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Make Content Marketing Links Contextual for SEO and Clicks

A smart way to get maximum benefit from content marketing SEO is to make the back links as contextual as possible.

Assume for a moment that someone publishes a travel Web site about cruises and that someone decides to contribute an article about Mediterranean cruises to another site. The other site agrees to allow one link back to the author’s site.

The author’s site is about cruises and a subsection on that site is about Mediterranean cruises. Should the link on the other site go to the author’s home page about cruises or to the Mediterranean index page?

Broad or Exact SEO

The first choice supports the site as a whole. Traffic sent directly to the home page might result in someone clicking through to the site and getting exposure to the total product.

The second choice supports only the Mediterranean subsection. Traffic will go to that page and potentially get more limited exposure to the entire site.

Evidence indicates that the second choice will result in more traffic and therefore is the better choice. It provides to the reader specificity, context and relevance.

Targeted Keyword = Higher Clicks

If the anchor text is a valuable keyword, the higher number of clicks will probably contribute to a higher ranking for the landing page in search engine results.

Negating factors always play into the results. If the call to action on the other site is poorly written, or if the anchor text is vague, the click rate is likely to decrease.

If the landing page has major competition from other sites, the ranking may not improve.

But as a general rule, contextual content marketing links will result in more clicks. More clicks equals not only more audience but also more rank.

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