Writing Link Friendly Content

ConnectingtheChains

JONWUEBBEN

Ifcontentis“king”,thenlinkedcontentistheempire.Writingwordsforyoursite

–evenifit’sthebestproseeverconstructed‐‐easytoscan,benefits‐rich,with

theperfectcalltoaction…canonlygetyousofar.Assomeonewhohaswritten

copyforover200websitesinthepastfewyears,I’veseenitall:poordesign,

greatdesign;badcontent,greatcontent;poorattemptsatconversion,and

conversionmachines;non‐linkedcontentandyes,linkfriendlycontent.

Attheendoftheday,youhavetodoalotofthingsrightinordertohaveyour

contentfoundonthewebandtoconvertvisitors,asIdiscussinmybook,

ContentRich:WritingyourWaytoWealthontheWeb.ButofallthethingsI

mentionedthere,linkfriendlycontent,orcontentthatnaturallyattractslinks,is

themostimportant–byfar.Howdoweknow?BecauseGoogletellsusitis…

InGoogle’sWebmasterGuidelinestheysay,“Givevisitorstheinformation

they'relookingfor‐Providehigh‐qualitycontentonyourpages,especiallyyour

homepage.Thisisthesinglemostimportantthingtodo.Ifyourpagescontain

usefulinformation,theircontentwillattractmanyvisitorsandentice

webmasterstolinktoyoursite.Increatingahelpful,information‐richsite,write

pagesthatclearlyandaccuratelydescribeyourtopic.Thinkaboutthewords

userswouldtypetofindyourpagesandincludethosewordsonyoursite.”

Theygoontosay,“Makesurethatothersiteslinktoyours‐Linkshelpour

crawlersfindyoursiteandcangiveyoursitegreatervisibilityinoursearch

results.Whenreturningresultsforasearch,GooglecombinesPageRank(our

viewofapage'simportance)withsophisticatedtext‐matchingtechniquesto

displaypagesthatarebothimportantandrelevanttoeachsearch.”

Off‐PageOptimization

Manypeoplerefertolinksandlinkbuildingas“OffPageOptimization”(OPO).

WikipediaexplainsitwellbyexpressingthatOPOinvolves“strategiesforsearch

engineoptimizationthataredoneoffthepagesofawebsitetomaximizeits

performanceinthesearchenginesfortargetkeywordsrelatedtothepage

content.Examplesofoff‐pageoptimizationincludelinkingandplacingkeywords

withinlinkanchortext.Methodsofobtaininglinkscanalsobeconsideredoff‐

pageoptimization.”Theseinclude:

*Publicrelations

*Articledistribution

*SocialnetworkingviasiteslikeDiggandSlashdot

*Linkcampaigns,suchasaskingcomplementarybusinessestoprovidelinks

*Directorylistings

*Linkexchanges

*Three‐waylinking

*One‐waylinking

*Blogging

*Forumposting

*Multiwaylinking

IwouldprovidealittleeditorializingbysayingthatthetypeoflinkbuildingI’m

referringto,creatinglinkfriendlycontent,dealsmainlywithon‐page

optimization,inotherwords,rightonthepagesofyoursite.Butlookingatthe

offpagefactorsareimportantaswell.

TheLinkBuildingExpertsSpeak…

It’simportanttoalsoknowwhatthemostnotedlinkexpertsinthesearch

marketingspacehavesaidinregardstolinkfriendlycontent.EricWard,oneof

theguysthatpracticallyinventedtheconceptoflinkbuildingandpromotedthe

importanceoflinksasearlyas1995says,“Thevisibletextwithinthelink(aka

anchortext)canhelpthesearchenginesmakeaforecastastowhatcontentlies

attheendofthatlinkifclicked.Ifthathappensoftenenough,andifthe

originatingsitesareofhighquality,thentheenginecanusethatsignalaspart

oftherankingprocess.“AndJimBoykin,oneofthemostsuccessfullink

operatorsonthewebsays,“thebestbacklinksintheworld(andofteneasiestto

get)arethosethatcamebecauseofgreatcontent.”Theseguyslivelinks–they

eat,sleepanddreaminlinksandwhattheysayisalwaysrelevanttothe

discussion.

