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Using Search Intent in
Your Link Building Efforts
Chris Czermak | MacNaught Digital
SLIDESHARE.NET/ChristopherCzermak
@ChrisCzermak
@ChrisCzermak #BrightonSEO
Insomnia
Statistics
Burnout
Statistics
Bioperine:
What is it?
Freelancing
Statistics
@ChrisCzermak
When we talk about search intent,
we think of this…
#BrightonSEO
@ChrisCzermak #BrightonSEO
But we can also use search intent
in our link building efforts.
@ChrisCzermak #BrightonSEO
“Informational” is a very broad
segment
@ChrisCzermak #BrightonSEO
@ChrisCzermak #BrightonSEO
Simple answers to simple questions
@ChrisCzermak #BrightonSEO
Information seekers who MAY end up on a
buying journey
@ChrisCzermak #BrightonSEO
Informational with a clear commercial intent
@ChrisCzermak #BrightonSEO
Natural links are still the backbone of
the internet
@ChrisCzermak #BrightonSEO
www.gov.uk/redundancy-your-rights
www.gov.uk/redundancy-your-rights
www.gov.uk/redundancy-your-rights
www.nhs.uk/conditions/diabetes/
www.nhs.uk/conditions/diabetes/
www.nhs.uk/conditions/diabetes/
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk
@ChrisCzermak #BrightonSEO
They’re acquiring links naturally by
people finding their content in search
But what types of queries
include “source to cite”
searchers?
@ChrisCzermak #BrightonSEO
Examples
A few examples of each group
Statistics / Trends
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems
How many
people have
insomnia?
Sleep
Statistics UK
Sleep
Statistics UK
2021
Insomnia
Statistics
Sleep
Deprivation
Statistics UK
Definitions
contentmarketinginstitute.com/what-is-content-marketing/
contentmarketinginstitute.com/what-is-content-marketing/
contentmarketinginstitute.com/what-is-content-marketing/
contentmarketinginstitute.com/what-is-content-marketing/
contentmarketinginstitute.com/what-is-content-marketing/
Definition of
Content Marketing
What is Content
Marketing?
What is a Content
Marketing Strategy?
Content Marketing
Definition
Fact Files
www.healthline.com/nutrition/vitamin-c-benefits
www.healthline.com/nutrition/vitamin-c-benefits
www.healthline.com/nutrition/vitamin-c-benefits
www.healthline.com/nutrition/vitamin-c-benefits
www.healthline.com/nutrition/vitamin-c-benefits
Is taking
extra Vitamin
C beneficial?
Health Benefits
of Vitamin C
Is Vitamin C good
for the heart?
Vitamin C for
Immune System
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
Bioperine
Black Pepper
What is
Bioperine?
Bioperine Side
Effects
Bioperine
Benefits
How To’s & Guides
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/
How to do an
oil change
How to change
the oil in a car
Oil change
steps
Oil change
process
Oil change for
beginners
Tools & Templates
www.moneysavingexpert.com/tax-calculator/
www.moneysavingexpert.com/tax-calculator/
www.moneysavingexpert.com/tax-calculator/
www.moneysavingexpert.com/tax-calculator/
www.moneysavingexpert.com/tax-calculator/
PAYE
Calculator
How much tax
will I pay?
Income Tax
Calculator
Tax Calculator
2022
Take Home Pay
Calculator UK
So how do we actually do that?
@ChrisCzermak #BrightonSEO
Finding these Opportunities
How to find the content groups that work for you
Varies sector to sector, so how do
you find these opportunities in your
own sector?
@ChrisCzermak #BrightonSEO
@ChrisCzermak #BrightonSEO
Mind Mapping works great for
finding relevant content topics.
@ChrisCzermak #BrightonSEO
Find high authority sites & publications
writing about those topics
@ChrisCzermak #BrightonSEO
Take a look through their most
linked to pages
@ChrisCzermak #BrightonSEO
Look for pages with naturally
acquired link profiles over time
@ChrisCzermak #BrightonSEO
@ChrisCzermak #BrightonSEO
Aim for a list of 50 - 200 pages
building links naturally
@ChrisCzermak #BrightonSEO
Group them into content/keyword
types
@ChrisCzermak #BrightonSEO
Tips & Considerations
Things to keep in mind
Am I the right source for this
information?
@ChrisCzermak #BrightonSEO
How is your content better?
@ChrisCzermak #BrightonSEO
Passive link acquisition depends on
“source to cite” intent searchers
finding your content
@ChrisCzermak #BrightonSEO
Establishing Visibility
How to get the content ranking and generating links passively
Obviously, you want to get your
content ranking
@ChrisCzermak #BrightonSEO
Outreach for the first few links until
the content is established
@ChrisCzermak #BrightonSEO
In some cases, use
for low cost queries
@ChrisCzermak #BrightonSEO
Take advantage of long-tail variants
@ChrisCzermak #BrightonSEO
Optimise for featured snippets
@ChrisCzermak #BrightonSEO
Structure content for journalists,
using a summary at the top of your
articles
@ChrisCzermak #BrightonSEO
@ChrisCzermak #BrightonSEO
Measuring & Refining
Tracking, updating and re-optimising content
Use Search Console data to find
other queries generating traffic and
optimise further
@ChrisCzermak #BrightonSEO
Monitor backlink growth
@ChrisCzermak #BrightonSEO
Genuine scalable assets build links
passively
@ChrisCzermak #BrightonSEO
Focus on creating assets that rank
for source to site queries
@ChrisCzermak #BrightonSEO
@ChrisCzermak #BrightonSEO

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