Why Is Content Important for Link Building

Link building is undoubtedly one of the most crucial aspects of SEO. However, it is also the hardest!

According to a study by Conductor, 41% of SEO experts consider link building as the most challenging tactic, right above keyword research. 

As a result, executing proper strategies is more than needed to find success with link building, and one of the methods is content. 

When mentioning content, we are not only referring to guest posting, even though it is the most popular link building technique. 

Creating unique and linkable content can also help you secure quality backlinks. 

In this guide, we’ll get into the importance of (quality) content for link building, and you’ll also find some of the best strategies for success. 

Understanding Link Building in SEO

Google considers many criteria when ranking a website, and one of them is links. In fact, it’s one of the top factors for a site to rank on top. 

Before we dive into the topic of content’s role, it’s crucial to understand what link building is.

What is Link Building?

Link building is an effective SEO technique where the strategy is to get other websites to link to your website. 

Getting high-quality links point to your website means that Google will consider your website to have a high authority, allowing you to dominate SERP.

Link building strategies include, but are not limited to:

• Content creation and promotion
• Guest posting
• Broken link building 
• Skyscraper technique
• Influencer outreach
• Social media promotion
• Testimonials

How Link Building Impacts SEO

Not only does having quality backlinks direct traffic to your website but there are many other impacts of link building as well. Here are a few:

• Building Authority: Google and other search engines use links as one of the primary methods of determining the trustworthiness and authority of a website. When many reputable sites link to a page, it signals to search engines that the content is valuable and trustworthy.
• Referral Traffic: Having a referral backlink on a well-visited site will direct a lot of traffic to your website.
• Local SEO: Links from local newspapers, business directories, and events can improve local search engine rankings.

The Role of Content in Link Building

Content and link building have a symbiotic relationship. 

Well-made content results in quality backlinks, and backlinks increase the content’s visibility. 

As a result, you cannot ignore the importance of content as a successful strategy for attracting links.

Let’s explore this topic in-depth below:

Attracting Organic Backlinks

Having informative, exceptional and engaging content attracts backlinks.

When your content offers value, other websites are more likely to reference it in their articles, blogs, or resources.

For example, if your content has elements like infographics, comprehensive guides, or compelling narratives, it is highly sharable and will have a better chance of earning backlinks.

Building Relationships

When you reach out to other websites or influencers for link building, having stellar content gives you a strong footing.

Good content opens doors for guest posting, collaborations, and other partnerships, which are vital for building links.

Improving Search Engine Ranking

Search engines favor content that is seen as authoritative and relevant. 

Quality backlinks serve as endorsements, boosting the perceived value of your content in search engine algorithms.

For example, Backlinko’s incredible content on backlink strategies is one of the top results on Google for the keyword “best backlink strategy.” 

A quick search with Ahrefs reveals that this page has received over 2,500 backlinks. 

Diversifying Link Profile

Utilizing various types of content (like videos, podcasts, and case studies) can attract a broader range of backlinks from different types of domains.

Long-Term Benefits

Creating evergreen content ensures that your material remains relevant and continues to attract backlinks over time.

Regularly updating content keeps it current and relevant, which can attract new backlinks and maintain existing ones.

8 Strategies for Creating Link-Worthy Content

Now that you have a brief idea of the role of content in link building, it’s time to learn some strategies that will help the symbiotic relationship between content and links. 

Having boring content that does not provide any value will not attract backlinks, especially in a competitive niche. 

Therefore, your website must include well-made content, where the following strategies can help:

1. Focus on High-Quality, Original Research

Original research, surveys, and unique studies provide fresh data that is highly valuable and link-worthy.

In-depth reports on industry trends or insights position your content as a primary source of information.

For instance, we used several statistics from this content from AuthorityHacker, which compiles research from other credible sources and includes original data.

2. Create Comprehensive Guides and How-To Articles

Develop detailed, comprehensive guides that cover a topic extensively. These become go-to resources within your niche.

