New techniques to attract visits to boring pages

Posted on February 1, 2012


The latest ‘Whiteboard Friday’ offering from SEOmoz is an interesting watch, as Rand Fishkin attempts to make the boring more interesting. His aim is to teach frustrated SEO jobbers how to make the those pages responsible for generating sales rank higher in the SERPS; a constant battle seemingly with no end.

His first offering is beautifully simple; the ‘combine and conquer’ rule. It is the easiest concept to try that Fishkin puts forward, and can quickly be reversed if not successful.

As the name suggests, this strategy involves combining those areas of the site that are already successful – most likely to be content rich and informative but not profitable, with those responsible for generating sales and capturing leads.

Another strategy highlighted, again concentrates on exploiting the already well performing pages on any given site. With leveraging, the focus is on those content rich pages which are respected by the wider community and ideally hosted and translated elsewhere.

It is simply a question of managing the hosted links provided with your content better and carefully designing the links that are in place to lead systematically to the sales pages. Additionally, further links can be strategically placed as and when the content authors are asked to scribe bespoke pieces and host forums.

Another strategy Fishkin explores looks at how salesy type stuff can better be embedded in well performing content, without detracting from it. Another interrogates how social media can more effectively and aggressively be used.

Thinking laterally has always been a by-word for good SEO but by applying techniques as mentioned above, inbound marketing can be excelled.

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