your video descriptions “let YouTube’s algorithms know what your videos are all about”.
With that, I have some good news:
I recently developed a YouTube description template that works GREAT.
Here it is:
Now I’ll break down each section in detail.
First, you have the Strong Intro.
The first few lines of your description are SUPER important.
Specifically, you want to include your target keyword once in the first 1-2 sentences.
That’s because YouTube puts more weight on keywords early on in your description.
So make sure to mention your target keyword in the beginning of your description.
Here’s an example from my channel:
You also want to sell your video.
The first few lines of your description show up in YouTube search:
And if that snippet is super compelling, more people will click on your result:
Plus, some people even read your description after they land on your video page.
So it’s important that the content above “Show more” really sells your video.
Next, you have the 150-word outline.
All you need to do here is outline what someone will learn from your video.
And don’t be afraid to get into the nitty-gritty details here. In fact, I recommend writing AT LEAST 150 words here.
That way, YouTube can fully understand what your video covers.
For example, check out this description from one of my videos:
It’s 233 total words.
And that thorough description has helped my video rack up 299,173 views to date:
Finally, you have your description links.
I actually got this tip from YouTube themselves:
The goal here is to send people to your website and social media channels.
I’m most active on Twitter, so I only include a link to my Twitter profile:
But there’s nothing wrong with linking to several different sites that you’re active on.
And if you want to get more subscribers, I recommend adding a call-to-action to subscribe here too:
Which leads us to…
If you’re like most people, you include a ton of playlists on your channel page.
(Which is smart)
Well, I recently discovered a simple way to get MORE people to watch your playlists:
Alternate vertical and horizontal playlist layouts.
Here’s an example from my channel:
Why is this important?
If you only use one playlist layout, your playlists don’t stand out from one another:
But when you alternate layouts, each playlist really stands out:
To change layouts, head over to your channel page. And hit “Customize Channel”.
Then, click on the little pencil icon next to one of your playlists:
And choose the layout:
Then, alternate between “vertical lists” and “horizontal layouts” for each playlist.
Simple. Yet effective.
Your title is a BIG part of your video’s success.
In fact, YouTube’s internal data has confirmed that your title can make or break your entire video:
With that, here’s exactly how to write video titles that get tons of clicks:
First, add brackets and parentheses to the end of your title.
An industry study by HubSpot found that adding brackets to a title increased clicks by 33%:
To be fair:
This study looked at blog post titles.
But I’ve found that the same rule applies to YouTube videos.
For example, this video from my channel has 299,173 views:
And the “[New Checklist]” at the end of my title is a big part of that video’s success:
Next, use a number in your title.
This number can be:
Or pretty much any number that makes sense for your video.
For example, here’s a video on my channel about keyword research:
My original title was just “Advanced Keyword Research Tutorial”.
That title is pretty flat.
So I decided to add “5-Step Blueprint” to the end of my title:
Which has helped that video rack up over 100k views so far:
Finally, use titles that are between 40-50 characters:
A study by Justin Briggs discovered that videos with titles less than 50 characters ranked best in YouTube search:
Over the last few years I’ve studied dozens of YouTube channels.
And I’ve noticed one consistent pattern:
Successful channels get lots of views from Suggested Video.
As a reminder, “Suggested Videos” are videos that YouTube promotes next to the video you’re watching:
And as it turns out, Suggested Video can bring in MORE views than YouTube search.
For example, my channel gets 34.8% of its views from SEO…
…and 38.2% from Suggested Video:
How can you get more views from Suggested Video?
Use the same tags as your competitors.
In fact, YouTube has stated that they use metadata (like your title, description and tags) for Suggested Video rankings.
So when your tags match the tags in a popular video, you have a good chance of showing up next to that video:
Here’s a video that walks you through this entire process in detail:
Speaking of tags…
You already know that tags are important for video SEO.
That’s because YouTube uses tags to understand your video’s topic.
In fact, when we analyzed 1+ million YouTube videos, we found that YouTube video tags correlated with rankings:
How do you use tags the right way?
The MVC Formula.
Here’s how it looks:
The MVC stands for: “Main Keyword”, “Variations” and “Category”.
I’ll break this down with a real-life example…
First, you have “Main Keyword”.
This is self-explanatory.
You want to use your main keyword as your first or second tag.
For example, my target keyword for this video is: “link building”.
So I made that exact phrase my first tag:
Next, we’ve got “Variations”.
Here’s where you sprinkle in a few variations of your main keyword.
For example, in my link building video, I used a few variations of that term:
Finally, include 1-2 tags that describe your video’s overall category.
These broad tags are designed to help YouTube understand your video’s overall topic and category.
For example, in my video, I included three broad tags: “SEO”, “online marketing” and “digital marketing”.
Online communities are GREAT places to promote your YouTube videos.
That’s because people on these communities have burning questions…
…questions that your video can answer.
For example, let’s say that you see someone asking this question on Reddit:
Well, if you had a video that talked about frozen Paleo meals, you could link to it in that thread.
In fact, I used this exact approach to promote one of my videos on Quora:
Which helped my brand new video get a handful of high-quality views.
Ranking your videos in Google can lead to LOTS of extra views.
In fact, Google sends my videos 8,396 views per month:
How do you get your videos to show up in Google?
Well, it’s not all about ranking #1 in YouTube.
In fact, a study by Stone Temple Consulting found that 55.2% of YouTube videos ranking in Google were different than the top videos ranking in YouTube’s search results.
For example, if you search for “backhand drills” in YouTube, this video is shown at the top:
But when you search for that same keyword in Google, that video is nowhere to be found
With that, here’s how to boost your video’s chances of ranking in Google:
First, say your keyword out loud in your video.
For example, a while back I published this SEO tutorial video on my channel:
And I made sure to actually say the exact phrase “SEO Tutorial” four times in that video:
Which is one of the main reasons it ranks in the top 3 for that term:
Second, upload a transcript of your video to YouTube.
That way, Google can understand 100% of the content in your video.
Sure enough, I made sure to get a professional transcription for my SEO tutorial video.
YouTube wants to see that people ENGAGE with your video.
In fact, I recently conducted a YouTube search engine ranking factors study:
And we found a significant correlation between ranking in YouTube and user engagement.
Specifically, we found that comments:
All correlated with rankings in YouTube search.
What’s the best way to get more engagement on your videos?
It’s simple: ask people to engage with your video.
For example, let’s look at this video from my channel:
At the end of my video I ask people to leave a comment:
Which has helped that video rack up 4,348 comments:
And 396,000 total views:
Audience retention? Important.
Watch Time? VERY important.
But neither of these two metrics are close to session time.
Session Time (also known as “Session Watch Time”) is the total amount of time someone spends on YouTube after watching your video.
And it’s one metric that YouTube cares A LOT about. In fact, YouTube has said:
“The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement…”
So if someone watches your video and then leaves YouTube, that’s going to hurt your channel’s Session Time:
But if that person stays on YouTube, your Session Time is going to increase:
And the best way to improve your Session Time?
Promote your BEST videos on your channel page.
That way, you’re showing people videos that will keep them watching.
For example, I show off my best videos at the top of my channel page (inside of playlists):
As it turns out, there’s another easy way to boost your Session Time.
Which leads us to…
Here’s how to get extra views (and Session Watch Time) using your end screen:
First, pick a popular video from your channel.
To do this, head over to the YouTube Studio and find a video that generated lots of views over the last 90 days:
Next, find a video from your channel that someone would want to watch AFTER they finish watching your popular video.
For example, this video was one of my top 10 videos over the last 90 days:
So I asked myself:
“What does someone that just learned about keyword research want to learn about next?”
How to use those keywords in their content.
Luckily, I published a video on that exact topic a few months earlier:
Finally, link to that video in your End Screen:
And because your “Next Video” is EXACTLY what someone wants to see, they’re super likely to watch it.
If you want to get more views on YouTube, you need to learn as much as you can about YouTube SEO.
Specifically, you want to master SEO basics like:
And if you want a crash course on SEO for YouTube, I recommend watching this entire video:
I used to name my playlists with whatever word popped into my head first.
For example, one of my first playlists was called “Advanced SEO Strategies”:
Not a horrible name. But not super compelling either.
So I added “and Case Studies” to make the title more interesting:
And I’ve applied this same rule to all of my playlist titles.
For example, one of my most popular playlists is called “How to Get Higher Google Rankings”:
My original title for that playlist was: “SEO Tips and Strategies”.
But I knew that my audience wants to learn “how to get higher Google rankings”.
So I made my playlist title that exact outcome.
You might have noticed that I’ve embedded quite a few of my YouTube videos in this post.
And there’s a good reason for that:
These embedded videos lead to a ton of high-quality views.
Not only do these embeds help you get more views, but they can also help your videos rank higher in YouTube’s search results.
An industry study found that #1 ranking videos have 78% more links and embeds than videos that rank #2 or below:
Back in the day I’d share my entire YouTube video on social media:
And sure, this led to a handful of views.
But not as many as I wanted.
That’s when I realized something:
Facebook, Twitter and other social media sites want to keep people on their platforms.
(Yup, just like YouTube)
And when you post a link to your YouTube video, their algorithms are going to hide your post from your followers.
What’s the solution?
Upload a clip from your YouTube video as native video.
Here’s an example:
Because my clip was native to Facebook, it was promoted around the platform like crazy.
(Which led to 23k views on my post)
And once you post the clip, link to the full video as the first comment:
That way, people that enjoyed your clip can easily find the full video on YouTube.
What’s the best time to upload a video on YouTube?
Is it Tuesday at 3pm?
How about Saturday at 6am?
The real answer: when your subscribers are on YouTube.
Unfortunately, YouTube doesn’t tell you when most of your subscribers are online.
So I recommend testing a few different days and times to see what works best for your channel.
You can even use a tool like VidIQ to analyze your channel for the best times to post:
This is an easy way to boost your Session Time and views.
Here’s how it works:
First, look at the audience retention report for one of your videos.
Here’s an example from my channel:
As you can see, this video has a massive retention drop at 6:16.
Next, have a card appear at that time.
(That’s “The Bridge”)
And that card sends people to another video on your channel at the exact moment they would have clicked away:
The YouTube homepage can be a GREAT source of views.
(Especially for new videos)
For example, look at the traffic sources to this video the week after it went live:
39.4% of all of my views came from “Browse Features”.
(Most of which are views from the YouTube homepage)
And getting on the homepage led to 3,097 views in my video’s first week.
As you probably know, your YouTube homepage is highly personalized.
So when I say “get featured on the homepage”, I’m talking about getting on the homepage for users that are signed in.
With that, here are two ways to boost the odds that your video will appear on people’s homepages:
First, promote your video in the first 48 hours after it goes live.
YouTube’s homepage algorithm tends to feature videos that have two things going for them:
And when you get lots of eyeballs on your new video, YouTube will happily feature it on their homepage.
For example, I promote my new videos on social media:
And to my newsletter subscribers:
Which helps push lots of people to my brand new content on day 1:
Second, boost your total YouTube subscriber count.
I’ve noticed that YouTube’s homepage tends to feature content from channels that you’re already subscribed to.
(Which makes sense)
So the more subscribers you have, the more views you’ll get from the homepage.
In other words:
How about an example?
This video from my channel was my first successful video:
(Most of my other early videos completely flopped)
So I decided to apply what worked in this video to my future videos.
And it worked!
Because I doubled down on what was already working, I was able to grow my channel in record time:
Specifically, I looked for spots in my video where my audience retention was higher than average:
For example, I noticed a big retention spike at 3:51:
3:51 laid out the steps for one of the strategies in my video:
So I decided to show steps in text form in all of my future videos:
This is an easy way to get your subscribers PUMPED about your next video.
Here’s how to do it:
First, publish a post about your upcoming video in your community tab.
This can be a sneak preview shot:
Or anything that builds anticipation for your video:
Either way, your community post makes people look forward to your upcoming video.
(Which means they’ll be MUCH more likely to watch it when it goes live)
Now It’s Your Turn
Now I’d like to hear what you have to say:
Which strategy from today’s post are you ready to try first?
Are you going to use BOGY Thumbnails?
Maybe you’re ready to preview videos in your Community Tab.
Either way, let me know by leaving a comment below right now.
