The well-known saying, ‘content is king' is only half true. If you want to have the type of website that consistently gets hundreds then thousands of daily readers – simply because people love to read the content you publish – then you need to create truly great content and actively promote it – for only that deserves to be crowned king.
That's why in this post I want to introduce you to a process I call ‘The Rank Blaster Method' – that will make your content mouth-watering to both your readers and the search engines.
If you follow this content creation process properly, you can hardly fail to create great web content that will rank for multiple search terms – we're talking dozens, maybe even hundreds here – that will attract hordes of visitors who will find your content informative, useful and interesting.
Of course, you always have an alternative.
You could find a content writer on one of the bidding sites who's willing to churn out 500-word articles for a couple of dollars a time. So armed, you could fill a website with articles and news in next to no time at very little cost.
Your only problem with this approach will be getting these low quality resources ranked in the search engines, and attracting visitors who actually want to read them.
A Two-Step Process of Structure & Formatting That Works Every Time
The Rank Blaster Method is the marriage of two tactics that each work like magic on their own, but when combined create ‘mega-epic' content that's nearly impossible to beat.
You may be thinking this sounds like something that will be very difficult to do, but it isn't, really. It's simply writing content in a certain way to please everyone, every time.
The Skyscraper Technique – the first step in the process, was devised by Brian Dean at Backlinko. Like a skyscraper reaching for the sky, your content, created with this technique, will stand head and shoulders above all the rest.
Most importantly, the Skyscraper Technique gets you off to a flying start, because you will be creating content from within a proven framework – and you'ill never have to guess or hope for the best.
The Themed Content Method – the second step of the process, has been popularised by Andy Williams of EZ SEO News. The concept of theming content in a way that looks natural to search engines was outlined by others prior to Andy. However, he managed to take the strategy to a whole new level, and he also created the best available software on the planet to help you do it.
Combining the Skyscraper Technique (that finds already highly successful content that's being linked to and you can significantly improve on) – then creating your own unique output with Themed Content (where Latent Semantic Indexing [LSI] keywords and phrases have been used in a natural way) – all packaged behind a compelling headline, page title and great layout – therefore encapsulates The Rank Blaster Method in a nutshell.
This is a process that will help your article rank easily for perhaps a hundred or more keywords in the search engines. The article will be one that people naturally want to link to, because you will have modeled and composed it within a framework that is already link-worthy – and the topic will be an informative and useful one that people will naturally want to read.
With that said – let's look at some in-depth action steps:
Step 1: The Skyscraper Technique
This whole technique starts by seeking out content in your niche that is already popular and already has tons of natural links to it. Once you find something on a topic you like, and that is well linked to and popular, that is your framework. Your next task is to create content that is designed to be even better. A fantastic case study of the process is detailed here.
And while you're putting together your content assets, don't ever dream of copying and pasting even a small phrase from any content you find. Good content writers should use original written material every time. The piece you find that has a ton of links to it is only something you can base your own article on. Use the topic, use the ideas and use the arguments too, but always present them as original researched quality content written in your own words.
Your aim is to create an incredible piece of work that's the best available on that topic. You already know it's a popular topic because it already has a ton of links. Make your piece longer with much more detail, and go into the subject more thoroughly, bringing it fully up to date where possible. Present it on your website in a visually appealing manner, and you already have a winner. Your online audience will verify it every time.
The third pillar of the Skyscraper Technique is to find people willing to link to your original content. Brian Dean suggests finding a site in your niche where there's an article on the same or similar topic as yours that has already been linked to. That way you will know that the site owner is likely to be receptive to linking to your article.
You then need to contact the site owner by email, point out that they have already linked to an article you liked, and ask them if they would be willing to link to yours – providing them with the link. Brian claims an 11% success rate with this method, which is extremely good as the quality of each link obtained this way is very high.
As we're marrying the Skyscraper Technique with the Themed Content Method, you may be tempted to skip this third step – but the power of Rank Blaster is in both the themed content creation process and the promotion. Your article will naturally contain all the LSI terms Google has already identified as important for that topic, and this will compel the content to rank well for dozens of keywords and keyword phrases – so give it the added push of targeted promotion and your content will dominate.
Sure, many people achieve this ‘themed effect' almost as a by-product of writing extensive content resources – but in actively combining both methods we're going to hardwire in success from the start…
Step 2: The Themed Content Method
The latent semantic indexing software that Google uses, according to a press release they put out in 2003, “understands, organises and extracts knowledge from websites and information repositories in a way that mimics human thought and enables more effective information retrieval”. LSI makes associations in a similar manner to the human mind. Using LSI, we can theme content to include all the words and phrases that would naturally be found in any given topic.
The search engines love it.
Andy Williams came up with a simple idea of how to find the most relevant LSI keywords for any topic. Take your main keyword phrase, the one that best describes the topic you want to create an awesome article around, and do a search in Google. The text in each of the top 10 results will contain a majority of those all-important core LSI keywords – for they would not be ranked in the top 10 otherwise.
Andy has his own software for finding the core LSI keywords, which is invaluable if you are serious about creating the best content you can. However, you can do this yourself and achieve similar results. You will need to examine the text on each of the page results in the top 10 of Google for the main keyword phrase of your article topic.
Go through each page and pick out keywords and phrases that make sense. You are looking for the ones that are highly relevant to your topic's main keyword phrase. For example, if your main keyword phrase is “dog training”, and you came across the keyword phrase, “canine behaviour”, that would be highly relevant. Collect as many keywords and phrases as you can, especially those that are found in a majority of the top 10 Google results.
