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Modern Criteria for Content: One-of-a-Kind
– doesn’t appear elsewhere on the web Relevant – contains content the engines can interpret as on-the-topic to the searcher’s intent & phrasing Helpful – resolves the searcher’s query in a useful, efficient manner Uniquely Valuable – provides information that’s unavailable (or hard to get) elsewhere Great UX– is easy & pleasurable to consume on any device
Instead, Build Relationships My haircut
place built a relationship & partnered with a local sex toy shop – now both get more branding, exposure, customers, & links!* *partnering with nearby sex toy shops may not be the perfect bizdev action for everyone
For more link building tactics
to love, see: Link Building from the MozBlog Paddy Moogan’sLink Building eBook Experts’ Favorite Link Building Tactics How to Leverage PR for Link Building The Future of Link Building
Rules for Content Investments: Strategic
& Relevant– the content must tie to business goals and fit with your branding Targets Likely Amplifiers – there should be an obvious answer to the question “who will help spread this content and why?” Cannot Be Fire & Forget–most content will fail; you need to be willing to invest longer and harder than the competition to find success