With the ever changing SEO scenario, it would be foolish to continue with conventional strategies that once used to work. For instance, single keyword targeting and the use of the same keyword-rich anchor text every time are two outdated strategies that need to be avoided.
Evolution is the key to success. Remember, you need strategies that are not only safe but can also really pump up quality traffic and rankings.
No More Single Keywords
Single keywords are usually generic and also face stiff competition from rivals. Earlier, the approach was that the higher search traffic was a desirable goal. Now, itâ€™s relevant traffic that matters. And generic single keywords may not work any more.
What you need to attract relevant and targeted visitors are long-tail keyword phrases that could fit better with what your audience is looking for. These are also less competitive and you can rank much easier for them.
Diverse and Descriptive Anchor Text
Coming to anchor text, it needs to be diverse but descriptive. It is important that you give Google the impression that your link profile is natural and not created merely to rank some keywords. While building internal and external links to your website, you must employ natural anchor text that will give your readers a clear picture of what theyâ€™ll find if they click the link.
Benefiting from Competitive Link Data
Speaking about links, one experienced SEO professional stresses that competitive link data has a key role in empowering your SEO strategy. An analysis of the marketing strategies of your competitors focusing on links can give you a comprehensive idea about their approach and help fine tune your strategy on a focused as well as broader level.
Link Data Collection
The first step would be link data collection. You would need efficient backlink tools that can help you acquire the most backlink data possible of each of your competitors. There are also automated processes available but when you have to identify trends and examine the link profile deeply, manual processes could be better. It is equally important to sort all this data well so as to perform effective analysis.
Identifying Sites Driving the Links
Next, it is time to indentify the types of sites driving those links, whether they deal with media outlets, forums, blogs, press release services, organizations, educational institutions or events.
This information can give you the all-important brand perception of your competitors, specifically, where theyâ€™re channeling the bulk of their budget and time. It could also give you an insight into the quality of the links of some of your rivals. Some of them with small backlink profiles could be outperforming those with much larger profiles, thanks to the quality of the formerâ€™s link profile.
Getting the Crucial Questions Answered
It can also help you get the following information:
- Whether bloggers are discussing the particular competitor, and if so, what they are saying?
- Is that competitor getting a good deal of press, and if so, how are they managing to get it?
- Do you need a PR firm to get you the exposure you want?
- Or can your SEO company do this for you?
You could also check whether your rivals are supporting or sponsoring events, what kind of events these are, and whether your company should also be doing the same.
Identifying Content that Drives the Links
But what you shouldnâ€™t miss at all is the content that drives these links. You need to be aware of the top linked content of your competition and use that to determine the kind of content your audience wants.
Identifying trends in content is important. It pays to know the following:
- What kind of content works the best â€“ news, research, etc.
- The kind of pages that work the best – product pages, blogs or resources
- The topics that drive links the most
- The prominent keywords
- Tools are also available that can give you an idea about the most shared content of your competitors
This can prove really advantageous for creating your content strategy â€“ the most important thing is to know where to start. Getting an idea about your audienceâ€™s likes and interests can help with that.
So the bottom-line is that competitive link data is a massive advantage. It can clear the doubts and help you march ahead with greater assurance in your SEO strategy.
Understanding links is, my friend, understanding SEO.