White hat SEO activities can be reduced to two words: publishing and promotion.
Have you ever noticed that news type websites (even for industry specific news) tend to rank higher than business blogs?
Every wonder why?
It’s because they’re very large repositories of quality content that are updated frequently.
When you want your website to rank, you need to turn it into an online magazine serving your industry.
You need to:
- Publish a lot
- Publish good stuff (that others find useful)
- Publish often
- Keep publishing
However it’s also important that people link to pages on your website. This is achieved through various forms of promotion.
- Social media promotion
- Guest blogging
- Good old fashioned promotion via any means possible
Now I wish to address the on going debate between post quality and post quantity. It’s a false debate. You need both.
Specifically you need to publish some number of really well researched high quality posts that provide high level analysis and offer strong insights. I call these pillar posts.
You also need to publish a steady stream of shorter posts that each answer one question or make one main point. I call these snippet posts.
Your snippets link “up” to your pillars thereby creating a hierarchical link structure internal to your website.
The magic lies in the combination of:
- Great pillar posts
- Good snippet posts
- A hierarchical internal link structure
- Links from other websites, the higher their authority, the better