Seo Strategy, Revisit your Content for Link Building

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Seo Strategy, Revisit your Content for Link Building

It’s been said many times before, that creating unique and compelling content in the way of articles, FAQ’s, how to guides, eBooks, user testimonials, blog posts and innovative videos, and taking the time to syndicate that content across relevant user, web and social communities, is the best way to get people to link back to your content. This is also termed as “link baiting”.

Having said that, if you have been sincere in creating and promoting your content over the last 6 months to a year, and in building quality and diverse links to your website with relevant anchor text, then a neat seo opportunity lies in revisiting your past content archives.

Sometimes we SEO experts get so caught up in building external links and battling it out with the competition for our clients, we forget to make ideal use of internal link building to get a boost in rankings.

External links tell a search engine that there are other websites and communities (other than you) that think your website to be of some value, in the same way, internal links tell the search engines which pages you think are most important by counting the number of links pointing to that page.

While building a link matrix of external links with relevant anchor text is important to search engines, the internal link structure and anchor text also plays a big part in a successful search engine optimization strategy. In addition good internal linking makes it easy for the users and search engines to understand your content better with category and sub category pages that link to the deeper pages of your website.

Expert SEO TIP: Tweak your Content for Higher Ranking

They say that the answers we seek lie in the past “going back to the roots”. In revisiting your past and looking at it with a new perspective you can begin to understand the mistakes made, the underlying fears and insecurities developed, lessons learnt, and maybe some answers for the present moment.

By revisiting your past content, and looking at it with a fresh perspective, you can find innumerous SEO opportunities. I have listed a few of them below:

1. The Title – Can the title of the content page, article (or blog post) be improved, or better written to incorporate the keywords you are targeting currently?

2. Internal Linking – Many times when we revisit old content pages we find opportunities to include anchor text links to the important pages (focused around our primary keywords) of our website and internal links to relevant newer content pages. This helps in building relevant internal links and gives users a choice to navigate through your content easily by clicking on the link/topic of interest.

3. External Linking – Revisiting old content also reveals many opportunities for creating relevant external links. An external can be given if the external link provides some additional value to the topic being discussed. External links should also be given to authoritative sites and to relevant sites in your industry. An external link tells the search engine and your users that you are helpful and not afraid to link out (sometimes even to a competitor’s site). Become a hub for resource links in your industry.

4. The Tags – Do you need to tweak those tags (or Meta tags) to make them more focused? Are there some keyword variations you want to add to the list? Remember to keep it simple!

5. Improving the Content – Did you find grammatical errors (hopefully not) that need to be corrected? Do you have some new insights into the content that was originally created? You can always add value to the original articles, and maybe make a new article out of it (the link juice can be passed down to the new article, cross linking possibilities and its new content for search engines). Also revisiting your content is a great place to find new content ideas, and missing gaps in your older content.

6. Targeting New Keywords – Over the last few months you may have discovered new keyword phrases or long tail phrases you want to target, and maybe move away from some keywords combinations that have not been working so well. This is the time to use your old content to give the new keywords a boost.

7. Pass on PageRank – If you notice that each individual page of your website has a different page rank. The index page generally has the max page rank (Normally because the index page also has the max inbound links which is one of the criteria of search engines while calculating PageRank). Did you know you can use internal linking to pass the rank juice from well ranked pages to ones that do not have PageRank?

Find relevant opportunities, and work on adding value to older content, and you should see a significant boost in search rankings.

A word of warning here, don’t overdo it. At the end of the day, though we may get some answers by “going back to our past roots”, we have to eventually come back to live in the present moment.

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