Content marketing has been discussed and researched more in the last 5 years than ever before.
Source: Google Trends
There are various kinds of content marketing strategies out there. Blog promotion, infographics, video strategies, and creative content are some. Depending on your goals, some are more effective than others.
At Distilled, we’ve been fortunate enough to work on many creative content pieces with some incredible clients. This article is going to focus on a piece of content that my team and I created for a client. We’ll take a look at both the creation process and the tangible results of the piece we made.
Note: In general, you don’t want to rely on one piece of content for link acquisition. It’s recommended to focus on multiple pieces throughout the year to add link diversity and give your content pieces a good chance to succeed. The following is simply a case study of one piece of content that worked well for my client.
Client backstory: We need links!
Our client is Ginny’s (shoutout to Matt and Cailey). Ginny's is an ecommerce business based in the beautiful state of Wisconsin.
We knew that regardless of how much optimization was done on the site, their lack of incoming links would be a huge barrier to success. This quickly became a topic of discussion for us.
The general rule of thumb: the more linking root domains (LRDs) your site has, the stronger the domain authority should be. And the stronger the linking root domains are, the better it is for your DA. In other words, it’s better to get 1 strong link (DA 80+) than 10 weak links (DA 20-). Kudos if the links are topically relevant to your website/brand.
So, my team and I sat down and started thinking of different ways we could accomplish the task of increasing LRDs and (hopefully) DA for my client.
The process of creating a link-worthy story
Here are the steps my team and I went through for this particular client.
Note: For an extensive look at creating creative content, please see the following articles:
- How to Make Award-Winning Creative Content - Part 1
- How to Make Award-Winning Creative Content - Part 2
Ideation
The first step in the creative process is ideation, because without great ideas you can’t a have a great piece of content. It’s important to give yourself enough time for ideation. Don’t rush it, and be sure to include various team members with different backgrounds to get as many ideas as possible. Note: stock up on coffee/Red Bull and snacks for this.
Validation
Typically after an ideation session you'll have many potential ideas. It’s important to go through and validate them. When I say "validate," I mean making sure others haven’t already done something similar, or that creating the piece is actually possible (you have access to the right data, etc.)
Note: For more information on researching and validating your creative ideas, read this post titled “Researching Creative Ideas: 10 Dos and Don'ts.”
Pitching
At this point you'll have a handful of ideas that are not only on-brand and interesting, but have great potential in being picked up by various sources. Put together a nice deck and pitch your ideas to the client. The goal is to get your client to pick one (or a few, depending on the budget).
Note: Here’s an awesome write-up on a framework for pitching creative ideas to your clients.
Gathering the data
Once your client signs off on a piece, it’s time to dive into the data! Depending on the piece you're creating, this might look like scraping websites and doing a ton of research to get the right data you need. Take your time on this, as you want to make sure your data is accurate and relevant.
Design
During this part of the process, it’s a great idea to start mocking up some potential designs. If your piece is smaller, this might be a quick and simple task. If you have a data visualization, this will be longer. Typically, it’s a good idea to create 2–3 mockups and give your client some options.
Development
Once your client signs off on a particular design, it’s time to dive into development.
Copy
The actual copy for the piece doesn’t have to happen after the development, but it’s usually a good idea to allow the copywriter to see how much space they have to work with. What you don’t want is for your copywriter to write 500 words when the designer has made space for 100. Communication is key in this process.
Testing
Once the piece is built, it’s important to test it out on various browsers and devices. Ask people to give it a run and try to fix as many errors/bugs as possible.
Promotion
Depending on your timeline, you might want to start promotion sooner than this. The important thing to note is to consider pre-pitching and reaching out to contacts to gauge their interest in the piece as soon as possible. Keep your contacts updated and be sure to give them everything they need for their stories.
Note: For further reference on pitching journalists, please see this post titled, “Beyond the Media List: Pro-Active Prospecting for Pitching Creative Content.”
Launch
It’s time to launch!
Push
On the day the piece launches, be sure that you are reminding journalists, reaching out to contacts, sharing the piece on social media, and making your social campaigns live.
Celebrate
There are a lot of steps to building a creative piece, so don’t underestimate the work that goes into it! After you launch the piece be sure to have a beer, give yourself a pat on the back, or do whatever it is you need to do to celebrate.
Post-ideation: What we came up with
After the process outlined above, our team came up with 50 States of Bacon.