The post 17 Ways to Get More YouTube Views (Works GREAT In 2019) appeared first on Backlinko.
Video can elevate your digital marketing presence. So far, so obvious. But beyond the fact that we’re visual beings, you’d be surprised just how many ways you can leverage video to enhance your marketing efforts.
Videos build an emotional connection. They get stuck in your audience’s head, leading to brand awareness. They deliver the messages you need to convert interested members of your target audience. And, last but certainly not least, they can be a catalyst to successful SEO.
Don’t take our word for it. Instead, consider these 5 ways in which video can enhance your SEO strategy and maximize your on- and off-site marketing opportunities.
Google is nothing if not attentive. The world’s most popular search engine continues to thrive because it knows what its users want, and keeps delivering just that. So it’s no surprise that the search engine has taken note of video being among the most effective content types to reach and engage your audience.
The result: videos increasingly populate the first page of its results. A simple Google search on ‘how to fix your car’ requires you to scroll past three videos to get to any type of written content. That’s probably because almost three quarters of consumers prefer watching videos over reading content online. Google abides.
The implication? Producing video can significantly enhance your presence on search engine results pages, as long as you do it right.
Simply publishing a video is great for brand awareness (more on that later), but it probably won’t make it to the SERP. Almost all the videos on results pages come from YouTube, which means that building your SERP presence and managing your YouTube presence has to be closely integrated. Look at the keywords you want to rank for, determine which ones list videos on the SERP, and then move to YouTube to optimize your own entrant for that keyword.
We know that appearing in multiple parts of a SERP for a relevant search will maximize your visibility and increase both click-throughs and conversions. If you already have a blog post ranking on a specific search term, keep optimizing. Your best bet to maximize the SERP’s return is to also create video content for the same theme that finds its way to the same page. That way, your brand appears twice as both your video and your blog post, offering twice as many opportunities to catch your audience’s eye.
If you build and optimize a video effective enough to rank on a search like the above, your visibility and brand awareness will increase drastically. That video SERP optimization means content good enough to get plenty of engagement on a given keyword, which should appear in both its title and meta description
YouTube is the second largest search engine in the world, processing more than 3 billion searches every single month. That’s more than Bing, Yahoo, and AOL combined.
If part of your effort is getting in front of your audience for relevant keywords, you shouldn’t just optimize your videos for Google. How they appear (and can be found) on YouTube itself has to be part of that consideration.
Another distinguishing factor of YouTube, of course, is sheer volume. Every second sees more than 35 hours of video uploaded. To stand out, you have to make sure your videos are not just great, but also optimized the right way.
Optimizing your YouTube videos is not just crucial for internal search, but also in its connection to Google. The two are, after all, part of the same umbrella company. That note about Google SERPs above? The videos pulling in on top of the search results actually link to YouTube.
That get to that point, you have to keep some things in mind:
It also makes sense to draw from specific examples of videos you know to be successful. This Squarespace video, for example, had all the ingredients: a name people might recognize, optimized captions, and optimization around the ‘make a website’ keyword.
Experienced marketers know that SEO goes beyond Google. Take social media as an example. On Facebook or Twitter, users increasingly search for relevant content, making search optimization of each post more relevant. In addition, studies repeatedly show an indirect but clear link between social media performance and Google-focused SEO.
Organic social media marketing has only become more challenging in recent years. Thanks to algorithm updates and simple overcrowding, the average Facebook post now reaches less than 7% of your audience. The only type of post breaking through the clutter: video.
On average, native videos continue to perform better than any other type of content on the vast majority of social networks. Facebook itself has continued to emphasize just how much it intends to prioritize videos in its Newsfeed algorithm. Just make sure you’re uploading your video to Facebook directly, since sharing links out to Youtube has proven not to fare as well with Facebook’s algorithm.
To get results and impact your SEO on social media, not any video will do. A few very specific guidelines can help you accomplish that feat:
Traditionally, content marketing consists of static content like blog posts and web pages. Each of these content blocks can be significantly enhanced through video. Use it right, and the effect can be transformational.
You might be familiar with the Whiteboard Friday blog series by Moz. The blog post series highlights SEO-related topics and tips every week. But it’s not just words. The focal point is a video that explains the topic with the help of – yes – a whiteboard. If you’re anything like us, you probably will be watching instead of reading.
Video has that effect on most of your static web content. Your visitors are more likely to stay and navigate around a page with video. That’s because it allows them more flexibility in how they consume the information, depending on their preferences.
More engaged visitors, of course, equal higher SERP rankings. Google considers how your audience engages with your content after initially viewing it as part of its ranking factors. If video increases engagement, and engagement improves SEO, the through-line for your static content is clear.
Finally, consider the indirect benefits of video. Simply plugging some moving images onto your website probably won’t immediately jump that website to #1 in all searches. Many of its effects, like the ones mentioned above, are more indirect. And yet, those indirect benefits can still be immense.
Consider a video you’ve watched recently that you just can’t get out of your head. It might not have led you to buy a product immediately. But it probably made an impact.
The same thing is true for your audience. We’re visual beings at our core, as 90% of the information transmitted to our brain is visual. The right video will get them to remember your name, and probably increase searches for your brand name in the future.
The key to remember here is awareness. You need to create videos that stick with your audience long after the run time is over. That means eliciting emotion, like P&G’s Like a Girl videos that resonate with countless internet users because of their real-life resonance. Another option is to simply be different; include an element of surprise that no one sees coming, like this PSA, and chances are you’ll stick in your audience’s mind for a while.
Once you can achieve a way to resonate with your audience, you generate recall in a way that leads to future searches, future conversions, and business growth.
It doesn’t happen by accident. Any video designed to enhance your SEO strategy has to be thought-through and strategic. It begins long before you film the first shot.
You already know how to build successful, SEO-optimized web pages. Now, apply the same concept to your video. Start with a concept that you know your audience will find interesting, and direct searches towards. Continue with an optimized title and meta description that applies specifically to those searches. Only then should you actually shoot a video that fits the same keywords, title, and description.
The production aspect, of course, has to be complex. The concept is only as good as its execution; without high production value, you risk sending your audience to content that doesn’t actually hit their pain points. You lose their goodwill, shares, and ultimately an opportunity to convince and convert.
If you don’t have the video production resources you need in-house, consider working with a professional. It’s a natural way to ensure that, as the world of content moves towards this medium, your business is prepared and ahead of the curve.
We analyzed 12 million outreach emails to answer the question:
What’s working in the world of email outreach right now?
We looked at subject lines. We looked at personalization. We even looked at follow-up sequences.
Along with our data partner for this study, Pitchbox, we uncovered a number of interesting findings.
1. The vast majority of outreach messages are ignored. Only 8.5% of outreach emails receive a response.
2. Outreach emails with long subject lines have a 24.6% higher average response rate compared to those with short subject lines.
3. Follow-ups appear to significantly improve response rates. Emailing the same contact multiple times leads to 2x more responses.
4. Reaching out to multiple contacts can also lead to more success. The response rate of messages sent to several contacts is 93% higher than messages sent to a single person.
5. Personalized subject lines boost response rate by 30.5%. Therefore, personalizing subject lines appears to have a large impact on outreach campaign results.
6. Personalizing outreach email body content also seems to be an effective way to increase response rates. Emails with personalized message bodies have a 32.7% better response rate than those that don’t personalize their messages.
7. Wednesday is the “best” day to send outreach emails. Saturday is the worst. However, we didn’t find an especially large difference in response rates between different days that messages were sent.
8. Linking to social profiles in email signatures may result in better response rates. Twitter was correlated with an 8.2% increase, LinkedIn an 11.5% increase, and Instagram a 23.4% increase.
9. The most successful outreach campaigns reach out to multiple contacts multiple times. Email sequences with multiple attempts and multiple contacts boost response rates by 160%.
10. Certain types of outreach get higher response rates than others. Outreach messages related to guest posting, roundups and links have an especially high response rate.
We have details and additional data from our study below.
You may have heard that it’s challenging to get people to reply to cold outreach emails. According to our data, poor response rates do appear to be the norm.
In fact, we found that only 8.5% of all outreach emails receive a response.
This response rate is similar to what several cases studies, like this one from the Moz blog, have previously found.
The fact that 91.5% of cold outreach messages are ignored may not come as a surprise. After all, generic outreach emails like this are extremely common:
Fortunately, our research found several factors that helped certain outreach emails outperform the average. We will cover these findings later in this post.
But for now, it’s important to note that very few outreach emails receive a response.
Key Takeaway: 91.5% of outreach emails are ignored.
Our study found that long subject lines get a significantly higher response rate than shorter subject lines.
Specifically, subject lines between 36-50 characters get the best response rate.
To compare subject line response rates, we placed them into 5 buckets: short, medium, long, very long and extremely long.
And we found that long subject lines outperformed short subject lines by 32.7%.
Why do long subject lines do best?
It’s likely because longer subject lines give you an opportunity to fully describe the content of your message.
For example, imagine a super short subject line like: “Quick Question”.
At 13 characters, it’s impossible for your recipient to know what your email is about. It could be a question about their sales process. Or their lunch plans.
Plus, because it doesn’t note anything specific, it makes your outreach email seem generic before they’ve even opened it.
Contrast that with a subject line like: “Quick Question About Your Latest Blog Post”
This subject line is much more specific. That way, if the recipient decides to open your email, they know what to expect.
However, it’s possible for your subject line to be too long.
For example, “Quick Question About Your Latest Blog Post About The Top 10 Paleo Diet Myths” is an extremely descriptive subject line. But it’s likely to get cut off by most inboxes (like Gmail):
Key Takeaway: Long subject lines get 32.7% more responses than short subject lines.
Should you send follow-up messages to people that don’t reply to your initial outreach?
According to our findings, yes. We found that multiple outreach messages work better than a single message:
While sending 3 or more messages results in the best overall response rate, sending just one additional follow-up can boost replies by 65.8%.
Why do follow-ups work so well?
Simply put: people receive lots of emails in their inbox every day. In fact, The Radicati Group found that the average office worker receives 121 emails per day.
With 100+ emails to sift through per day, the chances of your single outreach email getting seen, opened and replied to is pretty slim.
But when you send more than one message, you have yet another chance to stand out and push through the noise in someone’s inbox.
Of course, there’s a right and wrong way to send follow-up messages.
Annoying follow-ups like these can damage relationships, lead to spam complaints, and overall, do more harm than good.
However, gentle follow-ups that provide additional context can improve conversions without burning bridges.
Key Takeaway: Follow-ups can significantly improve outreach conversion rates. In fact, a single additional follow-up message can lead to 65.8% more replies.
We looked at the effect that reaching out to several contacts at the same organization had on outreach conversions.
And we found that, compared to a single contact, sending emails to more than one contact improves response rates by 93%.
We also looked at how outreach success rate correlated with number of contacts. We found a clear pattern that more contacts leads to more responses.
However, we did find a point of diminishing returns at 5+ contacts.
If you’re reaching out to a single-author blog, you probably don’t need to worry about sending messages to several different contacts.
However, multiple contacts becomes important when reaching out to large websites with dozens of employees. That’s because it can be hard to tell who exactly is responsible for which task (even with the help of an org chart and “About Us” page).
For example, let’s say that you’re sending an outreach message to a large publisher as part of a link building campaign. Should you email the author of the article? Or the editor of the blog? Or maybe the best person is the head of content.
It’s almost impossible to know without an intimate understanding of the organization’s inner workings. That’s why it usually makes sense to reach out to a single person. Then, if you don’t hear back, try again with another contact. That way, over time, your message should get in front of the person that is most likely to add your link to the post.
Key Takeaway: Having multiple contacts to reach out to increases your chances of getting through. In fact, outreach emails sent to multiple contacts can boost response rates by 93%.
Personalizing emails is considered an outreach best practice. However, to our knowledge, there hasn’t been any research done to support this strategy.
That’s why we decided to investigate the effect of personalization on outreach email replies. Specifically, we compared the response rates between messages that did and didn’t use personalized subject lines.
Our data showed that personalized subject lines got nearly 1/3rd more replies than those without personalization.
Why do personalized subject lines lead to more responses?
Although it’s difficult to fully answer this question from our data alone, my theory is that personalized subject lines help you stand out in someone’s crowded inbox.
