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How to Optimize Your Statistics Pages to Earn Links



How to Optimize Your Statistics Pages to Earn Links

You’ve probably already heard that statistics pages are a great way to generate links.

You’ve also likely noticed that some statistics pages are much more successful at earning links than others.

So I wanted to figure out what separates the most successful statistics pages from those that fall flat.

After researching and experimenting with my own content, I found five key things that seem to significantly improve a statistics post’s link attraction.

I’ll discuss each tactic in detail below and provide step-by-step instructions so that you can duplicate the results.

Incorporate Journalistic Keywords

I learned the reverse outreach hack from Brian Dean, and it’s now my favorite strategy to incorporate into any statistics page.

In the case study he wrote, his content organically earned over 5,000 links thanks to this method.

The idea is that instead of you reaching out to journalists and content marketers and begging them to link to your content, they find your content when looking for data to support their argument and naturally link to you.

So start by finding long-tail keywords that are clearly hunting for data – Brian Dean calls them “journalistic keywords.”

To find these keywords, you can use a couple of different tactics:

  • Find long tail keywords on competing statistics pages.
  • Answer “People Also Asked” questions.

Finding long-tail keywords is pretty easy. You can Google the main keyword (e.g., “SEO statistics” or “coaching statistics”), take the top-ranking URL, and put it into your favorite keyword tool. Then, you can look at all the long-tail keywords and questions the page ranks for.

Here’s an example of this in action:

Screenshot from Ahrefs, September 2022


The other option is to look at the People Also Asked question box for your main keyword:

People Also Asked For Fast Food StatisticsScreenshot from search for fast food statistics, Google, September 2022

A pro tip is to click on each of the questions as it will generate even more questions:

People Also Asked Stat ExampleScreenshot from search for fast food statistics, Google, September 2022

As you include the statistical answers to each question in your post, optimize them for featured snippets by setting up the People Also Asked phrase as a question and then answering it as a complete sentence.

Here’s an example:

How many people eat fast food every day?

Approximately 85 million Americans eat fast food every day.

Find And Update Popular Stats

Ahrefs did a popular link-building study that walked through how it built 36 backlinks (for free) to a stats page by emailing websites with outdated statistics and offering more recent statistics posted on its brand-new stats page.

As a result, its post quickly became the top-ranking post for the term “SEO statistics.” Two years later, it’s still sitting in the second position.

SEO Stats Google SearchScreenshot from search for SEO statistics, Google, September 2022


Step 1: Take the top-ranking URL for your main keyword (e.g., “SEO statistics”) and put it into your favorite keyword tool.

Step 2: Check out its backlink profile and look at the most popular statistics. You can do this by scrolling through the backlink profile for the page and then doing an anchor text search for numbers you notice repeatedly.

For example, this statistic (“a third of Americans eat fast food each day”) seems to be popular:

Ahrefs Screenshot of Backlink profileScreenshot from Ahrefs, September 2022

Step 3: Check that the statistic is outdated (at least 2-3 years old).

If it is, try to find a more updated statistic to replace it. If you can’t find a more up-to-date statistic, consider creating a new statistic yourself.

For example, I was doing a stats page for chatbots and found some dated statistics on how many people use chatbots by country.

So, I used Clearbit and another data extraction site to come up with more current statistics and then compared the new data to the dated statistics:

outdated chatbot statisticsScreenshot from, September 2022


Step 4: Reach out to the websites with the dated statistics and offer the updated statistics.

Most people don’t respond to the traditional “link to my stats page because it’s better than the old page!”

However, most people like to have up-to-date content and, therefore, might be willing to swap out their old statistics for newer ones that you offer on a silver platter.

In fact, if you wanted to go the extra mile, you could even offer to update the whole page for them.

As mentioned earlier, this process helped Ahrefs earn 36 links in just a few weeks and catapult its page to the top of the search results.