LeeOddenofTopRankOnlineMarketingblogsaid,“Whetheryoudrivetrafficto

thesitefromofflinemarketingprograms,paidsearchadvertisingorsocialmedia

promotions,youstillhavetodeliverthegoodsoncevisitorsgettothewebsite.”

Whatarethe“goods”thatLeeisreferringto?CONTENT.

Butyousee,mostcompaniesdon’t“get”this.Likemetatags,theyseempuzzled

bytheconceptandarenotsurewheretostart.Yes,thetwenty‐something’sand

Web2.0crowdareintheknow–buteventheydon’talwayslinktheircontentor

“linkbait”correctly–orconsistently.Andthat’sreallywhatit’sallabout,

creatinglink‐friendlycontenttherightwayanddoingitfrequently.

LinkBait

So,Ibringuptheconceptoflinkbaiting.Whatisit?Linkbaitisusedtodescribe

viral,linkablecontentdesignedtoattractthousandsoflinksandisrecognizedas

oneofthemosteffectivewaystobuildlinks–andrelevanceforasite.Solink

baitingisreallybuildinglink‐friendlycontent.It’sjustanothernameforit–or

moreaccurately,asubsetofit.

Thetraditionalwayofgettinglinkscirca2004andbeforeinvolvedcontacting

otherrelevantwebsites,emailingthewebmastersandaskingforalink.You’d

contactpeopleyouknow–vendors,partners,customers,suppliersand

“reciprocate”links.Youwouldcarefullyexplaininyouremailthatlinkingtoyou

wouldbeworthwhilefortheirvisitorsandbeneficialtothemaswell…andyou’d

spendhundredsofhoursdoingit.

Whydidn’tsomeoneintheknowjustexplaintothemthatalltheyhadtodowas

writesolidcontentandthelinkswouldcome?Ofcourse,youhavetopromoteit

too,butperhapstheywerelookingfortheeasywayout.Ironically,theeasier

wayistowritehighquality,verypopular,linkfriendlycontent.;)

Withlinkbait,youcandothis.

First,asalltheexpertswilltellyou‐youneedagoodhook.Thisistheangleor

thewayofgrabbingattentionfromthereader.Youdoitbycapitalizingon

somethingthat’sreallyimportanttomostpeople–security,money,respect,

gossip,newideas,asecret,etc…andgiveitalittlesizzle.

TypesofHooks:

• Tyingintowhat’srelevant–theNewsHook

• Goingagainstthegrain–theContraryHook

• Takingtheoffensiveposition–theAttackHook

• Providingsomethingimportant–theResourceHook

• Makingpeoplelaugh–theHumorHook

Providingsomethingimportant‐ResourceHook

*Developacomprehensivelistofblogsinyourniche‐linkouttothem,and

chancesaretheywilllinktoyou.

*Createausefultoolrelatedtoyournichethatpeoplelike

*Thelistconcept:Howtodo____.Makeitsubstantiveandlinkfriendly!

*Acompilationofnewsstoriesonathemethatyouinturnanalyzeandcreate

apostfor

*Example:Ifyourunahotel,discussalltheplacestovisitinthesurrounding

area

Tyingintowhat’srelevant‐NewsHook

*Findoutwhoreportsthenewstothenewsreportingagencies–andthen

jumponit.

*Callingsomeoneorsomethingout–ifyoucanexposeafraudorflawina

newsstory,andreportonit,thatcontentyouwrotecouldbeverylinkfriendly.

Youcouldhavethousandsoflinksveryquickly.

*Givingyouropiniononapopularnewsstory

*Don’trehashwhatsomeoneelsealreadyreportedthough–giveityourown

slant

Goingagainstthegrain‐ContraryHook

*Areyouanaturalcontrarian?Putittouse!Betheoneguythatfinds

somethingtonotlikeaboutastory,aproductorserviceandthengooffon

them.

*"Why<insertprominentbloggerorcompanynamehere>isWRONG

about..."

