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  • Using Original Research for Driving Backlinks & Improving SEO

    Using Original Research for Driving Backlinks & Improving SEO

    The same, old-fashioned link-building strategies prevail. That is to create long-form content, outreach, and hope that your efforts will pay off. More often than not, this strategy isn’t successful.

    The internet is flooded with long-form content, so what are you doing to make sure that your blogs stand out? Are you creating content that can’t be found anywhere else on the internet?

    By publishing original research, such as in-depth studies and reports, you can add more value to the internet and receive tons of backlinks in the process.

    What is Original Research?

    What is Original Research?

    Original research is a study, analysis, or report that has not been previously published. This type of research is done independently to create content, whether it’s a whitepaper or blog post.

    Original research is more likely to receive a backlink than regurgitated content, no matter the length. For example, which would you link back to if you were a blogger or journalist: a blog post about how to improve website traffic or a whitepaper of how higher website speeds enhance conversion rates?

    The answer is clear. The whitepaper provides more value and will likely receive the backlink. In this case, you should incorporate the use of original research in both your content marketing and link-building strategies.

    The rest of this guide will teach you how.

    Create Industry Studies and Reports

    This type of original research is valuable because it provides readers with in-depth information, data, and insights about a topic. The report format also lends itself to be easily shared through digital channels.

    Let’s say that your business is in the healthcare industry. If you produce a whitepaper about how a specific drug impacts a patient’s blood pressure, your website is bound to receive widespread exposure.

    By conducting outreach, journalists and bloggers will be able to embed your study on their website. And if you do it right, this original research could rank higher in search engine results pages (SERP), which can lead to an influx of traffic for your site.

    By releasing new content regularly with industry studies and reports, you’re building into something that’s more valuable than link-building strategies alone.

    For example, you can create blog posts based on findings such as how healthcare organizations are using social media.

    These types of articles would provide readers with the information they couldn’t find anywhere else other than your company’s blog post or whitepaper. This creates a great opportunity to receive backlinks from other influencers.

    Perform Link Building Outreach

    Outreach is a crucial part of link-building, but this outreach should be done with original research.

    For example, you could contact journalists and bloggers to see if they’re interested in embedding your whitepaper on their website.

    A journalist may not have the time or resources to conduct a study for his post so he will appreciate that you’ve already done it for them.

    When contacting these influencers, make sure that you mention how adding an industry report can help them provide more value to readers because most likely other publications don’t cover similar topics as often.

    It’s important to build alliances by providing opportunities like these; there’s no need for competitors when we can all work together towards our goals.

    Personalize Your Outreach Emails

    Link Building Outreach Email Template

    When contacting influencers, it’s important to personalize your outreach email.

    For example, research what they’ve written about in the past and mention something specific as well as how you think a study can help them provide more value for their readers.

    Send them an outline of your original content with links included so that they know exactly where to find the information if they’re interested in embedding it on their website or social media channels.

    Also, remember to keep your emails succinct and clear of what you plan to accomplish.

    Use Social Media for Outreach

    Social media is one of the fastest ways to reach your influencers, and it’s also a great way to build an audience.

    For example, you could post on social media channels with links to industry studies or reports that are relevant for their readership. This will help generate more traffic as well as increase the number of followers who may be interested in reading original content from you next time around.

    But make sure that this type of outreach isn’t too blatant because there’s nothing worse than being annoying about promoting yourself online. Instead, focus on providing value by linking out to other experts’ work while encouraging discussion among those involved in the same field.

    This creates an opportunity for everyone to share ideas through comments and likes which can lead to backlinking opportunities.

    Try Email Marketing to Promote Your Research

    email marketing

    Another way to promote your research is through email marketing.

    For example, you could set up an automated email that goes out on a weekly basis with links to new industry reports and studies from other experts in the field. This will help keep readers informed of what’s going on in the world while giving them more content about their interests, so they don’t leave for another website or blog post altogether.

    This can also be used as a lead-generator because if people find this type of information valuable, then it’ll increase conversion rates by allowing potential clients to subscribe via RSS feeds or emails instead of coming back every day for updates.

    Turn Case Studies into Original Research

    Turning case studies into original research also has its benefits.

    For example, if you’ve studied a certain company’s success story or marketing strategies for your own blog post, then it would be smart to take that same information and turn it into an industry report in order to reach influencers who may not have the time or resources to do so themselves.

    Following this strategy will save you a lot of time of naturally compiling research from scratch.

    Contact Us Today!

    Publishing and promoting original search are a proven way of driving more backlinks to your website and improving its SEO. However, it’s a lot of work to follow this type of strategy.

    Do you need help building more backlinks for your website? If so, contact us today to speak to a member of our team!

    Chief Marketing Officer at SEO Company
    In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. As a technical SEO strategist, Sam leads all paid and organic operations teams for client SEO services, link building services and white label SEO partnerships. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.
    Samuel Edwards