Content Flipping
Objective: Boost organic search traffic to high-value commercial pages on your website.
How: One of the big challenges that a lot of businesses face with SEO is actually getting their product pages, or other commercial pages, ranking well for highly competitive search terms that can result in a large volume of conversions.
It's one thing ranking blog content for long tail keywords that can drive leads; it's another thing ranking your product/service pages for highly competitive head keywords that can create direct revenue conversions.
The reason for this? Commercial pages, like product pages, aren't very linkable. It's much easier to acquire backlinks to your top-funnel blog content than it is to your product pages. Unfortunately, backlinks are incredibly important towards ranking for highly competitive commercial keywords.
This is where content flipping comes in.
The basic principle behind this technique is to build out blog content that is highly related to the core commercial keyword you're trying to rank your product page for. For example, if you're trying to get your product page ranking for "accounting software", then the blog content could be something along the lines of "11 Questions You Need to Ask Before Choosing Your Accounting Software".
Once you've built out a bunch of blog content, spend time promoting and earning backlinks to it. As I mentioned above, it's much easier to get links to top-funnel content like this.
Finally, add a canonical tag from each of the blog posts through to your core product page. By doing this, you'll pass on all the SEO benefits of the links these articles earn through to your product page, enabling it to perform much better in the search engines.
You can also go through existing content on your site that is relevant and push a canonical tag onto them that points to your product page.
One thing to be aware of is that any page with a canonical tag pointing to another page will not rank in the search engines.
This is all about helping your product pages rank - and it's seriously effective!
One tip here is to focus your blog content that you 'flip' into your product pages around news-driven topics. Topical news content often generates the most links, which will give you a ton more PageRank to push through to your important pages.