The idea was simple: Everyone likes bacon, but who likes it the most? Ginny’s caters to a lot of people who love deep frying, so this was on-brand. We decided to use Instagram’s (now difficult to access) API to extract 33,742 photos that were tagged with #bacon and located within the USA. To normalize for population distribution and Instagram usage, we also collected 64,640 photos with the tags #food, #breakfast, #lunch, and #dinner.
To make this data more visual, we made it interactive and included some fun facts for each state.
What happened after we launched the piece?
So, what happened after we launched the piece? Let’s dive in.
Here are some of the larger websites 50 States of Bacon got picked up on.
Website |
Domain Authority |
Other |
|---|---|---|
|
US News |
94 |
Tweeted from account (115K+) |
|
Mashable |
96 |
Tweeted from account (6.95M+) |
|
AOL Lifestyle |
98 |
Referred 1,200+ visitors |
|
Eater |
85 |
N/A |
|
Daily Dot |
85 |
Tweeted from account (274K+) |
Here is what the LRDs and DA looked like before we launched the piece, and then after 4 months of it being live:
Before Launch |
4 Months Later |
|
|---|---|---|
| Linking Root Domains | 450 | 600 |
| Domain Authority | 29 | 36 |
Let’s break this down by metric. Here's a graph of the LRDs over time (we launched the piece at about the start of the uplift).
The domain authority didn’t budge until about 4 months after we launched the piece. We weren’t actively pursuing any other link-based campaigns during this time, so it’s safe to say the creative piece had a lot to do with this boost in DA.
Note: Since DA is refreshed with new pools of data, this observation wouldn’t have been as valid if the DA only moved one or two positions. But, since it moved 7 positions so close to the launch of this piece, I feel like it’s safe to assume the piece contributed greatly.
Does this mean if you do a similar piece that your DA will also increase? No. Does it give us a good example on what can happen? Absolutely.
A note on LRDs, DA, and setting expectations
Setting expectations with clients is hard. That's even more true when you both know that links may be even more important than user engagement with your campaign. To make sure expectations are reasonable, you may want to encourage them to see this campaign as one of many over a long period of time. Then there's less pressure on any individual piece.
So, it’s important to set expectations upfront. I would never tell a client that we can guarantee a certain number of links, or that we guarantee an increase in domain authority.
Instead, we can guarantee a piece of content that is well-built, well-researched, and interesting to their target audience. You can go one step further and guarantee reaching out to X amount of contacts, and you can estimate how many of those contacts will respond with a "yes" or "no."
In fact, you should set goals. How much traffic would you like the piece to bring? What about social shares? What seems like a reasonable amount of LRD’s you could gain from a piece like this? Benchmark where you currently are, and make some reasonable goals.
The point I’m trying to make is that you shouldn’t promise your client a certain amount of links because, frankly, you'd be lying to them. Be upfront about what this looks like and show examples of work you’ve done before, but make sure to set their expectations correctly up front to avoid any conflicts down the road.
Conclusion
There's a lot to be learned from the results of creative campaigns. The goal of this article is to share one piece that I’ve worked on with a client while highlighting some things that I learned/observed along the way. If you'd like to see more campaigns we’ve worked on at Distilled, take a look at our creative roundup for last year.
To wrap things up, here are the key takeaways:
- Creative pieces take a lot of thought, work, and time. Don’t underestimate the task at hand.
- Don’t frame the project as only focused on gaining links. Instead, aim for creating a compelling piece of content that is on-brand and has the potential to gain traction.
- Oftentimes it’s best not to put all your eggs in one basket. Plan multiple pieces throughout the year.
- If your research is right and you pitch the piece to the correct people, this is a strategy that can gain your domain some very strong LRDs. In this particular case, 110 linking root domains (and counting).
- …But those links won’t come easy. You need to pre-pitch, remind, and re-pitch your contacts. There are many great pieces of content being published daily; you need to be proactive about ensuring your spots online.
- There are other benefits to doing pieces like this aside from links. Social shares, brand awareness, and referral traffic are some other metrics to look at.
- It is possible to increase your DA by doing a piece like this, but it takes time. Be patient, and continue doing great work in the meantime.
Other thoughts
- There are some arguments to be made that a piece of content like this only has spikes and doesn’t do any good for a brand. I don’t believe this to be true. The way I see it, if a piece is too evergreen, it might not gain as many strong links. At the same time, if a piece is completely left-field and doesn’t fit with the brand, the links might not be as impactful. I think there's a fine line here; it should be up to your best judgment on the pieces you should create.
- This piece could potentially be updated every year to gain more links or traction (although it would be a lot more difficult with Instagram drastically limiting their API).
