Chauncey: All right. Welcome back to the Being Found Show. We’re talking about using backlinks in your content strategy and we’re talking about doing it the right way. We built our foundation during the first show, of those backlinks, and now we’re talking about how to really get backlinks for your website. Really what it comes down to, and I know it sucks, and everybody doesn’t like the answer, but the answer is it comes down to good quality content.

I remember I’ve been doing this for a long time. I jokingly, every time I’m carded for something when they look at my ID, I say, “Oh, yeah, that’s before I started dying my beard gray.” I remember back in the beginning content was kind of a joke.

Everybody was all like, “What? Content. That’s lame. Anybody can do that. I can write content.” They’re probably all right. They all can, but they don’t. They just don’t. Nobody does. It’s like anytime you get a web build with a client. I guess with Cloud Potential you’re used to people coming to you for content.

Jake: Yeah. That’s true.

Chauncey: I’ve had quite a few clients come to me and be all, “Well, I’m going to write the content.” I’m just all, “Why don’t you write all the content and then I’ll get started? I’m not getting started so that I can sit on this thing for a year and ride your butt over and over and over to get that done.”

Jake: Or it’s filled with jargon and other things that no one would actually search for.

Chauncey: Totally. Nothing’s better than being a plumber and writing a bunch of content towards other plumbers.

Jake: Yeah. The metallurgy of pipes, the things that you care about that no one cares about when their toilet is shooting water at the ceiling.

Chauncey: Totally. Be all, “Honey, honey. Get the plumber on the phone.” He’s all, “Hang on, I’m reading about tungsten.”

Jake: It’s all the rage. What?

Chauncey: Content. Highly, highly important. Content is now king, and it really just is. Google is trying to be a human being. It’s trying to figure out all the code, and the more people who build websites, especially WordPress websites, like 80% of websites are on WordPress, and so if this structure is thrown at Google of a WordPress website, Google says, “I know that’s a WordPress website.”

Chauncey: Don’t get me wrong, there’s a lot of on-site stuff that you can do there. Google has a good quality understanding of your website structure, and now it’s looking at your content. It’s saying, “What is this page about? Is it going to help anybody?”

Chauncey: There are only three things you have to do with a content-driven approach. Find the right keywords to target, create a great piece of content around this keyword, and promote that content. That’s totally true. I think it’s oversimplifying because there’s a lot of headaches in the promotion and headaches in finding the right keywords, but creating a great piece of content, if you’re not a writer that means you’re hiring somebody else to do it for you.

Chauncey: If you’re not a writer, you hire somebody. Don’t write your own content, because it’s just not going to work any longer. Finding the right keywords to target is hugely, hugely important because that’s what you want to educate people about. I know that as a business owner you’re probably thinking, “I want to educate people about my product.” It’s like these weird little business jargon words.

Chauncey: Somebody will email me or call me and they’re just all, “Hey, can you talk to so and so about something?” I’m all, “Yeah. I’ll reach out to him.” I use this term, “I’ll reach out to him.” It’s like some sort of a intervention or something, I’m going to reach out to him.

Chauncey: I’ve found that I’ve started using this term in my personal social life. My wife said, “Oh, have you talked to your brother?” And I’m all, “I’ll reach out to him this week.”

Jake: Wasn’t that the AT&T tagline, reach out and touch someone?

Chauncey: I don’t know, but-

Jake: Like in the 90s.

Chauncey: I don’t know. I don’t think that term would fly today.

Jake: Not PC.

Chauncey: That’s not PC. That ain’t right. Promoting the content really comes down to getting it in front of the right people and sharing it. That’s where a big headache falls is if you don’t have an audience, how do you promote? How do you promote to an audience?

How does something go viral if you can’t even get it in people’s hands to begin with? Luckily Google does a lot of that for you. Of course, you’re doing search. It lays into one another. That’s just the way that it is.

Jake: This is a very slow and steady wins the race kind of a mentality.

Chauncey: It very much is.

Jake: Don’t expect to write a piece of content and have it go viral. Just don’t expect that. What you should expect is to write a lot of content consistently and over time, and share that across as many channels as you can, and without ever going viral you’ll slowly build that audience.

Chauncey: You got to remember there are multiple types of content. The one that comes to mind from what you’re saying is evergreen content. There’s a lot of weight to writing content that’s time-specific, that’s time-relative. You write your content and people are just all, “That’s relative to the world today.” But maybe three weeks from now, a month from now it’s not going to be relevant anymore.

Chauncey: You can get a lot of traction from that. You can get a lot of viralness from that, but there’s also that content that is evergreen, content that will never go bad, like the importance of tungsten in your pipes. That will probably consistently not need to change. Of course, nobody cares.

Chauncey: You have to find evergreen content that is relative to the situation. I would say that your number one rule for writing content is to make sure that there’s something in that content that a reader would take away and say, “I got something out of this.” Don’t preach to the choir. Don’t always try to sell them something, and make sure that you’re giving them something.

Chauncey: It’s happened to me very often that I’ve read something and I’m just all like, “I will never get that two minutes back.” I just wasted a small amount of my life, and it’s starting to add up. Especially as a guy who does this, I waste a lot of two minutes. I’ve easily burned off a good 10 years of my life in pointless content reading. That’s the hard one.

Chauncey: How do you get out there first? How do you get out there first and find an audience? One way is niche relevant guest posts. It’s not easy and it’s time-consuming, so basically what this is, it’s called guest blogging. You reach out to somebody and you say, “Hey, I would like to write an article for your website.”

Chauncey: Better yet, you’ve already written the article and you’ve reached out to them and you said, “Hey, would you please publish this? It hasn’t been published anywhere else. This is unique content, and I would like you to publish it on your site.” Hopefully, it has a backlink in it and they publish it on their site. Great reading for them. Link for you. Everybody wins.

Chauncey: For them what they’re getting is new content, new keyword-rich content, new time on site from their audience reading it. What you’re getting is the weight of the backlink. A lot of the time what you’re doing is you’re kicking that article out to some sort of national publication, or some sort of blog or editorial site, a website, and that’s what they want.

Chauncey: They’re linking back to you, which is a service website, normally more locally based or regionally based, and that’s what you want. Everybody wins. Seriously, time-consuming stuff though.

Jake: Well, yeah. Anytime you have to reach out to someone, make a connection there, that’s going to be tough.

Chauncey: You have to be willing to do it. A lot of people are all, “I don’t want to bother them. I don’t want to reach out to them.” You just have to be willing to put yourself out there. If nothing else, look at your Facebook feed and look at the amount of trolls that are out there. Look at the amount of freaky Russian bots. I’m not sure how we got to this world where people think that it’s great to air everything terrible that’s ever happened to them.

Chauncey: It’s like the other day half of my feed was people going through operations and juices coming out of injuries, and stuff, and I’m just all, “What are these people posting?” You’re supposed to give me a thumbs up when it’s all over. You’re not supposed to show me it happens. There’s no reason to be embarrassed. People are shameless online.

Jake: Yes. That is true.

Chauncey: All you got to do is be classy, and you’re already stepping them up one. I swear to God, my whole feed was just a bunch of stuff that I would never post online. Just embarrassing, embarrassing stuff, but it’s become the norm. I guess that just shows how old I am that I’m just not ready for it. I don’t know, what do you post on there?

Jake: Almost nothing.

Chauncey: Almost nothing.

Jake: Very little. Just not really a poster.

Chauncey: What you had for Sunday brunch.

Jake: Yeah. Not that either. That’s a step out.

Chauncey: A picture of a cup of tea and a big sweater.

Jake: Yeah. That’s me. Me in my snuggy.

Chauncey: Getting ready for some me time. It is seriously time-consuming. To get the most out of your guest posts, you need to get contextual links. Contextual links are far more powerful than author byline links. I’m sure that made some people roll their eyes, but basically, when you post a blog to somebody else’s website or to your own maybe, you have the author, this was written by so and so. This was written by Jake. In there you can have some links. Normally you have them to your social media, if you haven’t noticed when you’re reading somebody’s article.

Chauncey: You can have a link going back, but Google knows that that’s repetitive author stuff. That link does not nearly have the weight of if that link was in the article. What you got to remember is a website is not going to want to post your article with your spammy links. That link has to be relative. You need to link from something of quality in that website to something of quality on your website, something that helps people.

Chauncey: So many people are just trying to help themselves, and I get that because that’s our job. We’re just trying to survive as a business. We need to help ourselves before we can help other people, and so on, and so forth. When it comes to your website and content, your first thought needs to be helping other people because that’s what you need out of them. You are helping yourself if you do that.

Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #64 or subscribe to our Podcast.