Outrank Competitors with Content (Links not required)

Outlined below is a more extensive and structured version of what used before for a test post that has generated over 177,000 pageviews, outranked AOL and Entrepreneur.com on multiple occasions and still generates 900+ page views per day. Over 80% is search engine traffic. It’s not my craziest content strategy, but it worked.

That would look like this…

See that signup box in the sidebar? That’s waiting for you, so I can show you the latest strategy I’m testing.

I’ll expand on all/some of the points in separate articles over time.

There’s a lot of theory and ideas contained within; you have been warned.

If you are yet to start a blog. Get a domain and hosting, start an email list and get started!

Let’s Get One Thing Straight

If you’re new to content strategy and SEO, it’s probably a good thing you stumbled across this when you did. The attitude of most in the industry is churn and burn. Lots of content – lots of links. “Relevant” and “Quality” are two over and misused words.

Don’t do it. Cutting corners isn’t going to be an effective use of your time. Do everything better. Your content writing strategy should go beyond building links and keyword stuffing. Some logical analysis of the competition (the pages that are ranking for your target phrase) will give your strategy the edge it needs to outrank competition in the SERPS.

I recently came across an excellent post by David McSweeney. It’s disappointing; you can still rank by spamming links. If you care about your business and are looking at this long term, avoid at all costs. Recent announcements saw two major guest blogging sites get penalised. There has even been an instance of an SEO having his entire blog network (over 1,000 sites) de-indexed.

Google is a content engine; let’s give it what it wants. On the flip side, let’s give the people what they want – useful information.

Keywords, Content Creation and Servicing Googlers

Having a clear cut keyword targeting strategy is a great way to start the development process for content. There is a big difference between choosing and stuffing keywords. Focus your energy on serving the intent behind the search. I’ll use this post as an example.

I’m assuming that you’ll cross reference the below with your usual competition/search volume metrics (or whatever process you use to pick a keyword).

A quick note. Log your short-listed keywords in the same document you are creating your content. They may become useful at a later stage (I cover this at the end of the article).

I fully expect (it’s worth noting I’m regularly disappointed!) to rank well for long tail variations of SEO content writing and/or for the web.

Google applies LSI and long tail keywords to great posts. It does it effectively. So you could use one phrase and actually be targeting the LSI phrase. They don’t need to be an exact match, or even in the correct order. The post I mentioned above ranks for over 200 keywords – many LSI phrases with 50,000-14,000,000 exact match results.

OK, let’s go. First I search the keyword:

I can cluster them into 3 groups: finding jobs, learning to write and outsourcing content creation. Google will usually try and serve several intents it suggests (a page about learning, a couple with job ads etc). I want to target those looking to learn.

I’ll add “tips” to my search and see what happens.

I’ll try another search I think could be closely related. I’m looking at “website” and “SEO” phrases here.

Similar results. Googlers want to develop online content writing skills, and to couple those content writing skills with SEO. Note – when I say online, I really do mean online. Writing for the web requires a different approach in comparison to traditional print.

Google is leaning toward the job based search intent. 3 results include services; no mention of any tips or courses. I quickly flick through. I notice one service result is spammy. It has just about every content related keyword you could think of, mixed in with text that is just fluff. Here is a snippet (this is 1/7) .

You get the idea. It’s kind of annoying that there are (probably) some epic content writers ranking below them. Honest copywriters not getting the leads they deserve.

This is exactly what you want to see. Google is becoming increasingly good at finding spammy websites (links and/or content). So you can bet your bottom dollar, this website will not be there for long – we’ll see these results drop like a stone over the next 12-24 months.

So with the above on the decline (and hopefully non-existent eventually), you are looking for results not serving intent. In this case that would be content writing tips for webmasters and in particular, those looking to write with SEO in mind.

Although “web” does appear within the article, it’s not intentional. In comparison to an SEO focused article a “web” focused article could be those learning to become bloggers (looking for courses), people looking to get their submissions accepted by magazines and more.