For example, take a non-personalized subject line like: “More Leads”. For someone that’s hurriedly scanning incoming emails from their iPhone, “More Leads” doesn’t compel them to see or open the message.
On the other hand, adding a bit of personalization makes your subject line much more compelling to the person on the receiving end of your message.
Key Takeaway: Emails with personalized subject lines boost response rate by 30.5%.
As we just outlined, personalized subject lines are correlated with higher response rates (likely due to a higher email open rate).
However, we wanted to see if the benefits of personalization extended to the outreach email body itself.
Our data showed that personalizing the body of outreach emails also improved conversion rates. Specifically, personalized messages received 32.7% more replies than those that weren’t personalized.
Generic outreach messages are easy to spot. For example, here’s one that I received a few days ago:
The telltale “Hi,” or “Hello,” is usually enough to let you know that this exact same email has been sent to hundreds of other people.
On the other hand, even a relatively small gesture, like using the person’s first name, can go a long way.
And for those that are interested in getting the highest reply rate possible, writing outreach emails from scratch (or working from a template with lots of room for personalization), seems to work best. Here’s an example of one such outreach email someone recently sent me:
According to our research, personalizing subject lines and body copy is correlated with above-average response rates. Yes, personalizing takes more time and effort. But the data suggests that this extra work pays off.
Key Takeaway: Emails with personalized bodies boost response rate by 32.7%.
Several industry studies have set out to answer the “best day to send emails” question. However, most of these studies (like this one from GetResponse) are specific to newsletter messages. They also tend to focus on open rates, not reply rates.
Which is why we decided to look at how response rates differed based on the day of the week that messages were sent out.
Our data showed that Wednesday had a slight edge over the other 6 days of the week. Also, Saturday appears to have the worst response rate.
However, I should note that the differences in response rates were somewhat small.
For example, when we looked at the response rate for the “best” day (Wednesday) to the “worst” day (Saturday), we found that messages sent on Wednesday had a 1.99% higher overall response rate.
In other words, according to this data, sending outreach emails on Wednesday vs. Saturday could theoretically boost your response rate from 6% to 7.99%. If you’re only sending a few dozen outreach messages per month, this may only lead to an additional reply or two.
However, this finding is more significant if you’re doing outreach at scale. That’s because, while 1.99% may not mean much in absolute terms, it amounts to a 33.1% higher relative response rate. Which is significant for those that send out a large amount of outreach emails every month.
We also compared response rates for messages sent during the week vs. those sent on the weekend.
And we found that outreach emails sent Monday through Friday had a 23.3% better conversion rate than emails sent on Saturday or Sunday.
Key Takeaway: Outreach emails sent on Wednesday get more responses than any other day of the week. However, most small-scale outreach campaigns don’t need to organize their sequences based on the day of the week.
Do social profile links in the email signature affect response rates?
According to our study, they do. Messages that contained links to social profile links in the sender’s signature had an 9.8% higher average response rate compared to messages without them.
We also broke down the impact of social signature links by social network. We found that linking to Twitter, LinkedIn and Instagram profiles positively affect response rates. However, linking to Facebook profiles didn’t seem to make a dent.
Why would social profile links lead to more responses?
I have two theories:
First, links to social profiles make you seem like a living, breathing person.
I doubt that many recipients actually click on these social signature links. However, their mere presence may suggest: “I’m not an outreach robot. I’m a person that’s reaching out to you”.
Second, it’s possible that social profile links may not have any direct impact on responses at all. It could be a case of correlation, not causation.
For example, people that tend to be transparent may also spend more time personalizing their messages, which is the true underlying cause of the improved response rates.
While it’s impossible to glean the exact effect of social profile links on outreach response rates, they don’t appear to hurt conversions. Which makes them something worth testing.
Key Takeaway: Outreach emails that contain links to social profiles have a 9.8% higher response rate than those without social profile links. Links to Instagram and LinkedIn appear to be most effective.
As I covered earlier in this write-up, follow-up messages and sending multiple contacts are correlated with higher outreach reply rates.
We also decided to investigate the combined effect that these two strategies had on conversion rates. Specifically, we compared reply rates between a single email to a single contact with a 3-part email campaign to several different contacts.
Our data showed that more contacts combined with sequencing yield a 160% higher response rate than sending a single message to a single contact.
Key Takeaway: Taken as a whole, campaigns that involve sequences that go out to several contacts perform significantly better than one-off emails to a single person.
We investigated reply rates between eight common email outreach topics.
Specifically, we looked at the reply rate for outreach emails related to:
And we found that outreach emails about guest posting, roundups and link building all had an above-average response rate.
This is an especially interesting finding considering that many content marketing and SEO experts consider guest posting and roundups “dead”.
However, at least according to our study, site owners are still largely receptive to pitches for guest posts and expert roundup invitations.
Emails related to sponsorships also tended to get a fair share of replies. I found this noteworthy as Influencer Marketing, which relies heavily on paid product placement and promotion, is growing. It appears that influencers are still happy to receive pitches from brands that want to sponsor their website, YouTube channel or Instagram profile.
Our data also showed that messages about infographics receive relatively few replies.
This may be due to the fact that infographics have lost the novelty they once had. Or that the most infographic-focused outreach is untargeted.
For example, I got this infographic pitch in my inbox a few months ago:
My site has never written about or even touched on holiday promotions. This was clearly someone that created a mediocre infographic with the hope that mass outreach would help get the word out.
Key Takeaway: Emails about guest posts, roundups, links and sponsorships tend to get the best response rates.
I’d like to thank Michael Geneles from Pitchbox for providing the data that made this study possible. I also want to give a shout out to Alex Gopshtein for digging deep into the data and making it easy to understand and digest.
And for those that are interested, here’s a link to our study methods.
Now I’d like to hear from you:
What’s your #1 takeaway from today’s study?
Let me know by leaving a comment below right now.
The post We Analyzed 12 Million Outreach Emails. Here’s What We Learned appeared first on Backlinko.
We analyzed 912 million blog posts to better understand the world of content marketing right now.
Specifically, we looked at how factors like content format, word count and headlines correlate with social media shares and backlinks.
With the help of our data partner BuzzSumo, we uncovered some very interesting findings.
And now it’s time to share what we discovered.
1. Long-form content gets an average of 77.2% more links than short articles. Therefore, long-form content appears to be ideal for backlink acquisition.
2. When it comes to social shares, longer content outperforms short blog posts. However, we found diminishing returns for articles that exceed 2,000 words.
3. The vast majority of online content gets few social shares and backlinks. In fact, 94% of all blog posts have zero external links.
4. A small percentage of “Power Posts” get a disproportionate amount of social shares. Specifically, Specifically, 1.3% of articles generate 75% of all social shares.
5. We found virtually no correlation between backlinks and social shares. This suggests that there’s little crossover between highly-shareable content and content that people link to.
6. Longer headlines are correlated with more social shares. Headlines that are 14-17 words in length generate 76.7% more social shares than short headlines.
7. Question headlines (titles that end with a “?”) get 23.3% more social shares than headlines that don’t end with a question mark.
8. There’s no “best day” to publish a new piece of content. Social shares are distributed evenly among posts published on different days of the week.
9. Lists posts are heavily shared on social media. In fact, list posts get an average of 218% more shares than “how to” posts and 203% more shares than infographics.
10. Certain content formats appear to work best for acquiring backlinks. We found that “Why Posts”, “What Posts” and infographics received 25.8% more links compared to videos and “How-to” posts.
11. The average blog post gets 9.7x more shares than a post published on a B2B site. However, the distribution of shares and links for B2B and B2C publishers appears to be similar.
We have detailed data and information of our findings below.
When it comes to acquiring backlinks, long-form content significantly outperforms short blog posts and articles.
You may have seen other industry studies, like this one, that found a correlation between long-form content and first page Google rankings.
However, to our knowledge no one has investigated why longer content tends to perform so well. Does the Google algorithm inherently prefer long content? Or perhaps longer content is best at satisfying searcher intent.
While it’s impossible to draw any firm conclusions from our study, our data suggests that backlinks are at least part of the reason that long-form content tends to rank in Google’s search results.
Key Takeaway: Content longer than 3000 words gets an average of 77.2% more referring domain links than content shorter than 1000 words.
According to our data, long-form content generates significantly more social shares than short content.
However, our research indicates that there’s diminishing returns once you reach the 2,000-word mark.
In other words, 1,000-2,000 words appears to be the “sweet spot” for maximizing shares on social media networks like Facebook, Twitter, Reddit and Pinterest.
In fact, articles between 1k-2k words get an average of 56.1% more social shares than content that’s less than 1000 words.
Key Takeaway: Content between 1k-2k words is ideal for generating social shares.
It’s no secret that backlinks remain an extremely important Google ranking signal.
Google recently reiterated this fact in their “How Search Works” report.
And we found that actually getting these links is extremely difficult.
In fact, our data showed that 94% of the world’s content gets zero external links.
It’s fair to say that getting someone to link to your content is tough. And we found that getting links from multiple websites is even more challenging.
In fact, only 2.2% of content generates links from multiple websites.
Why is it so hard to get backlinks?
While it’s impossible to answer this question from our data alone, it’s likely due to a sharp increase in the amount of content that’s published every day.
For example, WordPress reports that 87 million posts were published on their platform in May 2018, which is a 47.1% increase compared to May 2016.
That’s an increase of 27 million monthly blog posts in a 2 year span.
It appears that, due to the sharp rise in content produced, that building links from content is harder than ever.
A 2015 study published on the Moz blog concluded that, of the content in their sample, “75% had zero external links”. Again: our research from this study found that 94% of all content has zero external links. This suggests that getting links to your content is significantly harder compared to just a few years ago.
Key Takeaway: Building links through content marketing is more challenging than ever. Only 6% of the content in our sample had at least one external link.
Our data shows that social shares aren’t evenly distributed. Not even close.
We found that a small number of outliers (“Power Posts”) receive the majority of the world’s social shares.
Specifically, 1.3% of articles get 75% of the social shares.
And a small subset of those Power Posts tend to get an even more disproportionate amount of shares.
In fact, 0.1% of articles in our sample got 50% of the total amount of social shares.
In other words, approximately half of all social shares go to an extremely small number (0.1%) of viral posts.
For example, this story about shoppers buying and returning clothes from ecommerce sites received 77.3 thousand Facebook shares.
This single article got more Facebook shares than the rest of the top 20 posts about ecommerce combined.
Key Takeaway: The majority of social shares are generated from a small number of posts. 75% of all social shares come from only 1.3% of published content.
We found no correlation between social shares and backlinks (Pearson correlation coefficient of 0.078).
In other words, content that receives a lot of links doesn’t usually get shared on social media.
(And vice versa)
And when content does get shared on social media, those shares don’t usually result in more backlinks.
This may surprise a lot of publishers as “Sharing your content on social media” is considered an SEO best practice. The idea being that social media helps your content get in front of more people, which increases the likelihood that someone will link to you.
While this makes sense in theory, our data shows that this doesn’t play out in the real world.
That’s because, as Steve Rayson put it: “People share and link to content for different reasons”.
So it’s important to create content that caters to your goals.
Do you want to go viral on Facebook? Then list posts might be your best bet.
Is your #1 goal to get more backlinks? Then you probably want to publish infographics and other forms of visual content.
We will outline the differences between highly-linkable and highly-shareable content below.
But for now, it’s important to note that there’s very little overlap between content that gets shared on social media and content that people link to.
Key Takeaway: There’s no correlation between social media shares and links.
Previous industry studies have found a relationship between “long” headlines and social shares.
Our data found a similar relationship. In fact, we discovered that “very long” headlines outperform short headlines by 76.7%:
We defined “very long” headlines as headlines between 14-17 words in length. As you can see in the chart, there appears to be a linear relationship between headline length and shares.
And this same relationship played out when we analyzed the headlines in our dataset by character count.
As you might remember from 2014, clickbait-style headlines worked extremely well for publishers like Buzzfeed and Upworthy.
And their posts tended to feature headlines that were significantly longer than average.
Although clickbait isn’t as effective as it once was, it appears that long headlines continue to be an effective tactic for boosting social shares.
There are, of course, exceptions to this rule. For example, this post with a 6-word headline received over 328k social shares.
