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Where the Majority of Link Juice Is On The Web

by Jon Cooper
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Bear with me as I try and introduce this brand new concept.

Let’s be honest. We all like getting big, juicy links, but they’re far and hard to come by.

It’s also frustrating to see blogs like my own that gets linked to naturally from other blogs, because that’s extremely difficult to do (and if you aren’t frustrated, you should be!). But it’s not because I write great stuff, or my blog’s design, or anything else that we talk about often for that matter.

The reason my blog posts, and other blogs on the same subject for that matter, attract links is because the topic of my content appeals to the techie population that makes up the majority of webmasters and bloggers

Think about it. Why do you think my blog in 12-18 months of sparse writing can attract 10x more links than your well established, 5 year old home improvement website with outstanding content? Why do you think Ross talked about Hacker News as a goldmine at Linklove 2012?

There’s a huge, underlying concept that we’ve failed to come out and say. It’s the concept behind why insurance companies write content aimed at small businesses, why there can be so many “social media experts” online, why sites like Problogger will get more social interactions on their posts than yours, and why any half decent tech news site won’t have to struggle when it comes to links.

So, for those who don’t quite understand me too clearly: write content that in some way targets the same audience on the Web that is responsible for actually putting links up on websites.

That’s why any SEO blog can get a few links their way, because the majority of its readers have the potential to link to them from a website or blog of their own. The same goes for any other topic that’s Internet, IT, programming, social media, or blogging related (there are other topics, but those are the most notable).

This concept explains why your content that’s targeting plumbers attracts almost no links, because how many plumbers operate a half decent website on the side?

This concept explains why a crapographic on Twitter & Facebook will get more links than an above average infographic on the concrete or roofing business.

But now that you understand this topic, don’t get frustrated. Get excited, because there are way too many people who have yet to realize this.

So here’s a little cheat sheet type list to go down when you decide you’re going to invest in trying to create something that will attract a few links of its own:

  • Try and make it appeal to the techie/online population in some shape or form
  • Target a large, broad audience with it (i.e. try football, not water polo)
  • Make it as easy to understand as possible; if your potential linkers can’t understand it, they won’t link to it, so avoid fancy jargon (or help them understand it)

I know I just mentioned a few other things outside of this concept, but my main point is thus:

Kick ass content (in terms of attracting links) is nothing if you don’t target the right audience. 

So next time you invest some dough into link attraction, try to create something aimed at internet users, webmasters, or bloggers. These are the people that are going to link to you in volume.

Note: This concept goes far beyond just content, but you get the idea. I’ll give some highly specific strategies on this topic very soon, so stay tuned!.

I don’t like writing short posts, but your time is precious & I have nothing else notable to say. With that said, what do you think? Your comments are HIGHLY appreciated, and I do my best to respond to as many as possible (although I’ve been slacking lately; that will change ASAP!!).

Thanks for reading, and make sure you join my mailing list. Seriously. Something huge is about to happen in the next few weeks, and email subscribers are getting first dibs.

This post was written by...

Jon Cooper – who has written 119 posts on Point Blank SEO.

Jon Cooper+ is an SEO consultant based out of Gainesville, FL who specializes in link building. For more information on him and Point Blank SEO, visit the about page. Follow him on Twitter.

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62 Comments
  1. As Eric said, it’s sometimes hard to get to the person who actually is in control of the website to place a link or change content.
    Oftentimes we create great content but the companies in the niche are just not able to react as they simply don’t know anything about this whole linking stuff.
    In those cases an email or a call is necessary thus switching from passive to active meaning incredibly larger efforts.
    So your tips are good and the “linkerati” has been described by seomoz a long time ago (http://www.seomoz.org/blog/identifying-the-linkerati) but actually getting those links from companies still stuck in offline advertising is hard…

  2. Joe S. says:

    Hey Jon, another great, helpful article. I swear, everyday I read a new post that sends my head into a tail spin. But the last two days on your blog I’ve found answers in layman’s terms.

    Thanks!

  3. Steve says:

    Nice post. Agree with the idea that you need to appeal to the geekerati. Like you say, which hairy a***d brickie will come home after work and think “mmm, nice article. Think I’ll drop it a link”…

  4. Kasey says:

    Jon – this same thing has been bugging me for awhile…

    For instance, while a site like Copyblogger is an amazing resource, you’ll often read articles where some writers say…”Want to get as many comments, likes and links as Copyblogger? Here’s what you need to do!”

    Like I said – they’ve got great advice. However, they also have an audience that is almost completely made up of bloggers/online marketers/link-builders.

    I agree with the earlier comment mentioning the need for social shares to carry more weight. I also agree with what you’ve said in the comments about the difference between creating content for links and creating content for your customers. No reason you can’t do both.

    Glad I found your site! Good luck with the SEO course.

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