How to make your content rank for different SEO metrics

According to a new study by Kaizen, content that performs well for backlinks does not necessarily perform well for social share and vice versa. Analysing over 2,300 pieces of financial content, Kaizen has discovered the best performing pieces of content for URL rating, the number of referring domains and the number of social shares. 9 out of the top 10 pieces of content with the highest URL ratings were also featured in the top 10 pieces of content for the most referring domains. The more referring domains, the higher the quality of the URL rating.

Make your content rank for different SEO metrics

The piece of content that performed best for bothy URL rating and referring domains was the Corruptions Perceptions Index 2017, by Transparency International. The campaign highlighted the countries that are making little or no progress in ending corruption. However, what is it that made this campaign do so well in terms of SEO?

Global appeal

By emphasising on the visual components of the content, it is easy to understand the campaign without language. It is based on data from around the world, making it link-worthy on a global scale.

Emotional content

This piece of content evokes an emotional response from the element of corruption and the fact that most countries around the world are doing very little, or perhaps nothing, to put an end to corruption.

The content is evergreen

Evergreen content is content that is not tied to a specific time or date within the year. It can be outreached at any point. What’s more, Transparency International can update the information each year, creating a new story for outreach and increasing its chances of landing links.

By bringing together these common elements of viral content, the Corruption Index 6372 referring domains, and a URL rating of 84. This makes it the most successful piece of financial content in the study. These three aspects can be used as a checklist for your own content, helping to emulate great results.

Social shares

The Corruption Perception Index also ranked in the top 10 pieces of content for social shares, with a total of almost 48,000. Saying that it happens to only be 1 of 2 pieces to rank in the top 10 for URL ratings or referring domains and social shares. There is much less correlation between the success of social sharing and the success of backlinks. This shows that they aren’t directly linked.

The most successful piece of content for social shares was a car insurance calculator by, with a total of 91,000 social shares. Just like the majority of the top 10, this piece of content is B2C-focused. In comparison, the rating of the URL and referring domains lists are more technical and B2B-focused. Therefore, B2B content performs better for SEO strategies focused on backlinks. B2C tools and guides, on the other hand, seem to perform better for social shares.

The Corruption Perception Index is an exception as it seems to perform well for both backlinks and social shares. However, by focusing on analytical data from experts and business people, and by offering relevant data for both businesses and customers, it has equal value for both B2B and B2C audiences.


Do not expect the same piece of content to perform well in terms of both backlinks and social shares. However, if you can create content that offers equal value for both B2B and B2C, you will create a path for multiple outreach strategies. Of course, you can always turn to a team of experts to help with creating the perfect content for your business. At Search and More, we offer a variety of services that will optimise your online presence. To find out more, get in touch.

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