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BacklinksPractical Tips
@susancmoeller @buzzsumo
What is a backlink?Why are they important?
Create linkable content
• Serious, opinion-forming journalism• New insight based on in-depth research• Evergreen content• Long form content (more than 1000 words)• List posts• Why posts
Content that is more likely to acquire links:
• Short form• Entertaining quizzes or videos (these draw
shares more than links)• No new information
• repeating results of prior studies• advice that’s not backed by serious study
Content that is less likely to acquire links
Relationship between shares and links?
Be The Best Answer
Be The Best Answer
Be The Best Answer
• Answer a question people care about• Promise (and deliver) specific value• Demonstrate Authority and Credibility• Back up assertions with case studies and example• Decide on an update schedule• Be comprehensive and complete• Summarize clearly• Structure well• Teach effectively
How to Actively Build Links
Competitor Research and Outreach
Competitor Research and Outreach
Unlinked Mentions
Unlinked Mentions
Brian Dean’s Skyscraper Technique
• Find Content that’s worth linking to
• Make it better
• Reach out to people who might want to link to your new and improved version
Link etiquette
Think relationallyBe helpfulThank the sites that link to you
Link etiquette
Summary
Create Linkable ContentDo original researchBe the best answerEvergreenLong-form
Summary
Actively work on building linksReach out to sites that link to competitorsFollow up on unlinked mentionsSkyscraper technique
Great Resources:
• Skyscraper technique: Brian Dean– http://backlinko.com/skyscraper-technique
• Neil Patel and Eric Siu on Marketing School: – https
://www.producthunt.com/podcasts/marketing-school-learn-the-fundamentals-of-quality-link-building