But when you look at the headlines across our dataset of 912 million posts, it’s clear that content that uses longer headlines get more social shares.
Why long headlines work so well is anyone’s guess. However, I have two theories that may partly explain things.
First, it could be the fact that longer headlines pack more information in them compared to short headlines. This “extra” information may push people to read a piece of content or watch a video that they otherwise wouldn’t, increasing the odds that it goes viral.
Also, longer headlines contain more terms that can “match” keyword searches in Google and on social media sites where people commonly search (like Twitter). Again, this results in more eyeballs, which can lead to more shares.
Key Takeaway: Very long headlines (14-17 words in length) get 76.7% more social shares than short headlines.
One interesting nugget from our data was that “question headlines” seem to be working well right now.
In fact, headlines with a question mark get 23.3% more social shares than non-question headlines.
For example, here’s a post with a question headline that boasts 3.3M shares:
Question titles may work because they add an element of intrigue that’s well-documented to increase click-through-rate. Put another way, you might decide to read a post in order to answer the question posed in the headline.
Obviously, question titles aren’t a magic bullet. But using questions in certain headlines may help increase shares and traffic.
Key Takeaway: Question headlines get 23.3% more social shares than non-question headlines.
What’s the best day to publish a blog post?
Well, according to our data, the day that you publish doesn’t make much of a difference.
(At least in terms of social shares)
We did find that Sunday had a slight edge over other days of the week. However, the difference in shares from content published on Sunday vs. the other 6 days of the week was only 1.45%.
Several industry studies and case studies have set out to answer the “best time to publish content” question. But most are either old (one of the most-cited industry studies I found was published back in 2012) or used a small sample size.
And this is likely the reason that the findings from those studies are so conflicting.
Considering that there’s no advantage to publishing content on a certain day, I recommend researching and testing the best publishing time for your industry and audience.
For example, after extensive testing, we found that publishing on Tuesday morning (Eastern) works best for the Backlinko blog. But I’ve heard from other bloggers that their publishing on Saturday works best for them.
So the “best” day to publish is ultimately whenever your audience is available to consume and share your content, something that’s best determined by testing.
Key Takeaway: There’s no “best” day for new content to come out. Shares are essentially equal across different days of the week.
We investigated the relationship between content format and social shares.
Our data shows that lists posts and “Why Posts” tend to get more shares than other content formats.
For example, this Why Post from Inc.com was shared on Facebook 164 thousand times:
On the other hand, how-to posts and infographics don’t get shared on social media very often.
That’s not to say you should avoid any particular content format. There are infographics and how-to posts out there that generate tens of thousands of shares.
However, our data does suggest that focusing on list posts and Why Posts may increase the odds of your content getting shared on social media.
Key Takeaway: List posts perform well on social media compared to other popular content formats. Our study found that list posts generate 203% more shares than infographics and 218% more shares than how-to articles.
We found that “Why Posts”, “What Posts” and infographics get linked to more often than other content formats.
What’s interesting is that, while there’s some overlap, there’s a significant difference in the content formats that people share and link to.
While our study found that list posts were the top content format for social sharing, they’re dead last in terms of getting backlinks from other websites.
For example, this list post has 207.8k social shares.
But according to BuzzSumo, despite all those shares, this article has zero backlinks:
It’s a similar situation with infographics. Our data shows that infographics tend to get very few shares relative to list posts, “what posts” and videos.
However, when it comes to links, infographics are a top 3 content format.
This supports our other finding from this research that there’s no correlation between shares and links.
My theory on this is that certain formats are primed to get shared on social networks like Facebook and Twitter. And other formats designed to get linked to from the small group of “Linkerati” that run and contribute content to websites.
Infographics illustrate this contrast perfectly.
Although the occasional infographic may go viral, it’s fair to say that their novelty has worn off in recent years. Which may explain why infographics aren’t shared very much compared to other formats (like list posts).
However, due to the fact that infographics contain highly-citable data, they work as an effective form of “link bait”.
Also, unlike a list post or how-to post, infographics can be easily embedded in blog content. This further increases the chances of acquiring links.
Key Takeaway: “Why Posts”, “What Posts” and infographics appear to be ideal for link building. These three formats receive an average of 25.8% more referring domain links than how-to posts and videos.
We analyzed a subset of content from our dataset that was published on B2B websites. Our goal was to find out if share and link behavior differed in the B2B and B2C spaces.
First, we did find that “normal” content generates significantly more shares than B2B content. In fact, the average amount of shares for all the content in our dataset is 9.7x higher than content published in the B2B space.
This finding wasn’t surprising. B2C content tends to cover topics with broad appeal, like fitness, health and politics. On the other hand, B2B content on hiring, marketing and branding only appeal to a relatively small group. So it makes sense that B2C content would get shared more often.
However, when we analyzed the distribution of B2B shares and links vs. all published content, we found that they largely overlapped.
For example, 93% of B2B content gets zero links from other websites.
The amount of B2B content without any links (93%) is similar to the figure (94%) from our full dataset.
The percentage of B2B posts get linked to from multiple websites also overlaps with B2C.
Only 3% of B2B content gets linked to from more than one website.
This largely matches the 2.2% that we found in our mixed dataset of B2B and B2C content.
Overall, B2B and B2C link distribution largely overlaps.
When it comes to B2B social shares, we found that 0.5% of B2B articles get 50% of social shares.
And 2% of B2B articles get 75% of social shares.
Like with B2C content, B2B publishers have a small number of “Power Posts” that drive the majority of social sharing.
Key Takeaway: Although B2B content doesn’t get shared as often, the distribution of shares and links in B2B and B2C appears to be similar.
I learned a lot about content marketing from this study, and I hope you did too.
For those that are interested, here is a PDF of how we collected and analyzed the data for this research.
And now I’d like to hear from you:
What’s your #1 takeaway lesson from this study?
Or maybe you have a question.
Either way, leave a comment below right now.
The post We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing appeared first on Backlinko.
I’m SUPER excited to announce the release of the SEO Marketing Hub.
This free resource library covers over 35 key topics — including Schema, sitemaps, SEO software, content audits, link bait, rich snippets, and lots more.
You can check out the brand new SEO Marketing Hub right here:
All in all, this resource library contains over 50,000 words, 700 screenshots, as well as 150+ custom-designed diagrams, charts and visuals.
Today I’m going to show you a VERY effective SEO strategy for 2019.
In fact, I recently used these exact steps to rank #1 in Google for “Video SEO”.
And “keyword research tool”.
Let’s dive right in…
Let’s face it:
A #1 ranking isn’t what it used to be.
That’s because Google keeps adding stuff to the search results.
For example, look at the keyword “SEO Tools”:
Like most search results, you’ve got ads at the top of the page.
Plus, a Featured Snippet:
A “People also Ask” box:
THEN you get to the #1 result:
That’s why you want to focus on Opportunity Keywords.
Opportunity Keywords are keywords with a high organic click-through-rate (CTR).
How about an example?
I recently created a post optimized around the term “SEO Audit”:
And “SEO Audit” is an Opportunity Keyword.
Sure, there are ads:
But that’s actually a good thing.
(More ads=higher commercial intent)
Other than ads, there isn’t a lot to distract people from the organic results:
You can also estimate organic CTR with Ahrefs.
For example, when I put “SEO Audit” into Ahrefs, it says that 61% of searchers click on a result.
Which leads us to…
OK, so you found an Opportunity Keyword.
Now it’s time to see what’s already working for that keyword.
To do that, just type your keyword into Google.
Scan the top 10 results:
And jot down any patterns that you notice.
For example, the first page for “SEO Tools” is PACKED with lists of tools:
So you’d want to jot down: “lots of list posts”.
Then, move onto step #3…
When it comes to content, you’ve got two options:
Option #1: You can create something different.
Option #2: You can create something better.
Sometimes you want to create something bigger and better than what’s out there.
(aka The Skyscraper Technique)
But sometimes you’re better off with content that’s completely different.
Because it helps your content STAND OUT.
A few months ago I sat down to write a piece of content optimized around: “Mobile SEO”.
And I noticed Google’s first page was littered with list posts, like: “X Ways to Mobile Optimize Your Site.”
I could have created a BIGGER list post like: “150 Ways to Mobile Optimize Your Site”.
But that wouldn’t make any sense.
Instead, I created something totally different.
Specifically, I published an ultimate guide to mobile optimization.
And because my content stood out, it got a ton of shares:
And most important of all, backlinks:
This is a lot more straightforward.
All you need to do is find out what’s working…
…and publish something WAY better.
A while back I noticed that most content about “SEO tools” only listed 10-20 tools.
And I knew that publishing another list of 20 tools wouldn’t work.
So I decided to create a list of 188 SEO tools.
And it did GREAT.
In fact, it now ranks in the top 3 for the keyword “SEO Tools”:
Here’s the deal:
If you want to rank in 2019, you need backlinks.
First, you need to figure out WHY people link to content in your industry.
Then, include that “Hook” in your content.
Last year I noticed more and more bloggers writing about voice search.
I noticed something else too:
When people wrote about voice search, they linked to content that featured stats and data:
So I decided to do a voice search study that was PACKED with stats:
And it worked!
To date, this single post has racked up 848 backlinks:
And 90%+ of these backlinks cite a specific stat from my post:
Data is just one type of Hook that you can use to get links to your content.
Here are 3 other Hooks that are working great right now:
New Approaches and Strategies
Think about it:
What do bloggers and journalists LOVE writing about?
And if you create something new, you’ve got yourself a hook.
For example, a few years ago, I coined the phrase “Guestographics”.
This was a new strategy that no one knew about.
And because Guestographics were new (and had a unique name), 1,200 people have linked to my post so far:
When you publish a massive guide, your guide itself is The Hook.
I’ll explain with an example…
A few years back I published Link Building: The Definitive Guide.
It was (and still is) the most complete guide to link building out there.
Here’s where things get interesting…
Every now and again a blogger will mention “link building” in a post.
But they don’t have room to cover the entire topic.
So they link to my guide as a way for their readers to learn more:
Case Study Results
Case studies are GREAT for getting links.
But to get links to your case study, you need to feature a specific result.
For example, a while back I published this case study:
This was a SUPER in-depth case study.
But I didn’t feature ONE result in the post.
Instead, I listed out 20+ results:
Which meant my case study didn’t have a single Hook for people to link to.
And very few people linked to it.
Flash forward to a few years later when I published this case study:
This time, I focused on ONE result (a 785% increase in my blog’s conversion rate):
And that single result was The Hook that led to hundreds of links:
This step is all about keyword-optimizing your content for SEO.
And here are the 3 on-page SEO strategies that are working best for me right now:
Yup, internal linking still works.
But you have to do it right.
Specifically, you want to link FROM high-authority pages TO pages that need authority.
For example, I published Google Search Console: The Definitive Guide earlier this year.
So I found a page on my site with a ton of authority…
…and linked from that page to my new guide.
Short, Keyword-Rich URLs
Our analysis of 1 million Google search results found something that surprised a lot of people:
Short URLs crush long URLs.
That’s why I make my URLs either just my keyword…
… Or my target keyword plus one more word:
Either way works.
Finally, I optimize my content for Semantic SEO.
In other words:
I find words that are related to my target keyword.
Then, I use those terms in my content.
Here are the deets:
First, pop your keyword into Google Images.
And Google will give you words and phrases they consider closely-related to that topic:
Second, type the same keyword into normal Google search. And scroll down to the “Searches related to…” section.
Finally, sprinkle some of those terms into your content:
And you’re set.
In other words: The Skyscraper Technique 2.0.
I’ll show you how this works with a quick example.
A few years ago I wrote a post about getting more traffic to your site.
It did OK.
But it never cracked the top 5 for my target keyword (“increase website traffic”).
And when I analyzed Google’s first page, I realized why:
My page didn’t satisfy user intent.
Most of the content ranking for “increase website traffic” listed bite-sized traffic tips.
But my post gave them a high-level process.
So I rewrote my content to match this keyword’s User Intent.
Specifically, I turned my process into a list post:
And now that my content matches User Intent, it ranks in the top 3 for my target keyword:
Which led to a 70.43% boost in organic traffic compared to the old version of the post:
You can also publish User Intent optimized content right out of the gate.
