Acquiring links to content is tough. Don't let anyone tell you otherwise. Even if something goes viral and is shared hundreds of thousands of times on social media, there's still no guarantee that a single website will link back to your content.
But why does that matter? Aren't social shares most important? Let's take a look...
Buzzsumo recently conducted research and presented a webinar to answer the question of what makes online content “linkworthy.” (i.e. When a website references another website and provides a link back to it.)
So what makes content "linkworthy" and why should you care? Here are some of Buzzsumo’s findings...
Why Do Links Matter?
1. There are only two ways to get places on the web: 1) by clicking a link, and 2) by searching
2. Links help to give an organization: Reach, Influence, Context, Content, Relevance, Timeliness, Meaning, Power, Passion, Intent
3. Links still rule for search engine power: “Content and links are the two most important ranking factors.” -Google (Social shares/engagements are not included in the top two ranking factors, although they may play some role.)
According to Google, a webpage’s content and the linking domains to it are the two most important factors in determining ranking in search results.
Buzzsumo's Findings: What Makes Content Linkworthy?
1. There is Little Correlation Between a Piece of Content’s Number of Shares and Links
2. People Share and Link to Content for Different Reasons
People share and link to content for different reasons.
3. The Types of Content that Receive Links
4. To Get Links, Answer the Questions Your Customers Are Asking
During the webinar, Buzzsumo asked, “What questions are your ‘customers’ asking that you can answer for them?” Thinking about what your customers are already likely searching for on the web can give your insights as to what topics you might want to cover next on your website. According to Buzzsumo’s findings, thinking along these lines of answering questions your customers are looking for can have immense benefits for receiving linking domains back to content and increasing your search engine visibility.
So what do you think? Have you noticed that Buzzsumo's findings hold true in your case? What makes content linkworthy for your organization? Let us know in the comments, or reach out for a free initial digital marketing consultation to chat further!
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