For many marketers, it can be hard to see quantifiable returns on content marketing and SEO. With so much content being posted and optimized for search each day, how can you ensure that you’re getting the most value and ROI out of your time investment?
That’s what Backlinko’s Skyscraper Technique is meant to solve with a three-step approach to SEO visibility.
- Find link-worthy content [Find]
- Create content with amplified value [Create + Optimize]
- Promote content for increased exposure [Amplify + Track]
In layman’s terms, Backlinko’s secret sauce is taking something already proven to work, make it better, and then improve its visibility with targeted promotion. This approach optimizes the content development process to ensure that marketers get more value out of each post.
More importantly, this approach provides an eagle eye view into the world of link building using success stories of his promotional process. For example, Backlinko recently released a case study about how a user of his Skyscraper Technique recently earned 30k pageviews, with the big secret to success being link building.
Link builders know that links and authority have to be earned, and while technical knowledge is important to optimizing the process, content promotion is still the most important skill to increase quantifiable ROI. A Columbia University study found that for content to go viral, influencer shares are critical.
This proves that having a team of digital PR specialists dedicated to building links a cut above the rest ensures high-quality content and results. While you might think that technical knowledge is the best opportunity to generate search exposure, successful link builders needs to blend SEO and outreach expertise in order to earn quality links.
While Baclinko’s strategies work well for new sites and blogs, applying them to established brands is a whole different strategy.
With increased search use by both companies and consumers, brands need an SEO strategy customized for their business needs. With a little research, old blog posts can be tuned up with some headlines proven to work with keywords that are known to convert.
Digital PR specialists are experts in these outreach optimization strategies. Doing adequate research of historical data is vital to optimize any past link opportunities. Getting a link through brand mentions and replacing broken competitor links with yours are unexpected and effective ways to drive customers to your website.
It’s important to prioritize outreach opportunities based on credibility and domain authority to see whether the time is better spent elsewhere or where resources need to be refocused.
Webmasters and editors hold substantial positions of influence. With each post they publish, loyal readers will come flocking to their site ready to see what’s new. Reaching out to these individuals is the best way to promote any new content you create. If you’re reaching out to webmasters, editors, and bloggers to ask them to do something for free, it can be more worthwhile to target a government site or a news platform.
When it’s time to talk to influencers directly, it’s important to realize that a single link on their site must be earned. Building relationships with publishers can pave the way for valuable future links. Though not everyone will respond to a cold email, the ones that do may be open to potentially posting new content that supports their focus.
With a team of digital PR specialists sharing not only their knowledgebase, but their network of publishers, that’s one more barrier broken to improving brand visibility across the Internet.
At this point, the worth of the link has outgrown its mere click value and blossomed into a relationship. With influence and authority in play, a link’s value is no longer just technical.
Yes, with each link, ranks will rise and so will credibility, but there’s more that comes with a link when it’s inherently shareable by being placed in the blogs targeting the right audience. If consumers already discovered your expertise or content organically, that’s the start of a conversation to tap into for future opportunities.
Oft-forgotten, images can have links too. Many blogs will use press materials hosted on your brand’s site, so it’s important to track any image work for opportunities to add links. You’d be surprised what a simple reverse image search will provide.
In fact, according to Skyword, many credible blogs love to use images to improve content performance. Total article views increased by 94 percent when published with an image. So, if they’re using yours, there’s another opportunity to start a conversation to earn that link.
Remember that digital PR is an ongoing campaign. Things don’t end when you hit publish. In order to create content that’s ready to win, optimize before you amplify.