Module 1 – Training Video 1: Who Are The Linkreators? (And How to Find Them) Hey it’s Brian Dean. Welcome to the first lesson of Module 1. Let’s get right into the training. You’re here because you want to get more traffic with white hat SEO using a proven, step-by-step system. In the introductory Module you learned why the old world of SEO is obsolete and ineffective. You also learned that the new world of SEO may be a little counterintuitive at first, but it’s been proven effective by me and countless SEO That Works graduates. And the first step to success in the new world of SEO? To create content that appeals to people with the power to share it. Also known as the linkreators. And in this Module, Module 1, you’ll learn how to find your Linkreators, who are the people in your industry with the power to share and link to your content. Then, in Module 2, I’ll show you exactly how to create highly shareable content that’s designed to rank in Google. And in Module 3 you’ll see my exact content promotion and link building process, step-by-step. Finally, in Module 4 you’ll get access to my list of SEO Enegizers. These are advanced on-page and off-page SEO strategies to get results fast. Now I should warn you: SEO That Works is a system. That means that each module builds on the last one. In other words, after you finish the work from Module 1, you’ll find that you’re already halfway finished with Module 2...before you even begin. And by the time get to Module 4, you’ll have a well-oiled SEO machine running for you. With that, here’s the roadmap for Module 1:
First, in this video you’ll learn how to identify your Linkreators, who are the people that have the power to share your content. Next, you’ll see how to discover proven content topics that your Linkreators link to and share. Finally, you’ll use my 3-step system to uncover a Medium Tail Keyword for your Power Page. Sound good? Great. Let’s get right into today’s lesson. Here’s the deal: You have two types of people that visit your site: people that run a website in your industry and people that don’t. Most people craft a that site appeal to the masses. In other words, their content appeals to the latter group that can’t possibly share or link to your content. Why? Because they don’t have a website in your niche! On the other hand, successful people appeal to the first group I mentioned -people that run websites in their industry. Let me explain this concept with a story. I do consulting for SEO agencies to help them get more traffic for their clients. A few months ago I was finishing a call with one of these SEO agencies. And after the hour was over the CEO of the agency, Jim, said to me, “Thanks Brian. That was really helpful. Just one more question: how can we get more organic traffic to our site?”. And when I look at the content Jim’s agency was putting out, I can see why he struggled right away. When I read the latest posts on his blog it was stuff like: “5 ways to optimize your title tags” “The importance of SEO for small businesses” “7 tips for better keyword research”
Look: I know that his agency is trying to appeal to his potential customer base of small business owners. I get that. But the issue is that their potential client – who’s a dentist or a lawyer – is NEVER going to link to that content. No way. Why? Because that dentist or lawyer doesn’t own a website in the marketing niche. That means they’ll never link to his site, no matter how much they love his content. In other words, Jim’s clients aren’t part of the Linkreators in his industry. Despite that fact, Jim is creating content that appeals strictly to these potential clients: small business owners like dentists and mechanics. Unfortunately, this is the approach that most so-called experts recommend. They say things like, “create great content for your potential customers and the traffic and rankings will follow.” Even though that sounds nice in theory, it doesn't work in the real world. Luckily, you made the right choice by joining STW. Because here's where you'll learn the truth about creating content that drives targeted traffic and first page rankings. And truth is that, for you to succeed with white hat SEO, you need to create content that appeals to your Linkreators. slide Later in this video I’ll show you how to find your Linkreators, step-by-step. But first, I need to explain who Linkreators are. Linkreators are simply people that run websites in your industry. That’s it. In other words, the linkreators are the people that have the power to link to your content and share it with their audience. And it’s the group Jim should be creating content for. Now let’s take a look Backlinko.
As you may know, Backlinko ranks for some very competitive terms in the SEO industry. Those rankings are largely due to the fact that I create content that appeals directly to the linkreators in my space. And as crazy as it sounds, when it comes to content, my readers and potential customers are a second priority to the linkreators. For example, let’s look at one of my posts, 21 Actionable SEO Techniques You Can Use Right Now. In that post I cover almost 100% advanced SEO tactics like broken link building and email outreach psychology. Think about that for a second: do you think that 95% of my audience has any idea of what broken link building even means? Of course not! (By the way, I’ll cover my advanced approach to broken link building in Module 3.) But I know that tactics like broken link building appeal to the people that have the power to link to my content. Specifically, bloggers that write about SEO. Those are my Linkreators. Of course, I have an occasional post that speaks to my broader audience. But 90% of my content is aimed squarely at the linkreators. And that’s the main reason I do so well. Another example. Anyone that has met me knows that I love The Four Hour Workweek by Tim Ferris. What you may NOT know is that – although the book is popular today, it wasn’t a huge success on Day 1. Tim didn’t have a huge marketing budget or the promotional help from his publisher. Most people in his position would have hit the book tour circuit: doing talks and signings at book stores like Barnes and Nobles. And that’s how most people approach their content marketing. They appeal to the masses.
