01:13 – The first step to creating moving content
02:13 – Great tools for content creation
02:43 – Effective anchor text structures
03:21 – What podcasting can do
04:08 – Why case studies are powerful
04:30 – Sharing a story
05:44 – Making it visual
06:23 – A free signature course
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James Schramko here from SuperFastBusiness.com. Thank you for listening to this podcast. You won’t find big advertisements, you won’t find cheesy intros, we’re just going straight into the content.
Today, I’m talking about an important traffic technique for Internet marketers and this is how to earn backlinks. It’s been the foundation of search engine optimization since the beginning of search engines. This is about not just building links, it’s about earning them. How to earn backlinks.
In order to rank in search engines, you need people to link to you. So how do you acquire links that do not get penalized and get good results? Here are some essential moves that you ought to be doing right now with your website.
Set up a content system
Number 1, set up a content system. With all the noise out there, your content should really be compelling to move people to link to you. And the first step to creating moving content is not creativity or writing skills, but having a system for your content creating process. 50% of content marketers say producing content on a consistent basis is their biggest marketing challenge.
To develop your content assets, having the right system is key. You need the right tools to manage the following and more:
First, you need to determine the types of content you need. Then, you want to plot it in your content calendar and then assign tasks. Do editing and revisions, distribute and track and assess your published content. I go into this in more depth in the free course OwnTheRacecourse.
You’ll notice if you look at this site, there are number of infographics, podcasts and videos over the last few years. There’s over 10,000 pages indexed in Google as a result.
Recommended tools for content creation
Some recommended tools for content creation and collaboration, management and analysis are: Dropbox, Google Docs, and Slack. Also, plugins such as SEOquake, Streak for Gmail, Moz for Chrome and Majestic Backlink Analyzer.
It’s important to mention, you shouldn’t be doing all of these things yourself. Ideally, you have a team helping you with most of these steps. You can also have other people create the content for you.
Using anchor text
Make clever use of anchor text. Throw away all your so-called money keywords. They’ll cause you to get grief in this post-Penguin 3 environment. Know the ways to use anchor text without looking manipulative or spammy. Here are some recommended structures:
- Naked URLs instead of brand names: Branded anchor text combined with keywords. For example, “More households are now turning to Pearly Whites for affordable dental care for the family.”
Relevant contextual phrases: ”Click here to access this valuable resource.” It’s worth repeating. If you’re just linking your keywords, you will get penalized.
Guest podcasting is a good way to get links. Podcast subscriptions via iTunes has surpassed the 1 billion mark. Podcast listening is fast becoming a mainstream habit. And studies show that podcast listeners are more responsive. 7% of podcast listeners are receptive to sponsorship messages compared to only 6% of TV and radio commercial listeners.
Invite dominant figures in your industry and have them as guests on your show. If you look back, you’ll see many many experts I’ve invited to interview with me. Or vice-versa. Have yourself invited as a guest on many other people’s shows. Podcast shownotes will usually link to your website, leveraging the power of a combined audience.
Share case studies. While it’s important to make sure your content all reflects back to you, an interesting way to do this is to shine the spotlight on others. The top 3 content marketing formats include case studies. 65% or marketers use them, while 73% of B2B purchasing decisions last year have used case studies for research.
Good stories get shared, such as the following: case studies of your clients, a business owner who tried a tool or technique or strategy that worked great, a developer who has a solution to a problem, a person who’s overcome a business building or life affirming obstacle, someone with an interesting perspective, perhaps contradictory to yours (people love controversy), a prominent individual or celebrity.
Talk about other content. Survey says there are top 3 goals of marketers when using content: lead generation (59%), thought leadership and market education (43%) and brand awareness (40%). You can target these 3 by making content recommendations.
Writing or sharing a review is a way of sharing valuable information. Your audience, and chances are, the author, will thank you for it.
Some content you can talk about: a book you recently read. You don’t have to love it. Sometimes you can talk about why you don’t agree with it. An article you read that may provide valuable insight or information or you think your audience will find interesting. A movie that impressed you and may be relevant to your topic.
Make it visual
If you can, make it visual. Pictures sometimes can be more eloquent than the written or spoken word.
Put your team to work, get their designs in use, send out your message through infographics, illustrations, photo quotes or photographs. You can even use photographs taken from your iPhone. Studies show that candid snapshots are more appealing to the audience compared to images that look professionally styled.
OwnTheRacecourse. This is my signature course, which is free, where you can invest in building a stronger, more popular, more value laden powerfully optimized site. Put all your high quality, high value content there, and make sure you do it on a consistent basis. This is non-negotiable if you want to really reach out to your audience and generate organic, search engine-friendly inbound links.
Here’s the bottom line: acquiring a healthy profile now requires more intensive planning, more careful execution and creativity, innovation and high level skills of humans, not robots.
In this podcast, I’ve used some references from Search Engine Watch, Search Engine Land, Quick Sprout, HubSpot, Curata and my very own community, SuperFastBusiness.com.
If you’d like us to help you with your website or your traffic, our team can help you do that. If you’d like me to help you coach you through your business, please join the community at jamesschramko.com.
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