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Relevancy Universes: A Blueprint for Effective Link Building

Posted by Cody Cahill on Sep 5, 2012 4:22:12 PM

There once was a time when content marketing for SEO purposes was as easy as churning out a quick 300 word piece on any topic under the sun, slapping a link to the client page at the bottom, and submitting it to an article directory.  The article would then wither away without any notice from actual human eyes; its purpose was simply to be there when the Google bot came crawling.

It didn’t matter if the article was about coin collecting while the target landing page was a website selling bird feeders.  Relevancy didn’t matter.  Quality hardly mattered.  All that mattered was that the link was out there.  Somewhere.  Anywhere.

Well, those days are gone.  In the post-Panda and post-Penguin world of SEO, it’s a whole new ballgame.  Article directories still exist, yes, but their actual impact on SERPs is negligible at best and detrimental at worst.

These changes may have made life more difficult for SEOs steeped in black-hat tendencies, but it has made the Internet a better place.

At Page One Power, we understand that relevancy matters – and its importance will only continue to grow in the future.  With this in mind, we have implemented some novel approaches to the link-building process that puts relevancy in the driver’s seat.

Among the many tools we use to build great organic backlinks for clients is guest post blogging.  It’s a link-building tactic somewhat related to the outdated article directory method, but now content and relevancy matter greatly.

So we’ve assembled a team of great writers to produce quality content and we’ve introduced a revolutionary new approach to determining relevancy and gauging its impact on the quality of links that we build.

When a new client walks in the door with lists of keywords and landing pages, one of the first things we do is break down into small teams and conduct what we’ve affectionately dubbed “brain hurricanes” (think: brainstorm on steroids).  The purpose of these hurricane sessions is to produce a Relevancy Universe – a web chart document that serves as the floor plan for our link building construction.

At the center of the Relevancy Universe is the main keyword or phrase applicable to the client’s website – sprouting off from that is words or phrases directly related to that word or phrase… and so on.

When it is done, the Relevancy Universe encompasses all the subjects relevant to our client’s website, which our writing teams then utilize to search for relevant blogs that might host our content and also for topics for which to write about.  All the subjects on the document are at least somewhat relevant to the client or the client’s product – they are in the same universe – and the closer they appear on the chart to the original keyword, the more relevant they are.

Let’s look at a specific example.  We have a client that specializes in tires.  The keyword “Tires” is the center of the universe.  Close by are terms like automobile, cars, driving, etc.  A bit further away is specific kinds of vehicles: trucks, SUVs, RVs, etc.  And one step further out you have specialized niches like motorsports, classic cars, road trips.  All of these things are relevant to tires.  If you wrote a guest blog post about off-roading, it would be relevant to tires.  If you wrote a blog post about RV culture, it would be relevant to tires.

Some of this may seem obvious, but having this document on hand to reference throughout the link-building campaign has proven invaluable.  It provides our research teams with a blueprint to determine which blog genres to search for with their “write for us” (and similar) keys.

Plus, it gives our writers the ability to find a specific niche on which they can write authoritatively; for instance, with the tires client one of our writers was well-versed in classic car rebuilding, and another was a motorsports fan.  By looking over the Relevancy Universe, they both were able to identify the particular nook within the client’s world on which they could create truly great content.

These universe documents have also become the starting points for our innovative attempts at quantifying relevancy.  We know that a given link will vary in value depending on a number of factors including Page Rank, Domain Authority, timeliness, and relevancy.  Those first three factors are relatively easy to quantify – something like relevancy is more difficult to affix a number to.  But we’ve found that having these Relevancy Universe documents is the first step towards generating a calculation that lets us quantify relevancy along with, say, Page Rank.

It’s all part of our overall strategy of becoming the industry leader when it comes to Relevancy-First, White-Hat Link Building.

 [author] [author_image timthumb='on']http://pageonepower.com/wp-content/uploads/2012/10/photo2.jpg[/author_image] [author_info]recently transitioned from the sluggish and antiquated world of print journalism to the fast-paced and cutting-edge realm of online content production.
He is a talented writer and an aspiring SEO guru at leading link-building firm, Page One Power, where his journalism background made him a natural fit for developing powerful, strategic content for the company and its clients.
Cahill's abilities as a writer are getting noticed on various other publications, as well.
You can connect with Cahill on Google+ or on Twitter.[/author_info] [/author]