Link building has been under much scrutiny lately. Between Google’s Penguin update, which overhauled the way the search engine views offsite links, and John Mueller’s recent comments that he would avoid link building in general, many search marketers are wary about the state of link building and whether it’s a worthwhile strategy to pursue.
There’s one critical fact you must consider above all others: Google still relies on offsite links to evaluate domain authority. That means even though links are more rigidly evaluated, they’re still an important factor for your SEO campaign. Building links isn’t the problem; instead, it all comes down to how you build them.
If you build links with the sole intention of artificially increasing your rank, you’re going to get penalized. If, however, you focus on building links with quality offsite content, you’ll be able to reap the benefits of a large-scale offsite link building strategy without facing the risks. The question then becomes how do you write high-quality offsite content for link building?
Why Offsite Content Is Different Than Onsite Content
There are two demands for onsite content. First, you must write in a way that’s pleasing to your users—your goal is to show off your brand voice, entertain or inform your users, and make them want to come back for more. Second, you must write in a way that informs search engines about the nature of your business, using keywords and topic choices that convey accurate ideas to its hyper-intuitive crawlers.
Offsite content has a different set of goals. You’ll want to make sure your content is valuable, but making a striking impression isn’t quite as important. In fact, you may want to write in a style other than your brand voice, depending on your goals. For example, if you’re looking to guest post and build your reputation offsite, you should focus on maintaining a consistent brand and quality. However, if you’re merely looking for a vessel to build links, you can spend less time and focus on a standard production.
Assuming you’re trying to write content solely as a vessel for link building, there are several qualities you’ll need to consider.
The length of your link building content needs to be substantive, but not over-the-top. Anything less than 300 words isn’t worth writing because it barely registers as a full article. Anything longer than 1,000 words is too much effort. As for the ideal range between those two extremes, that’s up to you. What type of content are you writing? How detailed do you need to be? The answers to these questions should point you in the right direction.
Because your offsite articles aren’t going to be directly posted on your main site, you have much more flexibility with the range of topics you offer. You won’t have to adhere to a certain theme or follow any particular protocols. However, you will need to select topics that are at least peripherally related to your industry. The goal here is to ensure that Google reads and categorizes your content appropriately; otherwise, it could get mixed signals about the nature of your business and your keyword rankings could become unpredictable.
Like with any piece of content online, your offsite link building content should be structured in a way that’s inviting to a reader. Include subsections, headings, bullet points, and stylistic differences that make it easy to navigate the greater article. This will make your article seem more valuable, and stray readers might eventually wander to your site, giving you some bonus referral traffic in addition to your domain authority building strategy.
The number and type of links you include in the body of your article both affect how Google crawls and interprets your material. If you include too many links, it could register as spam. If you include too few, you could waste your effort. If you include too many of the same link across multiple articles, your domain authority could suffer.
Unfortunately, there’s no single rule that dictates the best link types to include. Your best bet is to diversify your strategy, using as many different links as you can and varying your link frequency from few links to many links. On the whole, one link per 300 words is a good rule of thumb, but you should still diversify regardless.
Your content needs to be well-written, no matter what. Google’s search bots can detect the unnatural use of language, so it’s going to tell if you’ve simply outsourced your article writing to developing countries. Double check your content for spelling, syntax, or grammatical errors, and make sure all your facts are both accurate and cited. Just because your content is offsite doesn’t mean that Google won’t dock you for the quality of your work.
Generally, it’s unwise to post too many new links at one time. Spread your link building article publications out over the course of weeks or months, regularly and consistently posting to ensure an even build. The number of articles and links you can get away with building depends in part on the size of your organization; too many external links too soon for a new business might seem out of the ordinary, while that same number for a long-established major corporation might not trigger any red flags.
While a content strategy is usually seen as the onsite portion of your SEO campaign, it’s also critically important for the success of your offsite strategy. Once you’ve mastered the process of writing, publishing, and syndicating linked offsite articles, you’ll be able to easily and steadily increase your domain authority without interfering with your other efforts.
In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International.
He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building.
In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building.