Creating Content for Anchor Text
Links, links, links and more links. While links are extremely important to SEO efforts, there are so many factors that often get overlooked. It isn’t just about how many links can you get nowadays–but the quality of links, the anchor text used in links, the difference between follow vs. no-follow. There are so many factors that link building itself is almost its own unique industry.
There is a site that I am working on that covers all aspects of history. In my attempt to increase organic traffic, I’ve taken the time to comb through long-tail keyword research to find untapped keywords and I found a gold mine: the history of human trafficking.
Why I Chose this Long-tail Keyword Phrase
Being non-competitive and high-volume aren’t enough for me to jump into a keyword. While the stats were what originally swayed me, there were many other terms that I could have gone with. The reason that I chose this particular phrase was that it should be easy to link to. An issue as prevalent as human trafficking allows me to build links from news sites, political pundits, economics blogs, and humanitarian/rights sites. This way I am not slotted into a tiny niche and have few link building options.
Creating Content for this Anchor Text
It isn’t enough that I found a source of untapped traffic, I needed to give search engines and people a reason to visit my site for this keyword phrase. More importantly, I needed a reason to link back to this keyword phrase. This means that I needed to create content around this subject matter. I needed content that was both relevant to my site and served a purpose. As my history site is blog-formatted, with constantly updated material, there is no problem with slipping in content for the site and putting a historical spin on it. The problem arises when a company has a fairly static site and the content in question serves no real purpose–although, you’d be surprised how a skilled writer can make content fit within the confines of a business website.
For this keyword, I followed my personal guidelines: 1500+ words, several optimized images with proper alt-tags, keywords in the headers, and a well-written, catchy meta description with the keyword phrase in it.
Doing Right by the Keyword
Possibly the most important rule when it comes to preparing content for anchor text is that you value the word (it sounds crazy…but I believe in Google karma). If you are going to use a keyword, do right by the keyword. Provide Google excellent content that makes them a reliable search engine, provide your readers lengthy, easy to digest content that gives them the information they were seeking, and do justice to the keyword. In the article crafted, I ensured that it was science-heavy, filled with factual statistics and resources (important to readers), and designated a section at the bottom of the article where I listed sources for further references and links to organizations trying to end human trafficking.
If my content can help one student with a paper on human rights, provide someone in need a source for ending their own struggle against human trafficking, or give some link juice to non-profits trying to make a difference, I feels as if I’m doing right by the keyword and using it to help propel my own success.