It’s every SEOs dream:
- Press “publish”
- Watch reruns of The Simpsons
- Accumulate dozens of authority links
Sound too good to be true?
Not when you write content that builds links for you.
The Secret to Getting Natural Links
If you’re struggling to get natural links you may think that your stuff simply isn’t “good enough”. Or that you have to resort to lame link bait articles. In my experience, content quality is only a small part of the story…
…and link bait hardly ever works. So what does? The right content archetypes.
Why Archetypes Matter
What the heck is a content archetype, you ask?
Content Archetype /kahn-tent ahr-ki-tahyp/ n.: A way of forming and presenting information in order to illicit a specific response.
In simpler terms, a content archetype is nothing more than a structure for creating blog posts. There are archetypes to get blog comments, archetypes to sell products and archetypes to inspire people. Since you’re hanging out at YouMoz, I bet that you want to learn about archetypes with a proven track record of generating natural backlinks.
Gotcha: today I’m going to walk you through 7 of them.
If you apply these to your site you will get more natural links from every piece of content that you publish.
Archetype #1: The System
What it is: A complete step-by-step plan for reaching a certain outcome.
Real life example: The Backlinking Strategy That Works (SmartPassiveIncome.com)
Pat presents his link building strategy in a can’t-miss, step-by-step format. He also shows off an example of his #1 ranked site to prove that his technique works.
Proof:
Why it works: Information product marketers know and leverage the fact that systems have a much higher perceived value than general information. Why? People are lazy. They crave content that removes guesswork and leads them by the hand.
Pat’s post is hardly groundbreaking. Most people in SEO already know about tiered link building and article directories. But what sets this post apart is the fact that he shows people an easy to follow system (with proof).
How to do it:
- Think of something your niche wants.
- Post the exact steps needed to get there.
- Try the system yourself and post proof that it works.
It seems simple, but a system takes a lot more work than posting a tired list of generic tips. But when you do, you’ll be rewarded with thankful followers and fistfuls of links.
Archetype #2: The Ridiculously Long List
What it is: Top 10 lists are so 2009. To stand out in 2013 and beyond you need step up your game, which includes how many items you include in list posts.
Real life example: 500+ Places to Syndicate Your Content (BuzzBlogger.com)
For bloggers looking to guest post, the author’s 500+ potential targets grabs attention. And because it actually provides a list of sites accepting content submissions, it’s more than just buzz-worthy –it’s actually useful.
Proof:
Why it works: List posts are an arms race. They’ll always be space for “Top 7 Ways to…”-type posts. But insanely long list posts will forever stand out based on the volume factor. There’s something inherently more shareable (and linkable) about a list of 100 items than a list of 10.
How to do it:
- Look for lists on your niche that can be expanded upon.
- Try to make your list at least double or triple the largest list.
- Promote your ridiculously long list and watch it get shared and linked to.
Archetype #3: The Ultimate Guide
What it is: The definitive, no-holds-barred guide to something. It takes bits and pieces of information around the web and puts them in one post.
Real life example: The Definitive Guide To Higher Rankings For WordPress Sites (Yoast.com)
Proof:
Why it works: People HATE searching around for bits and pieces of information. Putting it all in one place saves them time and energy. Also, publishing definitive guides is one of the fastest ways to establish yourself as an expert in your market.
How to do it:
- Think of common problems in your niche.
- Search to see if there are complete guides out there (that are actually good).
- Make the best darn guide on the subject.
Archetype #4: The Industry Study
What it is: The results of in-house research. Usually provides data that help people plan and run their business better.
Real life example: Social Commerce IQ: Retail (8thBridge.com)
Online retailers ask themselves things like: “What social media site should we spend our resources on?” and “How effective is Pinterest for increasing sales?”…but usually have no data to help them out. This industry study backed by real data helps them make smarter decisions about their social media marketing.
