Wouldn't it be great if every page of your website led directly to a sale or conversion? Or if it was only necessary to persuade someone to buy from you and let them land on your website? Or if money grew on trees?
We all know these scenarios are ridiculous … but I still see website owners and marketers who focus solely on converting pages.
Every page has a unique purpose and not all pages should convert pages. Some examples of other goals your pages might serve are:
Present important employees and managersDefine your brand, culture and beliefsExplain the unique systems and processes of your companyAchieve a large audience with top funnels through organic searchInform and educate your audience about an important topic in your nicheEtc.
For the most part, pages that serve these goals are not the pages on which your audience converts. However, these pages all support the overall goal of increasing conversions.
Likewise, not all pages can be linked equally … and not all of them have to be.
Linkability or linkability generally depends on the size of the audience serving a particular page. Your product pages can only be linked to a limited extent because they serve a smaller audience of people who are ready to buy. For example, more websites would link to a page that examines the rich history of football and the World Cup than to a page that sells soccer jerseys.
Of course, you still want your product pages to rank according to the terms they describe, and that means you need backlinks. Since the link options for bottom funnel pages are inherently limited, you need to be a little more creative in how you maintain link justice for these pages – enter linkable resources and internal links.
In this post, I will guide you through the process of finding linkable topics, creating linkable pages, optimizing internal links, and promoting these pages to affect the visibility of your bottom funnel pages. I will even present a current project where we have implemented exactly this strategy and achieved great results.
Search for linkable top funnel topics
The first – and most important – step in influencing bottom funnel pages with top funnel content is to identify the right topic. The reason why this step is so important is that you want to invest a lot of time and energy in building and promoting this site and make sure that the topic has legs before you take this path.
The first place to start this process is competitors – which pages are your most linked pages? What types of topics do they cover? Do you speak to an audience that you ignore on your website?
There is a lot to learn from the content of competitors and how they earn links. If a competitor has a guide to [X Topic] with over 100 links and you do not address this topic on your website, you should probably cover this topic as it is demonstrably linkable. You should also keep a list of these link pages, as they are likely to be open to link to the page you are creating.
In fact, even those sites that don't have a lot of backlinks might be potentially linkable topics, but your competitor may not have promoted their site properly. Search the SERPs for these pages and their keywords to see if the ranking guides contain a significant number of referring domains. Just because your competitor missed this opportunity is no less.
If, after researching competitors, you still don't find promising ideas, expand your search to analyze websites that may not be direct competitors but still create content in your area and rank in relevant SERPs. The Related Pages tab in Majestic can be a great way to find these websites, or you can use the Organic Competitors section in SEMrush to find websites with similar keywords.
Government agencies and websites, believe it or not, can also provide linkable theme ideas. These websites offer a solid starting point as they do not cover any subject unless there is a legitimate need for this subject to be addressed. For example, this article exists on the FEMA blog:
Andrew Dennis is a content marketing specialist at Page One Power. In addition to his column here on Search Engine Land, Andrew also writes about SEO and link building for the Page One Power blog. When he's not reading or writing about SEO, he cheers on his favorite professional teams and supports his alma mater at the University of Idaho.