Excellent linkbiting material appeared on the SEOmoz blog, which I hasten to share with you 🙂
This translation consists of two parts: the first part is a brief retelling of the Randfish video in which he talks about why the site’s hit on the first pages of social networks does not always lead to the emergence of a mass of backlinks; The second part is the translation of his own article about what content should be in order to be loved not only by social network regulars, but also by bloggers and site owners.
The process of getting the site to the main page ____. com (enter the necessary)
To begin with, let's define the goals of promoting content through social networks. In most cases, these goals are branding , attracting the right people (investors, subscribers, buyers) and getting back links . And if there are no problems with the first two targets - after all, getting into the top of the same Digg gives some fame and an influx of visitors - then with the latter everything is not so smooth. But first things first:
1. You create content. This could be a TOP10 list, an original photo, an interesting story, etc.
2. You post content on social sites.
3. You tell your friends and acquaintances about your site and ask them to vote for the news. For this you can use any means, starting with personal messages on the social. sites and messages on forums and ending with emails and SMS.
4. The news goes to the top and a lot of visitors come to the site.
5. And now, logically, you get a lot of backlinks, right? True, but not always .
Why? Yes, because in many cases, creating content for social networks, the authors think about how to get to the main page of the site , and not about how to make the visitor refer to his content .
Therefore, when creating content under linkbighting, think not about how to attract a visitor to the site, but how to interest him so that he tells other people about you.
Choosing the right content
There is a problem, now you need to find a solution to it. This solution is to choose content that meets your goals. Look at the picture:
In the fall of 2006, SEOmoz employees conducted an experiment to find out how many links you can get by getting news on the main pages of such news sites as Digg, Del. icio us, Reddit, StumbleUpon, Slashdot, TechCrunch, etc. The test results showed that the lion's share of news receives a small number of links (up to 300-500), while only a few news gain significant reference weight (500-10000 +).
The main characteristics of content that earns a lot of votes on social sites, but does not receive links
- Flat humor. Different jokes and anecdotes often fall into Digg's top, but that’s what stops, especially if the joke is nothing more than a slight smirk.
- Surface observations. Even if the content is written according to all the laws of copywriting, its superficiality can significantly reduce its link popularity.
- Repetition of battered truths. Creating content that brings pleasant memories to your readers is quite simple. Another joke about Microsoft can easily get to the main page of a social site, but it is unlikely to attract many links.
- Low-grade lists and digests. This is the most common type of posts on social sites, especially on Sphinn (by SEO) and Del. icio us / Popular (by development). Make a couple of friends, give your news the initial push and everyone will vote for your CSS with rounded corners. But will someone put a link on such news?
- Indulging individual groups of visitors. If you know which user group has an impact on a specific social network (for example, Wii fans on Digg or Ron Paul fans on Reddit), you can create content customized specifically for this group, and thanks to it, jump to the top. However, if your news is not new and not original, you will not get many links.
- Low signal-to-noise ratio. Most of the content on social news sites aims to shock readers. Such content gets a lot of votes, but it is forgotten right away, like they only see the following news.
- Amusing images and videos. The situation here is about the same as the “emotional” news.
- Saturation of the market. If the users of the social network already know by 99% what you have written about, your website will not receive any significant link weight, even if the news goes to the top.
- Too short news. Such news is well received by regulars of social sites, but they are rarely of great interest or critical attitude. Such information is forgotten at the moment when the user opens the next news.
- Negative / provocative content. Sometimes this approach works, but in this case you need to be especially careful and attentive and not overdo it with emotions. And do not forget that your news should be well written and supported by valid facts.
- Re-posting news. From time to time news pops up in the top, which have already been on top of fame many times. The public that puts links to such news is very, very rare.
- Severely time-limited news. By themselves, news can attract a lot of backlinks, but if your information should be out of date in 12-24 hours, you will not get many links. That is why it is pointless to launch an announcement of any event - when an event occurs, everyone will forget about the announcement.