- It’s possible that this piece didn’t have a direct impact on DA, but because there were no other link acquisition strategies during the 4 months, we can safely assume the two are correlated.
- There's an argument to be made that jumping from the 20s to the 30s is much easier than from 40s to 50s when you’re speaking of DA. We know that it gets more difficult to increase DA as it gets higher, so do keep that in mind.
Hi Serge, great case study here about what you did to create and promote content that moved the needle on this site.
I do have to say that I take a bit of exception to the title of the post. I know that it's easy to give a metric like Domain Authority to executives/clients because it seems to be an easy thing for them to understand. In actuality, as you say, Domain Authority is a moving target that changes with the rest of the web.
I have too many times seen executives fixating on Domain Authority when really they should be concerned with the metrics that actually matter to their business, such as:
I think we as digital marketers need to start thinking in terms directional and real metrics, not vanity metrics like Domain Authority. If we are ever going to get the budgets that our work deserves, we can't talk about Domain Authority. We need to talk about revenue driven and value created for the business. PPC can talk in these terms and so can we, with the usual caveats such as dark search.
I hope this is taken as being constructive, because that's how it's meant. Your process and results are fantastic to see, just don't hang your hat or even worse your executive's on a metric like Domain Authority which doesn't actually move the needle for the business!
Thanks for reading everyone! I have some questions for anyone who is interested in some discussion here.
1) This is an example of a piece for a large ecommerce business. I have yet to personally work on a piece for a smaller, local business. Does anyone have experience working with local clients who might not have as much budget and/or as interesting of a vertical? Any methods that worked for you? (I'm thinking plumbers, painters, dentists, etc.)
2) Has anyone worked on increasing DA for a client that started in the 65+ range? If so, did you ever see the needle move? If so, how long did it take? Any other observations?
3) For the content creators out there: because Instagram has made it virtually impossible to use their API for pieces like this, what are some alternate sources you would recommend? There are other methods out there, but Instagram had a truly outstanding amount of useful information without the noise. Would love to hear some of your thoughts around alternate methods for this.
To answer #2, in my experience working on a DA 75 site, the volume of naturally-occurring links from customers and brand recognition was huge, and yet rarely moved the needle. At that point, I think you either do as Vijay mentions above and develop content to help the volume of customers you're already getting, or become strictly a big-game hunter for every few points you want to move up.
------
Thanks for publishing this piece with some transparency around the client and your goals for creating content in the first place. Admittedly, I'd be worried that less-experienced SEOs may take parts of this (such as DA 80 vs DA 20) as hard rules and skew their own attempts for overall site content, but hopefully they read the full article and use it as inspiration and not a rulebook.
I do wonder if the content would have gotten as many links if the CTA were more noticeable, and would love to see a follow-up piece about the value of referral traffic from each of the high DA sources you mentioned.
Thanks for your thoughts on my question, Ryan. It would be very interesting to do a study on what type of links (local, government, social, etc.) influence sites with high DA more. I imagine the difficulty will be to isolate them.
Great point on people taking some of my points as hard rules. As I was writing this post I tried to be transparent about the fact that this is my experience with one piece. There are plenty of other ways to increase DA :)
Thanks again!
Hi Serge, thanks for sharing such a detailed case study!
In response to question number 2, we raised a client's DA from 47 to 59 in the space of 4 months. Not in the 65+ range but, as you say, much tougher than going from 20s to 30s. We achieved this in pretty much the same way that you've outlined above, only with multiple campaigns running almost simultaneously.
To add to the point you made about managing expectations, it's tough to achieve such a sharp increase in DA (and hopefully rankings, traffic, revenue etc.) without a ton of good quality links. We've found that the only way to acquire that volume of natural links is through PR-style campaigns - and these are very high-risk. Some go 'viral' (we've had cases where we've got over 400 unique domains linking to content pieces) while others perform well but attract nowhere near as many links, despite following the same process as far as research, creation and outreach. We'd advise against even attempting high-risk, high-reward campaigns like this unless A:. the client has a big enough budget to do it properly, B: they understand and accept the risk and, C: it's part of a wider range of other on-going campaigns and tactics.
Thanks again for sharing, and great work on the campaign!
Cheers
Chris
Chris,
I'm glad to hear that campaigns like this can work for sites with higher DA's as well! I'd be really interested to see some studies for the 65+ range as well (I'm assuming it's even more difficult).