Practical, easy-to-follow tutorials and how-to articles are highly sought after and frequently linked to as useful resources.

3. Develop Thought Leadership Content

Share expert insights or opinions on current trends, future predictions, or industry changes.

Collaborate with industry influencers to create content, leveraging their authority and audience.

4. Utilize Visual Content

Well-designed infographics that visually present data or concepts are highly shareable and linkable.

Moreover, quality videos or podcasts that provide valuable content can earn backlinks from various platforms.

5. Leverage Data-Driven Content

Detailed case studies showcasing success stories or experiments are valuable for readers and are often cited in other content.

Compile and present statistics or data roundups on a specific topic, making your content a primary source for referencing.

6. Tap Into Trending Topics and Current Events

Use current events or trending topics as a springboard for content, linking your niche with something in the news.

Creating content that capitalizes on recent developments or upcoming events can generate immediate interest and backlinks.

7. Optimize for Readability and Engagement

Ensure your content is easily scannable with clear headings, bullet points, and short paragraphs.

Use storytelling to make your content more engaging and memorable.

8. Regularly Update Existing Content

Update your older content to keep it relevant, which can attract new links and maintain existing ones.

Content and Link-Building Tactics

Let’s say you have created highly valuable content for your own website that’s likely to bring in backlinks. While it’s one of the crucial elements to utilize content for link-building, it’s definitely not the only one.

Branching out to different avenues with content is the best approach to collecting valuable backlinks from reputable sources. Here are some strategies to consider:

Guest Blogging and Content Collaboration

Guest blogging is when you write and publish an article on someone else’s website or blog. Such posts allow you to gain backlinks, and you can always ensure the quality of the backlink by guest posting on a reputable site.

Guest blogging is also about building relationships with other industry influencers and bloggers, which can lead to more collaboration opportunities.

Collaborating with influencers, industry experts, or other bloggers to create content can also lead to shared promotion and backlinks.

Content Syndication

Republishing your content on other sites is called content syndication, and it is also another way of securing backlinks. However, the likeliness of getting high-quality links with content syndication is lower than guest posting.

Nonetheless, this is an effective technique for your website’s link building strategy. 

Here’s how you can get links with content syndication:

• Choose reputable platforms for syndication, like Medium, LinkedIn, or industry-specific forums.
• Ensure that the website republishing your content includes a link back to your original content to avoid SEO issues related to duplicate content.

Broken Link Building

Broken links are hyperlinks that do not point to any existing pages. 

The content of many reputable sites usually has some broken links due to the removal of pages, website restructuring, link rot, and human error, among other reasons. 

According to Linkody, around 8.03% of all links break within the first 3 months. 

If you have a compelling piece of content that can replace a broken link of other websites, it can be an excellent way of getting a quality backlink. This strategy is called broken link building.

Use tools to find broken links on websites within your niche. Once identified, you can contact the website owner and suggest your content to replace the broken link.

Sometimes, you may need to create new content that closely matches or improves upon the linked original content.

Using Social Media for Content Promotion and Links

Utilize platforms like Facebook, Twitter, LinkedIn, and Instagram to share your content and engage with your audience.

Consider using paid promotions to increase the reach of your content to a targeted audience, which can also lead to more organic shares and links.

Tips for Effective Content and Link-Building Tactics

• Quality Over Quantity: Focus on creating high-quality content that provides value. Quality content naturally attracts more links.
• Consistency: Regularly produce and share content to maintain engagement and visibility.
• Engage and Follow Up: Actively engage with anyone who comments on or shares your content. Building relationships is key to successful link building.
• Monitor Your Backlinks: Use tools like Ahrefs or SEMrush to monitor your backlink profile and measure the effectiveness of your link-building efforts.

Final Words

Link building is one of the most important and hardest parts of SEO. In fact, 94% of all blog posts receive any backlink. 

Therefore, it’s essential to focus on quality content that will encourage reputable sites to link to your website.

So stop wasting money on repetitive content and start creating engaging posts that bring something new to the table!