1.
Using Search Intent in
Your Link Building Efforts
Chris Czermak | MacNaught Digital
SLIDESHARE.NET/ChristopherCzermak
@ChrisCzermak

2.
@ChrisCzermak #BrightonSEO
Insomnia
Statistics
Burnout
Statistics
Bioperine:
What is it?
Freelancing
Statistics

3.
@ChrisCzermak
When we talk about search intent,
we think of this…
#BrightonSEO

4.
@ChrisCzermak #BrightonSEO

5.
But we can also use search intent
in our link building efforts.
@ChrisCzermak #BrightonSEO

6.
“Informational” is a very broad
segment
@ChrisCzermak #BrightonSEO

7.
@ChrisCzermak #BrightonSEO
Simple answers to simple questions

8.
@ChrisCzermak #BrightonSEO
Information seekers who MAY end up on a
buying journey

9.
@ChrisCzermak #BrightonSEO
Informational with a clear commercial intent

10.
@ChrisCzermak #BrightonSEO

11.
Natural links are still the backbone of
the internet
@ChrisCzermak #BrightonSEO

12.
www.gov.uk/redundancy-your-rights

13.
www.gov.uk/redundancy-your-rights

14.
www.gov.uk/redundancy-your-rights

15.
www.nhs.uk/conditions/diabetes/

16.
www.nhs.uk/conditions/diabetes/

17.
www.nhs.uk/conditions/diabetes/

18.
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk

19.
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk

20.
www.cancerresearchuk.org/health-professional/cancer-statistics-for-the-uk

21.
@ChrisCzermak #BrightonSEO
They’re acquiring links naturally by
people finding their content in search

22.
But what types of queries
include “source to cite”
searchers?

23.
@ChrisCzermak #BrightonSEO

24.
Examples
A few examples of each group

25.
Statistics / Trends

26.
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems

27.
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems

28.
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems

29.
formulatehealth.com/blog/insomnia-statistics-uk-how-many-people-have-sleep-problems

30.
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

31.
Definitions

32.
contentmarketinginstitute.com/what-is-content-marketing/

33.
contentmarketinginstitute.com/what-is-content-marketing/

34.
contentmarketinginstitute.com/what-is-content-marketing/

35.
contentmarketinginstitute.com/what-is-content-marketing/

36.
contentmarketinginstitute.com/what-is-content-marketing/
Definition of
Content Marketing
What is Content
Marketing?
What is a Content
Marketing Strategy?
Content Marketing
Definition

37.
Fact Files

38.
www.healthline.com/nutrition/vitamin-c-benefits

39.
www.healthline.com/nutrition/vitamin-c-benefits

40.
www.healthline.com/nutrition/vitamin-c-benefits

41.
www.healthline.com/nutrition/vitamin-c-benefits

42.
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

43.
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do

44.
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do

45.
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do

46.
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do

47.
www.formulatehealth.com/blog/bioperine-what-is-it-and-what-does-it-do
Bioperine
Black Pepper
What is
Bioperine?
Bioperine Side
Effects
Bioperine
Benefits

48.
How To’s & Guides

49.
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/

50.
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/

51.
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/

52.
www.caranddriver.com/features/a27169631/how-to-change-oil-in-car/

53.
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

54.
Tools & Templates

55.
www.moneysavingexpert.com/tax-calculator/

56.
www.moneysavingexpert.com/tax-calculator/

57.
www.moneysavingexpert.com/tax-calculator/

58.
www.moneysavingexpert.com/tax-calculator/

59.
www.moneysavingexpert.com/tax-calculator/
PAYE
Calculator
How much tax
will I pay?
Income Tax
Calculator
Tax Calculator
2022
Take Home Pay
Calculator UK

60.
So how do we actually do that?
@ChrisCzermak #BrightonSEO

61.
Finding these Opportunities
How to find the content groups that work for you

62.
Varies sector to sector, so how do
you find these opportunities in your
own sector?
@ChrisCzermak #BrightonSEO

63.
@ChrisCzermak #BrightonSEO
Mind Mapping works great for
finding relevant content topics.

64.
@ChrisCzermak #BrightonSEO

65.
Find high authority sites & publications
writing about those topics
@ChrisCzermak #BrightonSEO

66.
Take a look through their most
linked to pages
@ChrisCzermak #BrightonSEO

67.
Look for pages with naturally
acquired link profiles over time
@ChrisCzermak #BrightonSEO

68.
@ChrisCzermak #BrightonSEO

69.
Aim for a list of 50 - 200 pages
building links naturally
@ChrisCzermak #BrightonSEO

70.
Group them into content/keyword
types
@ChrisCzermak #BrightonSEO

71.
Tips & Considerations
Things to keep in mind

72.
Am I the right source for this
information?
@ChrisCzermak #BrightonSEO

73.
How is your content better?
@ChrisCzermak #BrightonSEO

74.
Passive link acquisition depends on
“source to cite” intent searchers
finding your content
@ChrisCzermak #BrightonSEO

75.
Establishing Visibility
How to get the content ranking and generating links passively

76.
Obviously, you want to get your
content ranking
@ChrisCzermak #BrightonSEO

77.
Outreach for the first few links until
the content is established
@ChrisCzermak #BrightonSEO

78.
In some cases, use
for low cost queries
@ChrisCzermak #BrightonSEO

79.
Take advantage of long-tail variants
@ChrisCzermak #BrightonSEO

80.
Optimise for featured snippets
@ChrisCzermak #BrightonSEO

81.
Structure content for journalists,
using a summary at the top of your
articles
@ChrisCzermak #BrightonSEO

82.
@ChrisCzermak #BrightonSEO

83.
Measuring & Refining
Tracking, updating and re-optimising content

84.
Use Search Console data to find
other queries generating traffic and
optimise further
@ChrisCzermak #BrightonSEO

85.
Monitor backlink growth
@ChrisCzermak #BrightonSEO

86.
Genuine scalable assets build links
passively
@ChrisCzermak #BrightonSEO

87.
Focus on creating assets that rank
for source to site queries
@ChrisCzermak #BrightonSEO

88.
@ChrisCzermak #BrightonSEO