Link building has dramatically changed in the past couple years with all of the Google algorithm updates. With the changes a lot of people started thinking that content marketing is the new SEO. That isn’t true, but SEO has changed to include a lot more content in the strategies. Both are needed to build a strong organic marketing strategy.
The Difference
Content marketing and link building work together, however, they are totally different techniques. Link building includes seeking out relevant websites and sources related to the primary keywords that the website should rank for. Content marketing is more of an inbound marketing technique used to attract target customers and guide them through the sales funnel through content..
How They Work Together in Your Organic Marketing Campaigns
Quality content can acquire natural backlinks, while quality backlinks can create conversation and more content. Same goes for each landing page on your website, the content needs to answer the end user’s problem in order to have a high conversion rate. Here are some more ways these two work together:
It All Begins with the Right Keyword Strategy and Website Content
Keyword research is is a must if you expect to attract the users who are looking for a solution your company can offer. Whenever we put together a custom strategy, we always include an initial research phase that helps set us develop the on-going organic marketing strategy and that phase includes keyword discovery and research.
After researching appropriate keywords and laying out a sold strategy, the keywords need to be implemented in the website content and on-page SEO.. Each page should have a primary root phrase along with supporting phrases that are integrated into the meta data and throughout the content so that it flows naturally.
Once the page of the website is optimized for the selected keywords, it is appropriate to write a blog post to promote that page and link to it internally, also using the same keyword strategy.
With today’s link building tactics, it looks unnatural to have only anchor text links pointing to a specific URL within a website. This is why the keyword strategy within the content of the website is so important. Links still need to point to the page for it to rank, but the content is how search engines are going to determine the keywords that page should ran for.
Users Naturally Share and Link to Quality Content
Another way you can get content and links work together is by producing quality content that users will link to. In-depth content pieces are typically linked to the most, which can include: infographics, eBooks, webinars, case studies and blog posts. If the content is suitable for the buyer persona you are targeting, this is also a great way to increase leads. Capture their information with a landing page form that is required in order for them to receive this beautiful piece of content. Encourage these users and leads to share and link to your content by having social sharing icons readily available on the content and landing page.
Leverage Social Media to Target Other Top Influencers
Content marketing isn’t only blog posts and eBooks, it’s also social media. Social indicators can help build exposure and rankings for a piece of content. For the in-depth content pieces, utilize Twitter and tweet it out to others in the industry. Don’t spam people, but target a few influencers who you know would be interested in your content piece specifically. More retweets and shares means more social indicators. Social indicators not only build exposure, but they help other linking look more natural to the search engines. You really have to have social presence and other links coming in regularly if you want your linking to appear organic. One type of linking only can look spammy.
Link to Your Content as a Primary Call to Action on Blog Posts
When there is a specific blog post that is ranking high in the SERPs from links and shares, you want to make sure you capture those users. A huge part of SEO is user behavior. You want users to stay on your website longer, so having a primary call to action at the end of each blog post will keep users interested and wanting to learn more. This tells search engines that your content is relevant and high quality. Adding a button at the end of your blog post that links to the landing page where your eBook is hosted will not only capture leads, but keep users on your site longer. Blog posts can attract users through high rankings from links, while the call to action will nurture them through the funnel and help turn them into a qualified lead. This is just another great example of how content and links work side by side.
Takeaways
Content and links work together to produce increased website viability. Search engines LOVE fresh content and so do users. When a piece of content is keyword-rich and has quality links and shares pointing to it, it not only increases your organic presence, but you can capture leads at the same time. The other perk is people will naturally link to and share content that is high in quality and useful for them which, in turn, helps build your organic presence naturally. And let’s face it, that is ultimately what the search engines want anyways.
Need help with content creation and organic marketing? Call today and we can help: 800-871-4130
Lacey Chic
Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.
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