Week 9: Build Content
Since Week 2 of Your SEO Plan, we’ve had you searching the Web for sites that may
want to link to yours. Have you received the cold shoulder from most of these poten-
tial traffic sources? Or have you been slacking on link building because you think your
site has no linkable content?
With more and better content, your search engine visibility will benefit in two
ways: more people will want to link to it, and the search engines will find more unique
pages to index. But building quality, linkable, preferably noncommercial content is eas-
ier said than done.
This week, you’ll uncover opportunities that you may never have realized existed
and scrub out obstacles, all with the goal of making your site more linkable. Your daily
assignments for this week are as follows:
Discover Content You Already Have
Develop New Content
Optimize Non-HTML Documents
PPC Quick Check and Link Building
Monday: Discover Content You Already Have
You know how great it feels to find a twenty in the pocket of a jacket you haven’t
worn in a while? Today is the day you’ll look for linkworthy and search-engine-friendly
content that you didn’t know you already had.
Here are some likely hiding places:
On Your Website
What could you already have on your site that’s linkable? Here are
• Product comparisons
• Research reports
• Industry news
• Free downloads
• Case studies
• Photo galleries
You may have content on your website that just needs a little tweaking—perhaps a
reorganization or a minor rewrite—to become linkworthy.
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