Use A Hub And Spoke Model/Skyscraper Technique

I’ve noticed that many of the most successful statistics pages are organized in a hub and spoke/skyscraper style.

HubSpot’s Marketing Statistics page is an excellent example of a well-organized skyscraper-style statistics page.

Specifically, it includes the following sections:

  • Content Marketing Statistics.
  • Social Media Marketing Statistics.
  • Video Marketing Statistics.
  • Email Marketing Statistics.
  • Lead Generation Statistics.
  • Advertising Statistics.
  • Marketing Technology Statistics.
  • Sales Statistics.

This page even ranks well for many of these “spoke” statistics keywords. For example, the general page still ranks second for the term “content marketing statistics.”

Google Search for Content Marketing StatisticsScreenshot from search for SEO statistics, Google, September 2022

So next time you create a statistics page, separate it into several categories and continuously update and build out those categories.

Include Original Data

Given that the meat of statistics pages is data, creating original data is another great way to attract links.

However, most people assume that creating new data is time-consuming and expensive.

While this is true if you intend to do a major “state of the industry” study, there are plenty of ways to create or extract original data for free (or cheap).

Below, I’ll walk you through a few of my go-to methods.

Scan Public Data

There is plenty of data available that most people simply don’t want to organize.

The first person to introduce me to this method was Andy Crestodina. He told me he wanted to know the average lifespan of a website, but that statistic didn’t exist.

So he pulled a list of the top 200 marketing websites (according to Alexa) and hired a VA to go into the Wayback Machine and record the last time the website had a major overhaul.

The answer was two years and seven months.

Today, that single statistic has earned that post over 1,000 backlinks from websites like HubSpot, Forbes, Wikipedia, the Content Marketing Institute, and other websites that you could never buy a link from:

Ahrefs ScreenshotScreenshot from Ahrefs, September 2022


Leverage Internal Data

Another great way to create fresh statistics is to pull internal data.

Ahrefs has several excellent examples of this:

I want to point out that Ahrefs always creates an individual post on each of these statistics and then later adds the statistics to its other dedicated statistics pages.

I’ve found that this is a clever way to maximize the links you can get for a single statistic.

For example, the first post I mentioned (90.63% of Content Gets No Traffic From Google) has over 8,000 backlinks (over 3,000 referring domains).

Without a dedicated post, that statistic could have easily gotten lost on a massive statistics page.

Therefore, consider pulling out your most valuable statistics and creating a dedicated post to promote that statistic and maximize links.

Send Customer Surveys

If you have a large email list, another option is to survey your customers or audience. For example, Andy Crestodina does an annual blogger survey, which always receives much attention.

He says that it takes over 100 hours to put together, though you can see that it is well worth the effort, given that it organically attracted over 13,000 backlinks (over 3,000 referring domains).

Screenshot of AhrefsScreenshot from Ahrefs, September 2022


If you don’t have a list, you can also use a market research tool like SurveyMonkey or Pollfish, though this can get more expensive.

Create Graphics

Content marketers need data to support their claims, but they also need graphics and images to support their claims. Therefore, I strongly recommend creating graphics for your data as well.

For example, in the Google Lens search for the graphic below, you can see that a lot of different websites have shared it.

Screenshot of Google Lens SearchScreenshot from Google Lens search, September 2022

The best part about graphics is that you can take existing statistics and make graphics of them with your branding (just be sure to credit the original source).

Oberlo has plenty of examples of this:

monthly active youtube users graphicScreenshot from Oberlo, September 2022


If you don’t have a designer on staff, you can hire someone on Upwork or Dribbble to create graphics for you.

Start Updating Your Statistics Pages Now

Creating a great statistics page is a lot more than just creating the longest list of statistics that exists.

It’s about creating a resource that journalists and other content marketers find useful and can use to support their claims.

Try out some of these tips, and let us know if they help you generate more links!