In fact, that’s what I did with my recent post: The Ultimate SEO Audit.
I saw that most of the content ranking for “SEO Audit” listed out non-technical steps.
So I included simple strategies that anyone could use:
I even emphasized the fact that my audit was non-technical.
(This hooks people so they don’t bounce back to the search results)
And this User Intent optimization (and my site’s Domain Authority…more on that later) helped my post crack the first page of Google within a month.
Design is THE most underrated part of content marketing.
You can have the best content ever written.
But if it looks like this…
…it’s not gonna work.
That’s why I invest A LOT of time and money into content design.
For example, you’ve probably seen one of my definitive guides:
These guides are designed and coded 100% from scratch.
(Which makes them super expensive to make)
Great content design doesn’t have to break the bank.
In fact, here are 4 types of visual content that are super easy to pull off.
Graphs and Charts
These work so well that I try to include at least one chart in every post.
Because they make data EASY to understand.
For example, take this stat from my mobile SEO guide.
I don’t know about you, but I have a hard time picturing 27.8 billion ANYTHING.
So I had our designer create a nice chart.
As a bonus, people will sometimes use your chart in a blog post… and link back to you:
Screenshots and Pictures
You might have noticed that I use LOTS of screenshots in every post.
In fact, this single post has 78 screenshots:
To be clear:
I don’t use screenshots just for the sake of using screenshots.
I only use them if it helps someone implement a specific step.
For example, these screenshots make the 2 steps from this guide dead-simple to follow:
Screenshots only make sense when you describe something technical.
What if you’re in a non-technical niche… like fitness?
Well, pictures serve the same purpose.
For example, my friend Steve Kamb at Nerd Fitness uses pictures to show you how to do exercises the right way:
Blog Post Banners
Unlike graphs and screenshots, blog post banners serve no practical purpose.
They just look cool 🙂
Depending on the post, I either use a right-aligned 220×200 image…
…or a giant banner at the top of the post:
Graphics and Visualizations
Graphics and visualizations are kind of like charts.
But instead of visualizing data, they visualize concepts.
To be clear:
These DON’T have to be fancy.
For example, in this post I explain how all 4 versions of your site should redirect to the same URL:
This isn’t rocket science.
But it’s hard to picture this idea in your mind.
So our designer made a simple visual that makes this concept easy to understand.
Now it’s time to actively build links to your content.
Specifically, we’re going to tap into 3 link building strategies that are working GREAT right now.
Broken Link Building
Here’s where you find a broken link on someone’s site…
…and offer your content as a replacement.
For example, this is an outreach email that I sent to a blogger in the marketing niche:
(Note how specific I am. I don’t say “Please consider linking to me in a blog post”. I have a specific place on a specific page where my link makes sense)
And because I helped the person out BEFORE asking for anything, they were happy to add my link:
This strategy is old school.
But it still works.
First, find a site that’s ranking for a keyword you want to rank for.
For example, I’m trying to rank for the keyword “SEO Audit”.
So I grab this result from the first page…
…and look at their backlinks.
I can see that this page has links from 160 domains:
So I should be able to get at least a handful of the same links they have.
To do that, I go one-by-one through their backlinks.
And find pages where my link would add value.
For example, this post mentions the Ahrefs content by name:
There’s no reason to link to my post there. So I moved onto the next opportunity on the list.
And I came across this post:
This time, the link to Ahrefs is part of a big list of resources.
A list that would be even BETTER and more complete with a link to my SEO audit post.
This strategy is less about links… and more about getting your content in front of the right people.
(Specifically: people that run blogs in your niche)
I’ll explain how this strategy works with an example…
A while back I wanted to promote a new Skyscraper Technique case study.
So I used BuzzSumo to see who recently shared content about The Skyscraper Technique.
And emailed everyone a variation of this template:
And when they replied “sure, I’ll check it out”, I sent them a link to the post:
(Note how I DON’T ask for a share. This is a Judo move that makes your outreach stand out)
Which led to dozens of shares to my brand post:
This is working amazingly well right now.
You might have read about the time that I used The Content Relaunch to boost my organic traffic by 260.7%:
And I’m happy to tell you that this approach still works.
For example, last year I relaunched this list of SEO techniques.
But I didn’t just re-post the same content and call it “new”.
Instead, I went through and removed old screenshots and images:
Added new strategies:
And deleted strategies that didn’t work anymore:
An 62.60% organic traffic boost to that page:
This is the ultimate SEO superhack.
When you have a high Domain Authority, SEO gets A LOT easier.
For example, let’s look at the keyword “SEO audit”:
According to Ahrefs, you need backlinks from 108 websites to rank for this term:
But my content cracked the top 3 within weeks…
…with only 38 websites linking to me:
That’s the power of Domain Authority.
Here are 3 ways to increase your Domain Authority:
Partnerships can 2-5x the number of shares and links that you get from your content.
For example, my friend Larry Kim and I co-created this infographic:
And we both promoted it to our audiences on the same day:
Which got our infographic in front of thousands of people.
In fact, I still get links from this co-branded content… 2+ years later:
Publish Studies and Data
I touched on this in Step #4.
But it’s worth repeating.
In fact, if you look at my site, 3 of my top 5 most linked-to posts are studies or data-driven guides:
Guest Posts, Interviews, Speaking Gigs (and Yes) Roundup Posts
In other words:
Get your name out there… and the links will follow.
In fact, when I first started Backlinko, I guest posted like crazy:
I went on any podcast that would have me:
And I spent hours flying to countries like Romania and the Czech Republic to speak at conferences:
Even that wasn’t enough…
I was so determined to promote Backlinko that I added an “Interview Me” page on my site:
(That “Interview Me” page didn’t work. But at least I tried 🙂 )
Basically: I hustled to get my name out there.
It didn’t happen overnight.
But over time, all this work resulted in a ton of exposure… and links.
A while back Google said that comments can help your rankings:
To be clear:
I’m not convinced that blog comments are a direct Google ranking factor.
But I am convinced that a community indirectly helps with SEO.
(For example, community members are more likely to share your stuff on social media)
With that, here are 2 quick tips for getting more comments on every post:
This is counterintuitive.
But stay with me…
Imagine you just read an AWESOME post.
And you want to leave a comment with your two cents.
But when you hit the comments section, you see this:
Are you still going to leave that comment? Probably not.
That’s why I’m SUPER picky about the comments I let through.
And this pickiness fosters great discussions, like this:
Reply To Comments
I reply to 90% of the comments that come in.
And considering we have 24,189 total comments on the Backlinko blog…
…that’s approximately 21,000 replies.
Wow. That’s a lot of replies.
And I have ZERO regrets about replying to so many comments.
These replies show people that I care.
Which turns random commenters into active members of the Backlinko Community.
Now I’d Like To Hear From You
There you have it:
My 9-step SEO strategy for 2019.
Now I’d like to hear from you…
Which strategy from today’s post are you ready to try first?
Are you going to update and relaunch older content?
Or maybe you want to try Broken Link Building.
Either way, let me know by leaving a comment below right now.
This is the most complete list of link building strategies on the Web. Period.
In fact, you’ll find 175 strategies, tips and tactics on this page.
So if you’re looking to build powerful backlinks, you’ll really enjoy this list.
I want strategies that are:
Show only Brian’s favorite strategies:
Most college sites (or standalone alumni websites) have a section of their site dedicated to their alumni. And some of them link out.
For example, here’s a business listing (with a link) on the SMU Alumni site.
This can be friends, relatives, employees, colleagues, business partners, clients… just about anyone.
More and more people are creating their own sites and blogs (or know people that do).
That said: you really only want to get links from relevant websites. If it’s not relevant, it’s not going to have much of an impact. Plus, these people might be (rightly) hesitant to link to your jewelry store from their football blog.
Don’t be afraid to (gently) let your outreach targets know exactly where you want your link to go.
This isn’t being pushy: it’s considerate. Otherwise you force them to figure out where your link should go.
Here’s a real life example of a very specific outreach email:
Links from the BBB are now all nofollowed. And Google has said that getting listed on the BBB doesn’t directly help your SEO. That said, if you believe that getting listed on the BBB website itself has some SEO value, it might be worthwhile.
The price of a BBB listing is determined by region and by number of employees. For example, St. Louis BBB ranges from $370 for 1-3 employees all the way to $865+ for 100-200 employees. Anything over that, as well as additional websites, constitutes as additional charges.
Either way, you are SUPPOSED to get a link of some kind out of all of this. You need to check on your listing once it is published as each region has their own rules regarding their directory. There have been some instances where a business’ website URL in the directory listing was NOT a live link, only text. All you have to do is contact your BBB representative and ask for that to be changed.
Do blog comments directly lead to dofollow links? No.
But they’re an awesome way to get on a blogger’s radar screen… which CAN lead to links.
For example, in the early days of Backlinko, I’d comment on marketing and SEO blogs all the time:
And this helped me build relationships with bloggers in my niche. And weeks or months later, I noticed some bloggers spontaneously linking to me. And others ask me to guest post on their site.
If you have a blog, you can submit it to various blog directories.
For example, here’s a link to my blog from AllTop:
Just like general web directories, you can submit your site to general company directories.
Just like with most submission-based tactics, focus on getting links from highly-relevant sites. For example, are you a startup in NYC? Then this business directory would be a solid link.
Unless you’re insanely busy, always say “YES!” to crowdsourced post invites. They usually ask you stuff you already know. So it should only take you 5-10 minutes to write a response.
For example, here’s a link that I got from a crowdsourced post a while back:
If your blog runs on any popular Content Management System (like WordPress) you probably already have an RSS feed. If you don’t, create one.
How does an RSS feed help with link building? It’s simple. There are sites out there that will scrape your content (stealing it without permission). And they find your content via your RSS feed. Just make sure to include internal links to other pages on your site in your content. That way, even if the scrapers don’t link to your original post, they’ll at least copy your internal links.
Here’s an example of a scraper site that scraped my content… including my internal links:
In a boring niche? Well, it’s still possible to get links. You just need to be creative.
For example, one industry study found that “tangential content” (content not directly related to what a site sells) resulted in 30% more links and 77% more social shares:
Use sites like Kickstarter and Indiegogo to find projects that need funding and are willing to give links to those who contribute. Here’s an example:
Fair warning: This is definitely a grey area in terms of “paid links”. Use this strategy at your own risk.
Discounts are a great way to get mentions in lists like this one.
Just reach out to writers that curate discounts. And let them know about your discount or coupon.
Charities and non-profit organizations usually have a donors page, like this:
Unfortunately, this is one of the most overused link building strategies on the planet. In fact, Google has come out and classified donation links as “paid links”.
This is simple. But it works.
Whenever you mention or link to someone in your content, let them know:
If you send out 100 emails a day, having an email signature with a link back can drive an extra 50+ people a month to your website. It’s not much, but it requires zero effort.
Create a resource that helps attendees get the most out of their experience at a popular event or conference.
For example, this SXSW survival guide last year has picked up 29 backlinks:
This is just like Broken Link Building. But instead of broken links, you’re looking for spelling and grammar mistakes.
Obviously, most people aren’t going to add your link just because you pointed out that they used “your” instead of “you’re”. But it’s an easy way to get your foot in the door.
If your content gets scraped, and the scraped piece of content doesn’t have a link back to you, contact the webmaster and ask for one.
Just like images and infographics, scraping content without attribution is copyright infringement. So you’ll find that sites that want to avoid DMCA complaints are willing to add your link (or delete the scraped content).
That said, most scraper sites aren’t that great anyway. Which means a link from that site isn’t going to do much for you.
Guest blogging doesn’t work as well as it used to for two main reasons:
First, bloggers are sick of guest blog pitches.
Second, Google has largely devalued links from guest posts.
That said, guest posting still has its place as a link building tactic. Assuming you follow these caveats:
I’m not saying you should hire a recent grad for the sole purpose of getting a link. But if you’ve hired any recently, check to see if there’s a career sections of their school’s website that talk about recent grads landing jobs. If so, ask your new hire to outreach for the link. It usually just takes a quick call or email.
For example, the University of Oregon’s career center has a category of their blog dedicated solely to this.
If you have any job or internship opportunities, you can get a few easy .edu links. For example, if you work in anthropology and you’re looking for an intern, here’s an easy link.
