SEO continues to be a driving force in the marketing world, and as it becomes more integrated in other marketing functions, new roles seem to be popping up everywhere–SEO Analyst, SEO Content Strategist, and SEO Outreach Coordinator are just a few of the new titles we’ve seen lately.
Let’s narrow in on the SEO Content Strategist and the SEO Outreach Coordinator positions. These positions aren’t too surprising to see considering the fact that content and backlinks continue to be on the list of top SEO ranking factors year after year after year.
To oversimplify things, using content to boost rankings is something we can control. It comes down to doing the keyword research, optimizing your content, and tweaking things to get to the position you want–easy peasy, right?
Obtaining links on the other hand, is not as easy to control. You can reach out to as many publishers as you want, but you can’t force them to link to your site–hence the need for someone who specializes in outreach. While one position may seem easier than the other, they’re actually both just as complex, and both necessary for each other’s success.
The Content Strategist must not only focus on creating content that can rank, but also creating content that is engaging and valuable enough to merit links–making it easier for the Outreach Coordinator to earn links. Now, the Outreach Coordinator has to get links back to the content created by the Content Strategist in order to give the site and blog content the boost it needs to rise in the rankings.
Now that we understand how these two positions work together to boost each other up, we’ll go into some specific tools and tricks to help with link building.
Create wow-worthy content
We simplified it in the beginning, but creating great content that is optimized for search engines, but also engaging for people is not an easy task. That being said, you can control the value of the content that you put out.
Use keyword research to figure out what people are searching for–what do they want to know? Take that research and create amazing content that will fill the questions and needs of potential customers.
Finally, make sure that your content is not only optimized for search engines, but also visually pleasing and engaging. Canva is a commonly used tool that marketers use to easily create visual engaging content that increases shares and engagements. Users love it because it’s easy to import your own images and use the templates to make great images for social media posts and ads. Outgrow is another tool that users love for creating quizzes, calculators, and polls that will increase engagement and gather leads.
Increase efficiency with outreach tools
Backlink outreach campaigns can be painful. You can send 1,000 emails and get no response. You could put hours into building relationships with publishers on Twitter, but have zero backlinks to show for it.
While there’s no way to promise backlinks, you can increase the number of pitches you put out with outreach tools. Increasing efficiency is a crucial element of a successful outreach campaign, and below are a couple of suggested tools to try out.
Infusionsoft is a popular tool for sales outreach, but can easily be used for link outreach too. Users love the ability to prioritize contacts based on responsiveness. Buzzsumo is another popular influencer outreach tool. Users like the ability to create lists of influencers in a specific category using the platform itself.
A/B test different outreach emails and content types
Different types of content may have different success rates for earning backlinks. A/B test the different types of content you’re producing to determine which types are best for using in outreach emails. You should also A/B test the language you use in outreach emails to increase your ROI.
Earning links will not be an easy task, but with the right SEO team members working together, you can be sure that your content development and link building efforts are supporting and raising each other up.
Kelsey Reaves is a content-focused Marketing Manager at TrustRadius, a trusted site for B2B software reviews. When she’s not sharing her knowledge on the latest trends in software and B2B news, she nurtures her passion for travel by exploring new cities and binge watching Anthony Bourdain