So that gets us close to a keyword and the basic intent. We’ll go deeper…

Googlers

To rank, understand the Googlers.

Ensure content is crafted to service the intent of the search like no other in the top 10. Content length, structure and other standard variables you might attribute? Not enough. Servicing the intent is the #1 priority.

Given for this particular search term, there are only a couple of examples of strategy based articles in the top 30 that suggests Google isn’t impressed with their keyword targeting/content match making skills. This is backed up by the fact I know at least 3 of these sites rank for much more competitive keywords (when the targeting is correct).

To successfully service the intent of a query, wipe the marketer and SEO mind you have out, just for a minute. Put yourself in the position of the Googler. Any question you can ask and then answer will help you profile the Googler and better service the intent.

I’m just throwing ideas out there, not specific to my keywords.  If your term is long tail (best hot hatch under £25,000, for instance) – this process becomes a doddle.

• What led them to this search?
• What is it they need?
• How do they want the need presented? (content structure)
• What’s their income? Age? Education on the subject?
• And of course – what happens next? How can I keep them here, send them down my sales funnel/present a CTA (where suitable)?

Compare results on page 1 that are targeting the same audience: length, tone, visuals, educational value. Then, what are page 1 results doing that page 2 results are not – look for patterns. On top of the ideas you already have, this will give you an idea of structure as well as some sub-topic areas you may not have thought to cover.

So, content creation. You’ve read the generic articles showing you how to structure posts and you’re using the keyword targeting method above, so you know what to write about. A checklist that might be useful…

Do:

• entice users to click with a descriptive yet intriguing title.
• provide actionable advice.
• Break up larger articles with bullet points – it makes content easier to digest.
• provide a persona. A conversational tone utilising rhetorical questions will help your post stand out.
• reference quality sources that extend your post. They add value and therefore, credibility to you as a writer.
• model yourself on the best results (not just in terms of their rank – how they service a keyword) and then go and do what they do – better.
• create substantial evergreen content where the intent requires it. Do what you need to do to make it awesome: 1000, 5000 or 10,000 words. (3,000-5,000 is getting to the very high end for a single post, think about splitting it into a series).
• add your call-to-action to get the user further down your sales funnel.

Don’t:

• stuff keywords.
• add fluff to hit word count.
• write or link in any way that feels unnatural, because it said so in an article from 2009.
• worry about the time it takes. That extra hour deciding between a keyword, the reader and the intent could be the difference between zero and 1000s of visitors per month.
• be afraid to delete big chunks through the editing process. I just deleted 1,000 words and replaced it with this 250 word (ish) list.

Titles & Meta Descriptions

Titles

Many aspects of content writing structure are overlooked, as they don’t directly influence rankings; titles are one of those aspects (I disagree with that general consensus).

Length

It is worth noting Google will sometimes pull titles other than the one you suggest.

It’s become increasingly common that Google cuts off titles at 50 characters, rather than the limit of up to 70 some suggest. Sharp and short titles work well.

Would you place this ad in a magazine?

Writing Titles

Copyblogger is a great resource to help craft titles. Before you do, think of them as a promise. Ensure the title is 100% representative of the content you are creating. Consistently delivering based on your titles will lead to users attributing a level of credibility to your writing.

I would include keywords in the title if your content upholds those keywords (unless you have creative titles that are likely to yield a better CTR). If you can’t, you’ve most likely paired content and keywords incorrectly.

Meta Descriptions

Like titles, Meta descriptions are highly underrated. They are not proven to directly impact rankings (for now), but they do help you get the maximum value out of your position.

150-160 characters That’s the proposed limit. This is what happens if you don’t set them correctly. Same image as above as it happens…

This may be caused due to Google pulling a Meta description other than the one you have set. We covered the possibilities to combat that here.