More resources:

Featured Image: SEVENNINE_79/Shutterstock

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How to Achieve 7-Figures with Your Law Firm Website



How to Achieve 7-Figures with Your Law Firm Website

Many law firms are simply leasing space when it comes to their online marketing.

Whether it’s Google pay-per-click (PPC) ads, Facebook Ads, or social media, these channels often yield only temporary wins. Once you pull the investment, your results go away entirely.

Your website, on the other hand, can be a 24/7 selling tool for your law firm practice. It can effectively become your greatest asset, getting leads and cases while you sleep.

In this guide, we’ll talk about how to turn your website into the ultimate marketing tool for your law firm practice and generate seven figures in revenue for your business.

A Well-Optimized Law Firm Website Can Yield Huge Results

With your law firm’s website, you can use content marketing to your advantage to generate lucrative results for your business. Content and SEO allow you to attract users organically and convert traffic passively into new cases for your law firm.

As an example, a high-ranking webpage in a competitive market getting 1,000 users per month can get huge results:

  • Convert visitors at 2-5% = 20-50 leads.
  • Convert even 10-20% of leads = 2-10 cases.
  • Average $8000 revenue per case = $16,000-$80,000 monthly revenue from one page.

Over the course of a year, this could lead to high six-figures to seven-figures in revenue!

The Foundations Of A Revenue-Generating Law Firm Website

At its core, your law firm website should serve to speak to the needs, struggles, and interests of your target audience. It should be laser-focused on your practice area, who you serve, and what you have to offer.

With this in mind, a well-crafted website content strategy should define:

  • Your business goals (the cases you want).
  • What competitors are doing.
  • What pages to write and keywords to target.
  • How to use your content budget.
  • Your editorial calendar.
  • The purpose/intent of each page.
  • PR and backlink strategy.

Below, we’ll dive deeper into how to develop this strategy, build out amazing content, and achieve your seven-figure revenue goals.

1. Define The Cases You Want

The first step to developing a successful website marketing strategy is to define the types of legal cases you want.

This activity will help you determine the types of people you want to reach, the type of content you should create, and the types of SEO keywords you need to target.

That way, you end up marketing to a more specific subset of potential clients, rather than a broad range of users.

Not sure where to set your focus? Here are a few questions that might help:

  • Which of your cases are the most profitable?
  • What types of cases are you not getting enough of?
  • In what markets are you strongest?
  • In which markets do you want to improve?
  • Are there any practice areas you want to explore?

At the end of this activity, you might decide that you want to attract more family law cases, foreclosure law cases, or DUI cases – whatever it is, getting hyper-focused on the types of cases you want to attract will only make your website marketing even stronger.

2. Identify Your Top Competitors

One of the best ways to “hack” your website marketing strategy is to figure out what’s working for your competitors.

By “competitors” we mean law firms that are working to attract the types of cases you’re trying to attract, at the same level at which your law firm is currently operating.

I say this because I see many law firms trying to out beat and outrank the “big” fish and this can feel like a losing battle. You want to set your sights on your closest competitors, rise above them, and then get more competitive with your strategy.

Here are a few ways to identify your closest competitors:

  • Conduct a Google search of your legal practice area + your service area (e.g., “family law Kirkland”, “DUI lawyer LA”, “Denver probate attorney” etc.). Take note of the top-ranking domains (i.e., websites).
  • Use SEO tools like Semrush or Ahrefs to search your domain name. These tools will often surface close competitors to your domain.
  • Using the same tools above, conduct organic research on your domain to see what keywords you are already ranking for. Search these keywords in Google and see what other domains come up.
  • Use these tools to determine the domain authority (DA) of your domain. Compare this to the other top-ranking domains to see which domains have an authority score that’s similar to your own.

Be sure to look at your known business competitors as well.

These may or may not be ranking well in Google Search, but it’s still worth a peek to see if they are targeting any high-priority keywords that your website should be targeting.

3. Conduct A Content Audit Of Your Website

Your next step is to conduct an audit of your current website. This will allow you to take stock of what content is performing well, and what content requires improvement.

