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Increase incoming links by building content

Building "Great Content" that others want to link to

Ask SEOs how to bring links into your site and most with reply with the same stock answer: "Build great content that people want to link to." The problem is that that answer typically leaves a person who is selling a physical product frustrated.

"I sell tables," one might complain. "What can I write about tables that people will want to link to?"

But "great content" isn't just about writing articles about your product. "Great content" is relative and probably could be more accurately phrased, "Build great content applicable to what the searcher is looking for."

Very few sites link to a product page on their own, unless it's a product that blows them away. But what about sites that cater to people who are searching for what you have? They're more likely to see your interior pages as "great content" if they fill a niche that they don't fill themselves.

Where to find people to link to your products

On one site I work on, we've considered doing in-text link exchanges with some of our distributors. The distributors have products from other manufacturers that might appeal to some of our visitors; we carry a wider range of products in our niche than our distributors do. We place an in-text link to some of their applicable internal pages on some of ours; they do the same for us.

And if you don't have connections that you feel comfortable working with like this, there's always the route of doing normal reciprocal link requests where you ask that they link to an internal page instead of to your home page.

Beyond that, you could always buy text links from other sites to your internal pages. Just look for sites that get good traffic for the keywords you want to target and write them to ask if they accept advertising on their site.

Focus on traffic, not just links

Or you could focus not so much on getting links into your specific product pages and focus instead on getting TRAFFIC that you can send to those pages.

One site I know sells roses and offers a page on the traditional meanings of the different rose colors. Lots of sites link to that content and lots of visitors come. The site cleverly works into their content little tidbits about what makes that site's roses unique. In the course of sharing the information with visitors, they raise the visitors' interest in seeing these unusual roses. End result, they get the visitors to their product pages despite the fact that no one links specifically to those pages.

Final thoughts

So sometimes creating "great content" is a relative matter of determining who will consider your content great and approaching them. Sometimes it entails going beyond the mindset of expecting that the search engines will do the work of depositing visitors on your targeted pages and finding other ways of accomplishing the same thing. But it always involves thinking creatively.

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