If you’re in the market for SEO content acquisitions – buying existing content that’s already ranked and transferring ownership to yourself or your organization – you’re at the forefront of the future of SEO mergers and acquisitions. .
Acquiring SEO content is a lucrative strategy. After making three successful SEO content acquisitions to strengthen my SEO agency, I learned key lessons about this strategy that every business leader, regardless of industry, needs to know.
WHY SEO CONTENT ACQUISITION IS A SMART STRATEGY
Organizations are constantly brainstorming new content ideas targeting the keywords of their choice. The problem is that Google works like a library that stores these myriad items, which makes it more competitive to climb the search results page.
As it becomes increasingly difficult to achieve high keyword rankings, a better tactic is to buy content owned by others that is already ranking. When you write new content, you can’t be sure that Google will rank it high enough to have an impact, so acquiring existing content is the least risky route (e.g., you know that existing content is already good ranked on Google before buying this).
You will usually get more than content from SEO content acquisitions. To successfully acquire SEO content, you must make a 301 redirect (which permanently moves a link from one URL to another). A 301 redirect will also transfer any existing backlink equity, link equity, and authority from the originating pages to your website. If the original article was hyperlinked in a major publication, readers who click on the article in that major publication will now be redirected to your website.
Finally, in most cases, acquiring SEO content is just faster than creating original content. Content creation requires brainstorming, planning, writing, editing, and publishing. Even after the article is live on your website, it can sometimes take time for Google to index it before users can find it. When you acquire existing content, you acquire something that already has a history. Typically, the coins you acquire rank at the bottom of the first page of search results or at the top of the second page. They might even be in the middle or top of the first page, but their owners have changed industries or focus and no longer need them. With content upgrades (i.e. adding something new to each item or page you acquire, such as a different CTA or an extra paragraph), you can move your acquired items higher in ranking.
HOW TO DETERMINE GOOD SEO CONTENT ACQUISITION
I’m not going to pretend that you’ll be able to convince the owners of every piece you want to buy to sell, but offer them the right price (of course, what constitutes the “right price” will vary) and they might end up go.
Before you even think about pricing, there are three factors you need to consider to determine if the coins you are considering are actually good candidates for acquisition.
Factor 1: How much traffic is the post (or page) getting? The basic metric you should know is the amount of organic traffic each item or page you are considering receives. Organic traffic will tell you how many visitors and clicks an item or page gets from search results.
Even if you don’t own these pages, you can find out about their organic traffic through SEO analytics tools. Additionally, you should try to identify the research intent visitors who click on this element or this page, as well as type what part or page it is (specifically, whether it’s top, middle, or bottom of the funnel). Bottom-of-funnel items and pages are often worth more than top-of-funnel items and pages, especially if they’re focused on a keyword that requires high bids on Google ads.
Factor 2: Does the piece have backlinks? When a website links to an item or page from another, the recipient of that link gets a backlink.
Backlinks are extremely valuable because they help you build web authority and reach audiences you might not otherwise have. Also, backlinks are not easy to get, especially those from highly rated websites or publications. You can use various SEO analysis tools to see how many backlinks are pointing to a particular page and where those backlinks are coming from.
Factor 3: Is the content of high quality? This last factor is the most subjective of the three. Of course, what makes high-quality content will differ in different people’s eyes, but as a benchmark, you’ll want a page that provides value to your target topic.
Think of it this way: if the content is written with a high level of expertise, figure out how much it would cost you to hire that person or an SEO writer to produce an article with that expertise. If a heavyweight in your industry is writing the page, hiring that person or another expert would likely be expensive, which means you’re better off trying to buy that existing page.
HOW TO WEIGH THESE THREE FACTORS
You will find that these three factors can have different levels of importance to each other.
For example, an article may be written by a well-known expert in your field, but without organic traffic. Other times, a piece will be written by an author who is not well known, but has a ton of organic traffic. That’s up to you, but I think both of these pieces might be worth paying for.
When it comes to factor two, sometimes you will find that an article is not well written, but it has great backlinks. Again, it’s ultimately your decision, but it’s often worth the purchase. You can always edit the page for high quality content and great backlinks.
How you define value will depend on your organization’s needs, but if you approach SEO content acquisitions with the right mindset, you can give your organization an SEO boost.
Founder/CEO of Rankings.ioan SEO agency that helps elite personal injury law firms dominate front page rankings.