If you run an agency, compile as many of these opportunities as you can in a spreadsheet. And categorize them by category (i.e. travel, hospitality, etc.). These will come in handy whenever you land a new client in that niche.
Yup, linking out is an on-page SEO best practice. But it can help you build relationships too.
(For example, you can send outreach emails to everyone that you linked out to).
If you’re located in a shopping plaza or mall, chances are that mall has a website. And if they do, they probably have a list of the businesses located in them (along with a link to each business’s main website).
Here’s an example:
They can be massive lists of 100+ strategies or tips. But small lists can work well too.
For example, this list of 17 SEO tips has been linked to 2,400 times:
Submit your site to local listings. You already know about the big ones (like Yelp). But there are literally thousands of these. Keep an eye out for sites that focus on your city or state. These are super relevant and have fewer submissions to comb through.
Whenever possible mention specific people in your content. Why? People LOVE getting mentioned. And when they see that you linked to them, you’ll at least get on their radar screen. And they’ll sometimes even share and link to your content.
Unlike general web directories (like BOTW), niche directories only accept sites that cover a specific topic.
For example, here’s a directory of California-based websites.
If you’re a retail or eCommerce site, make a list of manufacturer and supplier websites of the products you carry.
Here’s an example:
Then, reach out and ask them to add you to their list. Simple.
Note: This is a great way for local businesses looking to get more NAP citations.
Some directories cost money in order to be accepted into their listings (technically a fee to review your site). While some of these can pass legitimate value, most are a waste of money.
I’m not a fan of paid directories in general. But if you want to go for it, I’d recommend submitting to the BBB directory, BOTW and JoeAnt.
Contact forms and “info@” email addresses are like outreach black holes.
You have no clue who manages these generic inboxes… or if they care enough to forward your message.
That’s why I always write to contact forms as if I was writing directly to the person that I want to get in touch with:
In my experience, this makes it 2-5x more likely that your email gets forwarded to the right person.
People like hard copies (PDFs) of useful guides. Why? It makes your content more valuable (and worthy of links).
That’s why I offer people PDF versions of our definitive guides:
Profile links don’t do much. But they’re technically a “link building strategy”. So I had to include it on this list.
Basically, if you sign up to become a member for a site, you’ll get a link in your profile. Well, not every site. Some sites will allow quality links in your profile. Others won’t.
If you do build links from profiles, make sure to focus on niche-relevant profiles. That way, your links don’t look spammy.
Sites like Quora can build a few nofollow links that can also send you traffic. You obviously want to mention your website as a source in your answer.
For example, here’s a link that I built from Quora to one of my YouTube videos:
Yup, I included reciprocal linking even though I don’t recommend it. This list wouldn’t be complete without it.
That said, if you are going to exchange links with a website, be picky about who you exchange links with. Make sure it’s the most relevant, trustworthy website you’ve ever seen in your life.
You probably have a few broken links pointing to your site. Maybe you moved the page. Or maybe the person that linked to you messed up the URL.
You can easily find broken backlinks in Ahrefs (“Backlinks –> “Broken”)
Then, redirect those broken links to a similar page. And you just “built” a bunch of backlinks without any outreach. Sweet!
People will sometimes link to your profile pages on external sites. For example, this links to my Twitter page:
As long as the page itself doesn’t have any real link value (for example, Twitter links are nofollow. So getting a link to that page doesn’t make that link more powerful), you’re better off with a link to your actual site. That said: don’t be pushy with your outreach. Just gently let them know that you’re more active on your own website. So a link to your website will send their readers to the right place.
Scoop.it is a great way to drive traffic and build a few nofollow links at the same time. Scoop.it is a site where users curate content they want to share.
All you need to do is find Scoop.it pages that get lots of views. For example, this page has over 20 million views.
Then, suggest your content to the person that runs that page.
If you have an awesome slide deck, submit it to Slideshare (nofollow).
Sites like Living Social and Groupon allow you to include (nofollow) links on your coupon page.
Whether it’s a local meetup, industry conference, or anything in between, events are always looking for sponsors. And they’ll usually link to you from the event website (or at least mention you at the conference).
You can also secure links from sponsoring venues where events take place. I’ve seen this most successful for outdoor sporting venues, like this one from my home state of Rhode Island:
But I’ve also seen this work successful for indoor conference venues too.
Podcasts aren’t the only way to get interviewed on another site.
In fact, I actually like text interviews MORE than podcasts.
(Why? Because I can answer the questions when it’s convenient for me)
For example, here’s a text interview that netted me a link from an authority site in the entrepreneurship niche:
If you have video content, make sure you’re getting links from all that hard work. Heads up: most of these sites (like Vimeo) only provide nofollow links.
Experienced link builders usually have a little black book of contacts (at least the good ones do). Which means they’ve dealt with people in either your vertical (or a similar one) already. And when you hire a link builder that has experience in your space, you get access to their contacts on Day 1.
How does this work? First, list any services or products you’ve bought recently. Then, reach out to the company and let them know how much you love their product, service, tool etc.
As long as it’s not a massive company (like Walmart), there’s a good chance they’ll feature your testimonial… and link to your site.
For example, here’s a testimonial that resulted in a backlink for me:
This is similar to Alumni Directories… but more valuable.
Unlike a directory listing, you get featured in an article. And because the link has contextual relevance, it’s more powerful than a simple directory link.
The key is having an interesting story to tell. If you do, your college will probably LOVE to write about it.
If you run an agency, ask clients for a list of their employee’s alma maters. And pitch their stories to these universities.
Pro tip: Check if there are any Awards (such as Drexel’s 40 under 40) that might provide another opportunity for a link.
If a happy customer emails you out of the blue, ask them to share their experience with your product and service online. Even if they don’t have a massive following, you get a link… and a blog post that puts your company in a super positive light.
Obviously, let them know that you’ll put your muscle behind the post and promote it around.
Are you a member of an association or organization? If so, find out if they link out to their list of members. And ask them to add you to their list. In fact, it’s sometimes worth joining an organization just to get a link.
Here’s an example from the World Federation of Orthodontists:
If you have a client that’s an orthodontist, that’s a nice relevant link that couldn’t be easier to get.
Member directories and lists are one thing. But if you want to take this to another level, most organizations run posts on their members that highlight what they’re up to (just like with Alumni associations). So if you have an interesting story to tell, ask them for a feature.
Badges work great if you’re giving out awards. Just make sure to include a link back to the awards page in the embed code.
Your badges/awards can be just about anything. There’s the obvious “top X blogs” in a niche. But you can also do a list of top local venues, restaurants, service providers, etc. Or the best products in a category that doesn’t get a lot of social attention (like water pumps or CRM software).
These untapped awards usually work better because these organizations haven’t been featured anywhere before. Which means they’ll be pumped to spread the word.
“Best Tools lists” are just like they sound: they’re lists of the best tools and software in your industry.
(In fact, I’ve published several of these myself)
So if you have a tool that’s a good fit for someone’s list, let them know about it.
This is pretty simple: you give bloggers your product and ask them to review it. There are hundreds of potential blog targets in most industries. Which makes this one of the few link building strategies that’s actually scalable.
The one catch is that Google doesn’t want you to exchange your product for a backlink. Instead, just send your product out and let each blogger decide whether or not to link.
If your brand gets mentioned without a link, you’ve got an easy link opportunity staring you in the face.
For example, someone mentioned “Backlinko” on their blog without linking to me here:
All I need to do is email that person and gently ask them to link to me. That way, people can easily find my site.
I recommend using BuzzSumo to find these mentions as they happen.
Out of the 150+ link building strategies on this list, Broken Link Building might be my favorite. The steps are: 1) find a page that might link to you, 2) look for broken links on that page, 3) let the webmaster know… and ask if the broken link could be replaced with a link to you.
Here’s a great guide that includes the detailed process.
Ever hear the expression: “it’s not about what you know, it’s about who you know”? Well, the same thing applies to link building.
The links you get from relationships are mostly indirect. But they DO happen.
Here are a few examples:
Share people’s stuff : When you see a great piece of content, share it. Unless the person is a huge baller, they’ll notice. And they might return the favor with a link down the road.
Go to meetups: I’ve given talks at dozens of meetups around the world. While these only landed me a single (nofollow) link from Meetup.com, these talks have resulted in a handful of dofollow links from SEO and marketing bloggers that went to my talk.
Answer questions: Answer questions on Twitter, Quora, forums… anywhere where people in your industry hang out. This can get you on lots of radar screens FAST.
This can be a 7-day, 30-day or even 365-day schedule of events, tasks, steps…just about anything.
It’s basically an ultimate guide laid out in the form of a calendar.
For example, this HIIT Calendar has over 400 backlinks:
As it turns out, case studies are GREAT for building links.
That’s because your case study is something that’s super easy to reference.
For example, this case study on my blog talks about how well The Content Upgrade worked for me:
And whenever someone talks about The Content Upgrade, they reference my case study as proof that it works.
In fact, my case study has been linked to 3,470 times. Sweet!
And I can tell you from experience that attractive charts and graphs have led to 2-3x more links.
That’s because lots of bloggers embed our charts in their content… with a link back to the study:
This is like an ultimate guide… in list form.
For example, this list of SEO tools from my blog has accumulated over 6,300 backlinks:
This is a low-cost version of buying an entire website. So the next time you find highly-linked to content on a site that seems abandoned, ask the site owner if you could pay them to move that content (with a 301) to your site.
If you offer a product or service, reach out to bloggers in your niche that run contests. And offer up your product or service to the winner. They’re usually more than happy to accept. And 99% of the time, they’ll link to you from the contest announcement page.
By citing your own content on relevant Wikipedia pages, you can get a link under the “References” section. It’s nofollow, but it’s super trustworthy and can send you highly relevant traffic.
Pro Tip: Make sure you don’t sign up as an editor with a company email address. Otherwise, people will disregard any edits you make with a link to you as spam. Also, if the link doesn’t make sense (you’re just adding it for the sake of getting a link), then it will get deleted within hours.
Can you succeed with SEO and link building without a blog? Probably.
But it’s A LOT harder.
That’s because a blog makes it easy to publish awesome content, internal link, external link and more.
Plus, if you consistently publish awesome content on your blog, people will start linking to your blog’s homepage:
If your content strikes up a conversation in the comments section and on social media, you’ll sometimes notice that people also start writing blog posts with their take.
(And they almost always link back to the original post)
This works best with controversial content. But it doesn’t necessarily have to be controversial. Anything interesting that starts a conversation can work.
For example, I published this voice search ranking factors study a while back. And HubSpot wrote an entire post with their take on the findings:
Also known as a “expert roundup”.
These are getting a little overused. But they still work. That’s because an expert roundup does something super valuable: it curates tips, strategies and thoughts from experts all in one place. That’s something that will never go out of style.
For example, this foodie roundup has generated 200+ links:
Does your site look amazing? Well, there are loads of CSS galleries and awards you can submit to.
And you usually get a link if you make the cut.
Content curation is one of my all-time favorite link building strategies. That’s because, unlike a traditional blog post, you have dozens of sites that you can reach out to on day 1.
Plus, when you curate a list of awesome resources, you have a piece of content that’s super valuable… and worthy of links.
For example, earlier this year I published this list of resources to help people learn SEO:
Even though the post is largely a list of links to other content, it’s already racked up links from 84 domains.
Pro Tip: Don’t just copy and paste a list of links. Organize your links into sections. Outline why you included each piece of content. And make it easy for people to find the content that will help them most. This increases the value of your curated post.
Ranking scores of people, companies, teams, or just about anything can garner some serious links.
The list can be objective (like the Fortune 500 list).
Or subjective (like ESPN’s NFL Power Rankings).
Either way works.
Reach out to universities and let them know about your expertise in a given area. This works best for high-tech topics because most Universities are 10+ years behind the curve.
You can either help create or improve the curriculum for a course. Or offer your site as a course resource. Here’s an example:
This takes Broken Link Building one step further.
Well, with this approach, you recreate the content that was hosted on the broken link (you can usually find the old content on archive.org). Obviously, don’t straight up copy the content. But stick to the original format (for example, if the dead content was a list post, don’t write a case study on the same topic).
That way, when you reach out, you have 1:1 replacement for the dead link.
