Why content links are so naturally rare (and what to do about it)


Hyperlinks have long been a critical part of the Internet infrastructure. In practical terms, they connect websites and web pages to each other, while also providing superhighways for online readers to get from one place to another.

In the context of Google and other search engines, links are even more important. In case you’re unfamiliar, links work as a sort of voting system in the eyes of most search engines; If your content gets a lot of links, it is considered more trustworthy and authoritative, which ultimately helps you rank higher and achieve even more visibility (which is ideal for business owners).

The backlink-based PageRank system is much more complex than my simplistic explanation would imply, but suffice it to say that backlinks are vital if you want your content to be successful.

Because of this, and because you’ve probably encountered millions, if not billions of links by passing while browsing the internet throughout your life, you might believe that content backlinks are ubiquitous. But this is not the case.

In fact, 94 percent of global content gets 0 external links, and only 2.2 percent of global content gets multiple backlinks.

Why is this the case? And what can you realistically do about it?

The true value of backlinks

First, let me establish why backlinks are so important and why you should worry that your content is not. earning something naturally. Backlinks serve multiple purposes simultaneously:

  • Brand visibility and reputational benefits. First, simply seeing your link in the wild can help increase your brand’s visibility and improve your reputation. If the link is from a distinguished author or featured post, it can give your new customers a great first impression.
  • A direct traffic line. Links are primarily used to get from page to page, and if your link is engaging enough, your readers will click on it. With enough links in high-profile sources, your backlink network can serve as a major source of referral traffic to your site.
  • Domain authority and search ranking effects. Perhaps most importantly, the links convey “authority” to your site. Search engines use links to calculate the domain-level authority of your website, as well as the page-level authority of your individual pages; Getting more links from better sources will make you look more authoritative, which in turn will support higher rankings for keywords relevant to your brand. It is almost impossible to climb the search engine rankings (and gain more organic traffic) without these links.

Potential factors for rare backlinks

There are several possible explanations for why backlinks are rare. It is most likely due to a combination of factors, including:

  • Invisible and unspoken content goes unnoticed. Any content that is not seen or not noticed will not get any backlinks. People can only link to content they know about. If a writer in a dark corner of the internet writes the best blog post ever, they may never get any links or get any attention simply because it can’t be found on its own. Too many writers fail to understand the importance of self-promotion; They don’t try to funnel traffic to their site, they don’t promote their work on social media, and they never try to raise their own brand. Because most people are unwilling to make the slightest effort to promote their own work, most work goes completely unnoticed.
  • Most of the content is of poor quality. There’s a reason search engines prefer content that has earned a lot of links; search engines are motivated to give people the best possible results. If a content gets multiple links, it should be liked and appreciated well, so it is worth showing it to others. This is important to search engines because most of the content on the Internet is “bad” content. Because anyone can become an online content creator, there are no barriers to entry, and as a result, most content posted online is poorly written, poorly researched, and / or a bad imitation of something that already exists. You won’t see this content, because it’s often relegated to obscurity, but it’s out there.
  • Most writers don’t understand the importance of backlinks. If you don’t know that backlinks are important, you won’t write in a way that earns or supports backlinks. For example, one of the best ways to get backlinks is to provide truly original information or insights; Publishing an original study or expert opinion on a controversial topic can be very powerful. But if you’re not optimizing backlinks, you can write about something less capable of getting the attention you need.
  • It takes time to earn backlinks. If you already have a reputation and are writing about a current event, you can get backlinks quickly, but for the most part, getting backlinks is something that takes time. It takes months to build a reputation as an author from scratch, and it may take weeks or months before your content is really noticed (even if it’s well-written and you’re actively promoting it). The delay here results in many content creators giving up prematurely.
  • Some published backlinks are removed. Even if you initially get a backlink, there is no guarantee that you will keep it. Publishers can choose to remove the links at any time and for any reason; Their work may no longer be relevant, they may be trying to “clean up” their bonding profile, or they may want to distance themselves from your brand.

How to earn more backlinks for your content

So what steps can you take to combat these inhibitory factors?

  • Commit to writing great content. If you want to earn links, you have to stand out with great content. No one will link your work if it is not well researched, well written and original. Try to find a niche that no other expert currently fills, and present new information in the most articulate way possible. Review and edit your work thoroughly so that you only post the best work that you are capable of producing.
  • Make your content linkable. In addition to creating quality pieces, you must find a way to make your work linkable. What would make someone want to link to this article? Do you offer new statistics on a problem that many people face? Do you have information that is being neglected by others dealing with the same topic? Disagree with the dominant narrative on a particular topic?
  • Promote your work. Once you’ve published your work, understand that it won’t become popular on its own. If you want it to turn heads and eventually get links, you need to promote it; That means distributing it on social media, sharing it with others in your industry, and possibly even advertising it.
  • Network and reciprocity. Make connections with other writers and other authorities in your industry. The more you develop your network, the larger your potential audience will be and the more opportunities you will have to publish work with external sources.
  • Post external content and create your own links. Lastly, try publishing new content with outside publishers, and the higher the authority of those publishers, the better. Start small, with local publishers and websites directly within your niche, then work your way up to larger platforms. With each article you publish, you will have the opportunity to link to your own work (as long as it is relevant to your content and your audience).

Whether you are trying launch an educational platform For your target audience or if you are building a business from scratch, content is the heart of your website and your link building strategy. If you spend more time making your content more attractive to would-be linkers and creating a few links of your own, you can be a part of that top 6 percent of content creators worldwide and get at least one strong link for every part you use. to post.

Nate nead

Nate Nead is the CEO and Managing Member of Nead, LLC, a consulting firm that provides strategic advisory services across multiple disciplines, including finance, marketing, and software development. For more than a decade, Nate had provided strategic guidance on M&A, equity acquisition, technology, and marketing solutions for some of the best-known online brands. He and his team advise Fortune 500 clients and SMBs alike. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.


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