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Increasing Your Site's Link Juice Through Content 
By Eric Enge
Expert Author Article Date: 2009-06-01 Imagine you want to establish yourself as a true leader in your market space. However, the market space has been around for a few years, and there are other sites that have already established themselves as leaders. A natural thing to do is to backlink those leaders (i.e. use a tools such as LinkScape to get a map of who links to your competitor). The next thing that people often do is to start contacting people at the best sites (with the most link juice) that link to the competitor. No question that this is a good idea, but the analysis should not stop there. Here are the two major reasons why:
Expanding upon the 2nd point above, the search engines already know how to assess the relevance of a link. They also recognize sub-sectors within each market space, such as news sites, blog sites, sites selling related commercial products, academic sites, industry organizations, not to mention the scores of categories of sites that are tangentially related to the space, and therefore refer to link to sites in it from time to time. A true leader in a market space will most likely have links from all of these sectors. A single focused link building campaign will not give you this type of breadth. To think about it in non-SEO terms (or in a non-search engine world), a single successful marketing campaign does not make you a broadly accepted leader in a space. You need breadth too. You need to implement campaigns that will touch all of the various segments of the market. Note that you don't have to do these all at the same time, but over time you want to touch as many different relevant segments as possible. One great way to do this is with PR related strategies (there are other ways to achieve breadth in links other than via PR, we are just using it for an example here). Create some truly unique content or tool, and then work hard to let the world know about it using PR. Fuel the fire by implementing more great content and tools. This may seem like a hard road, but you can't get to a leadership position in a market space without doing these types of things. But, the focus of this post is not to tell you to build great content and promote it well (although you should do that). The focus is on putting together a map of what defines breadth for your market space and implementing a link building and promotional strategy to achieve breadth in your link building. To help do this, there are two questions you should ask:
To answer these questions you will need to do more than look at the best links your competitor has received. You will need to map out a broader picture of different market sectors that have linked to them along the way. I don't have a simple formula for doing this, other than getting detailed backlink reports on your leading competitors, and analyzing hundreds of the links they have and classifying them. What categories to use will vary for each market, but you can certainly start with the list of categories I mentioned above. The next step will be to figure out what types of content, tools, and marketing you will need to build a similarly broad profile. With this plan in hand you will be well on your way to being able to design a market leadership strategy for your business. Comments About the Author: Eric Enge has established a reputation as a leading search engine marketing expert, and is the author of the Ramblings about SEO blog. Eric is also co-founder of Moving Traffic, Inc., the publisher of City Town Info and Custom Search Guide. |
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