You then need to write your article using the keywords and phrases you found – inserting them as needed in as natural a manner as possible. The resulting article will read well, be informative, useful and interesting – exactly what Google and the other search engines want.
And before you say – ‘Loz, are you telling me to keyword stuff like in the bad old days of SEO?' – then no, I'm most definitely not. I'm saying write your epic, ultra-long Skycraper post naturally, and in the most engaging way you can for your audience – and then, (only then), revisit the piece in your edit and try to work in as many LSI theme terms as naturally possible – without compromising the tone, readability or value of the post in any way. Indeed, if certain phrases you discover don't fit the natural flow of the piece – then don't put them in.
What you'll find is that the very process of creating a Skyscraper post will mean you use a lot of these terms naturally anyway – just by writing your best informative resource on any given subject. All we're doing is seeing if any more themed keywords can be blended in too – so we give our post that added extra ‘nitro-boost' that combined with promotion will see it rank for many more medium and long-tail terms.
You may also be thinking, ‘but what about Hummingbird, Pirate, Pigeon, Penguin, or any other algorithm update that Google imposes?' Indeed, what about them? Using the right themed words and phrases is exactly what Google is looking for when ranking high quality, relevant and authoritative content.
There is no absolute number of LSI keywords and phrases to use, but the more the merrier usually works best. Just write naturally and then ‘blend' naturally during the editing phase – and you should be fine. I've done it before many times and I know this works 🙂
Step 3. The Final Nudge To Bring Success a Little Closer
Publishing a post as described using The Rank Blaster Method will lay the ground work for an article that should rank highly for dozens of terms over time. But of course, it won't hurt to give it a nudge in the right direction to set (and keep) the ball rolling – and this promotional stage can be achieved through email outreach and social media.
The Skyscraper Technique already describes how you should seek out the types of website in your niche that cover similar topics and have already linked out to other people's articles on the same subject. Approaching them and saying that because they've already linked to a similar article – would they be interested in linking to yours – is proven to get a high response rate. Also, links of this kind are the best type, and of course Google knows it. So we must do this as a prerequisite.
Twitter can also be incorporated into the mix quite easily. One method that works well is detailed here in my Triple Twitter Traffic post.
Basically, all you do is paste into the Twitter search box the URL of the article you find using the Skyscraper Technique – the article you'll beat by making it better and longer. This will show you everyone who has mentioned that article. Then you reach out to those people saying, ‘since you shared that article, you'll probably like this better article on the same topic'. You then give them the published URL of your greatly improved article (and offer to share something of theirs in response).
This type of outreach (the targeting of web content through article distribution), is easy to do on many platforms and always develops a kind of snowball effect. Promotion like this starts slowly, but quickly builds up momentum – until it becomes an unstoppable force.
All you have to do is keep coming up with different pieces of truly epic content that will appeal to visitors and influencers alike – based on great web content that already is shared and linked to, and has thereby proven itself.
A Practical Example of What You Can Achieve
My Amazon review writing article is a good example of what's possible when you employ The Rank Blaster Method.
This post represents the kind of content marketing best practices that will stay around forever. It's based on trying to provide the best resource possible, and will always rank well because it gives Google everything it wants. No Hummingbird or Penguin will knock it off its rankings, because no tricks have been used to get those rankings.
This article ranks in the top 10 of Google for dozens of themed keyword terms. In the two years since it was published, (after an initial spike when launched) it's seen a rise in its organic search engine traffic of a whopping 572%. Although the rate of growth is slowing, over the last three months alone organic traffic is up over 19%, with the average time on page going from over 5 1/2 minutes to nearly a minute longer. It ranks highly for all its themed terms and attracts a consistent 30-40 visitors a day – plus it keeps readers engaged.
Yes, you might have encountered higher traffic figures – but this was all achieved with minimal (but essential) outreach promotion, and I could tell in advance what types of themed keywords it would rank for. Plus, it's just one content asset – use this on several and the process can be replicated.
A mere handful of the more lucrative search engine results it ranks highly for include:
- how to write a product review
- product review template
- amazon review sites
- how to write product reviews
- amazon product review sites
- write product reviews
- writing product reviews
- how to write a good product review
- how to write a good amazon review
- how to write a product review
You can type them directly into Google if you'd like to check 🙂
The article is also visually pleasing in the way it is presented on the page – and this of course is a good idea for all your web pages. Make sure their structure and formatting is likely to engage the reader and hold their attention. Use relevant images, infographics, videos, screenshots – whatever seems relevant – to grab interest and provide the maximum interactivity and value.
In this context, web content management is a way of rounding off already highly-effective website content. It will even encourage people who are less interested in the topic to read your content, or at least skim through it and/or share it.
Using the three simple steps outlined in ‘The Rank Blaster Method' will help you make the most of your Skyscraper posts by leveraging the power of keyword themes. Yes, your ‘feature length' article will already include many of these related phrases – but that's the whole point. By actively including even more in a natural and unforced way – we're giving an already high quality and authoritative piece of content an extra shot at ranking for even more keywords.
Sometimes this will happen on its own – but sometimes it won't. And there's nothing more disappointing than putting together a massive resource post and promoting it – only to watch tumble weeds roll past.
If you ‘rank blast' it – then promote your work using the methods outlined above – you'll soon be pleasantly surprised by just how many themed phrases your article starts to show up for in Google.
Your audience is happy, the search engines are happy and you're happy – what's not to like?
Try this out yourself and let me know how you get on in the comments below.