Some may say content marketing is the new SEO, but it still isn’t an effective SEO strategy unless it yields backlinks, and that too, from high-quality sites. If your site is not already a very popular face in its own field, it’s not easy at all to get a good deal of exposure, let alone links, for your awesome content piece.
This is exactly I used a promotion-oriented strategy that not only gave my content piece huge exposure, but also helped build links to it passively. And the best thing about it is that it’s mostly an one-time process, meaning that you won’t need to perform email outreach month after month, trying to earn links to your content manually.
Back in November last year, I published the 11,000 words guide to increasing Domain Authority. Sure, in the first one or two days, it got quite a bit of hits and social shares, significantly higher than that of other normal posts. Still, I thought that it had the potential of garnering a ton more eyeballs than what it was garnering at that time. Not only that, I felt that it deserved to be at least seen by a lot more people.
Initial social shares, including tweets from industry influencers like Neil Patel, Jason Acidre and Brian Dean helped the content piece get a bit more exposure, but it still didn’t satisfy me. Besides, I thought that I’d only start off with a link prospecting campaign, once I feel that enough people have actually seen it.
Sure, I could use paid promotion services like StumbleUpon’s Paid Discovery and Facebook’s Promoted Post, but I felt that spending a good deal of money only to get a few thousand visitors wasn’t worth it. So, I thought long and hard, and finally came up with a strategy in my head that would not only help the article get more eyeballs to it, but also get some quality links pointed to it.
The strategy was re-publishing a shortened version of the guide on a couple of industry’s leading publications. I didn’t have to work a lot on shortening it because it already had an infographic that I could re-publish anywhere else on its own. I chose to create unique descriptions, essentially presenting an overview of what the guide is really about and what all things it comprises of, to use alongside the infographic in two of the sites I re-shared the guide on – Search Engine Journal and Business 2 Community.
When you have a really high-quality content piece to leverage, you can easily get it published in other popular industry publications without much hassle. You have to keep in mind that while emailing the editors of this kind of hugely popular publications, you have to be concise and exactly to the point in your writing. You have to describe in-short why your content piece is worth re-publishing on their sites. If your content piece is really as awesome as you think, that should be enough to seal the deal!
Now, let’s take a look at the link profiles of my original guide and the re-shared post on SEJ. First, we’re taking SEJ’s:
The re-share managed to bag hundreds of external links from a host of referring domains, with most of them being high-quality as indicated by the high amount of AhrefsRank of the page. No wonder it ranks first or second on Google for all ‘domain authority’ related searches.
So, what does it do for my own site? Well, as you can guess, the re-publication contains a link to my original and unabridged guide. That alone sends tons of visitors to my original guide everyday. It would’ve been extremely hard for my guide to rank first on Google had it not been also up at an industry-leading site like SEJ.
Let’s look at this from another perspective. SEJ relies on advertising money, and the re-share ranks high on Google and gets them tons of visitors per month, that’s where their main point of interest is. They don’t really care if a good deal of those visitors also visit my original guide — but, of course, I do. So, it’s a win-win situation for both.
Now, the link profile of my original post:
I almost didn’t do any link prospecting for the guide on my own site. Yet, a majority of the sites that linked to the SEJ re-publication, also linked to my original guide. So, that’s what made my original guide rank on the first page of Google as well.
So, in short, this method helps bring tons of visitors to your content piece, both actively, by getting the content piece itself ranked high on search engines, and also passively, by sending referral traffic from the leading publications that have re-published your content.
This way, I didn’t spend a dime on advertising my awesome content piece, nor did I spend hours preaching other webmasters to link to my guide, and yet I managed to get thousands of visitors for it alongside a great deal of high-quality, editorially given links.
If you have a unique and super high-quality content piece on your own site, you can give this method, which I prefer to call the symbiosis method of earning links and gaining exposure, a try.
So, what do you think of the symbiosis method? Are you planning to give it a try?