*Findsomethingthat’sreallyreallypopularandthentearitapart.Peoplewill

notice.

Takingtheoffensiveposition‐AttackHook

*Pointingoutwhyaparticularproductorserviceisdoingmoreharmthan

good

*Goingafterthegovernmentre.almostanything–theyareagreattarget

*Standingupforanunder‐representedordisadvantagedgroup

*Chooseatopicthathasafairdegreeoftruthonbothsidesandthenwrite

away!Makeitinformed,smartandverycontroversial.

Youhavetobecarefulwiththisone–youdon’twanttowritethewrongthing

aboutthewrongperson.Agoodideaistogoafteracompanyorproductinstead

ofanindividual.However,ifyou’regutsy,havesomeproofforwhatyouare

claimingandreallywanttogainsomeinstanttraffic,itcangiveyouinstant

credibilityandbuildyourreputationlikewildfire.Mostpeoplelovecontroversy

andwhenyouuseanattackhook,youstiritup.

Makingpeoplelaugh–theHumorHook

*Photoshopafunnypictureorcartoonforthesubjectyouarewritingabout

andpostit

*Postalistthattakesafunnyslant:ie“Top20WaysI’mGoingtoWorkfrom

BedThisWeek”

*Postidea:"Youknowyou'rea_____when..."

*Playoffanotherfunnybitthatyoucameacross:jokes,funnystories,etc

Peoplelovetolaughright?Theyalsoneedcomicrelieffromthecrazinessoflife

ontheweb.Orlifeingeneral.Ifyouhaveanaturalwayoflighteningthingsup

throughyourpersonality,youmaybeabletowritethatwaytoo.Giveitashot

withyournextblogpost.You’llcreatesomelinkfriendlycontentintheprocess.

OtherWaystoLinkBait

Contests

Anotherthingyoucandotobuildlink‐friendlycontentistorunacontestor

sweepstakesonyourblog.Itdoesn’thavetobeexpensive–youcouldgiveaway

yourservices,actually.Forme,beinganonlinecopywriterandmarketing

consultant,Icouldgiveaway10pagesoffreecontent.Ihaven’tdonethatyet,

butIcould.Itwouldprobablygooffverywell.Whatcouldyougiveaway?Once

youdecide,promoteitandblogaboutitlikecrazy.

Interviews

Finally,tobuildsomehighqualitylinkbaitor“linkfriendly”content,youcould

interviewprominentpeopleinyourindustry.Howaboutthatforanidea?You

knowthatthesepeopleyouinterviewwilllinktoyou,right?Absolutelytheywill.

Mostoftheprominentpeopleoutthereinanyfieldhavebigegos.Playoffthat

andgetsomegreattrafficasaresult!

ProductorServiceReviews

Thereareamillionproductsorservicesthatyourtargetmarketwouldloveto

readabout.Whatarethey?Thinkaboutwhatyourcustomerslike.Whatdothey

useintheirlives?Youmaywanttoevensurveythemtofindout.Thegreatthing

aboutreviewsisthattheyareeasytowriteandgiveyouinstantcontent.Plus,

you’llgetpeoplewhowanttolinktothem,especiallyifit’sareviewfora

popularproductorservice.

Thesecret…ofcoursewithalloftheselinkbaitapproachesisthatyouneedto

havepeopleseewhatyouwrite.It’salluselesswithoutbeingseenbyyour

peers.Andifyouarebrandnewonthescene,itcanbeachallenge.So,howdo

youdoit?Forstarters,linktotheminyourpost,sendemailstothem,callthem,

posttodelicious,myweb2,etc.Ifyoucangetatleastoneprominentbloggerin

yournichetotakenotice,therestwillmostlikelyfollow.Remember,thewebis

acommunityandyouneedtoreachouttootherswhocanhelpyou.Inturn,you

willhelpthem.Andit’smorethansimplyactingprofessionallyorensuringyou

behaveappropriatelyontheweb‐It’sabasictenantoflife.

Theresult?Powerful,LinkFriendlyContent.

