When most SEOs think of link building, the thought of procuring high-authority backlinks often comes to mind. But, as Michael Johnson, partnerships development manager at Page One Power, argued in his session at SMX Next, creating quality content should be the priority in any link-building effort.
“One of the things that I’ve noticed is that a lot of people think their link-building campaigns are failing because of their outreach — in reality, it’s because of their content that they’re not able to earn backlinks.”
“If you want to be good at link building, you need to think about the people that you’re reaching out to,” he added. “Think about audiences and think about the value that you can provide to them.”
Creating linkable assets means marketers should know what topics and content formats are relevant to their audience. As Google’s John Mueller said in an SEO office-hours hangout, “We try to understand what is relevant for a website … the total number of links doesn’t matter at all.”
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Effective linkable content types
“One of the main purposes of linkable content is to expand your audience,” said Johnson. “It’s not about doubling down on the core audience that you’re already in touch with — it’s about connecting your brand with new, relevant audiences on the web.”
Relevant content needs to be formatted in appealing ways to draw in a wider audience. This can make it easier for readers to see its value and search...
Read Full Story: https://searchengineland.com/how-marketers-can-create-linkable-content-to-drive-more-site-traffic-377373
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