First, start with your main service pages.

Use SEO tools like Semrush or Ahrefs again to review the rank (position), performance, and keywords of each page. Identify any pages that are ranking low, or not at all.

Then, find “low-hanging fruit” pages. These are the pages that are ranking around position 5-10. They require less effort to optimize to reach those higher rank positions – compared to pages ranking at, say, position 59.

Next, use the same tools to conduct a “gap analysis” (most SEO tools have this feature).

This compares your website’s performance to that of your closest competitors. It will show you a list of keywords that your competitors are ranking for that your website is not ranking for at all.

Finally, create an inventory of what pages you already have, which need to be revised, and which you need to create. Doing so will help you stay organized and stay on task when developing your content strategy.

4. Plan Your Content Silos

By this step, you will have a pretty good idea of what pages you already have, and which pages are “missing” from your strategy (based on the list of keywords you are not yet targeting).

From here, you will plan what’s called “content silos”.

Here is the basic process:

  • Review an existing service page (if you have one) and optimize it as best you can. Ideally, this is a page that’s already performing well and is otherwise a “low-hanging fruit” page.
  • If you don’t have any existing service pages, create one based on one of your high-priority keywords. Again, these should be a keyword that is meant to attract your preferred type of cases.
  • Next, build a “silo” of content around your main page. In other words, create new pages that are topically related to your main service page, but that target slightly different keywords (ideally, “long-tail”, lower competition keywords).
  • Add internal links between these pages and your primary service page.
  • Over time, build backlinks to these pages (through guest posting, PR, content marketing, etc.)

Below is an example of a content silo approach for “personal injury:”

Image from author, November 2022

5. Identify Supporting Topics

As part of your website content strategy, you’ll then want to create other supporting content pieces. This should be content that provides value to your potential clients.

FAQs, blogs, and other service pages can support your main pages.

For example, if you are a DUI lawyer, you might want to publish an FAQ page that addresses the main questions clients have about DUI law, or a blog post titled “What to Do When You Get a DUI.”

There are a few tools you can use to research supporting topics:

  • Semrush – Use this tool to identify untapped keywords, content topics, and more.
  • AlsoAsked – Identify other questions people have searched for relevant to your primary topic.
  • Answer the Public – Use this search listening tool to identify topics and questions related to your practice area.

Below is an example of how the full content silo can come together for “Los Angeles Car Accident Lawyer:”

Accident lawyer content siloImage from author, November 2022

6. Build An Editorial Calendar

Once you have all of your content ideas down on paper, it’s time to develop your editorial calendar.

This is essentially a plan of what content you need to create when you want to publish it, and what keywords you plan to target.

This can be as simple as a Google Sheet or as fancy as a project management tool (like or Asana).

Here are a few tips to get you started:

  • Always prioritize main pages. These should be the first content pieces you create on your website.
  • Create or revise your main pages and monitor their performance. Use Google Analytics and other SEO tools to keep your eye on how your content is performing.
  • Depending on budget and urgency, you might start with all main pages, or go silo by silo. Determine which service pages are most important to you. You can create all of your main pages at once, or develop the entire silo as you go.
  • Keep a record of your target keywords. Just because you “optimize” for them doesn’t mean your content will automatically rank for your target keywords. In your editorial calendar, keep track of the keywords you wish to target – by page – so you have a record of your original SEO strategy.

What Makes A Winning Law Firm Website Strategy?

The key to achieving seven figures with your law firm website is content.

Content allows you to target your ideal clients, attract your preferred cases, engage your audience, and so much more.

A well-thought-out content strategy will empower your website to achieve more for your business than any other marketing channel could!

Above, I outline a few steps to developing this type of winning strategy. But, achieving excellence takes time.

I recommend keeping your eye on the prize, monitoring performance, and making updates as you go along.

This will help you reach your desired result.

More resources: 

Featured Image: PanuShot/Shutterstock

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