A few months ago, I ran an experiment to see if we could get back to using ads and it works decently, but there were some obvious flaws in my process. So I talked with my buddy Josh, who runs a blog, and we strategized the way to do this. Right. Meaning we’d create a new link where the page get links to it and have a cool story to share with you. So today we’re kicking off a three part series where I’ll show you how to strategically write a blog post that generates links. Then in part two, I’ll show you how we built links to that page and we’ll finish off the series with where it all began, an ad campaign specifically designed to generate links passively.
I’m pumped. And if you are to then stay tuned. So this is part one of our three part series, and I’ll be dropping the other videos over the next two weeks, so if you’re not subscribe to our channel, then make sure to do that now because the videos will go hand in hand. And I don’t want you to miss out on the rest of the series. And if you’re watching this at a future time, then feel free to binge watch these and implement as you go. All right. So I’ve created a lot of videos on content creation and link building, but what I haven’t talked about much is how they’re connected. And there are multiple facets to this. The first and most obvious is content quality. It’s easier to get links to an awesome piece of content than to something mediocre. And I’m sure you’ve heard this advice a million times, but that’s because it’s true. The second factor that often gets overlooked is whether the topic is actually linkable in this comes down to certain content. You need to ask yourself, why are these people searching for the topic in the first place? For example, let’s say you’ve created a post targeting the best decaf coffee. Who do you think would be interested in searching for this on Google or what type of people might click it if they saw it on social media? Probably people who want to drink decaf coffee. The vast majority of people probably aren’t bloggers and journalists or anyone that has the power to link to your page. And as a result, you’ll see that none of the top 10 pages have many back links pointing at them. Now, what about a topic like coffee stats, who do you think will be searching for something like that? Probably bloggers, journalists and people who are looking for supporting facts to include in their articles. In fact, words like stats, statistics and facts are very common modifiers people search for when writing content. And this applies to tons of industries. For example, this page on coffee stats has five hundred and eighty four referring domains. Pointing at the page and referring domains are unique websites that link to the page nerveless statistics page. On average, household credit card debt has nearly twenty five hundred referring domains and multiple pages for the Corie marriage statistics have hundreds of referring domains. Bottom line people link to stats pages when setting facts and figures in their content. And the third facet is timing. Even if your content is great, it won’t translate into links if it reaches the right people at the wrong time, at least not in the immediate future. But now the timing and your chances of getting a link increases exponentially, and we’ll get into timing later on in this series. So the first thing we need to do is find a proven topic that’s link worthy. So to find a topic for our site, I went to Keywords Explorer and search for a bunch of broad keywords related to our business, like SEO, search engine optimization, content marketing, keyword research, link building and blogging.
Next, I went to the phrase match report, clicked on the include filter, and added a list of keyword modifiers like stat stats, statistics, fact and facts. Finally, I clicked on the any tab so the list would show us keyword ideas that include any of these modifiers combined with our original list of seeds. Now, a lot of these look like great topics for our site, but since our primary focus is on SEO statistics is the most relevant query to our business. So that’s the one we chose. Now, it’s important to note that creating a stats page isn’t necessarily about generating a ton of search traffic. So if you see lower search volumes like this, then there’s no need to work. These pages are about generating a ton of links. Then you can use that page to power other posts or even your money pages. For example, our study snippets is our most linked to post on HFS blog, and if you visit that page, you’ll see that we link to a couple of our two landing pages helping them rank higher in Google for queries we care about. Now, if you’re having trouble understanding how this strategy works, we have a full video on it called the Middleman Method. So take that up in the description. All right. So if we go back to keywords, explore and look at the search for SEO statistics, you’ll see that these three pages have over forty two hundred referring domains pointing at them, meaning there are more than enough prospects we can reach out to as soon as we create our SEO stats post. All right. So the next thing we needed to do was to create the stats page. Now let’s have a moment of honesty here. It’s tough to make a page of stats truly stand out, among other pages. They’re all going to be curated lists and there’s definitely going to be overlap between competing pages. So to ensure we had the best page we could make, we thought about what a user would want to see when they land on the page. Basically, people are searching for curated information so they can add bits and bobs to their posts to support their claims. So it was vital that we made our post organized and easy to digest. So we asked Askew, one of our most efficient researchers, to compile it nicely organized list of stats by category. And the entire first draft of the post was done in a couple of hours. Now, at this point, we had a decent list of stats and it was ready to be published. But these are all based on what you thought were interesting. So I had an interesting thought. What if we included stats from these popular pages that are responsible for attracting links? Then would that not make our page a curation of the quote unquote, best SEO statistics? After all, if people are linking based on a specific stat, then that’s telling of what people want to find. So the next thing we did was analyze the background profiles of competing pages to see which stats attracted the most links. So as I was researching in Of Site Explorer, I noticed that the majority of links that stats pages get can be attributed to just a handful of points, despite having tons of different stats on the page.
Around 10 percent of the stats are responsible for 90 percent of the links. So for the most part, they were just creating noise to the stats that people want to link to. So we took a few of the top ranking pages that have tons of links and put each of them into site explorer. Then we went to the anchors report. As you can see, people are linking to these pages based on specific stats. So looking at the anchors report for search engine journals, page ninety three percent is the most used anchor by far. Then there’s fifty one percent, thirty two point five percent and so on. Next, we went to the backend support to get more context on these links. And we also wanted to see the number of unique websites linking to the stats page, which would help us gauge popularity and ultimately tell us whether we should include a similar stat in our post. To do this, I set the view to one link per domain, since we don’t need to contact the same website multiple times and then search for the number ninety three in the include box and I set the filter parameters to only search within the anchor or surrounding text of the page, since that would tell us if we can attribute that stat to the link. Finally, I set this filter to only show follow links, which are value passing links, and as you can see, there are six hundred and fifty two referring domains pointing at this page that can be attributed to this one stat alone. So it was definitely worth including something similar in our post. Now, there’s an interesting thing we noticed here. The original Backlund for most of these links are pointing at an old URL which has been redirected to the new page. And when there are redirects, there are often problems that come with them. After visiting S.J Stats page, we learn that there isn’t a single mention of ninety three, which means that six hundred and fifty two links from unique websites no longer makes sense. So this would become a part of our outreach angle and we’ll get into this in part two. Now in order to find where that ninety three percent stack came from, I clicked on the carrot beside the URL and then clicked on View on Archive Dog. And if I search for that stat, you’ll see that it comes from a 2006 study done by Forrester, which is 14 years ago. So after choosing around five to 10 stats based on our competitors anchors, we did an audit of these stats, basically with any data point that was super old are outdated. We did our best to find a recent stat. Then we added our list of popular and up to date stats near the top of the post with the heading top statistics so they get more exposure and hopefully generate more links. And there we have it, a stats page that we think will generate links. And the only way to find out is if we actually try and build some links to it.