Let’sTakeaStepBackandStartwiththeBasics

So,whatdolinkslooklike?Howdoyouusethem?Whyaretheyimportant?For

thebenefitofallthosewhoarenewtothetopicorarejustdesigningtheirfirst

sitenow(yes,therearestillpeopleoutthere…I’vetalkedtomanyofthem),here

aresomebasicexplanations:

Firstofall,thewebhasauniquequalityre.content,differentfrombooks,

newspapersoranyprintedmedia–thisdistinctqualityiscalled“hyperlinking”.

Whenyouplaceyourmouseovercertainwords,andclickonthem,ittakesyou

toanotherpageonyoursiteoranotherpageonadifferentsite.Theseare

hyperlinkedwords.Howcanwespotthem?Theyareusuallyunderlinedandina

differentcolorthantherestofthetext.So,thewebinessence,bytheveryword

“web”isatotallyinterconnected,interdependentthing.Howconnectedyouare

iswhatwearereferringtowithlinks.

Howdoyouhyperlinktext?Simplyleftclickonyourmouse,highlightthephrase,

thenrightclickon“Hyperlink”andtypeinthedestinationURL(whereveryouare

sendingthereaderwhentheyclickonthetext).That’sit!

Checkyourlinksbeforeandafteryoupublish.Thisissomethingmanypeople

miss.Beforeyoupublishyourwebpage,makesureyouclickoneverylinkto

ensuretheyareworkingcorrectly.Ifyoufindanissue,fixitandthenrecheckto

makesureyougotitright.Also,someofyourlinksmaybreakwhenyoupublish

yoursite.Besuretocheckthemall!Ifyoudofindproblems,fixthem,testand

thenrepublish.

Theworstthingyoucando?Havenolinksatallorbrokenlinks.Anotherthing

thatisn’ttoogreatishavingtoomanylinks.Youdon’twantanentirepagefullof

hyperlinkedtext.Thisnegativelyimpactstheuserexperience.

AnchorLinkedText

Howmanytimeshaveyouseenthephrase“clickhere”?It’subiquitousonthe

web.Youcan’tescapeit.Anditsalwayshyperlinkedright?Theproblem,though,

isthis:you’realwaysmissingoutonanopportunitytorankforagoodkeyword

phrasewhenyouuse“clickhere”.(Seeourrealworldexamplesbelowformore

onthis.)

Anchortextisthevisible,clickablecopyinahyperlink.Example:“Findoutmore

aboutourislandcruises.”

“Islandcruises”istheanchortext.Anditwhenit’sclickeditmaytakeyouto

www.excitingislandcruises.com

Ifthisisacomplimentarysitetowhatyouoffer,thenyouwillbenefitfromthis

linkfriendlycontent.(andtheywilltoo)Ifthatsentenceisonanothersiteand

www.excitingislandcruises.comisyoursite,thenyouhaveanexternallink

comingfromarelevantsiteforarelevantkeywordphrase.Youwintheretoo.

Youcanalsouseanchortexttolinktootherpagesonyourownsite,thisiscalled

Internallinking.

AnchortextisweightedhighlyinGooglesalgorithm,becausethelinkedtextis

usuallyrelevanttowhatthelandingpageisabout.Googlesgoalistoprovide

highlyrelevantsearchresults;sowhenyouhyperlinkwordsrelevanttothepage,

ithelpsyourrankings.

LinkExpertDebraMastalersays,“Linktext,oranchortext,playsakeyrolein

howawebpageranks.It'stheclickablepartofthelinkyouseeandisconsidered

astrongqueryrankingfactorusedbybothhumansandsearchenginesto

provideinformationondestinationcontent.”

Shegoesontosay,“Forexample,iftheterm"runningshoes"ishyperlinked,you

expecttobetakentoapagehostingadditionalinformationonrunningshoes.A

searchenginehasthesameexpectationandimpartsimportancetotheanchor

textandthepageitpointstowheneveritfindsandspider’slinksusingtheterm.

ThemorelinksitfindsusingthetermandpointingtoyourURL,themoreit

associatesthephrasewithyourwebpage.Whichhopefullymeansthenexttime

someonesearchesfor"runningshoes,"yourpageswillshowinthetopsearch

results.Thegoalofmostlinkbuildingcampaignsistosecurealargenumberof

linksfromqualitypagesusingamixtureofkeywordanchortextandpointingtoa

varietyofyourinternalpages.”

Greatstuff.

Onethingtokeepinmindisthatyouwanttovaryyouranchortexteverynow

andthen.Targetyourkeywordphrase,butthenuseitinyouranchortextin

differentways.Ifthephraseis“steeloildrum”,useitinthiswayacoupletimes,

useitas“steeloildrums”,“oildrumsmadeofsteel”andthenspacedout

betweenotherwordsaswell.Thereasonforthisisbecausepeoplesearchfor

manydifferentvariationsofyourkeywordphrase–itisn’talwayswhatyouthink

itwillbe…andalsobecauseGooglesalgorithmlooksatthisfactor.

So,inessence,wheneveryouwriteanything,whetherit’sanewblogpost,new

webpage,onlinepressreleaseorwhatever,youneedtobethinkingaboutyour

anchortext.Whatphrasescanyouuse?Whatcanyoulinkto?Alwayshavea

strategy.Remember,itsallaboutbuildinglinkfriendlycontent–friendlyforyou,

friendlyforothers,andfriendlytothesearchengines!

DifferentApplicationsforLinkFriendlyContent

Websites–Lookfor3‐4areasoneverywebpagewhereyoucanlinkanchortext

(yourkeywordphrases)tootherdeeperpagesonyoursite,besurethemajority

ofyourpagesarelinkedinthisway.Oneofthebestpagesforthesetypesof

linksisanFAQ’spageoraWhyUs?Page.

Blogs–Thisshouldbethecentral“hub”ofallyourwebpropertiesforlink

friendlycontent;youwanttouselinksineveryblogpostyouwrite,linkingoutto

prominent,complimentarywebsitesandalsolinkingbacktoyourownpages–

bothonyourblogandyourregularwebsite.

Articles–Hyperlinkyourkeywordrichanchortextin3‐4placesinarticlecopy

andalsothrowalinkintoyourbylinedsectionatthebottom–notalwaysto

yourhomepage,buttoapageonyourblogorwebsitethatsupportsthesubject

ofyourarticle.

PressReleases–Sameasarticlesabove,thisisagreatplacetouselink‐friendly

contentbecauseofthewidedistributionyourpressreleasereceives.

Emails–It’salittledifferentwhenyouarewritingemailcopy,becauseyou

aren’ttryingtoattractlinksfromtheoutside,ratheryouareusingtheemail

contenttotryandgetthereadertoclickthroughtoyourwebsiteorblogtofind

outmore.Besuretoprovidealinktoyourclienttestimonials,portfolioofwork

(ifyouhaveonetoshare)andmoreinformationaboutyourservices.Andifyou

areusingtheemailtotryandrecruitpeopleforawebinarorteleconferenceand

areusingalandingpagetocollectregistrations,besuretoplacethislink

prominentlyintheemail.

Also,havingnewsletters,articlesandcasestudiesonyoursiteisagreatidea

becausethisishighqualitycontentthatpeoplewillwanttolinkto.Ifyouhavea

hugelibraryoftheseitemsandbecometheauthorityonthesubject,even

better.You’llwanttobesureandarchivetheseaswellsotheyhaveaccesstoall

yourmaterials.

AnchorTextExample

TofindoutmoreaboutourSwisswatches,clickhere..

Youseethat“clickhere”ishyperlinked.Butthisdoesyounogood.AsI

mentionedearlier,“ClickHere”isnotagoodkeywordphraseandyoudon’t

wanttorankforitanyways.We’llleavethattoAdobeAcrobat,Shockwave,and

iTunes–theyhavemillionsofwebpagesthathavethewords"clickhere"asthe

anchortext.Rather,youwanttouse“Swisswatches”asyourlinkfriendly

contentandhyperlinkthattoyourSwisswatchproductpage.Sonow,itlooks

likethis:

FindoutmoreaboutourbeautifulSwisswatches.

LinkingOut

Whataresomegoodideasyoucanuserightaway?AsImentionedabove,write

areviewofaproductorservicethatiscomplimentarytoyoursasatestimonial

andthenemailittothecompanythatsellsit.You’llfindthatmostofthe

websiteswillappreciatethatyoutookthetimetowriteareviewandincludea

linktoyoursite.AndPresto!Youhaveaqualitylinkthatwillhopefullystandthe

testoftime.Howdidyougetit?Bydoingsomethingpositiveforsomeoneelse—

butalsobywritingqualitycontentthatwasmeaningful.

Anotherideaistosimplyfindqualitysitesthatarecomplimentarytoyoursand

linktothem.Thisworksespeciallywellifyouhavealargesitewithlotsoftraffic.

Why?Becauseyoucouldbegivingtheothersitelotsofreferraltraffic.The

webmasteratthesiteyoulinkedtowillseethisandgiveyoualinkthroughtheir

ownhighqualitycontent.Itworksbothways.Butitwasstartedbyyou.

Theotherwayistoofcourselinktoothersinyourblogposts.Onalmostevery

successfulblogoutthere,you’llseemultipleplacesineachpostwherethey

linkedtosomeoneelse,usuallyaverypopularwebsiteforwhateverkeyword

phrasetheywanttolinkto.Example:Iwroteaposttitled“WhatisSEO

Copywriting?”andlinkedtofiveoutsidesitesinthepost.

Thisiscalledlinkingoutandit’sanimportantpartofyouroverallstrategyof

creatinglinkfriendlycontent.

LinkGuruDebraMastalersays,“Fromabusinessstandpoint,it'sadvisabletolink

outwhenasourcewillhelpreinforceapositionorstatementyou'remaking,add

credibilitytoyourproductsorbeofvaluetoyourusersasareference.”Great

adviceIsay.

Shegoesontosay,“Fromarankingstandpoint,linkingouttosourcesthatuse

thesame/similarverbiageandkeywordphraseshelpstoestablishrelevancyfor

yourterms.Keepinmind,evenoutboundlinksusingkeywordsintheanchorsare

on‐pagecontentforyou.Keepyouranchorsrelevanttoyouron‐pagetopicand

pointingtopagessimilartoyourown.”

RandFishkinchimesinbysaying,“LinkingoutissomethingIrecommendallsites

do,notjustforSEOpurposes,buttohelptheirperceptionasgoodinternet

citizensandtohelpearnlinksbackin.Arecentstudyofnewssitesconfirmedthat

"ingeneralthereisastrongrelationshipbetweennewswebsiteslinkingoutand

gettinglinksinreturn."

Linkingoutcanbeusedtoemphasizeanimportantpointyouaretryingtomake,

especiallyifyouarewritinga“cornerstone”blogpost(animportanttenantthat

foreverstaysonyourbloghomepage)andwanttobackupwhatyouarewriting

withopinionsfromotherthoughtleadersinyourfield.Ithelpstoaddcredibility

towhatyouareexpressingandgivesyourreaderamorefavorableimpressionof

yourpost.HowdidwedothisbeforetheInternetcamearound?Weused

footnotesorendnotesinbooks.Sameconcept,butdifferentinthefactthatyou

can’tsimplygotothatbookorarticlethatwasfootnotedandlookatitinstantly

likeyoucanontheweb.Gottalovethesteadyadvancementandapplicationof

technology!

Linkingoutcanalsobeusedtolinktootherformsofonlinemedia,likepodcasts,

youtubevideos,andthelike.Youdon’thavetoalwaysputtheseonyoursite–

simplylinkoutandwatchyourinfluencegrow!

WhatcanLinkFriendlyContentdoForYou?

Higherwebsiterankingsinthesearchengines

Biggerandmoreinfluentialstandinginyouronlinecommunity

Morequalifiedtraffic

Moresales

And…thebenefitofappearingonDiggshomepage….

