Is Your Content Worthy of a Link?

Written by Nick Stamoulis

For SEO purposes it’s important to build inbound links to your site. These links are what convey trust to the search engines and improve your search engine visibility and rank over time. To really be successful with link building though, you can’t be the only one that is sharing or posting links to your site. You need others to get in on the action. Links that are coming from a variety of sources and growing naturally are much more reputable than links that are clearly developed by the owner of the website. In order to get others to link to your web properties, you need to create content that is valuable. People don’t just link to anything.

Content that is worth linking to is:

Different

You need to differentiate your content from that of your competitors or others in the industry. While it’s true that there are only so many topics to choose from and it’s likely that people are going to be writing about the same things, try and take a fresh perspective on it. Add the philosophies of your business so that it’s not exactly the same. Don’t just report on facts, but add some expert opinion that people are looking for. Content curation is OK to a point, but be careful about creating content that merely links to the work of others. It doesn’t say much about your business and it probably won’t get many links since people can just link to the original source instead.

Substantial

If you want your content to get noticed it needs to have some substance to it. One or two paragraphs really isn’t enough to dig into a topic and probably won’t provide enough information to be worth linking to. People don’t care about flimsy content (and neither do the search engines).

Purposeful

If you aren’t creating content with a purpose, what’s the point of doing it at all? In the early stages of content creation it’s really important to determine who your target audience is and what kind of information they are looking for. The content that you create should answer a question, help solve a problem, provide unique insights, etc. If content doesn’t do any of these things and is only created simply to exist or fill some sort of content quota, it isn’t going to receive much link love.

Interesting

All it really comes down to is whether or not people find your content to be interesting. If they do, they’ll pass it along. If they don’t, they probably won’t even read the whole thing and they certainly won’t share it in any way. Inject some personality into the content that you create. In some cases, it’s even OK to use shock value as appropriate. The key is just to create something that will evoke some sort of response. Online marketing content doesn’t always need to be formal. It’s OK to have a more conversational tone that may be more likely to resonate with people.

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