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Outbound Links Part 4: Tips For Effective Content Marketing

Content marketing and search engine optimization live almost in parallel universes. Good content is generally optimized for search almost by the very nature of its sheer volume and quality. The issue, however, happens when content marketers forget about their objectives and, thus, fail to take the right view on the methods that support the findability of good content. Herein, we’ll be looking at content marketing as a whole and how it relates to search engine optimization and how you can use content marketing to boost your rankings on Google and other major search engines.

Content marketing

Search engines look at backlinks as a measure of the authority of a website. If a site has a lot of external backlinks, it’s deemed to have a higher degree of authority compared to another similar site that doesn’t have a lot of backlinks. However, this is not always the case. For example, it may appear that your website has more authority and therefore receives more backlinks, but if you’re building your backlinks primarily for the purpose of gaining higher organic rankings, you’re likely to see your organic ranking dip.

So how does this effect content marketing? Well, in theory, you want your content marketing efforts to build up the authority of your site. In theory, this should lead to more backlinks being generated and it should therefore improve your rankings. And in theory, this is what happens: Pages that have a high PageRank are more likely to receive an internal linking strategy from the authority site they link to. This internal linking strategy is referred to as “expert roundups.”

For example, if you write an article and submit it to an article directory, the directory will provide a link in the resource box pointing to your original site. However, if you also include an external link to your content marketing page, some Google robots may think that the links are not natural, since they were not provided by the directory and are only supplied by third parties. The search engine algorithms use different criteria for rating sites, and one of the factors is anchor text. An anchor text refers to the words under a hyperlink. For example, if you had written an article about marketing tools and included a link to your content marketing page in the resource box, the robot would have assumed that the words in your resource box refer to your site, and thus, it would try to give preference to your site whenever there is a match.

In order to take advantage of expert roundups, it’s best to use guest blog posts to boost your link building strategies. A guest blog post is where you ask a specific expert in your industry to write an entry for your site. You don’t necessarily have to hire the expert, but you do need to provide him or her with links to other related pieces of content on your website so that he or she can post a backlink to your site. If you provide links to well-known industry experts, it can help to boost your SEO rankings. However, you have to remember to make sure that you only contact these people after you have been offered the content to use for your own blog, otherwise, it is not considered a form of link building strategy.

Social media is also another great way to build outbound links. Social media sites like Facebook and Twitter have become a great way to share information and engage with users, as well as promote your brand. There are also many other social media tools that you can use, such as bookmarking and user experience engineering. Finally, your blog and content marketing should be created in a way that makes it easy for users to connect with you, so that you can get more incoming links and outbound links to your site.