WritingforSocialMediaSiteInclusion–LinkFriendlyContentand

thePotentialforDomination

Oneofthebestthingsthatcanhappenifyouhavewrittenalinkfriendlyblog

post,pressreleaseorarticleisappearingonDigg,DeliciousPopular,Redditor

theothersocialmediasites.Writeagreat,linkbaitingpostwithapowerful

headlineandyoucouldbewellonyourway.Asmentionedpreviously,youwant

touseyourkeywordsinthetitle–thisisagreatplacetousethem.Ifyourpost

getslotsofDiggs,thenitcouldbeonthehomepageofDigg,whichwouldresult

inhundredsorthousandsoflinksbacktoyoursite.

Note:youcanpostyourowncontenttothesocialmediasites,butit’susually

lookeddownupon.Getsomeoneelsetodoitforyou.

GuestWritingonOtherBlogs

What’sanothergreatwaytobuildlinkfriendlycontentthatmostpeopleforget

about?Writeforanothercomplimentaryblogasaguest!Othersinyourindustry

arealwayslookingforblogwriters.Withthedemandforfresh,exciting,link

friendlycontentalwaysoutthere,youwillbewelcomedwithopenarmswhen

youasktowriteforanotherblog.Whatyouwanttobesureanddoisprovidea

keywordrich,anchortextlinktoyoursiteinyourguestblogpost.

Chancesareyouwillgetyourlinkbenefitinthebylinedsectionofthepost,but

occasionallyitmaybeappropriatetolinktosomethingonyoursiteinthemain

postitself.Whenyoudoputyoulinkinthebyline,makesureyouconsiderthe

needsofthereaderandlinktosomethingonyoursitethattheywillfind

valuable,notjustyourhomepageURL.Doyouhavesomeimportantcontent

thatalwaysstaysonyourbloghomepageandactsasa“101”or“Intro”toyour

productorservice?LinktothisURL.

PostingVideoContentonYouTube

Hereissomethingalmostnoonedoes,butshould:whenyouputacontentrich

videouponYouTube,placealinkbacktoyoursiteinthedescriptionofyour

video.Useanchortexthereaswell.Thiswillserveyouwell,becauseit’scoming

fromabigimportantsitelikeYouTube.

AndFinally…

Whatarethethreemostimportantcriteriaasearchenginerobotmightconsider

whenitisevaluatinganinboundlink?

RandFishkin,whoaskedthisquestiontothemostintelligentSEOpeoplehe

knows,camebackwiththis:Anchortext,globallinkpopularityofthelinkingsite

(howimportantisthedomainprovidingthelink)andtopicalrelationshipof

linkingpage(howrelevantisthepageprovidingthelink).

Whatshouldyoudo?Havelinksfromhighlyauthoritative,trustworthy,and

relevantsiteswithanchortextrepresentativeoftheproductsorservicesbeing

marketedbythetargetsite.

AndourgoodlinkbuildingfriendEricWardsumsituplikethis:

“It'sstillaboutcontent...Thebottomlineformeisqualitycontent=qualitylinks.

Willthecontentattractlinksnowandovertimeandwillthoselinkshelpyou

meetyourmarketingobjectives?”

Inotherwords,buildlinkfriendlycontent–everyday,ineveryway,andfor

everypurpose.Afterall,itallstartswithcontent.Ifindoubt,askyourselfthis:

what’sinitforthereader?

Fromthosefirstideasyouhadinyourhead,tothewordsyouwriteonyoursite

tothedesireofotherstobeassociatedwithyourcontent,intheformoflinks,

it’sallaboutthewords.Anddoingitoverandoveragain,alwaysimprovingon

whatyoudidbefore,takesyouonestepclosertohighersearchenginerankings,

betterconvertingcopyandaloyalcommunityoffollowers‐‐orwhatwecall

ultimatesuccessontheweb.

Wanttoknowmore?Needtolearnhowtopromoteyourlink‐friendly

content?...

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ContentRich:WritingyourWaytoWealthontheWeb

Thanksforreading!

JonWuebben

www.contentrichbook.com