One of the very common mistakes I see among companies making an investment in SEO is the fact they’ll write 4-5 internal weblogs each month. In terms of external weblogs and submission, there is no defined strategy.
Exactly why External Material is Essential – Backlinks are the foundation of Google’s algorithm. Google views your website as definitive when other sites link back to it. They don’t need to see a web site which is spammy linking back to your website. If you attempt and control the system, you may get hit having a Google penalty along with your site won’t rank whatsoever. You don’t want this. What Google desires to see is authoritative and relatable backlinks talking about your website.
Syndication – When a company having a low domain authority writes 4-5 internal blogs every month, no one will almost certainly see the content. It’s the same in principle as writing a fantastic novel and no one reading it. (Discover more about domain authority here.) In case you have a decent domain authority and also you are writing great content, you will find a good possibility it is going to get available on Google’s search engine, which is exactly what you want from an internal perspective.
You should make sure your website has enough authority and credibility for the blogs (along with your site) to position. This is when backlinks enter into play. It can boost your credibility, that will also boost your domain authority.
Key Proportion – For each and every one hour your company invests into SEO, 45 minutes should be spent trying to find distribution and fifteen minutes should be spent writing the content. Write less content. Try to find more distribution. This can be tough for most businesses to swallow, but it’s the cold hard facts. In case your website ranks for very long tail keywords for every blog post you write, you are able to disregard this ratio. For the majority of sites which can be having difficulty ranking, here is where your focus needs to be.
Harold’s Hockey Retail outlet – I’m a large hockey fan so I’m going to produce a fictitious business in Columbus, Ohio (where my agency is located). The name with this clients are Harold’s Hockey Shop.
Let’s say Harold just opened up his hockey store in downtown Columbus. You will find 10 other local hockey shops out and about that he has to compete with. His ultimate goal is to obtain on page one of Google search engine results. This can be a tough task considering his website is brand new and he is competing against hockey shops that were in business for 10-plus years. If I were managing Harold’s SEO, before ever writing an internal blog post, I might get in touch with the following types of publications to start out my distribution strategy.
Outreach Strategy – Local blog on the Blue Jackets (Columbus’ NHL team). Harold is a big fan and may contribute valuable insight. National e-commerce site like TotalHockey.com where Harold could contribute content with their blog concerning the top skates for top school players on the shoestring budget.
Local magazines and press channels where Harold could eventually be utilized as a source for pond hockey and ice skating related quotes. Local bars in Columbus which can be specifically designated as being a Blue Jackets bar. Harold could contribute article content with their site about his preferred Canadian beer or best hockey brews.
Concentrate on 4-5 external blogs – If Harold could forge relationships with 4-5 relatable sites such as the ones mentioned above each month, he would not just be reaching his target market with quality content, he’d likely get valuable brand recognition and links pointing back to his site. He would also gain awareness for his logo and he could generate referral traffic from his brand being mentioned within each blog post. Harold could also be considered more authoritative as more content gets published.
Harold will still must make sure the cornerstone of his site (on-site SEO) is in good shape and the user experience is top notch. He needs to submit his local address to some local directory, like Moz Local or Yext. Contributing external content is merely one piece of the pie. Yet it could be the largest piece of the pie which is most overlooked. This might come as being a shock to many, but start looking for more distribution and quit writing a lot content! Until you have solidified the relationship, needless to say.