Copy and paste your findings into a spreadsheet. Rinse and repeat for related searches until you get the feeling you covered everything. Now create one piece of epic content that covers everything you found about the FIFA demo (when it releases, where it can be downloaded, whether is free or not, teams you can play with, etc.). It’s easy.
Creating news articles on steroids
Luckily for this particular technique – you don’t have to reinvent the wheel!
Look up websites about the previous release.
- What are the top ranking pages?
- What did they write about?
- How did they cluster their pages?
- How did they cluster their paragraphs?
- What kind of news articles did they release?
Then, just rewrite their content. Make it better. Make it more relevant for the upcoming release. Add all content from the separate results into one, big monster piece. Try to aim for 800-1.000 words per news article.
By doing this, you will likely outrank your competitors and even major retailers for a long time. The major retailers in the Netherlands didn’t even created pages until after the release (!). They competed with very thin content, purely focused at selling the game. Not many aimed at long-tail. We did, obviously.
It took us only a couple of hours to write this content. You can even outsource this if you’re super lazy – just explain the process above and let someone else write if for you. Textbroker is an excellent platform to outsource your content. We’ll probably release a full guide on this particular topic as well.
We also set EA’s twitter profile and FIFA’s twitter profile notifications on, which means you’ll get a push notification when they tweet something. As news gets shared on Twitter first, it turned out as a good strategy to be able to publish news fast.
Our news updates were not only focused on getting some long-tail search traffic, but also on strategically placing internal links in the body-content to strengthen our most important affiliate pages. Here are some examples, notice the anchor-texts: