The SEO Project

Publish Original Data

Joshua HardwickJoshua Hardwick

Journalists, publishers and bloggers are always on the lookout for original data.

This is because they often link out to sources to back-up points made in their articles.

For example, this article on Forbes links out to a post about SnapChat on a third-party site:


No matter what your company does, you can almost always find some original data somewhere.

It could be something as simple as a statistic about how much people pay for your services (broken down in gender, age, etc.), or something more complex such as a full-blown study (such as SearchMetrics yearly ranking factors study):

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Whatever it is, chances are you could use it to gain some decent backlinks.

Here’s how to do it:

Finding the original data is the hardest part, as despite the fact that most companies have troves of data at their disposal, it can often be difficult uncovering something interesting and useful from that data.

If you’re struggling, try searching for other pieces of original data in your industry to get some inspiration.

Here are a couple of search terms you can use:

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When you have an idea, compile your data and publish it on your website (make sure to choose an appropriate format for the data – e.g. whitepaper, PDF, etc.)

Next, find journalists and bloggers you think would be interested in your findings.

These might include:

Here’s an email script you can use to get the word out:

“Hey [NAME],


I was just reading one of your posts and noticed you linked out to this study: [INSERT STUDY LINK].

I’ve actually just published a similar study; thought you might want to take a look?

Here’s the link: [INSERT LINK]

I’d love to hear your thoughts.


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