28 Apr What Type of Content Gets the Most Links?
Inbound links are hugely important to increase the SEO value of a page, but getting them is hard and time-consuming.
Creating content that people want to link to is the best way to generate links, since people rarely link to a home page or a service page. They tend to link to other types of content – but what types? And what is it about these content pieces that get such large numbers of links?
The folks at Moz.com and Fractl did a study going back to 2013 which examined over 300 content marketing campaigns. They took a look at common factors to identify what makes for good content.
Here is what they found, which you can use in your Florida Internet marketing campaign.
Emotional Appeal Reigns Supreme
When possible, use emotion in your content.
They found that the pieces of content that received over 100 placements (on other websites) were three times more likely to have an emotional hook than campaigns that weren’t as successful.
In other words,the top-performing campaigns appealed to emotion. Common emotions you can invoke include:
One campaign – Perceptions of Perfection – showcased pictures of women altered by native designers to reflect their individual countries’ standard of beauty. It received over 600 placements.
If you can incorporate humor into the equation, even better. But with or without tickling the funny bone, the key thing to remember is that emotion gets attention and links.
Appeal to a Broad Base of People
Super-niche pieces of content may be highly appropriate to a narrow target audience, but they won’t gain as much attention as content with a wide appeal.
The study found a correlation between high average domain authority (how visible, reliable, and trusted the linking domain is viewed by Google) and content topics that had broad appeal. In other words, content with a wide appeal received links from websites that are more respected than the average website.
Two examples of content topics that received a lot of links from websites with a domain authority over 55 (which is pretty good) include “Deadliest Driving States” and “Most Googled Brands in Each State”.
Compare, Contrast, and Rank
People also like linking to content that compares and contrasts two or more things, or ranks things in a certain order based on desirability, effectiveness, cost, etc.
One of the study’s more popular campaigns was a 2015 Airport Rankings piece that ranked airports based on the experiences they received. Plus, it was relatable, since most people have had a bad experience at an airport at least once in their lifetimes.
Try to Include Pop Culture References
This last one can be difficult for some industries, but virtually anyone can do it with a little bit of creativity. Try to incorporate pop culture references if at all possible in your piece – as long as the references are timely and/or recognizable by your target audience.
If you’re appealing to Millennials, making references to the 70’s and 80’s will fall flat. Nostalgia can be powerful, though; those same 80’s references would probably be appealing to people who came of age during that decade.
Use variety, too; don’t just stick to one type of pop culture reference. Use TV shows, movies, celebrities, news events, music, and so forth so you can appeal to a wider range of people.
Coincidentally (or maybe not so coincidentally), the same principles discussed above apply to getting social shares, so if you have social media as a part of your Florida Internet marketing campaign, you’ll benefit from following this advice on those platforms as well.