Search: Pulling Rank
There's plenty that you can do to catalyze this process. You can write blog content pointing to these pages; tweet about them consistently using relevant terms; comment on relevant online content and point to these pages; and work with partners, suppliers and media to guide the way they link to these pages. Using microblogs, social networks and other channels, you can also build trust—and value for your audience—by sharing links to interesting, useful or entertaining content like videos, coupons, free content downloads and giveaways.
• Plan and be consistent with keywords across all of your communications. Planning and committing to specific keywords is a cornerstone of effective linkbuilding and your overall search marketing mix. Determine the terms best associated with your use cases or likely search parameters, and use them consistently across your content.
The long tail is particularly valuable for keywords and SEO. The trick is to determine the best keyword phrases for a niche market you are targeting, because these will have the least competition—helping you to rank higher in the results—and the greatest potential rewards in terms of conversions. An example is "marketing agency" versus "B-to-B tech marketing agency San Francisco." You should own your chosen keywords and think of them as working together to reinforce each other from a search perspective.
Developing an integrated content strategy and planning onsite, online and social content around your strongest keywords will, over time, contribute to the strength of your ranking—while also helping you message clearly and consistently as your page rank rises.
• The first link is the one that counts. Search engines only count links to unique URLs, so there's no need to link to the same page multiple times in the same content. The other links in your content should be to different pages of your site.