: 19th Sep 2021 : Lovetto Nazareth
Targeted-Impact Link Building: What Is It and How to Make Use of It?
Table of Content
- How to select pages for targeted-impact link building campaigns?
- How to materialize targeted-impact link building?
- How to identify the audience for high impact link building?
- How to get maximum outreach using targeted-impact links?
- How to make use of measurable link building?
- Why should you prioritize share of voice?
- Why is page authority an important metric?
Technical SEOs, content marketers, digital and PR professionals, can all agree that links drive rankings. But for which pages on your site, and what rankings? We've got the guide for you if you've ever wanted to establish links that influence rankings for certain pages on your site.
Page selection for a targeted-impact link-building campaign
When preparing for a link-building campaign, it's common to assist the customer in refining their
objectives so that the campaign can be measured efficiently. Typically, the first step is to level the playing field
based on what we can glean from accessible data.
We can assess the competitiveness by comparing link metrics to those of leading competitors. We can better understand the opportunity when we consider expected traffic, Page Authority, and SEO "difficulty." While this isn't particularly hard to find, it's most likely deeper than the client has gone, and they're usually happy to go forward with data-driven advice.
What is Procedure?
We can pre-select particular portions of the site to focus on in the study if we were planning a link-building campaign
for a company. We'd then compile a list of competitors based on the top keywords for each page. As a result, we'll be
able to compare average metrics across top competitors to metrics for individual web pages.
We can average competitor data to make comparisons easier, then spot-check to search for outliers, or filter out branded or stray keywords we don't want to compete for in the first place.
Now it's time to start looking for opportunities. In a shortlist like this, we can eyeball the metrics, but when we're looking at hundreds or thousands of pages (even after filtering it down), it becomes a little tedious. Prioritizing the pages will allow us to scan the list more quickly and locate the greatest prospects.
In the case of a brief pilot program, some of these competitors have frighteningly high connecting root domains, and we'll have a monthly budget in mind to ensure that we don't bite off more than we can chew.
So, to assist some of these stand out, we'll add a few additional columns. We may look at the relationship between the gap in connecting root domains of the competitors and our possible campaign page, as well as the search traffic from those top 10 keywords, to help us locate the low-hanging fruit.
We can look at higher priority pages for the campaign based on the likelihood of reducing the linking root domain gap, in order to boost the client's share of voice on high-converting pages, by dividing the link gap into the search volume.
Adding a rank-order column to the rows will aid us in identifying the greatest possible opportunities. We'll have a decent selection of prospective campaign pages to recommend after a few tweaks!
Identifying your most influential audience
We create our audience model depending on the URL of the customer to which we're building links. So, when it comes to
sales pages, we consider where, how, when, and why a product or service fits into the customer's life. What are the
numerous circumstances in which it is used? What situations or conditions are aided by the use of this service?
Whether or not the same term is used to characterize the offering's contexts of usage, they are fundamentally relevant to the target URL. If we wanted to target any SEO tools, for example, we'd start by asking, "When do agencies and in-house SEOs start thinking about SEO tools?"
Perhaps we can look into the situation when someone has to pick up the SEO projects left behind by someone whose profession has taken them in a different direction. What is the procedure for following another SEO's checklist?
Also, how about an SEO crash course for persons who find themselves in control of an SEO department for the first time. Both of these instances may provide sufficient justification and context for mentioning SEO tools. An expert survey, expert interviews, and off-site informational placements could give contextual connecting opportunities in either of these cases.
But let's take a step away from SEO and consider insurance sales sites. As soon as a person decides to seek insurance, we can start charting out the circumstances and events in their lives: Having your first child, becoming an independent contractor, purchasing a home, experiencing a heart crisis, and so forth.
We work our way up from these "use-case brainstorms" to problem areas — and associated queries — that the target audience may be experiencing. These provide a foundation for finding publications that match the target page's readership with its usage circumstances.
We'd start with parenting blogs, health/fitness publishers, websites about establishing a business, and possibly realtor sites for the insurance pages.
We also look at high-ranking pages in the target keyword space on a regular basis to learn more about what we term the "linking context" for a given set of keywords. The titles of connecting pages are of particular interest to us. This provides immediate insight into subjects that are relevant to prospect identification.
We generally come across stuff like long-form instructions, a plethora of discount websites, review sites, forums, and so on, which all help us understand the linking context.