Totally agree on your points regarding ensuring that the client has the right budget for these kinds of campaigns. They are definitely on the more "risky" side, even when you take the time to validate the ideas through and through. This is a great reminder to always be up-front with the client on expectations and what to expect.
I appreciate your thoughtful comments and best of luck to you in future content pieces!
Serge
Hi Serge,
Thanks for a detailed article, it would be of great help to increase domain authority of any website.
In our experience, if you focus on target audience, make a on-page and off-page SEO strategy for getting good target traffic (only white-hate SEO) then it automatically increases your Domain Authority and rankings in search engines.
Most of these methods / points that we would consider in our strategy have been covered very well in your article.
Regards,
Vijay
Thanks Vijay. I'm glad to hear that your strategies are working and fall in-line with my case study. You make a good point by mentioning that a well-rounded strategy is the best one. You never want to put all your eggs in one basket!
Hi Serge,
I agree, as there is not debat on this, in order to gain DA incoming back link play vital role init. However, like the approch you adopted for this campaign, not only created content but made it interesting and useful for almost 50+ states.
I believe you will get more response on this in coming days.
Good Luck and Great work.
Thank you Ikkie!
Hey Serge,
Great article - thanks for posting. It's about time that someone pointed out the correlation between SEO success and bacon consumption.
It would be awesome to hear how you prepped for/approached the outreach process for amplifying this particular piece of content. There seems to be a great deal of knowledge within the industry about the strategy behind content creation but rarely do we see the whole picture from start to finish.
Keep up the good work!
Haha the correlation between SEO success and bacon consumption. I like it. :)
Maybe I'll write a follow-up post on that specific process! Thanks for the comment and idea, Sean.
No problem, thanks again for the article
Given this now well accepted correlation ....I must eat more bacon, I must eat more bacon, I must eat more bacon.
Hey Serge, great article! Nice to see an actual case study that's on the optimistic side when it comes to content quantity vs. link quantity.
Also like the advice about drawing and pitching multiple ideas instead of focusing on only one. It seems as though it takes the subjective out of the equation, and gives a more realistic picture of what ranks higher in terms of resources vs. ROI.
Preparing for a link building project in the tourism niche via the same mechanism of content marketing. What I've found is that often times referring to pop-culture is just as valuable as collecting and structuring data (in terms of content reaching viral status. Just look at what mentioning Game of Thrones does in a content campaign). Quite easier to put together, and much more likely to be shared (example here would be, from the top of my head now- which movie characters enjoy bacon the most).
The Distilled roundup has some very creative ideas. Thanks for sharing that! You might want to look at what BuiltVisible have done so far as well. An amazing team of content developers I started following not that long ago (Richard has also written here on Moz many times).
As for your question, on how to create a similar boost for a small local business (say a dentist, or a plumber), I guess sharing some DIY/sound advice that is superbly structured in terms of design and copy can go a long way on its own. Mash-up articles can attract attention as well.
Mike Ramsey wrote a lengthy piece here on Moz that shares some great ideas too.
Hey Slavo, thanks for the comment!
I know what you mean about "on the optimistic side". There's a lot of hate surrounding content marketing and link building, but the fact is you can still make something people enjoy that's brand-focused and gains links!
I really like your comment on referring to something current in pop-culture. I haven't personally worked on a piece that does this, but I know some of my colleagues have and it is a great way to gain some traction. Thanks for sharing that.
I'll take a look at BuiltVisible! I'm always looking for other resources and people to learn from.
Can you expand on the idea of "mash up" articles for local businesses? Something like a collaboration piece? I think going the DIY could work very well... I've seen some local businesses get put on the map after they started creating DIY YouTube videos around their niche.
Looking forward to your thoughts and thanks again for sharing.
This is one of the best case studies I have seen on Moz.
It is interesting the effect this project had on DA alone, but did you do an analysis of your Keyword Rankings for Bacon related terms? Was ranking for Bacon related terms part of your goal or was it purely a DA project?
Hey Joe,
Thanks for the comment. We didn't set out to rank higher for bacon-related terms, although we did do some initial benchmarking. Thanks!
Incredible!! I've never seen a jump in DA like that from just one piece of content. Thanks for sharing your nuggets of wisdom.
What a great read and one that stands out. I think that when you get creative with your content pieces you can drive traffic and links naturally. For example you had that piece on Seaweed Bacon all I am saying is that I would share that and other sites would too based on the creative aspect of the article title alone.
For a local company you can do this too but on a more homegrown scale. What I mean by that is take something that is local in the community that many people can relate with put a creative spin on it and the links will naturally come. I highlighted a 5K for an auto repair shop and they had visitors and links from all over the city just based on the content and their involvement.
