You Don’t Need to Reinvent the Wheel

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In my last post, I talked about the need for SEOs to focus on creating content that attracts links from related blogs and websites. While I provided five different elements that will make it much easier to create link-worthy content, I’ve already spoken to several individuals within the search engine optimization field that still think they can’t create linkbait. While their excuses may be anything from “I simply can’t write that well” to “I’m just not creative enough,” I’ve gotten to the point where I give them all the same answer: you don’t need to reinvent the wheel!

Cavemen with Wheels
(cartoon by Eric Jacobsen)

As you would expect, they have all had the same first reaction: a slightly confused stare. However, once I take a few minutes to explain myself, every person I’ve talked to suddenly realize that it really is possible for anyone to create great content that will attract links.

So, what exactly do I mean when I say you don’t need to reinvent the wheel? Well, the easiest way to explain it is by looking at an example of this concept in action. Since most of you are obviously interested in search engine optimization, let’s use an example that hits close to home:

SEO is BS!

For over two years, Shoemoney and Jason Calacanis have been using this same topic over and over to attract new links to their blog. Although it’s the same general statement over and over, each time either blogger writes a post related to SEO is BS, it attracts a significant amount of links:



  • May 7th, 2008
  • SEO Has No Future
  • over 600 links
  • January 16th, 2008
  • Why I do not like 95% of SEO Experts
  • over 200 links

Jason Calacanis

Jason Calacanis-

  • February 7th, 2007
  • Why people hate SEO… (and why SMO is bulls$%t)
  • over 500 links
  • December 6th, 2006
  • Black hat and White hat SEO (or “Is SEO B.S. or not?”)
  • over 175 links

Now that you’ve seen an actual example of this technique working, here are three things you need to remember when you are applying it yourself:

  1. The easiest way to find topics is by simply paying attention. If you’ve seen a topic within your industry receive attention on multiple occasions, you’ll have no trouble using it to create your own piece of link-worthy content.
  2. Although the example was a controversial topic, you can have the same success with topics that aren’t controversial (as long as they are informative or interesting).
  3. You can apply this technique to your own content. If you’ve written a lot of content on your blog, why don’t you put it together, add some graphics and publish an e-book like John Chow did last year?
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