The following post is a contribution from Jack Saville, an SEO Specialist at Bynder – a business cloud storage software vendor.
How Building Links Can Increase Search Engine Ranking
As you are probably well aware, search engine ranking is based on a number of different factors. One of the factors that is regarded as the most important is the number of links directed at your site.
This makes sense, as if other website owners find your site so interesting or valuable that they want to link to you, (and send their own visitors away from their own site), then this is the clearest indication to Google that your site is valuable.
Why People Link to Data Based Content
Creating content that is rich with useful data and statistics is a great tool for building links. Writers need to back up their points with evidence and data. If you present your survey results in a clear and easy to understand way, then other writers may refer to your data when they write their own articles. When they refer to your data then they will likely link back to your article.
One of the best ways to quickly collect data is to run a survey. The rest of this blog post will talk you through how you can use SurveyGizmo to collect data and create data based content that you can then use to link build.
Create The Survey in SurveyGizmo and Create The Content
The first thing to do is think of a survey that people would find interesting. Lets imagine you run a smoothie company. You could set up a survey about the types of fruit that people would like to see in their ideal smoothie.
For information on how to set up a great survey, read SurveyGizmo’s Guide to Great Survey Design.
Then you also need to find people to take the survey. There are a number of things you can do to get this done:
- You could create new blog post with information about the survey and how to contribute to it.
- You could share the survey on your social media accounts and let your followers contribute to the survey.
- You could email your customer list and ask if they would like to contribute to the survey.
How To Outreach with The Content to Build Links
Once you have created your content piece, you need to start link building. There are two different types of link building, both of which are important to ensure you get the most out of your content piece.
The first type of link building to be done is the most natural. This step does not require actually asking for links, but does require getting the word out about your content and getting it in front of website owners who might link to it in the future of their own accord.
There are a number of things that can be done. Share the article on all social media channels, and get your team members and colleagues to share it to their own personal audience. You could even set up a competition, and the team member who shares the most company content on their personal social media profiles gets a prize! (Here at Bynder the prize is a pair of sunglasses or a cool Bynder branded cooler bag.)
You should also join Slack groups and communities that are related to your industry (if there are no existing Slack groups for your industry then you should make one!) and share the article in there. There is a good chance that blog or website owners who write about your industry will see it, and may refer to your article for data when writing their next article!
The second link building method to use is email outreach. Although this can be quite a time intensive and manual task, it is highly effective at collecting quality links.
The first thing to do is to start researching blog posts and other articles that may find it useful to link to your article. This can be done by a simple Google search. So using our Smoothie company again, you could search for “favorite smoothie recipe” and record all the blog posts that might link to your content. Then repeat the search on Google.co.uk or Google.com.au etc. Although your service may be geographically restricted, your sources of links are not. So keep searching for relevant blogs in any country where it makes sense to do so (however normally I would search in countries that use the same language as your content, as for example, it would be difficult to convince a French blog owner to link to a German article).
Then for each blog post, try to find an email address that you can use to contact later, and store it all in a Google Sheet or something similar.
Once you have put together a list of blog articles and writers, then it is time to start thinking about how you are going to explain to each writer why they should link to your article.
It is important to quickly and clearly spell out what the article is about, and why linking to your article would benefit their readers. At the same time, it is important to personalise the email.
Start with something along the lines of:
I was just writing to say how useful I found this article … on how drinking smoothies are a great way to live healthily.
You clearly know a lot about smoothies, and so I was wondering if you would take a look at my article here www.yourwebsite/smoothie-facts and let me know what you think.
If you think that some of the smoothie related data would be interesting to your readers then please do feel free to quote it from your article (and a link back would be very gratefully received).
Please do let me know what you think and if you have any questions.
Thanks very much,
This email is clear, to the point, and friendly.
Depending on how many response you get, it might be worth sending a follow up email to the recipients, just to bring the email to the top of their inbox again.
Once you have responses from this list – create a new list and repeat the email campaign.
Let’s Sum Things Up…
Creating data based content is a great way to engage website visitors and encourage others to link to your content. SurveyGizmo is a useful tool to quickly and accurately accumulate survey data with which to create your report.