I aim for 140 or less. The description needs to flow naturally. Incorporating a CTA can help boost CTR (click here etc). I had to go through my search history to find it, but here is a great article by Michael Aagaard on CTAs with live examples. It might help generate some ideas.

Title & Meta (click-through-rate) CTR

Leading on from the above, studies have proven applying keywords to domains can increase CTR and conversions dramatically. I’d suggest the same for sites that don’t have the keyword included in their domain, but do have it in the title or Meta.

But does this increase CTR increase rankings? Many say no. But why wouldn’t you take the higher CTR anyway? It’s free!

Common logic suggests that if they are already ranking paid results (and have been for a long time) using CTR as a factor, it’s going to be implemented (or already is) with search.

 

Google processes 100 billion searches per month. It’s been alive since 1996. That’s a lot of searches and a lot of data. Yes, 15% of those monthly searches, Google has never serviced before. But flip that upside down; that’s 500 million searches it knows more about for the next day. It’s already wise and getting wiser.

*This has been sitting in drafts for a while. Since then, Rand Fishkin posted how he went from #7 to #1. It’s a small test and I wouldn’t call it conclusive, but it’s interesting nevertheless.

So that’s it, right? Sorry – another 3-4 minutes to go yet!

Credibility

My title, Meta description, keywords, introduction and content are promises.

Successful delivery of content based on your promises leads to credibility.

Google Authorship. Use this when you write articles and a picture appears next to your name. No big deal, right? Well, this covers the 150% potential increase in traffic and how to get started.

It’s not just traffic due to users fixating on the few images there are, it’s a fast track to credibility. Higher CTR = more views = people see your name more often. As not everyone has this setup, it gives you an edge.

With Google combating all forms of spam, this is a great way for them to apply a filter. If your content is consistently great, this is good news. It’s very unlikely on an average day of me searching; the above image does not appear.

Linking

Internal

I link out to external sites and deep link to my own site, when I feel it adds value.

Passing page-rank here there and everywhere for the sake of it? Internal linking isn’t against the rules, but if they are not adding value to the content, they reduce user experience; you’re shooting yourself in the foot.

My advice would be to link to internal pages. You want users moving to different pages on your site and seeing what you have to offer; no doubt. Make sure you only internal link in a fashion that is enhancing user experience.

Backlinks

Backlinks are a ranking factor; it is how this whole spiders’ web has been created, but it’s important not to force the issue. If you can’t gain links via the processes you decide to use in the “traction” section below, re-evaluate your content. If they are unlikely to yield targeted traffic, they probably are not links you want, especially if you are going out of your way to get them.

Traction

I must note, none of the below was done for the post I mentioned that got 177,000 page views (well above that figure now). This is just an extra boost.

Traction is the most overused word in start-up tech, but I can’t say it any better myself. You need to be marketing a blog if you want traffic. Not just for the initial traffic. People like your blog, they link to it and it snowballs.

Here are a few ideas (by no means a comprehensive list)…

Communities

Participating on niche forums is a good way to drive traffic. I’ve generated leads from forums in the past. Add a signature link and get started. Offer immense value. Like your content writing (substantial and awesome); your participation here should be the same. Think 1 reply or thread per week/day, not 10.

UK Business Labs might be suitable for you? Warrior Forum is pretty huge in the marketing arena.

It’s easy to find forums. First of all, think of the forums your customers hang out. Search “keyword” + “forum”. You need one with active members:

 

Check the main boards (the ones with the most threads and replies) have activity within the last 24 hours:

 

I’ve grown to really like Inbound.org. It’s a great resource. The great thing about finding a site in your niche like this, is that it gives you a chance to have content not only getting views from day 1 (if it’s awesome), but also networking with bloggers. Next time they cover a similar topic in a blog post, they may reference your post.

Social Media

Make sure you’re Twitter handle and other social profiles are visible, you’ll get targeted followers. You can get me @Grant_A_Draper.