- Inaccurate and unreliable material. If an inaccuracy has crept into the message, ordinary readers may not notice this, but those who depend on will receive your news link or not will definitely check the information before linking to it (even if they link, they can supply it with an attribute no-follow if they doubt the quality of the information).
- Lost in the echo chamber. If your message repeats what has been sucked in already on hundreds of other resources, you will surely arouse in the readers a vague feeling that this has already happened somewhere. And who will link to outdated content?
- Use - well, that the list itself is bad, so it is also inaccurate. Accessing the top gave page 6 links: 3 of them are spam, the other 3 have the no-follow attribute.
- SEOmoz's 2007 Site Stats - Site statistics went to the Sphinn home page, but this gave the page only 17 new links, and half of them came from spam sites. Why did such good news get such a bad result? Because for those who could put the link, it was no longer news - the main audience of Sphinn reads the blog SEOmoz and knows everything firsthand.
- List of Social Networking Sites in Education - despite the fact that this list is very valuable, there is a lot of text in it and it is dedicated to a very narrow niche, and, therefore, useless for most readers. Promotion in social. The networks have given this page only 29 links, most of which are of poor quality and have a no-follow attribute.
- Photo of Digg Accuracy is a fun article, but it is aimed at a narrow group of Digg fans. Even the fact that the news hung in the top "Most Dugg" in the past 30 days, it did not help. The page received only 65 backlinks. As in previous cases, not all links can boast of high quality.
The main characteristics of content that earns links, but does not always become popular on social sites
- Duplicate content. By publishing quality, but outdated material, you can get links from those visitors who have not seen him yet. But he is unlikely to pass on social sites - that it will be waited by the mafia, which will bury it at the moment.
- Detailed research. This is a first-class source of backlinks, but the amount of information may scare a typical social network user who doesn’t vote for the news if they cannot understand what it is about in the first 4 seconds. "
- Interviews. This is an excellent source of information and new ideas, but today interviews rarely go to the main pages of social sites. Thanks to the annotations and the list of "highlights" interviews can be made more accessible to social trousers, but in this case it will not be easy to get their votes.
- Comprehensive news analysis. The same principle works here as with research. Catchy headlines often work more efficiently than thoughtful reflections of experts. Open the newspaper, turn on the TV, listen to the radio - the news is minimized to the size of one or two sentences and go in a continuous stream. Sad? Yes. Is it possible to change something? Hardly.
- Part of a bulk material. When content is broken up into several parts, an audience that has the ability to put a link can find the necessary part of the information and refer to it. But visitors soc. networks will not have enough attention or patience to search for data and understand what parts it consists of.
- Material sharpened for a specific community. If you are accessing a group that does not have enough weight on the portal where you post content, you can hardly count on a large number of votes.
- Comparing Search Popularity Services - this post was devoted to the percentage of visitors to individual sections of the site falls on various search engines. This information did not reach the main page of social services. sites, however, this did not prevent her from receiving more than 450 backlinks.
- How to Order Wine Without Looking Like An Asshole - This entry has received a good flow of traffic from StumbleUpon. Despite the fact that the subject matter does not quite correspond to the common interests of a typical reader, high-quality content and its design in the form of a list allowed the page to receive more than 5000 links.
- Why doesn’t he not start a startup - Paul Graham publishes solid but highly specialized materials. It happens that his records fall into the top of Techmeme site (and from there to Hacker News), this entry has earned 2,200 links, without the help of social sites.
- Interview with Sep Jemvar on Personalization - A great example of how good content, designed in an interview, is ignored by social networks. And yet the site received its several hundred links.
Now, having the necessary information, you, I hope, will be able to bypass the pitfalls of viral marketing.
- How to increase conversion
- How to get rid of the punishment for duplicate content
- How to double the traffic in a few days
- We adopt the experience of the black makers: indirect promotion of the site
Do you like articles? Subscribe to the newsletter!