Creating Compelling Content, The first goal of cornerstone content is effectiveness and relevancy to your website visitors, no matter how they arrive to your site. The second goal is to make that content so powerful and comprehensive that people are willing to link to it.
If you focus logically on these two goals, this entire search engine thing tends to get a lot easier. Since attracting links is so significant, in the next section we’ll look at ways to proactively get the word out about your cornerstone content.
There are 3 link building strategies that really work
We now know the real top secret to modern SEO is creating powerful content that naturally attracts links, rather than asking for links to crummy keyword- stuffed “optimized” web pages.
In other words, SEO copywriting is now all about response-oriented copy — concepts and words that ultimately result in a favorable action from the reader.
Since the popularity of our content depends so much on what people do off the page, it makes sense that we might also need to step outside the confines of the page itself to get the word out. Luckily, the same copy writing skills you use to conceive and create your content apply to marketing it as well.
The way to create powerful content is to focus constantly on “what’s in it for the reader.” And in the same way, no one is going to link to you unless there’s something in it for them.
The key is the same — recognise who you’re talking to, find out what will catch their attention, then convince them to take the action you want.
Here are 3 ways to do that:
Step #1. Guest Writing
Guest writing on established blogs and other content sites has become the most effective strategy for getting your own site rolling. You freely contribute content that not only allows you to raise your profile, but also allows for links back to your own site.
Once again, creating awesome original content will open doors for you, especially when it’s created for the benefit of someone else. And you can use that great cornerstone content you’ve already created as an example of the quality you can deliver.
Depending on your relationship with the site owner, you may be able to link to your cornerstone content from within the body of the content itself, but only if the citation is highly relevant to the content and valuable to the reader. Otherwise, your link needs to go in your byline or bio.
Most people tend to link to their site or blog URL in the byline of contributed content. Turn it around by concentrating the byline on the reader instead of yourself, and feature your cornerstone content instead of your home page.
For example, if I were to guest blog somewhere about techniques for attracting links, which byline is more attractive to the reader when finishing my article?
NO: Brian writes about online copy writing and content marketing.
YES: Check out Brian Clark’s free SEO Copy writing whitepaper, which is all about the new style of online writing that helps your content rank well in search engines.
Not only is that better for the reader, it’s better for you. Your link helps your cornerstone content to rank higher for a popular search term. Just be careful about using the same anchor text over and over, as this can send the wrong signal to search engines.
Step #2. Social Networking
Twitter and Facebook have become incredible content distribution networks. And now with the rising popularity of Google+, the search engine giant now has direct signals of content quality and popularity coming from social media.
Remember, gaining followers and fans is not about your ego, it’s about creating a dynamic network that gets new people to see your content. And the more people see and share your content, the more likely it is to attract those valuable links.
But it’s not really about one-off link requests. Networking on Twitter,
Facebook, Google+, and LinkedIn is about building and growing relationships with influencers in the social media space. These are the linkerati – prominent bloggers in your niche, top Digg users, relevant web journalists, and social media mavens.
You need to network from a “what’s in it for them” point of view. Catch attention, gain interest, and create a desire to help you in the future by offering something that benefits them first.
Step #3. Linking Out
Linking out to attract links?
Engaging in discussion with the owners or staff of relevant content sites in your niche is a excellent way to get noticed, and it can lead to links back to you.
Bloggers certainly watch who is linking to them, and you can take the initiative by linking out first before looking for one in return.
Simply linking out for the sake of linking won’t accomplish much, especially with bloggers who gets lots of links. The key is to be strategic about how you link and what you say.
It’s just like any other discussion. Join in and add your two cents, but make sure you’ve got something substantive to say that will reflect well on you. Use a great headline to make sure you are noticed, and then deliver the goods. And since your cornerstone content is the foundation of what the conversation is likely about, finding a way to mention it in the context of the dialogue will naturally bring it to the attention of influencers in your field.