the role of content in link building 11 link build with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the first
module which is on the fundamentals of
[0:03] advanced link building.
[0:05] In this first lesson, we're going to talk
about the role of content in link building.
[0:09] Now, the reason why I want to explore this
first is because content and link building
[0:14] are inseparable.
[0:15] And while many get this in theory,
they don't put it into practice.
[0:19] Let me paint a picture for you
that I see time and time again.
[0:23] So, people will often start with keyword research.
[0:26] They'll research subtopics and create content
hubs because structure is important.
[0:31] They'll hit the publish button and then be like…
[0:33] "Oh yeah, we're going to need links
to rank for these topics."
[0:36] So they look at who's linking to the top-
ranking pages for their main topics.
[0:40] Then they export backlink profiles, filter
prospects by metrics, and then do some
[0:45] sort of shotgun approach where they send a gazillion
emails hoping for a 0.5% link acquisition rate.
[0:52] Then to excuse themselves from blatantly
spamming the population of a small town,
[0:57] they say…
[0:58] "Link building is a numbers game. You
just gotta keep on sending those emails."
[1:02] Now, assuming you're not paying for links or
doing link exchanges at scale, your content
[1:07] should dictate your outreach pitches.
[1:10] Your content is actually what gives you a
good reason to contact someone and ask
[1:14] for a link.
[1:15] It sets context for your first conversation
around a common interest or belief.
[1:20] Now, quick disclaimer: I'm not saying that
link building is not a numbers game.
[1:25] But I don't think we should be bragging about
0.5% link acquisition rates because it doesn't
[1:30] have to be this painful or spammy.
[1:33] And I'm not saying that paying for links
or doing link exchanges are ineffective.
[1:37] These are just blatantly against Google's
terms of service and we don't practice that
[1:40] at Ahrefs.
[1:42] Plus, on a personal note, the harder link
building gets, the more I love the game.
[1:47] Alright, now let's dig a bit deeper
into the content aspect.
[1:50] Your content type matters
in terms of success rates.
[1:53] As a very general rule of thumb, informational
content like how-tos, tutorials and data studies
[2:00] are going to be easier to get links to than
product pages, affiliate posts, or anything
[2:05] commercial for that matter.
[2:07] Why?
[2:08] Because there are a lot more opportunities
to bake "value" into informational content.
[2:13] And again, "value" should be
tied to your pitch angles.
[2:17] Whereas commercial content is tougher
to insert value, specifically for things like
[2:21] product pages, where the only real beneficiary
of "value" is the recipient of the link.
[2:27] Now, because this is only meant to be a foundational
lesson, I won't expand on baking value into
[2:32] informational content right now, because first,
we need to understand why people link to pages.
[2:38] Actually, seeing as a link is essentially
an author sharing information through
[2:43] their website with web visitors, it's
easiest if we ask ourselves…
[2:47] "why do people share the things they share?"
[2:50] So as an example, a friend might share the
latest news article or recipe because they
[2:54] recently had a conversation about it.
[2:57] Parents share things with kids to sometimes
pass down nuggets of wisdom.
[3:01] Kids often share things with parents
seeking wisdom or expressing a complaint.
[3:05] In all of these examples, there's a relationship.
[3:09] Now, if we put this in the context of link
building, why does an author share another
[3:13] person's page via. a hyperlink with their
readers who are mostly anonymous strangers?
[3:19] And while there's no set list of reasons,
here are some common ones.
[3:23] #1. They link to pages to reference
or support their point.
[3:27] Statistics are probably the most common.
[3:30] For example, if we look at the anchors report
for our SEO statistics page, you'll see that
[3:34] nearly all of our links are a result of
specific stats that were mentioned.
[3:39] #2. They reference something they
don't need or want to expand on.
[3:43] For example, teamwork.com wrote this
guide on SEO project management.
[3:48] And under the heading "What is SEO project
management," they say, "An SEO campaign
[3:53] encompasses various tasks such as technical
SEO, a content audit, keyword research, etc.
[4:00] And for each area of SEO, they've linked to
a guide, including our post on keyword research.
[4:06] For a topic like SEO project management, there's
no point in expanding on these techniques
[4:11] because it's easier to direct readers to a place
where they can learn more if they want to.
[4:17] #3. It makes them look good.
[4:19] People often link to things like high profile
mentions because it helps them build credibility
[4:24] and social proof with visitors.
[4:27] For example, this site has an "in the press"
page where most links are from listicles on
[4:31] things they value and/or make them look good.
[4:35] So things like "best gift sets" is saying,
"See, our product is awesome".
[4:39] Or "Top native owned businesses" tells
us a bit about their values and roots.
[4:44] In fact, creating pages that mention and portray
a person or company in a positive way is a link
[4:50] building tactic on its own, often
referred to as ego bait.
[4:54] Basically, SEOs create content like this where
they mention influential people which often
[5:00] "baits" people into linking to them.
[5:02] It doesn't always work for mega lists, but
it has worked exceptionally well for Inc's
[5:07] list of the Inc 5000.
[5:10] Inc. Magazine publishes a list of the top 5000
most successful companies in the US annually.
[5:16] And as a result, they earn hundreds or
even thousands of links every single year.
[5:21] And if we look at the backlinks for their
2021 list, you'll see that tons of these links
[5:25] are from homepages where companies
are showing off their award.
[5:30] And the fourth reason is that there's a
relationship whether it's explicit or implicit.
[5:35] Implicit relationships are usually
content super fans.
[5:39] And while it's tough to build a content fan
base, they're super effective in link building
[5:43] because they trust what's written on
a site without a shadow of a doubt.
[5:47] When they guest post, they
frequently link to you.
[5:50] When they go on podcast interviews, they
frequently mention your content which often
[5:54] gets linked to in show notes.
[5:56] Explicit relationships on the other hand are
your online friends who you talk shop with.
[6:01] And what often creates these professional
relationships is respect and admiration for
[6:06] each other's work.
[6:08] As a result, you want to link to each others'
content whether that's on your own site or
[6:13] on other people's sites.
[6:15] This is one of the most powerful link building
advantages you can have because the bottomline
[6:20] is that you want to help each other succeed.
[6:23] Now, a few commonalities with most of these
reasons are a) people link to things to prove
[6:28] that they're not making stuff up, b) they
link to things to add credibility to themselves
[6:33] or their companies, or c) they link
to things they trust.
[6:37] These are 3 main things you need to consider
when you're reaching out for links.
[6:42] Because if you go in with your own agenda
to satisfy your needs and only your needs,
[6:48] then your intentions will be quite clear.
[6:50] And your chances of getting a link
without paying for it, will be very slim.
[6:55] Now, this might seem all meta and unfortunately,
knowing why people link usually won't be enough
[7:00] to get you links.
[7:01] It's just foundational for your outreach pitches.
[7:04] And this list is far from exhaustive.
[7:07] You need to dig into the data.
[7:09] And the best place to start is by analyzing
how similar pages got their links.
[7:14] Because by understanding the "how," you're
able to infer the "why" which also helps to form
[7:19] your angles of attack for your
link outreach pitches.
[7:23] So in the next lesson, we're going to talk
about competitor analysis, specifically
[7:27] analyzing how similar pages got their links.
[7:30] And this will give you a good gauge whether
a target's links are replicable for your own
[7:33] content with your own link building campaigns.
[7:37] I'll see you there.

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