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Original Research and Data

Original research and data are valuable assets in the realm of content creation and link building. 

On the internet, where information is abundant and competition is fierce, original research sets you apart from the crowd. 

It offers a unique opportunity to provide fresh insights, support claims with concrete evidence, and establish yourself as an authority in your field. 

By conducting original research and presenting data-driven findings, you not only contribute to the knowledge base but also attract attention from bloggers, journalists, and content creators who seek credible sources to back up their content. 

Securing backlinks from reputable sources is crucial for several reasons, and leveraging original research can significantly enhance your link-building efforts.

In this article, we will explore why original research works so well for building links and discuss best practices to leverage the power of data in your content marketing strategy.

Here is what you will read in this article:

  • Why Does Original Research Work So Well For Building Links?
    • Substantiating Opinions with Concrete Data
    • Setting Your Blog Apart with Unique Content
    • Facilitating News Coverage
  • Best Practices
    • Find a Trending Topic
      • Google Trends
      • BuzzSumo
      • Twitter
    • Publish as a Blog Post
    • Go Big
    • Report Bite Sized Stats
    • Provide Embeddable Visuals
  • Conclusion

Why Does Original Research Work So Well For Building Links?

Original research is a powerful tool in the world of link building. 

It holds great value for bloggers, journalists, and content creators looking to back up their opinions with solid facts. 

Moreover, research studies provide unique and valuable content that stands out in a sea of information. 

News sites, in particular, find original research to be a "plug and play" story, offering them ready-made content to engage their audience. 

Let's explore the reasons why original research works so effectively for building links.

Data Helps Bloggers And Journalists Back Up Their Opinions With Facts

When bloggers and journalists express their opinions, they strive to provide evidence and support for their claims. 

Data derived from original research serves as a valuable resource for these individuals. 

By referencing research findings, they can enhance the credibility of their content and establish a solid foundation for their arguments. 

As an illustration, consider the ranking factors study I conducted a few years ago. 

Our findings corroborated the assertions of numerous content marketing and SEO experts, namely that "longer content beats short content." 

Consequently, whenever individuals seek to substantiate their theories, they frequently cite our study.

Setting Your Blog Apart with Unique Content

Creating a successful blog requires setting it apart from the competition by offering content that is both unique and valuable.

Numerous blogs cover similar topics, so providing a fresh perspective or presenting original research can make a significant impact.

With many blogs and websites recycling existing information, it becomes challenging for their content to gain attention.

To stand out, delve deep into a subject, conduct in-depth analysis, or share unique insights that capture your audience's attention.

By doing so, you establish yourself as an authority in your niche.

Unique content not only helps you distinguish your blog but also attracts backlinks from other websites, as bloggers and journalists actively seek valuable sources to support their own content.

This effect is particularly pronounced when exploring new topics.

For example, earlier this year, we conducted an extensive voice search SEO study encompassing 10,000 results.

Since no previous study had explored this domain, it quickly garnered numerous backlinks within weeks.

Whether you achieve it through conducting original research, sharing personal experiences, or offering innovative solutions, setting your blog apart with unique content is a powerful strategy to engage readers, drive traffic, and establish a strong online presence.

Facilitating News Coverage

News sites are continuously searching for captivating stories to captivate their readers.

Original research provides them with ready-made content that is both informative and compelling.

Journalists can seamlessly integrate research findings into their articles, creating engaging narratives for their audience.

News outlets often dedicate entire posts to discussing and analyzing research studies, generating additional exposure and links for the original study.

This mutually beneficial relationship benefits both researchers and news sites as they collaborate to deliver valuable content to their respective audiences.

As a result, not only will people mention your research in their blog posts, but they may also dedicate entire articles to discussing your study.

A notable example is HubSpot, which created a comprehensive post dissecting my voice search study—an immensely satisfying experience.

The remarkable impact of original research is reflected in statistics. According to BuzzSumo, an astounding 47% of all marketers incorporate original research into their content marketing strategies.

Moreover, SEO PowerSuite's findings reveal that, in terms of link building, data and research far surpass other content formats.

Given these extraordinary advantages, it is crucial to understand how to effectively publish original research content.

Best Practices

To maximize the impact of your original research and effectively build links, it's important to follow best practices.

Let's explore some key strategies to consider:

Find a Trending Topic

Choosing the right topic for your research study is critical.

Look for subjects that are currently trending and gaining popularity.

By selecting a topic that is in high demand, you increase the likelihood of attracting attention from bloggers, journalists, and content creators who are seeking fresh and relevant content to share with their audience.

Tools like Google Trends, BuzzSumo, and Twitter can help you identify trending topics and gauge their popularity.

  • Google Trends

Utilize Google Trends to assess the popularity of potential research topics.

Look for topics that show a consistent upward trend, indicating a growing interest among the audience.

The rising popularity of a topic suggests a greater likelihood of engagement and link-building opportunities.

  • Buzz Sumo

BuzzSumo is another valuable tool that can assist in identifying hot topics.

Enter broad keywords related to your niche and analyze the subtopics that generate significant shares.

These subtopics have the potential to work well as the subject of your research study, as they resonate with the audience and attract attention.

  • Twitter

While not as precise as Google Trends or BuzzSumo, Twitter can provide insights into trending topics.

Conduct searches on Twitter to discover conversations and discussions around specific topics.

Although Twitter search may not provide long-term trend data, it can help you identify immediate and highly relevant subjects that are currently capturing attention.

Use Google Trends and BuzzSumo to validate the long-term interest in the identified topics before proceeding with your research study.

Publish As Blog Post

To maximize the impact of your research study, it is crucial to publish your findings as a blog post.

While other formats like PDF whitepapers may be useful for specific purposes, a blog post format offers several advantages.

It allows for easy sharing, linking, and accessibility, making it more likely for others to reference and cite your research.

By presenting your findings in a blog post, you create an opportunity for bloggers, journalists, and content creators to directly link to your study, driving valuable backlinks to your website.

Go Big

When conducting original research, aim for the largest sample size possible.

A larger sample size enhances the statistical significance and reliability of your findings.

It adds credibility to your research study and makes it more compelling for others to reference and cite.

The bigger the numbers, the more attention your research is likely to attract, amplifying its impact and link-building potential.

Report Bite-Sized Stats

In addition to presenting the overall findings of your research, consider highlighting bite-sized statistics that offer quick and easily shareable insights.

These concise and eye-catching statistics act as concrete data points that bloggers and journalists can incorporate into their content.

By providing these bite-sized stats, you facilitate the inclusion of your research in their articles and encourage backlinks to your study.

Provide Embeddable Visuals

Visualizing your research data through charts, graphs, infographics, and videos enhances its accessibility and understandability.

Visuals not only make your findings more engaging but also provide content creators with ready-made visuals to include in their blog posts or articles.

When others use your visuals, they are likely to link back to the original source—the research study or your website—as the image source, generating valuable backlinks.


Original research and data play a pivotal role in effective link building.

By providing bloggers, journalists, and content creators with valuable and credible information, original research becomes a powerful asset for building high-quality backlinks.

Through data-backed evidence, unique content, and ready-made stories, research studies offer a compelling value proposition.

By following the best practices we went over, you can harness the potential of original research to enhance your link-building efforts and establish yourself as an authoritative source in your industry.

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