If there’s a myth that most people in your industry believe, debunk it. If the myth is big enough, you can get some serious attention.
For example, this list of 9/11 myths has over 15k backlinks:
Keep in mind that “shocking” doesn’t mean “controversial”.
For example, the “Will it Blend” series got a ton of links and eyeballs to Blendtec’s site:
Illustration and drawings aren’t just for comic strips and memes.
In fact, they work GREAT in B2B.
For example, this drawing that outlines how RankBrain works has been shared (and linked to) dozens of times:
In a nutshell, you’ll be finding other ecommerce sites that sell complimentary (but non-competing) products. Then, partnering with them to promote each other’s stuff.
Although they aren’t Ecommerce, VividSeat and ESPN have a similar partnership. Schedule pages on ESPN links to VividSeat’s page that sell tickets for that page:
It’s a fact of life: people like to look good. And if you feature a person or community on your blog, you’ll at least get on their radar screen.
(And in many cases, if you put them in a really positive light, they’ll happily link to you)
Moz recently analyzed 759 content marketing campaigns that were designed to build backlinks.
Highly-emotional content got 70% more links than content that didn’t elicit any emotions:
Recaps of important industry events can turn your scribbled notes into solid backlinks. Especially if you make your recap post super interesting and actionable (like a blog post or ultimate guide).
For example, this “6 Key Takeaways from SXSW” got 19 backlinks:
Why does this work? Well, there’s a surge of content that comes out after a conference. And if you write an awesome lists of tactics and takeaways from the conference, you have a link magnet that people will happily share.
Pro Tip: Promote your recap with the conference hashtag so it gets in front of the conference audience.
Your content doesn’t always need to be on a hot topic.
In fact, evergreen content usually works BETTER over the long-term.
Why? Well, you can promote evergreen content for years. And if it ever gets out of date, you can easily give it the ol’ update.
Plus, evergreen content tends to rank well in Google. Which means more people will see your stuff… and link to it.
For example, I published this post 5+ years ago:
According to Ahrefs, this evergreen post still generates about 150-200 links every single month.
Buying expired domains is definitely black hat if you’re just going to 301 redirect the domain to your site.
Fortunately, 301ing isn’t the only way to use expired domains for link building. In fact, there are plenty of white hat approaches.
For example, you can find expired domains that still have links pointing to them. Then, use archive.org to create similar content on your site. Finally, reach out to people that still link to the expired domain and ask them to replace the link with a link to your site (aka Broken Link Building).
One of the hardest parts of link building is finding people that will want to share your content.
Lately I’ve been using BuzzSumo’s cool “Influencer” search.
And if you’re only interested in finding people to link to you, the tool gives you the influencer’s SEO stats (Moz’s Domain Authority and Page Authority).
This works for guest post target, columns, interviews, podcast appearances, speaking engagements… just about anything.
All you need to do is grab a headshot of an influencer in your niche. Then, pop it into reverse image search.
And you’ll find sites that the person appeared on as a guest or contributor:
You can easily find other websites using your images or infographics with a reverse image tool (like Google Images).
For example, here’s a site using one of my images without attribution:
If this happens to you, politely ask them if they could link back to the original source (your site). Most people will be happy to hook you up.
Use ScrapeBox to find sites with malware, then reach out to webmasters and let them know. They’ll usually thank you with a link.
Remember: don’t go to their site! You might get a virus. Use a whois lookup to find contact info.
Forums aren’t as big as they used to be (thanks largely to Reddit). That said, you can usually find a handful of active forums on just about any topic.
For example, when I first started Backlinko, I was an active member of online marketing forums.
Sure, I got a few links. But more importantly, my content got in front of people… people that eventually linked to my stuff.
Everybody and their mom wants to get featured in the New York Times. But you might not realize how EASY it is to get featured in your local newspaper site. Most local sites are starving for stories. And they’re happy to feature anything remotely newsworthy that your business is up to.
Pro Tip: Local papers and news sites LOVE covering events (like a fundraiser). It’s an easy story to write.
Podcasts >>>> guest posting.
And your link isn’t a devalued “guest post link”.
For example, I’ve appeared on over 50 podcasts over the last few years. And I got a link from almost every single one of those podcast appearances.
People won’t link to your content unless they see it.
(Thanks Captain Obvious!)
But seriously. It’s not only important to get your content in front of people. You need to get it in front of the right people.
This is where social media, content marketing, connections and brand awareness come into play. These can all help your content spread like wildfire.
I also want to point out that you don’t have to limit yourself to sites in your niche. You can also promote your content to related industries that might be interested in your content.
For example, as part of this SEO campaign, Mike Bonadio created an infographic for a client in the pest control industry. But Mike didn’t promote his content to other pest control sites. Instead, Mike got his content in front of gardening bloggers.
And it worked:
A glossary of industry terms and acronyms is a GREAT way to attract links.
Most industries are full of jargon that newbies can’t understand. So when you curate these terms into a glossary, you have something that people will HAPPILY link to.
For example, this glossary of internet terms has landed 9,200 links from over 1,200 root domains (imagine if you made an updated version!).
Certain industries (insurance, gambling) are REALLY hard to build links in.
And other industries (like the green niche) are on the other end of the spectrum.
Why? First off, there are LOTS of untapped topics in the space. Second, green bloggers and environmental organizations are usually happy to link to great content.
For example, this list of 100+ ways to save water has been linked to 25 thousand times.
This can be in the form of a donation, volunteer work or a company outing to lend a hand. Sometimes the non-profit will write about people and local businesses that have helped them… and link out.
HARO, or Help A Reporter Out, connects journalists with bloggers and industry experts.
It’s not easy to get mentioned (there’s A LOT of competition for every request). But if you grind it out, you can get some legit links from major newspaper sites and blogs.
For example, here’s a backlink that I got from HARO a few years back:
Most colleges have a wide range of clubs, and if you help the club with technical help (like lending a hand with the club’s website) or to organize an event, they’ll sometimes mention you on the site.
And because the club’s site is hosted on an .edu domain, that link will carry some legit authority.
Pro Tip: When you search for clubs, think “general”… not specific. For example, for this blog, I’d look for marketing clubs rather than SEO clubs.
Relationship building is HARD. Especially if you’re brand new to a given industry.
What happens when you work with a well-known person in your industry? Well, you just cut out months of outreach and legwork.
You can hire an industry veteran in any capacity that makes sense for your business. It can be as a consultant, guest writer, interviewer, interviewee or as an advisor.
You don’t necessarily need to host your own event to reap the rewards. If you have space suitable for events, offer it to other organizations to use for free (or really cheap). This is an easy way to earn links to a directions or “event info” page of your own website.
This is especially powerful for businesses like hotels, retirement communities, restaurants, bars, and other similar local business sites that can be tricky to build links to.
It might surprise you to find out that how-to guides are awesome for link building.
When someone mentions a topic in a post, they usually don’t have room to dive into all the details. So they usually link to a tutorial that outlines all of the steps.
Here’s an example:
A parody, spoof, or list of industry jokes can result in some serious links.
(Especially if it hits on a hot topic)
For example, this “story” from The Onion has attracted over 100 backlinks:
Sure, you may not work on a mega site like The Onion. But it goes to show that humor can work as linkbait.
Icon sets are pretty easy to make. And if they catch on, you’ll find yourself with links from a ton of design blogs.
For example, this mobile icon set has over 500 backlinks:
Pro Tip: Make sure your icon set is relevant to your niche. For example, if you run a sporting goods ecommerce site, create an icon set of baseballs, soccer balls and footballs).
Do infographics work as well as they used to?
But they CAN still work. The key is to create an infographic that’s truly remarkable. It’s kind of like a blog post. In 2006, a 500 word post would work. Today? You need to pump out amazing stuff to get noticed. And it’s the same with infographics right now.
Here’s an example of the type of infographic that I’m talking about:
And to make it easy for people to embed your infographic, check out this handy embed code generator.
Instructographics are infographics that teach you how to do something.
Like any infographic, their power comes from people embedding them in their content (and linking back to you).
But as a nice bonus, Instructographics work really well on Pinterest too.
Internal links are HUGE. That’s because, unlike external links, you control everything about them… from the location on the page to the anchor text.
That said, one piece of advice about internal linking: don’t automate it.
Instead, go through all of your older content. Then, when it makes sense, add links between pages on your site. And don’t forget to mix up your anchor text.
For example, I usually use about 5-10 internal links per page:
That’s all there is to it.
Interviewing an industry expert can net you a handful of decent links. For example, this Tim Ferris interview by Jeff Goins netted him 50 backlinks:
Pro Tip: Feature easily-shareable quotes on your interview page. This gives bloggers something easy to reference from your interview.
Most bloggers struggle to find relevant images to use in blog posts. Especially when it comes to visualizations or anything that requires a graphic designer.
In fact, that’s one of the main reasons that I invest in professional images, like this:
Yes, these images make my content easier to follow. But they also create passive link building opportunities. That’s because bloggers and journalists use my images in their content (and link to me when they do).
In fact, I’ve racked up 500+ links from images on this blog alone.
Here’s where you curate a list of statistics on a given topic:
The funny part is this: even though you’re collecting stats from other sites, most people that use a statistic from your list will link to your page… not the original source.
Pro Tip: This works 100x better if you get your page to rank for “X statistics” keywords.
After all, who do you think searches for these terms? Bloggers and journalists that are looking for stats to include in their content!
If you’re at an industry event, blog about everything that you see. If you’re the only one doing it, you can get a ton of traffic (and links).
I know it’s Wired, so it’s a little unfair, but hopefully you can learn how it’s done from this example (451 links from 140 root domains in 3 months).
Also, check out this fantastic guide on live blogging.
If you want people to link to you, make it easy for them.
For example, if you found a resource page that would be PERFECT for your content, let the site owner know exactly where your link makes sense.
Or if you’re promoting an infographic. Send people an embed code they can use to add your infographic to a WordPress post.
Getting a link in a newsletter is a GREAT source of highly-targeted traffic (in other words: visitors that are super-likely to link to your site). It can be your own newsletter… or someone else’s newsletter.
For example, I (obviously) link to my stuff in the Backlinko newsletter. But I’ve also been featured in big newsletters in the SEO niche (like the Moz Top 10), which led to a huge spike in traffic…
…and a few days later, links to that post.
Niche communities are an untapped way to get traffic and links.
Obviously, most community links are nofollow. But some aren’t. Either way, they’re a great source of traffic and exposure.
For example, back in the day I was an active member of (the now dead) Inbound.org.
And this helped get my content in front of people that ran blogs in my niche. Powerful stuff.
Offering discounts to faculty, teachers, and students can get you (easy) links from pages like this.
If you run an ecommerce site, and your products are something that students might be interested in, then these links are a no-brainer.
Or let’s say you’re a local business. Well, there’s usually a college or two within 100 miles that have a discount program. Plus, these links would be super authoritative and highly-relevant.
If you’ve got a product or service you want reviewed on a blog, you can pay for one. In fact, there are even entire websites (like PayperPost.com) that connect you with bloggers that review products. Obviously, if you want to comply with Google’s guidelines, these links should be nofollowed.
If you have a podcast, you can snag some links by sending your podcast to websites that have “Best of” podcast lists in your industry.
Google has said that they “ignore” links from press releases.
A newsworthy and timely press release CAN lead to legit, dofollow links. That’s because syndication can get your release in front of journalists… journalists that can pick it up and write about your story.
If someone has linked to you in the past, chances are they’ll be more likely to link to you in the future. But don’t just pitch them links every other week. Instead, thank them for the first link. Get to know ’em. And keep them in the loop with your content.
For example, I have a small list of folks that get early access to upcoming content. And I even let them know what I’m working on weeks in advance.
Here’s where you publish an in-depth analysis that compares two competing products, services or tools.
As a nice bonus, lots of people search for “X vs Y” in Google. So you’ll get eyeballs on your content even after the initial buzz dies down.
For example, this comparison of Aweber vs Mailchimp has been linked to 50 times:
As BuzzFeed proved years ago, people love taking (and sharing) quizzes.
But what you may not know is the right quiz or test can attract backlinks from bloggers in your niche.
For example, the “Could You Pass a US Citizenship Test” has attracted 50+ links:
This is similar to coining a new word, phrase or strategy. But instead of a punchy name, it’s usually a 1-2 sentence phrase.
