We frequently get the comment from clients that they don’t want “blog links”. This means that many businesses are on to the content marketing game, but they understand that they still need links to their “money” pages in order to rank well – that is, the commercial landing pages that are increasingly difficult to build natural, sustainable links into.
It is very possible to build links into money pages with content you host on the blog – if you do it right. However, you definitely can place content on the blog and never get links back to your money pages. In that situation, the activity won’t be as prosperous for search unless it absolutely knocks it out of the park from a branding/secondary KPI perspective.
READJUSTING TO THE STATUS QUO
Although building links into secondary money pages is still possible, it’s difficult. In today’s world the page balance of 30% homepage and 10% across secondary landing pages just isn’t likely, because that was only made possible by some paid junk we funneled in there to get some commercial anchor text.
In a more realistic environment, page balance leans towards the homepage more heavily, where it’s most natural for people to link to the businesses they like. Rarely will the common user think to reference some longtail category page in a natural way – and for that reason, our ratios should reflect this.