Have you ever heard the phrase “content is king” being thrown around in the SEO world?
Everyone says it—but is it true?
The notion that “content is king” in SEO is a well-documented myth and this blog will explain why.
Producing good content with high-performing keywords will help your rankings and effective content is more likely to be shared, but in the world of SEO links are king.
Content serves the links.
Content gives the links their natural appearance.
And content exists on your site so there is something to link to.
But even with the most amazing content, you won’t come anywhere near the first page of Google without links pointing to that content.
How Content Works For Links
The secret to link building is finding another site with high domain authority to link to your content. You’ll never get that link unless your content is high quality, informative, engaging, trustworthy, and focused on the needs of the reader.
Even if you’re willing to pay another site for a link, they won’t do it if your content is garbage.
But that’s the whole point, you write the content because you want the link. And, the more natural the links the higher your rankings.
Increased web traffic is the result of better rankings, and at the end of the day, that means more money for you.
By now you’re probably wondering how you can write stellar content to get more links? Here’s how.
Your new content should be long-form (a minimum of 2,000 words) because that type of content is more likely to be linked and rank for high-performing keywords.
Edit, edit, edit. These pieces may be longer but they shouldn’t contain any fluff.
The content should be well-written with no errors and composed in a conversational tone that connects with your audience.
Graphics and images with your content are also effective ways to get your reader’s attention and deliver complex information in a visual format. Visitors also love to share infographics.
Do you know who else wants good content? Google! Its mission is to deliver the best possible content to a user’s queries.
They are so concerned with it they published these questions to help website owners evaluate their own content.
- Is my content original and substantial?
- Does my content provide insightful analysis beyond the expected?
- Would my content be referenced by authoritative websites?
- Is my content well-researched and trustworthy?
- Is my content clear, well-produced, and free of errors?
- Does my content provide value and is it for the genuine interest of my readers?
It’s easy to use these questions whenever you write new content to make sure you’re on the right track.
How To Get New Links
Once you’ve built the best content possible, it needs to link out to high authority sites. Sometimes that happens on its own, but you may also need to engage in an outreach campaign to get more.
Or, you can try using a link management tool like SEOJet.
The important thing to remember is that you need to get your links naturally.
Google won’t believe that 100 sites are linked to a 500-word article with fluffy content. Instead, they’ll determine that it’s part of a link scheme, and they may actually penalize you for it.
On the other hand, a 2,500-word article that is an authority on the topic should get a ton of links.
That’s why earlier in this blog we recommended writing long-form.
With the right link-building plan in place, you can get more links to that long-form content and see your rankings climb. One way to do this is by using power pages.
SEO Power Pages
These are pages where you can target your most important keywords. Power pages are designed to build up your SEO value and then pass it on to others through links.
This strategy works so well because when you have pages where it’s unnatural to have a ton of content or links pointing to it, you can link to that page from your SEO power page and boost its rankings.
And everything looks natural!
In the world of SEO, we call this “link juice” and it can be passed from your power page to whichever page on your site you want to boost.
Want to see power pages in action?
Check out Backlinko’s blog or GotchSEO’s blog. These two do it well.
These sites spend weeks on a single piece of content and then generate a ton of links. Ultimately, their posts are some of the highest-ranking on Google.
Don’t forget that high-quality content is the key to getting links.
Create something that is useful to your target audience, or others in your industry or niche. Think of it as answering their questions or solving their problems, but you want to be as detailed as possible.
Most importantly, the content needs to be 100% unique. Don’t use duplicate content unless you want to get penalized by Google.
If you don’t have any “SEO Power Pages” on your site it’s time to get to work.
This is the most effective way I have found to do SEO in the post-Google update era. And the best part about power pages is that you can add the creation of these pages as an add-on service in your SEO proposal.
NOTE: An SEO Power Page does not have to be a blog post. Your “Home” page is a power page, although most of the links you get to that page will be brand-related. It is also acceptable to have a non-blog subpage as a power page as long as there is enough content to support it.
Tips on Generating Content Ideas
Are you struggling to come up with content ideas?
One way to think about topics is to look at your high-performing keywords. Based on your keywords, what does it seem like your target customer is searching for? That can be the topic of a new blog or power page!
Another trick is to go to Quora and post a question. For example, “what are the problems keeping SEO consultants and agencies up at night?”
A bunch of other SEO professionals will probably respond to your question. You can compile these answers in a spreadsheet and build them into new power pages.
If you noticed, this blog is a quick and easy read to help you with SEO. This post is only about 1,000 words so it’s not a power page.
SEOJet has created power pages in other locations on our site. Not every new post or page needs to be a power page. Pick one to develop but also continue pushing out smaller pieces of content for your visitors.
Want to learn more about how to use SEO power pages to crush it in Google search results?