As I don’t want to turn this into a social media post, I suggest heading to Social Media Examiner.

Email lists

Aweber is the preferred email platform for online marketers and if you have a blog you need an email list. Sure, it sucks in the early days, no subscribers; you talk to yourself, but give it time. If what you’re producing is of value, it will all snowball. You’ll get sign-ups and you instantly have people ready to view your post, as soon as you hit publish. Test different methods of acquiring subscribers. For instance, this post from Brian Dean shows you how to create a social squeeze page.

Outreach

Outreach is a great way to build relationships. Honestly it’s hard. As I’ve been ghost writing for digital agencies since 2007, my connections are minimal. It is tempting to cut corners (I think I have a few times, it didn’t help). One connection can mean insights, links and targeted traffic. Maybe a simple share of your link with their audience yields you more connections?

You can see who is using similar content via Open Site Explorer (OSE). So, you want to write a post on “how to install WordPress”.

Search Google for the keyword. Let’s pick Siteground.com:

Go to OSE and paste in the exact URL. You’ll see some tabs. Click on “linking domains”:

So now you have 27 different websites to check out. This is a fairly high profile site and like other high profile sites, a lot of the links are exactly that and are extremely hard to get. But there is no harm in trying. You can email the site owner directly.

As I link out to A LOT of sites, that gives me a separate list. “Hey, I linked to you in this article, check it out”. You get in their head, they might link; you might build a relationship. The lower the profile of the site, usually the higher the success rate.

Work online? Have contacts in a relevant industry? Get in touch with them. Let them know you are creating the best blog in the industry.

Guest Posting

You may have seen Matt Cutts mention “So stick a fork in it: guest blogging is done; it’s just gotten too spammy”. Don’t look at this as an SEO tactic. Guest posting is not dead in terms of gaining exposure; especially for new bloggers.

Employing a no-follow link will protect you. That said, I won’t be too worried if the links in my bio are do-follow. I’ll only be posting on blogs I deem credible, I’m prepared to regularly contribute to, get good traffic and social shares, as well as being highly relevant to my site. I can’t see how Google attribute anything negative to my regular contributions in that respect.

Content Planning & Analytics

Large brands investing heavily in their content marketing strategy will develop multiple personas to appeal to different segments of their target audience. They do this with varied tone, writing style, subject focus, content format and frequency of posting. My content writing strategy is fairly colloquial. It’s a combination of who you’re targeting and your own writing style.

Consistency will convert the average Googler into type-in traffic and hopefully, revenue. This is where having a content schedule will work in your favour. Posting on the same day, once a day or once a month for instance. Users get used to these patterns.

All of the above needs to be incorporated into a plan.

Analytics

To ensure you get the best ROI from your content strategy, you need to be analysing results. My experience is that a post on its way to the top can take 3-6 months to reach that point, sometimes longer for highly competitive phrases. On the flipside, it might have peaked after 2 months and be getting hardly any traffic.

By analysing time engaged on a page, page views and rankings, you can cross reference with your plans and ideas for servicing the keyword. You can also compare it with similar pages that have done well, to see what’s working and why (and what’s not).

Google Analytics should be used as a minimum. Moz, KISS Metrics and Optimizely are all tools used to track further metrics.

Ridiculously high bounce rate? Super-low page engagement? Think about re-targeting (I’ll do a separate piece on this) the post. You have all the potential keywords from when you originally developed the content.

On top of this you should have some analytics data. Go through individual keywords you’ve had engagement from and see if you can cluster a set of keywords that are giving super-high page engagement and low bounce rates. Those are the ones that your content is actually servicing. Repurpose your title, Meta description and opening paragraph to target those keywords. For instance, switching this post from being “content writing for the web”, to “writing for SEO” if the latter is getting much lower bounce rates and page engagement time.

Obviously with a new perspective on a post, it’s worth going back through the keyword targeting process again (compare top 10 results, see what is missing from your content and holding it back etc).