Thank you for this wonderful contribution to the Moz community and also how to drive content to another level.
Thanks Tim!
I really like the idea of creating content on a homegrown scale for local businesses. Did you pitch your piece to local papers and other local influencers? Because we had some interesting facts in the bacon piece for each state, we played the local card during some pitches. There are some interesting stories that could be pulled out of specific states.
If you were to do this again, what would you change? Esspecially regards to Instagram and their API
This is a very good question, and frankly I'm not sure I have a good answer at the moment. Since Instagram has recently changed their API rules it's been something our team has been thinking about a lot. I would imagine pulling data from Twitter in some capacity could work. Other social platforms such as Pinterest might be doable based on the content you are creating.
I can imagine some of this data being nearly impossible to pull and might require some heavy researching to find data sets as well.
Any thoughts on other methods?
Hah, good counter question! Honestly a lot of social are pulling API support (I'm sure twitter did recently too?) you can use options like buzz sumo to look into overall interests but it wouldn't give you those critical numbers: I guess it depends on the right tool for the right job. Thanks for the response.
Great article. Something you said really resonated with me and is something we will have to look at adding to our process - that was is it an original idea. All too often I find myself creating content in the same vein as something that has already been created before and then putting a twist on it - often considering how I can create content that's better than what's out there rather than different to what's already out there. I must spend more time making the content that's unique - but you're right, it's a harder process and I guess that's part of the issue.
Simon,
I think that's one of the most difficult parts of content creation. Finding something original is difficult, but something that has worked for us at Distilled is to have a very heavy ideation process that flushes out the ideas that are truly unique from ones that are simply "ok".
Cheers,
Serge
This is a great case study, thanks!
The 12 points laid out in this post are just awesome and provides a perfect launch pad to deliver a truly link-worthy post. I recently but unknowingly experimented with a post in a slightly similar manner and on a shorter scale. But that too worked and returns were better than expected. And to add, it seems like gains could be cumulative in nature.
So this strategy is simply fabulous.
Thank you!
Good Stuff!! Very informative and useful post. I think too amazing content is very Useful for any website to attract people and backlinks. This might help me in increasing my site domain authority. I will try whatever you have suggested here.
Great post and great work on the content, however did the increase in DA result in an increase in traffic or sales? As a marketing community, we need to remember to focus on metrics that matter and communicate that to our clients instead of focusing on egometrics that simply scratch our backs. I've had numerous clients worry themselves sick about DA (remember, this is a proprietary Moz metric, has nothing to do with Google's opinion of a site) while poo-pooing actual traffic increases. I believe this is because the marketing community is still prioritizing DA as a meaningful metric rather than using it as a benchmark, and communicating it to clients as such. I love that you pulled this off and got such great placements.. I just hope it paid off in a meaningful way :)
Hi Serge
It's not about having links have .... But to make the links with quality content make a perfect set ...
Sometimes we focus so much on achieving links that we do not realize that if we look naturally and without abusing it in a space-time much more satisfying
Really Helpful article
Thanks :>
One of the best case study I've read thoroughly. It is full of information that I needed. I've worked for many web properties and boosted their DA periodically. It takes time, either create hype or go with the trending topics around, write problem solving informative content promote and enjoy the fruitful work.
Thank for useful share
Many thanks to Serge Stefoglo, Britt Klonz and the entire Distilled team for a terrific job on 50 States of Bacon. The Ginny's team appreciates the talent and expertise they brought to the project.
Increasing DA by 7 Points in a go... Sounds amazing to me. Loved the article and the process carried out. Cheers!
I would also like to add to the Validation process. Sometimes it's a good thing to outreach your content idea to a couple bloggers/influencers and see how they react and if they would like to publish that piece of content on their site. At least, you will get a small idea of what your campaign results will be.
Great post Serge!
"What you don’t want is for your copywriter to write 500 words when the designer has made space for 100."
What if you first create the content (x words) and the design process starts only after that? In case you can avoid working twice.
That's a good though Tomzur.
I've seen both done, but the reasoning behind doing design first is it's much easier to rewrite something than redesign it. :)
Cheers!
That is an awesome content! No wonder it gave such a boost. Great job and thanks for sharing. We may give this plan a go.
Thanks Igor!
Great case study. I think that a large part of the success of this content piece is in the exact methodology for outreach and promotion of the content though. If you do not have a good system in place to amplify the content and get it in the hands of the right publishers then a great content piece like this will not gain nearly as much traction.