When used together, use-case brainstorming and linking context analysis help us develop a complete picture of the audiences and critical issues that will lead us to the right publishers.
Getting Outreach via targeted-Impact Links
It's simple to reach out, to some extent. You can figure out how to pitch and give exactly what the publisher wants
if you know what they want, which is ultimately tied to how they make a living.
You're advertising your capacity to drive "audience engagement" to journalists if you're in the digital PR space. As a result, your subject line and offer must ooze page views, click-throughs, and social shares. In addition, your content must be of high quality. After all, you'll need to reuse your contacts because of the high content charges!
You're delivering "visitor experience improvements" to a webmaster or page curator who's dedicated to a specific audience if you use broken link construction and, to a lesser extent, unlinked mentions. With this in mind, your subject line and offer (a remedy) must provide value to the target audience, as well as explain the potential impact of the broken link on a waiting visitor.
When presenting guest content, especially to sales-supported publishers, we find that when we pitch topics that will assist in boosting the publisher's traffic or conversions, we notice higher conversions.
So, your main question is: why is this person publishing to this specific audience? Knowing this can help you come up with a compelling offer that will earn you a link.
One last piece of outreach advice: don't copy and paste subject lines, templates, and other ideas from other professionals. Take inspiration from the professionals, but keep in mind that their recommendations are based on very specific offerings, audiences, and publishers, and they are unlikely to apply to your exact situation. Sure, study them, but simply to have a general comprehension of the concepts.
A few words about link-building strategies
Every effective link-building strategy gets links by satisfying the target publisher's unspoken "price" for
reaching their target audience.
The cost to the publisher can certainly be monetary, but in the earned link space, we're usually talking about providing value in the form of exclusive news and information, previously unspoken but extremely useful advice, articles that could help them sell more products or services, and useful corrections that bolster authority.
In the same way that a fledgling chef spends time reading cookbooks to grasp vital ingredients and guiding principles, evaluating the current array of link-building strategies may be quite valuable, especially when you're just getting started. And, as with any young chef, the most important lessons will come from the hours spent honing your craft in the kitchen.
Measurable link-building wins
For a variety of reasons, this is one of the most difficult components of a campaign. If you're on the in-house
side, it's also one of the most successful strategies to keep clients or budget.
A link-building effort can be tracked in a variety of ways, but which methods are used is primarily determined by the tactics used. In our instance, we're mostly concerned with content and specialize in obtaining positions on difficult-to-link sales landing pages.
We analyze success using SEO-related metrics that provide both leading indicators of progress and correct performance indicators once we've made an impact.
We frequently witness a worsening of average position early in a campaign. New keywords ranking on the campaign page is usually the source of this. Because the website starts to rank on SERP #7 or #8, the average rank of the page will drop at first, even if the rank for existing keywords improves.
The importance of tying ranking adjustments to the number of ranking keywords was critical to the campaign's success.
While we keep track of and report on average position over time, we don't use it as a primary indicator. Instead, we concentrate on KPIs that are more directly related to traffic and conversions, allowing us to demonstrate a good campaign ROI. Share of voice (a search volume-weighted CTR model) and Page Authority are the KPIs that matter to us.
Why should you prioritize share of voice?
Prioritizing the share of voice-over ranking has the advantage of normalizing significant swings in time series
reporting caused by low-volume query ranking fluctuations. As we all know, ranking reports can be a real roller
On the other hand, the share of voice corresponds to an estimated traffic model, expressed as a proportion of overall traffic for the keyword set.
Why is page authority an important metric?
Another important metric is Page Authority, which is frequently used as a predictor of impending success. We
sometimes witness an increase in Page Authority before we see an improvement in
rankings or share of voice.
Comparing our results to a control group helps to emphasize the importance of our work. Another advantage of Page Authority is a third-party verification of our work's direct impact.
While many factors outside of our link building campaign may have an impact on rank (e.g., core algorithm updates, gaps in page content, topic misalignment, or technical issues preventing Google from fully valuing the page), a metric that is best influenced by "improving a page's link profile by... getting external links" aligns very well with our offering.
This is it for today’s blog. I hope you enjoyed reading it and that you’ve learned a thing or two about targeted-impact link building. If you have any questions or comments, write to me and I’ll get back to you as soon as I can.
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