Creating a blog or website content is easy; creating a content strategy that actively boosts your off-page SEO is a different challenge. The most effective off-page SEO campaigns are built on a foundation of high-quality, link-worthy content. Your content isn’t just for your audience—it’s a tool for earning the backlinks and brand mentions that signal authority to search engines.
1. Focus on Creating “Linkable Assets” A “linkable asset” is a piece of content that is so valuable and unique that other websites will naturally want to link to it. This isn’t just a standard blog post. Examples include:
- Original Research & Data: A survey, a new study, or an analysis of a specific industry trend.
- Ultimate Guides & Tutorials: Comprehensive, long-form content that answers every possible question about a topic.
- Infographics: Visually appealing summaries of complex data that are easily shareable.
- Case Studies: Detailed accounts of how a client achieved success, showcasing your expertise. These assets are the magnet for your backlink profile.
2. Leverage Keyword Research for Off-Page Opportunities While keyword research is typically an on-page SEO task, you can also use it to find off-page opportunities. Look for “high-intent” keywords that indicate a user is looking for a comprehensive resource, or a solution to a problem. A great way to do this is to analyze your competitors’ backlink profiles. Find out which of their content pieces are earning the most links, and then create a superior, more comprehensive version of that content.
3. Develop a Targeted Outreach Strategy Creating great content is only half the battle. You need to actively promote it to earn backlinks. A strategic outreach plan involves identifying websites, bloggers, and journalists in your niche who might find your content valuable. Reach out to them with a personalized email, explaining why your new content is a great resource for their audience. Don’t spam—build relationships. This is a foundational element of effective link building.
4. Repurpose Content for Maximum Reach To amplify your off-page signals, don’t let a great piece of content live on just one page. Repurpose it into different formats to reach a wider audience. Turn a blog post into a podcast episode, a video series, or a social media campaign. Each new format creates a new opportunity for social shares and external mentions. This multi-channel approach increases the chances of your content being discovered and linked to by others.
Q&A Section
Q: What is a “linkable asset”? A: A linkable asset is a valuable, high-quality piece of content that other websites would want to link to naturally. It’s designed to attract backlinks because it is a definitive or unique resource on a specific topic.
Q: How do I know which content to create? A: Start by identifying a gap in existing content. Use competitor analysis and keyword research to find topics where you can provide more depth, original data, or a unique perspective that no one else has.