I completely agree. It doesn't matter how great your piece is if you don't have a PR team who is good at what they do. I'm thankful I get to work alongside some very talented people who specialize in outreach.
Thanks for the comment!
Hi Serge, Why would anybody care about raising DA? Surely visibility in search engines and via other means is more important than some 3rd party metric (that has its own flaws) rising? Thanks
Hi Cormac,
Thanks for the comment. You raise a fair point.
To address your first question: typically, a site with a higher DA tends to rank better than sites with lower DA. This isn't always the case, but I would say in most cases this is true. This is why people speak so much about DA.
Your second question is spot on in that it's so important to capitalize on other methods to increase rankings. As you know, SEO is becoming increasingly complex as the algorithm gets smarter. So, it's important to ensure you are improving on-page optimizations, technical factors, and other elements that play into ranking as well.
For this particular client we were at a point where we needed to raise the DA in order to compete in the space more.
Hope that answers your question!
Hi Serge,
Thanks for answering.
Yes, there's certainly truth in the first point.
However, the final point about raising the DA to compete in the space more doesn't add up as Moz doesn't aid someone competing in a space. it's more so how the site and the links are viewed by the search engine that matters.
The main point I'm raising is why care if DA increases, isn't it more important that the rank and traffic to the site do? It makes it seem like it's an important marker, while it's more of a guide and a weird thing to focus on of in an article as it's not a real world return.
Hope you can see where I'm coming from.
Thanks
Hi Serge and Cormac,
Firstly, nice article, Serge, but I have to agree with Cormac in wondering why the focus was increasing DA, instead of something that more important (organic traffic/visibilty)?
I love a good case study but would love to see more metrics that just DA. Yes, there is a correlation with higher DA having better search visibility, but it is never the main focus of any activity.
Did this 7 point DA increase also increase organic traffic? Did it increase sales/conversions? Can you share what sort of increases?
I think the 7 point increase in DA shows that the site picked up a lot of excellent backings from your work, which is great, but it would be better if we could see what sort of impact these links (and the 7 point increase in DA) had on improving more important metrics.
Cheers,
David
Awesome piece! I love case studies from start to finish, especially presented in a straightforward way.
What tool or framework did you use for creating the map?
An incisive, analytical, and insightful post that discusses the relevance of creative campaigns in enhancing the DA of one's website. Thanks for this great post, Serge! :)
I found jump in DA for new website very quickly from 6 to 23 buy creating few link and adding content on the page. But after 60, DA improves very slowly.
Which story you had share with its amazing but i have some issue from this, like which site you mention in this blog these are completely new worthy site, they posted news on daily basis with fresh situation. but we can not apply on our any specific business site these tricks. Because facing some issue with my website content, so i need some good suggestion.
I love how this actually breaks down the research that went into gathering the data behind the piece. A lot to learn from here.
Seems good and something which any half decent site should do - Moreover food is an area where it is easy to make interesting infographics. It is the area of niche topics which is quite difficult to build such links. Just my views.
WOW. That's inspiring!
For clarification:
I'm just wondering if the link MUST be pointing to the domain (www.ginnys.com) and not towards the page (https://www.ginnys.com/50-states-of-bacon/) in order to get a point for the DA? Then, if YES, how come that those websites chose to link to the domain other than the URL of the page that contained the creative campaign?
Everybody know content is king and nobody can beat it with any alternative techniques. It's good that Google gives priority to unique content but what about for those people who just building content for their website's promotion.
Great job and thanks for sharing
Hey Serge thanks for the in depth post. I am on vacation and don't have my normal time to answer any of your questions but in regards to working with smaller clients that is my entire client portfolio. One idea would be to go a little personal with them. If you do a fun write up on a client's profile or an interview with them you can push out to a lot of health grade style sites and get them picked up naturally through PR or friends who will mention them on their own blogs.
You are spot on with the content creation process so integrate that but on a personal level that will appeal to local sites. We have had some great success in local markets just because the majority of backlinks come from local sites around our client who liked a piece that was done.
Hola Serge Stefoglo
Gran article!
great article! It's good to see that difference is when it comes to the amount of content versus the amount of links,
frame the project as only focused on obtaining links is something that unfortunately you used to and now I realize that is a serious mistake to limit yourself only
This is one engaging content for me :)
Though you've provided supporting links too, but I'll have to ask one question:
The part - The process of creating a link-worthy story - where you were telling about Promotions, I didn't get it. If you may ease a little!
Wow, I can't believe
A nice article thanks :).