How to write blogs around a page you want to rank

[Meier]

Hey Moz Crew!

So I'm not necessarily looking for the answer here but more of a where do I begin to learn more. If you guys could point me in the right direction or even just help me ask the question in a better way, I would be so thankful.

Ok so there is page on my website that lives on the second page of Google. The page could be modified and I could add content to it if I wanted to, but let's just assume that this page is perfectly optimized with absolutely wonderful content and a great user experience.

Now of course I would like to get a bunch of links to that page, but If I can't write anymore content on that page or update it, It will be harder to convince people to link to it (does that even make sense?).

But if I can write blogs about really good subjects around that page, and those blogs do very well, how can I make sure that the actually page is getting all the juice that it can. And will it even get juice?

Is this just a simple internal linking question?

Am I tapping on the door of micro sites or landing pages?

Oy vey where do I start!?

Much love guys

[EGOL]

I don't use social.  If you make content like what is described above, the visitors to your website will share it on social for you.

It is easy to describe what is above, but difficult to pull it off.  If you want to see examples of this type of content just visit the Moz.com blog.  It takes this type of content to be published there.

Again, these links are valuable....

https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday

https://moz.com/blog/how-to-create-10x-content-whiteboard-friday

[Meier]

Gahhhhhh!

I'm excited.

Thank you!

How can I follow you on social??

[EGOL]

Would I then 301 it to the new page?

No.  This page will require a heap of hard work and you will probably spend some money making it.  It will be the best article on the internet for the SERPs that you are attacking.  It will be a big, carefully written, extensively researched, substantive article.  It might contain several great images, include quotes from expert people, photos that you travelled to get, maybe a video and more.  This isn't something that you throw away.  Articles like this might cost $500 to $2000 or more to produce.

This is the article that is going to go to #1 in the SERPs.  The link in it to your original page will pass some power. Then both of these pages will shoot to the top of the SERPs and put you into the domainant position at #1 and #2.  You will then be the authoritative author for this subject and produce more content around it that will dominate all of the secondary keywords.

[Meier]

Wow, I love it.

'Then, instead of trying to create microsites or landing pages I would simply put serious work and resources into a new page on that website designed to absolutely defeat what you already have and the pages that are ranking above it.'

Would I then 301 it to the new page?

[EGOL]

If this was my site, I would start by creating internal links to this page from relevant pages on the website that already exist.  That is an easy thing to do to help this content - if you have not done it already.

Then, instead of trying to create microsites or landing pages I would simply put serious work and resources into a new page on that website designed to absolutely defeat what you already have and the pages that are ranking above it.

Microsites and landing pages are weak efforts that Google has seen over and over for the past 20 years.  They know not to count them.

If you want to defeat something or take difficult SERPs, it usually takes the difficult effort of building a fantastic website or a piece of 10x content.

See these.....

https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday

https://moz.com/blog/how-to-create-10x-content-whiteboard-friday