#3: HELP GOOGLE KNOW WHAT YOUR CONTENT IS ABOUT BY GETTING VOTES OF CONFIDENCE
Google needs to know what your content is about in order to place it in the right SERPs for the right search terms.
One way it does this is through on-page signals–things like the inclusion of keywords in the URL, title, body content, etc.
Another way is through on-site signals— internal links from related pages on your site using anchor text that is descriptive of the content (i.e. it includes the target keyword).
And then there are off-site signals–inbound links from 3rd party trust-worthy sites that have related content linking to your content. A 3rd party citation of your content tells Google that a real, live person who created it thinks your content truly is about “xyz” (aka your keyword).
This is the origin of SEO’s spammy reputation. Bad-actors manipulated off-site signals by fabricating inbound links with things like link farms—clearly not living, breathing humans giving a vote of confidence that the content is indeed about what you claim it to be.
As a result, Google has put great effort into knowing when an inbound link is from a quality, trust-worthy site, versus a fabricated link purely for manipulative gain. The former helps you. The latter hurts you.
So when you hear the term “link building,”forget those old school black hat tactics. The game has changed. When done right, link building can be an extremely powerful way to boost search rankings. As a bonus, it could drive referral traffic too.
The key here is in building relationships and reaching out to bloggers and journalists to let them know about your awesome content.We’ll need to write a whole other post on white hat link building.
BUT THE POINT IS -
If you followed technique #1 , you’ll have content that’s in demand–and the bloggers you reach out to will know their audience enough to know that.
If you followed technique #2 , bloggers will appreciate the resourcefulness of your content and be more likely to cite it when it is relevant and complimentary to the content they are creating.
IN WHITE HAT
- Reach out to influencers to let them know about your content, pointing out why it might add value to their content.
- Personalize your outreach in a genuine,one-on-one way that shows you know the blogger.
- Be patient. Building mutually beneficial relationships takes time.
IN BLACK HAT
- Send mass emails to influencers with no personalization. It won’t be effective. It won’t get you to the top of Google. And you’ll burn bridges in the process.