Organic traffic is essential to online strategy, and so it’s the primary goal of many companies that implement a digital system to acquire customers.
To this end, companies strive to create good content to reach the right audience through their digital channels. But it’s not enough to have amazing content; people have to see it. Even large brands have to focus on building links to better their search ranking.
That is why there are companies that do off-site SEO work that could improve your search presence and contribute to your brand image. One of them is uSERP.
In this episode of Content Logistics, our host Camille Trent welcomes Jeremy Moser, the CEO of uSERP. Camille and Jeremy get into the importance of off-site SEO work and investing in it. They discuss link building, SEO tools, and which activities actually work.
What Do You Need for Link Building?
“You need a really good piece of content, where people are landing on it and actually consuming it. It’s a good piece. It’s got a lot of unique data. It’s got custom images that maybe people can view. Maybe it has a video, too — that’s good for visual learners and keeps people on the page longer. You need all of this when we’re talking about link building because you don’t want to drive anyone to these pages for them to just bounce immediately. […]
Once you get a lot of that good quality content going, and you get that to start picking up some keywords and rankings, that’s when you want to start shifting your focus to building links directly to those pages because we’ve seen it having just the biggest impact overall. It’s obviously great to have a ton of links to your root domain overall and have a really good brand authority in that sense. But we see, even in competitive spaces, that it’s just not enough. You need links to specific pages, especially if you’re going up against big competitors. You want those pointing back to those unique pages beyond just your homepage, and so that’s where you start to really make the shift once you’ve published that great content.”
Useful SEO Tools
“Your first one should probably just be Ahrefs or Semrush. Just get familiar with those, especially if you’re doing this for the first time, or you’re looking to get someone on your team to start doing this. Definitely get them one of those tools. Just run them through. They each have their own free courses that you can dive into, and they are actually really helpful. They go pretty in-depth on not just what the tool can do for you but how to put that into action, things you can actually do, and campaigns you can actually start to run.”
What Activities Work and Don’t Work in 2022?
“Don’t start by doing a lot of cold emails. I’m sure if you’ve worked at a company or if you own a site, you get a lot of these emails on a weekly or daily basis asking you to add a link to certain posts. It’s just like nonstop spam, and it can work if you’re sending enough emails, but the conversion rate is probably half a percent or something like that. So you’re going to have to just send them a massive amount of emails; you’re probably going to piss off a lot of people in the process. So the results there are just not great, especially in the competitive space. […]
What we found to be key, for at least your initial focus, is just relationships. Just identify a list of 50–100 different companies that you would love to get a link from, mentioned from, or a story from, and just contact those. Start contacting those journalists — you could, maybe, follow them on Twitter or LinkedIn, build a real relationship with them, and prioritize the long game there.”