For example, a few years back, Gary Vaynerchuk famously said: “marketers ruin everything”.
Today, a search for that phrase (in quotes) brings up 18,700 results.
The only catch is that your phrase really has to resonate with people. For example, the Gary Vaynerchuk quote is hilarious because it has an element of biting truth to it.
And if your phrase catches on, it can generate links on their own (for example, lots of people link to garyvaynerchuk.com when they say: “marketers ruin everything”).
If you want to take this even further, Google your phrase every week. Then, see who used your quote without linking. And gently remind them that you coined the phrase.
I spend a lot of my time poring over other sites’ link profiles. Basically, with this approach, you piggy back off their link building success.
To be fair: a good chunk of a site’s links are unique opportunities that you won’t be able to copy (for example, a random mention in a news post or a link from a close friend’s blog). But sometimes you can find legit diamonds in the rough (like a local directory or resource page).
Pro Tip: Don’t stop at your direct competitors. You can also look at how indirect competitors in your vertical (for example, if you offer piano lessons, look at sites that offer guitar lessons). If you’re local, look at other sites in your area. If you’re ecommerce, look at how other ecommerce sites are getting links to the same types of pages you’re having trouble with.
Resource pages are a link builder’s dream. After all, the point of the resource page is to link out to useful content.
So if you have a piece of useful content, you’re in a good spot.
Unfortunately, getting links from resource pages isn’t as easy as it sounds.
Your content (and outreach) really needs to bring it. Otherwise, it’s not worth the person’s time to add your link.
(It also helps if you know the person that runs the resource page)
With all that said, resource pages remain one of my favorite ways to get links.
Get an influencer in your space to write a guest post for your blog (or sit down for an interview). Not only will they share the content with their audience, but people are more likely to link to it because it’s from an influencer they know and respect. This is especially helpful if you’re just starting out.
If you’re the first person to review something, you’ll get a ton of traffic (and links).
For example, the first reviews that come out for the new iPhone almost always go viral in the Apple community.
Building links to pages that link to you is a VERY underrated link building technique.
The big plus of this approach is that people are usually MUCH more likely to link out to authority sites than rinky dink blogs. So if you scored a link from an authority site, you can feature THAT page in your outreach.
Also, promoting a third party site in your outreach is a Jedi mind trick that makes people more likely to say yes.
Second tier link building isn’t only for outreach. For example, you can “build links to your links” from guest posts. And because you’re not linking to your own site, the link will fly under the editor’s radar.
Sometimes email isn’t always the best way to get in touch with someone.
In fact, I’ve used Facebook, Twitter, LinkedIn and even Google+ (RIP) for outreach. Depending on the niche, these platforms can sometimes convert better than email.
Most universities announce speakers on their website, and when they do, they sometimes link back to you from the event page.
Pro Tip: You don’t need to actually physically speak at the school. Instead, offer to do a webinar for students… and get a link in return:
If you and your community are passionate about an issue, start a petition. If the petition catches on, news outlets will start covering your petition as a story.
For example, this petition about open access in the EU resulted in nearly 4k backlinks:
People love a good personal story. Whether it’s crazy, funny, or embarrassing, stories strike an emotional chord… which makes people more likely to share and link.
For example, this fascinating true story has picked up links from over 300 root domains.
Students are sometimes allowed to create blogs on their respective college websites. They’re a lot easier to get links from then a regular college webmaster. In fact, back in the day I created a “College Blog Awards” for the sole purpose of getting links from student blogs. And it worked GREAT.
I love getting links from roundups. Why?
Because it’s one of the EASIEST link building strategies out there. For example, here’s a backlink that I got from a link roundup:
Pro Tip: Don’t be pushy with the person that run the roundup. First of all, there’s no need. Second, these are awesome people to build relationships with. You can literally have a Rolodex full of people that you can send new content to and get an almost-guaranteed link.
This strategy is really similar to Broken Link Building.
The main difference is this:
With broken link building, you focus 100% on links that aren’t working (usually pages that 404).
But with the Moving Man Method, you’re looking for links to pages that aren’t relevant anymore. For example, maybe the content they linked to changed to something completely different. Or maybe the content now redirects to the site’s homepage. In both cases, the link still “works”. But the link isn’t relevant anymore. Which means it’s ripe for a replacement link (yours).
I first wrote about The Skyscraper Technique in 2013.
And it still works GREAT.
(In fact, I have a stack of emails in my inbox from people that had success using this strategy)
The one downside of The Skyscraper Technique is that it takes A TON of work. Especially now that people started publishing higher-quality stuff.
But if you’re willing to put in the work, this is still one of the best link building strategies out there.
The right content at the right time can get you a TON of attention. For example, this GDPR checklist came out weeks before the new law went into effect:
And it generated 3.1k backlinks within a few months.
The same goes for seasonal content. Whether it’s Valentine’s Day, Christmas, or Halloween, you can create holiday themed content that gets a bump in interest (and links) every single year.
Find bloggers who publish podcasts and videos on their blog… but don’t transcribe the audio.
Then, get the content professionally transcribed. And send it over to them.
99% of the time, if they use your transcription, they’ll link to you. No need to even ask.
Most websites aren’t accessible in different languages. And auto-translation tools like Google Translate leave a lot to be desired.
So when you translate a piece of content that could use an international audience, you’ll often get a link in return.
Here’s an example:
Pro Tip: Host the translated content on your site. That way, the author needs to link to your page for them to read the translated version.
This works just like promoting an infographic, chart… or any other type of visual content.
Just send bloggers your video with an embed code. When they embed your video, they’ll usually link to you.
And if your video is hosted on YouTube, they’ll at least link to your video page.
Creating free online tools (like a calculator) is a fantastic way to attract links. And they DON’T need to be fancy. As long as it’s useful, people WILL link to it and share it.
A great example of a simple free online tool is this embed code generator from Siege Media:
It’s netted over 1k links from 280+ root domains.
White Papers are kind of old school. But they still work.
For example, this white paper by Cisco is a backlink MACHINE.
(20k+ backlinks in 18 months. Insane.)
This used to be a super popular (and effective) link building strategy. But Google has put the hammer down on widgets in recent years.
In fact, they’ve even come out and said that they’ll penalize sites that use widget link building… unless they nofollow the links.
People that leave a comment on your blog are SUPER likely to link to you.
For example, a while back, I got this comment on my blog:
I reached out to Danny to strike up a relationship, which ultimately led to an interview on his site.
Don’t limit your outreach targets to sites that come up with Google searches (like intitle:resources). You probably have a ton of solid link prospects right under your nose.
Speaking of, your Twitter followers are an awesome source of link opportunities. After all, if they follow you on Twitter, they clearly like your stuff. Which makes them super likely to link to you.
(Obviously, this approach isn’t limited to Twitter. It also works for Facebook, LinkedIn, Pinterest etc.).
This strategy is simple in theory… but tough to pull off. The goal is to be the first person to cover or analyze a hot story. Or at least one of the first.
For example, you probably already read about the Google Medic Update.
Well, Marie Haynes quickly published this post with her findings:
That post racked up 300+ comments, an insane amount of social shares… and 400+ backlinks within 6 weeks.
Here’s where you build a “network” of similar non-competing blogs. Agree to share each other’s content, swap strategies, and leave comments. This helps get your content in front of more peeps.
Important caveat: this isn’t a link exchange because you’re not swapping links. It’s more of an Avengers-type relationship. You’re all independent. But once and a while you come together to help each other out.
In fact, some of my best strategies and insights have come from a little group of bloggers that I’m friends with.
Toolbars aren’t as big as they used to be. But they still work if the toolbar solves a pressing need.
For example, Hunter.io is only a few years old. And their extension page already has 409 backlinks:
Existing websites have assets (namely, content and links) that every site could use more of. And if you acquire a site, those assets are now yours. You can either continue to run the site independently or redirect it to your existing website.
Pro Tip: Look for sites that haven’t been updated for a while. This is usually a sign that the person that runs the site has lost interest… and might be willing to sell.
Cobranded content makes the entire content development and promotion process 2x easier.
First, you can split up the work that goes into creating a piece of content. And you both team up to spread the word.
How about an example?
A while back I teamed up with HubSpot to make this infographic:
And because HubSpot was a partner, they happily promoted it to their massive following.
Coining a new term in your industry is one of the best ways to get passive links. It definitely takes work (and a little bit of luck) for the name to catch on. But when it does, you can find yourself with dozens of links per month pointing to your site… without needing to do any outreach.
For example, my original post about The Skyscraper Technique now has 11,000 links:
And I haven’t done anything to promote that content in years.
Pro Tip: Set up web mention alerts for your new term. That way, you can reach out to people that use the term… but didn’t link. If you reach out right after the post goes live (while the content is still fresh), you’ll find that people are more likely to update their content with your link.
Complete guides are one of my all-time favorite link building strategies.
The downside is that they’re REALLY hard to make.
For example, this guide to Google RankBrain probably took me 30 hours to write:
But less than a year later, it already has over 1,000 backlinks. Not too shabby.
Pro Tip: Keep your guides up-to-date. That way, people will still link to it YEARS after it originally came out.
If most people in your niche share the same view on a topic, don’t be afraid to publish a post with an opposing view.
Doing this right can lead to A LOT of exposure.
For example, Derek Halpern published this post about “The Content is King Myth”.
People that agreed with Derek (namely, designers) linked to the post. But more importantly, Derek got a ton of links from people that disagreed.
In total, this contrarian post has accumulated over 900 backlinks:
Designing WordPress themes can land you some killer links.
For example, the Sage theme website has links from 7,900 websites:
Even if your theme isn’t world-changing, you can still submit it to the WordPress.org theme directory. This will get you a couple of high quality nofollow links (not to mention some free exposure).
Controversy can be a great way to attract links. The people that agree with you will share your content like crazy. And the people that disagree? They’ll share it too!
GoDaddy’s SOPA fiasco is a great example. GoDaddy originally supported SOPA (which created a firestorm). Then, they pulled a 180 and said they opposed it (which created even MORE controversy).
Data can be a link building GOLDMINE.
Why? First, people love data-driven content. But more importantly, data is something that’s easy to cite.
For example, when someone wants to say that “longer content ranks best in Google”, my ranking factors study helps add credibility to that statement:
Pro Tip: Turn your findings into visuals. This can be a chart, graph or infographic. These visuals give bloggers an easy way to share your data with their audience.
If you’re good at graphic or web design, reach out to ask people if they’d like any of the above services at no cost.
Or maybe you notice that a site’s CSS is broken. Send them a fix for free.
Word of warning: Exchanging anything (including services) for links is a big no-no in Google’s Webmaster Guidelines. So the goal of this strategy is to get your foot in the door…. and hope that relationship pays off with a link or two down the road.
Is a site in your niche missing something… something that you could easily fill in for them?
If so, let them know and offer to fill in that gap. Obviously, you’re walking a tightrope here. You want to emphasize that their content is great. But it could be even BETTER with a little something extra.
In fact, this is exactly how I got this link a few years back:
Yes, one-off guest posts have their place. But also look for opportunities that could win you regular contributions on an authority site in your niche.
Why are column links better than guest posts? Well, for starters: the links look more legit, you can get multiple links per month, and having a column on a site like Forbes gives you instant credibility.
Plus, if the site has a decent audience, the links will send you some targeted traffic.
Having a Wikipedia page about you or your company is an SEO goldmine. Why?
First, it helps build up your E-A-T.
Second, it makes you and your company seem more credible and legit, which leads to more links over time.
So you created an infographic. Now what?
Well, you need to actively promote it. And I don’t mean spamming your infographic to 1000 blogs. Instead, try Guestographics. It’s a way to strategically promote your infographic… without being spammy.
Here’s the step-by-step process if you want to learn more.
You can use your influence to reach out to big name bloggers, get your emails opened, and increase your outreach conversion rate.
That doesn’t mean that influence=easy links. As someone that’s built up a solid following in the marketing world, I can tell you from experience that outreach is still REALLY hard. My influence has probably increased my link building outreach success rate by 5-10% MAX. So it’s not a magic bullet. But it definitely helps.
You can also use your influence for a ton of things outside of straight up out