Remember those days when you could easily work out those link exchange deals with random websites? When all it took was a “Hey, I have a site, you have a site, let’s link up!” to get your SEO done and dusted?
Well, those days are gone. Google has been working very hard to organize, as well as provide useful and relevant content to its users. We’re living in the post-link exchange era and are already in the dominion of content marketing.
Playing The Long Ball With Content Marketing
Here is what you need to know to really maximize your off-page SEO efforts:
Content is still King
There are plenty of reasons why content remains as the secret sauce to a company’s success online and offline. For one, it has the power to strengthen your off-page SEO and in turn, increase your numbers by tenfold.
Today, you’re going to learn more about content marketing tips crucial to developing your off-page SEO strategy.
But first, let’s revisit what off-page SEO is and why it’s important.
What is Off-Page SEO?
Off-page SEO refers to efforts designed to improve your digital footprint outside the borders of your website. Its goal is to naturally boost your search engine ranks with actions that are not necessarily controlled by you or the coding of your webpage. Some examples of which are social media, link building, blogging, business reviews and social bookmarking.
Why is Off-Page SEO Important?
Off-Page SEO allows search engines like Google to see what your website is like and how it’s doing. From here, they can provide their users only the most relevant, informative and compelling content that matter to them. In turn, websites improve their rankings, increase in page rank and gain more (and better) exposure.
Content Marketing for Off-Page SEO
Content determines whether or not you’re worth linking with. The best way to make it up the chain is to churn out relevant content that can easily gain popularity online, particularly within your target market.
This is not to say that you have to turn yourself into a content-producing maniac, posting just as much as you can every chance you get. The quality will suffer and Google will take notice. The next thing you know, you’re only being penalized.
No matter how good your content is, it won’t sell itself. You have to know how to market it, how to put it out there for your market and other websites to see. Otherwise, it’s as good as non-existent.
If you want to push the envelope in content marketing for better off-page SEO, then consider the following tips and techniques.
1. Know your market
There’s nothing worse than writing for no one. When you have no idea of who your target market is, then the content you’re putting out there will be useless.
There are plenty of ways to sharpen your idea of who your audience is. One is to build a buyer persona. This is what refers to your ideal customer, the person whom you want to build a relationship with.
If you run a retirement home and want your content to reach as many people as possible, then you’d want to target both retired senior citizens and their next of kin. Let them know of the benefits and services you can offer them as a way to solve their problems. This way, what you put out there attracts the right people for the right reasons.
2. Make contact with industry influencers
It’s a highly competitive world out there. However, that doesn’t mean you can’t have people around you to support and build other each up. This is why making contact with industry influencers is so important in developing your off-page SEO. When you’ve established engagement with them, it would be a lot easier for them to sincerely endorse you in numerous ways.
Keep in mind that there is a proper way of connecting with these thought leaders. One is to comment relevantly on their blog or social media posts. Another is to share their content on social media or even email them with praise for their work.
The trick is to make a lasting, interesting impression without looking for anything in return.
3. Create compelling content with great value
It’s one thing to write a blog post. It’s another to write a blog post that makes everybody go “Wow! They’re on to something here!” at the end of your post.
In today’s modern age, there’s been a floodgate of information that’s been opened and we’re this close to overload. The key is to come up with content that won’t just be another passing reading. Instead, produce content that will impact in more ways than one.
It’s not just your audience who are going to share your content with their own network. Influencers who will take notice will be more than happy to provide you with a backlink, thanks to the compelling post you produced.
4. Try guest posting
Guest posting is a win-win situation for both bloggers and influencers. Influencers are always on the lookout for great content that they’ll be happy to provide backlinks for. In turn, these bloggers get to drive traffic back to their website and elevate their brand continuously.
There are things to remember when guest posting. It’s not just looking up a website and shooting them a message if you can post an article on their site. There’s a level of grace and structure to it. Do some research first. Is this website significant to yours? Does this website accept guest posts?
Remember, you should only submit a guest post to a website that’s also relevant to yours. Otherwise, it won’t be of much help.
5. Get creative
Content marketing is all about finding creative ways to put your content out there. It’s what will give you the edge over your competitors and make you more memorable among your customers. Try converting your written content to a quirky video or a killer magazine. You can even try to turn it into a slide deck or create content ads on platforms like Outbrain.
From guest posting and blogging to social media, don’t be afraid to experiment with different ways to market your content. Just remember to keep it within boundaries and it should aim towards improving your rank and presence online.
Feel free to share your most effective strategies and comments!