Proof:
Why it works: Next time you’re at a dinner party start a sentence with, “I read a study the other day”…and watch the room turn to you. People love studies. And in an industry like social media — famous for a lack of hard numbers — clear-cut data is a breath of fresh air.
How to do it:
- Come up with a hotly contested or poorly understood topic in your market.
- Do a small survey, data analysis or research summary.
- Show off your new in-demand data with a press release. Charts and infographics help attract links and social shares.
Archetype #5: The Visual Guide
What it is: Takes widely available information and puts it in visual form for easy digestion and entertainment value.
Real life example: How to Write the Perfect Blog Post (SocialTriggers.com)
Derek Halpurn consolidated well-known blogging information into a concise visual diagram. The visual representation gives bloggers a clear vision of how they can make their posts better.
Proof:
Why it works: Humans are visual animals. And for certain types of information — especially data and instructions — a visual model is simply more effective.
How to do it:
- Find information in your niche that could use a visual touch.
- Get a professional designer (yourself or a freelancer) to turn the information into visual form. This could be an infographic, a diagram, an interactive map…or whatever you think would work best.
- Spread the word on Pinterest, Visua.ly and your social media networks.
Archetype #6: The “WTF?!” Post
What is it: A post that grabs attention with a bold prediction, story or promise…and delivers with incredible content.
Real life example: From Geek to Freak: How I Gained 34 lbs. of Muscle in 4 Weeks (FourHourBlog.com)
Let’s pause for a moment because the headline itself is a work of art: attention grabbing, funny and specific. Most importantly, his post isn’t just a headline gimmick. He actually lays out proof and a plan on how to achieve the headline’s promise.
Proof:
Why it works: People have a tendency to click through to hard-to-believe headlines. And when you combine high CTR with quality content, you have a winning formula for attracting links.
How to do it:
- Think of something amazing that you or someone else has accomplished.
- Create a killer headline that contains a specific number (“How I Got 10,000 Subscribers In 3-Days” or “How Joe Smith Sells $4,750 of Ebooks Every Day”).
- Deliver on the headline’s promise and hook your readers up with specific, actionable information. As an added bonus, throw in proof in the form of pictures and screenshots.
Archetype #7: The Absurdly Useful Post
What it is: Content that simply provides over-the-top value. No tricks, gimmicks or techniques: just content that makes people’s lives better.
Real life example: 24 Quick Actions You Can Do Today That Can Change Your Financial Life Forever (ManvsDebt.com)
This post gives people two-dozen quick and easy actions to beef up their personal finances. Nothing fancy in this post, just lots and lots of value.
Proof:
Why it works: This post by Adam Baker fills a need that almost everyone has: “I want to be smart with my money…but I don’t know where to start”. It’s a straightforward post that improves people’s lives. Posts like this typically don’t go viral, but their sheer utility turns readers into followers (and linkers!).
How to do it:
- Come up with your best nuggets that you’ve come across or developed.
- Post the ones that give people the most benefit from the least time and effort.
- Pair your nuggets with very simple, paint-by-number instructions.
Why These Work So Well
Why do people link to something?
That’s right: to make themselves look good.
And nothing makes someone look smart, insightful and in-the-know more than linking to something of Earth-shattering value.
In fact, that’s what all of these posts have in common: value.
Sure, there are a million ways to provide value in a blog post.
But what’s so powerful about these content archetypes is that they set you up for providing tremendous value.
Think about it: how likely is a post that lays out the most thorough guide on a subject ever published on the internet going to fall short?
Now It’s Your Turn
Obviously you can’t make all of your posts fall into the seven archetypes I’ve shown you here.
And unless you already have a following, you’ll need to do a bit of legwork and outreach to get your links.
But when you create pillar content based on these content archetypes your links come a heck of a lot easier.
What’s up? I’m Brian, the founder of the strange-sounding SEO blog Backlinko where I recently posted an “Ultimate Guide” post: The Definitive Guide to Guest Blogging. If you got something from this post, feel free to follow me @Backlinko or check out my blog.
