New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Focusing on high-quality backlinks can help with better rankings.

This piece says that long-form content allows more space for backlinks and rich backlinks, leading to better ranking. However, the quality of the content should not be compromised for the length of the article.

The writer must address the user search intent at the beginning of the article so that it can keep them engaged. A properly structured piece with easy-to-find relevant answers along with videos and infographics can add value to the content.

The author contends that one article should have only one keyword, and writers should be careful about “content duplication and keyword cannibalisation.” The article should backlink to relevant internal content and should also contain a clear call-to-action for subscription or product purchase.

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[6 minute read]

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