But Tim took a different approach: he appealed to the linkreators. Instead of trying to get his book in front of as many people as he could, he got it in front of the right people. Namely, tech bloggers in the Bay Area. Why? He knew that these people had the outlet – popular blogs and social media accounts – to spread the word about his new book. So he put all of his energy towards getting in touch with those power brokers. And that’s the approach you want to take: write content that appeals to the people that run sites in your niche or in a related niche…not the masses. Sometimes there’ll be crossover. But if you want to succeed in today’s world of SEO, you need to put the linkreators ahead of your audience. Don’t worry about alienating potential customers or clients: in module 2 I’ll teach you how to create content that appeals to both groups. Besides, when you get high quality backlinks to your site from the Linkreators, you’ll rank pages on your site that are specifically designed for your target audience, like landing pages and ecommerce product pages. I’ll show you how this works later in this module. OK, so you can see why the linkreators are critical to your success with SEO. Now it’s time to show you how to find them, step-by-step. Here’s the 3-step Linkreator discovery process: Linkreator Discovery Process Step #1: Linkreator-Focused Google Search Strings Step #2: Linkreators Links Step #3: “Best of…” Lists Step #1 is find Linkreators that show up in Google search. Google may not be a fancy new SEO tool, but it's my favorite place to find linkreators in any industry. Here’s why:
When you search for a keyword in Google you know right off the bat that the top 40 results are semi-popular sites in your industry. In other words, Linkreators! Here’s how to find Linkreators in Google: First, search for a broad keyword that customers may use to find your site. For example, let’s say you run a site that sells low carb diet meal plans: You’d simply search for keywords like: “low carb diet” “low carb recipes” “low carb snacks” “sugar free desserts” You can also use Google suggest to find keywords to search for. One thing I should point out: If you or your client are in an obscure niche, you might want to search for keywords around the broad category that your niche falls under. For example, let’s say you have an ecommerce site that sells bird cages. Obviously, you’re going to have a hard time finding other sites that write exclusively about birds or bird cages. However, birdcages fall under the broad category of “pets”. In that case, pets would be a broad industry that your site falls under. This means that no matter how boring your niche happens to be, there are Linkreators and topics that you can write great content around. So to find Linkreators, you simply search for broad keywords like “how to housetrain a dog” and “best pets for young kids”. Going broad can usually uncover lots of Linkreators. But you can also take a look at shoulder niches. What’s a shoulder niche? A shoulder niche is a topic or niche that’s related to your main industry. For example, going back to our bird cage ecommerce site example, closelyrelated shoulder niche would be something like protecting endangered birds or training parrots to talk.
In fact, this is the approach that STW graduate Jason McCoy used to find his Linkreators. Jason runs a company that does voice overs for radio and TV commercials. Needless to say, there aren’t many voice acting blogs out there. But Jason realized that there was a popular shoulder niche that had plenty of Linkreators: video and audio production. Just think of all the sites that talk about creating videos for business. Or podcasting. Or video blogging. Using the process from this lesson, Jason found a ton of Linkreators in the shoulder niche of video and audio production. And he was set. Make sense? Good. One quick tip before we move onto the next step. Whether you search for keywords directly related to what you sell (like “low carb recipes”) or keywords in a shoulder niche (“video production”), try and stay away from product-focused keywords. Product-focused keywords usually to bring up ecommerce sites, which probably aren’t going to be linkreators. For example, if you ran the bird cage ecommerce site I mentioned earlier, you wouldn’t want to search for product-focused keywords like “cheap bird cages”. Instead, use informational keywords, which tend to bring up news sites and blogs. For example, you might search for the informational keyword “how to clean a bird cage”. And you’d go one-by-one through the top 40, adding linkreators sites to your list as you go. Once you’ve finished with one keyword, move onto another keyword, like “bird nutrition”. That will bring up a whole new set of potential linkreators. Repeat the process until you’ve identified at least 15 Linkreators. Add the Linkreators you find to the worksheet below this video.
