The days of simply packing content with a bunch of keywords and calling it SEO are long gone – these days, it takes a lot more to successfully market your content to be seen favourably in the eyes of Google. One of the most effective ways to climb the SERPs ladder is to produce high quality and unique content that attracts links, and informative infographics are a fantastic way to achieve this. Not only are they popular amongst a range of different audiences but they’re also able to simplify complex data into a more digestible format, so they’re perfect for building links, even in more technical industries.
Why are infographics so effective?
Visual content is appealing to audiences and infographics, in particular, are an attractive way of packaging data and information, through colour combinations, graphs, icons and imagery. Information distributed in this way often earns more outside links, including editorial and contextual links, rather than just text. Playing up to trending topics and the latest news makes you more likely to get picked up by bloggers and news sites – infographics have the ability to ‘go viral’ and they’re a popular link building tactic for so many businesses.
According to Unbounce, websites who publish infographics see a positive growth of 12% in traffic, compared to websites who don’t.
Infographics are ideal for sharing on blogs, websites and social media channels because they have an eye-catching appeal. In fact, this form of content receives three times the engagement of any other social media content. As the ideal linkbait, infographics are easy to share and provide a backlink as a citation and gain the attention of niche bloggers and mainstream media in equal measure.
How to build a successful link building campaign using infographics
Step One: Brainstorm and Research
Step One: Brainstorm and Research
Gathering ideas of what’s appealing to your target audience should be the first stage of any infographic. Whether that idea comes from data, specific niches or events throughout the year, try to look for angles that are more unique and unusual. This ups the chances of your content being shared – you want your infographic to be interesting, easily enhanced by graphics and data, and be relevant to your business. This way, any incoming links will bring with them a host of potential customers, and Google will associate the infographic with the rest of your site.
From here, you can focus on researching the topic and gathering data that can be used in the infographic itself. Focus on verifiable statistics that can be cited and ensure you have plenty of information that can be easily organised and broken down into tweetable statements. Also, try to focus on content that triggers an emotional response within your audience. The perfect tool to find trending articles is Buzzsumo.
Buzzsumo allows you to view the top trending content on the web, using social engagement as a metric.
Step Two: Develop the Concept
Once you’ve researched the subject, develop it by considering how the data can be represented in a visual way and the colour themes you want to use that will best suit your target market and the topic. How can this information be visually represented in a way that will create an emotional response? Are there ways you can add humour to the piece? What makes this content shareable? These questions are often where your infographic can fall short – having a cool concept is one thing, but if you can’t cater to your target market with the end result, it will fall flat.
Coolors, one of the design team’s favourite tools to use when choosing a beautiful colour palette.
Step Three: Design
Working closely with your designer, you can build out the design for your content. Concepts can easily fall apart at this stage if not properly managed – considering the visual approach and bringing it to life are key to the success of the content when it comes to sharing it. If it doesn’t make you say wow, it’s not shareable enough. The design needs to suit the tone of the information but be fun and interesting at the same time.
Step Four: Share the Infographic
All the steps so far have been in preparation for this – sharing the content. Good content, combined with strong outreach, can provide amazing results. Whether you write about the post or just upload the infographic alone, a key point is to include the embed code that makes it easy for people to share the infographic in order for you to gain links back to your site.
There are various ways to share your infographic, from submitting it to an infographic directory to writing an optimised press release with a link back to your blog post – a great way to benefit your SEO strategy as well as building links. Social media channels are perfect for sharing content like this, particularly when paired with relevant hashtags to make it easier to find. Don’t forget sites like Pinterest and Reddit which have a vast collection of infographics and are prime locations for with visual content. Infographics work well for guest posting to sites and authoritative blogs within your niche too. Lastly, you could contact the sources cited in your content and let them know about it – they’ll likely be glad to share it, bringing you inbound links that will benefit your brand.
Step Five: Track and Follow Up
Once you’ve shared your infographic everywhere you can think of, it’s time to check on the success of your efforts. Set up tracking for your landing page in your analytics software so you can see where the traffic is coming from and who is referring people back to your site. Performing a second round of outreach and following up with a friendly email to any sites who aren’t linking back to you can get you a few more links too. Monitoring this coverage will help you to gain new ideas for infographics going forward so you can start the process all over again with a new topic.
Infographics can be created as stand-alone content or to enhance existing content on your site, but however they’re used, they’re an important part of a marketer’s strategy. Compared to traditional blog posts, infographics have the ability to be more widely shared and serve as a potential goldmine for building links back to your site.