Our next step is to see who links to the sites you found in step #1. This can reveal linkreators who may not be ranking for the particular keywords you searched for. But because they link out to content in your industry, they make perfect linkreators. First, take a site that you found in the last step and pop it into a link analysis tool like ahrefs or Majestic SEO. Next, click on “links”. That will show you the sites that link to the site you just put into ahrefs. Finally, look over the sites that link to the site you put into ahrefs. Add at least 10 sites from the list to your list of Linkreators. Now it’s time for our last step, finding Linkreators in “best of” blog posts. Fortunately, other people have done a lot of the hard work of curating highquality bloggers and influencers in your industry. In other words, Linkreators. What am I talking about? Best of blog posts. You’ve probably seen Best of blog lists before. These list some of the best well-known (and “under the radar”) blogs in your industry. And when you find these lists, you have a gold mine of linkreators staring you right in the face. To find them, simply use these search strings in Google: “[keyword] blogs to follow” best [keyword] blogs “best [keyword] posts [year] “top [keyword] blogs to follow” + [year] Don’t worry about writing these down. I”ll have these search strings listed in the worksheet for this lesson. When you use these search strings, you’ll find lists of high-quality blogs in your niche. All of which make great linkreators to add to your list.
In addition to the search strings I just showed you, an optional step is to head over to a site called AllTop.com. AllTop.com is a website that curates the best blogs in every industry. To use it, simply search for a broad keyword that describes your industry, or a closely-related industry. For example, if your site sold organic dog food, you’d search in AllTop for “pets” or “dogs” and AllTop will hand you a hand-curated list of quality blogs that cover those topics. Now, let’s put all of this together with an example. Remember the post I mentioned earlier, 21 Actionable SEO Techniques You Can Use Right Now? As I mentioned, that post was designed strictly for the linkreators in my industry. For example, the first item in my post talked how to use Wikipedia for broken link building. I chose this topic because it was something my Linkreators were talking a lot about. I knew that most people reading my post wouldn’t know what broken link building was...or how to put the Wikipedia technique into context. But I decided against an explanation, because I knew that would alienate my linkreators, who prefer tactics without a long backstory. In fact, I received countless comments from people that didn’t understand how this technique worked: And while I was tempted to break it down for people that weren’t SEO bloggers, I knew that my linkreators came first. So, how did the post do? To date the page has backlinks from over 190 domains. And it ranks in the top 5 for the keyword “SEO Techniques” above giants like Wikipedia, Search Engine Land and Business 2 Community. Of course, there’s more to the story here, including the Content Framework, and the content promotion strategies that I used.
But the foundation was a linkreator-focused piece of content. Now: Like I mentioned earlier, because the STW system is so different than how most people practice SEO and content marketing, some people have a little trouble finding their first batch of Linkreators. If that’s you, no worries. This is very common. Especially if you’re in a somewhat obscure or small niche. In fact, because this is so different than how most people practice SEO, it'd be weird if you didn't struggle with it a little bit at first. Fortunately, no matter how small, obscure or weird your niche happens to be, you don’t need to worry. Because there ARE Linkreators. It’s just a matter of finding them. So if you tried the 3-steps above and still have trouble finding your Linkreators, I’ve got your back. Below this video there’s a resource called “Extra Help Finding Linkreators.” That’s where I reveal a number of techniques that have helped other SEO That Works students get unstuck and find their list of Linkreators. So, what’s next? Well you just identified your linkreators. And you’ve seen firsthand how critical a linkreators-approached content strategy is for SEO success today. Now, the next step is super important. You need is answer the question: what do my linkreators tend to link to? In other words, what topics are your linkreators likely to share (and not share) with their audience? You see, a lot of people struggle with white hat SEO because they don’t know the answers to these questions. But when you have answers to these questions, finding topics for your content becomes simple and straightforward. And knowing what topics appeal to your linkreators is a HUGE competitive advantage.
And in the the next lesson I’m going to show you how to find topics that your Linkreators love linking to, step by step. But before you move onto the next lesson, make sure to download the worksheet below this video In that worksheet I’ll show you, in detail, exactly how to find your Linkreators. So download the worksheet and I’ll you in the next lesson.
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