Backlinks for standards explainer pages procurement teams trust

Why standards explainer pages struggle to rank

Procurement teams look for frameworks, standards, and plain definitions long before they look at vendors. They need wording they can paste into an RFP, a checklist they can share internally, and a quick way to confirm they’re using the right terms. That makes a standards explainer page a high-intent entry point.

Many explainers still don’t rank because they miss the job the reader is trying to do. The page either reads like a brochure, or it stays so generic that it dodges the hard questions: scope, who maintains the standard, what “compliant” usually means, and what evidence is typically requested.

Most underperforming explainers fall into a few patterns:

• Too salesy: every paragraph pushes a demo instead of explaining the standard.
• Too vague: lots of claims, few specifics, and no clear definitions.
• Too technical: written for auditors or engineers, not a busy buyer.
• Too thin: too short to cover common variations, terms, and “what counts as proof?” questions.

Discovery is the other problem. Even a great explainer can sit invisible if no reputable sites reference it and if your own site doesn’t treat it as important. Backlinks act like outside validation and help search engines trust the page. Internal linking helps crawlers and real readers find the explainer and understand how it relates to nearby pages.

That’s why backlinks matter so much for standards explainer pages: they help a neutral, educational page compete with big publishers and definition sites that already have authority.

The rest of this post focuses on building explainers procurement teams actually use, earning links in a way that doesn’t look manufactured, and connecting explainers to solution pages without turning the explainer into an ad.

Choose topics procurement teams actually type

Procurement teams search differently than engineers. They’re trying to reduce risk, confirm requirements, and collect proof for approvals. Your topic list should match that reality, not your product roadmap.

Start by being clear about what you mean by “standards.” Some are formal and published (ISO, SOC 2, PCI DSS). Others are industry frameworks (NIST, CIS Controls). And some are internal programs buyers still search for (vendor security questionnaire, supplier code of conduct, third-party risk management).

A simple way to plan topics is to map the intent behind the query. Most searches fall into a handful of buckets:

• “What is X?” (plain definition and who it applies to)
• “X requirements” (the must-do items, not marketing claims)
• “X vs Y” (when to pick one over the other)
• “How to prove compliance with X” (evidence, documents, audit artifacts)
• “X checklist” (a quick way to validate readiness)

Keep the scope narrow. One standard per page is usually best because it forces clarity and makes the page easier for other sites to cite. A broad page like “Security standards overview” often stays vague and earns fewer references than a focused page like “SOC 2 Type II requirements explained.”

Decide what the page must answer in the first 60 seconds. If a vendor manager can’t quickly tell what the standard is, who needs it, and what evidence is typically requested, they’ll bounce. Pages that resolve confusion fast are also the pages people link to.

Example: someone searching “ISO 27001 vs SOC 2 for SaaS vendors” wants a clear comparison and a short recommendation based on buyer context (customers, regions, sales motion). They don’t want a pitch.

If you plan to promote these pages, prioritize standards that show up repeatedly in RFPs and questionnaires.

A simple structure that works for explainers

A good industry standards explainer answers one question quickly: “What is this, and what do I need to do about it?” If someone from procurement lands on the page, they should understand the basics in under a minute.

Start with a plain-language definition and a quick note on who it applies to. Name the standard, what it’s used for, and which types of companies or vendors usually need it. Keep the focus on buying and onboarding reality, not the history of the standard.

Add a short Key terms section near the top. Keep each definition to one or two sentences, using consistent wording. Procurement teams reuse the same terms across emails, questionnaires, and internal notes, so this is where clear, repeatable language pays off.

Then give a requirements overview in plain bullets, not legal text. Think:

• what you must have (high level)
• what you must be able to show (proof)
• what is commonly optional or scope-dependent

Include a Common misunderstandings block. Call out what the standard does not mean and what it does not guarantee. This is one of the fastest ways to build trust because it reads like guidance, not marketing.

Close with Evidence procurement asks for. List the artifacts buyers tend to request during review: policies, reports, control descriptions, audit letters, training records, incident logs, or vendor risk questionnaires. You don’t need to provide templates. Naming the documents helps readers know what to gather and who to involve.

This structure also makes the page easier to cite. Each section answers a specific question someone might reference.

Write for scanning, not for experts

Procurement readers rarely start by reading. They scan to see whether your page answers their exact question and whether it feels safe to forward internally. If they can’t spot the key points in 20 seconds, they’ll leave, even if the content is accurate.

Use headings that mirror the phrases people type. Plain headings beat clever ones because they help readers jump to the right section and help search engines understand the page. A simple set often works:

• What is [Standard]?
• [Standard] requirements (plain language)
• Who needs to comply?
• [Standard] vs [Similar Standard]
• Common questions and misunderstandings

Keep jargon on a short leash. When you must use specialist terms, add a small glossary box near the top with 5 to 8 words explained in one line each. That keeps the rest of the page readable.

Add a short summary paragraph that someone can copy into internal notes. Think of it as the “email forward” section: what it is, who it applies to, what changes in practice, and what evidence is usually requested.

When buyers compare options, text alone can get messy. A compact table can make your page feel more neutral and decision-friendly. For example, compare “Standard A vs Standard B” on scope, typical evidence, audit frequency, and who usually asks for it.

Use generic, realistic examples. “A mid-size supplier responding to a security questionnaire” is believable and useful without making claims you can’t support.

What backlinks should do for explainer pages

A standards explainer is often a “who can I trust?” page. People land on it before they talk to sales. Because definitional content looks similar across many sites, Google leans harder on outside trust signals.

The goal of backlinks here is straightforward: borrow credibility from places your buyer already considers neutral. A strong backlink isn’t just a high authority metric. It’s a relevant, editorial-style mention on a site that makes sense for that standard, framework, or term.

Match the source to the standard

Think about why someone is searching. If they’re checking risk, compliance, or vendor fit, the best links come from pages that live in those conversations.

A security standard explainer benefits from mentions on security engineering blogs, compliance consultancies, and established industry publications. A manufacturing standard is usually a better fit for trade publications and industry associations than for generic marketing blogs.

A quick gut-check: if the person running the linking site would be comfortable citing your page in an internal document, it’s probably a good match.

What to avoid

Bad links can do real damage on definitional pages because they send an “SEO first, user second” signal. Avoid:

• irrelevant sites that never cover your industry
• sponsored-looking placements with forced anchor text
• low-quality directories and link farms
• pages stuffed with outbound links to unrelated topics
• any placement that would embarrass you in a vendor review

Step by step: build an explainer that earns links and rankings

One strong standards explainer page usually performs better than ten thin pages. The goal is to answer the exact questions procurement teams ask, then make it easy for other sites to reference your page.

A practical 5-step build

1. Create a mini cluster. Draft one main explainer (the hub) and 2 to 4 supporting pages that cover the terms people click next, such as audit types, required documents, common exceptions, or a plain-language glossary.
2. Pick one backlink target. Choose the hub as the main page you want backlinks to point at. Keep supporting pages useful, but don’t split attention by trying to rank everything at once.
3. Write a few natural anchor options. Aim for 3 to 5 phrases that sound like something a writer would use, not a pitch. Examples: “ISO 27001 requirements explained” or “SOC 2 vs ISO 27001.”
4. Add internal links with a light touch. In the hub, link to supporting pages where a reader would naturally want more detail. From supporting pages, link back to the hub so it’s clear which page is the main reference.
5. Track, then update monthly. Procurement questions change as standards update and vendors publish new guidance. A short monthly refresh keeps you accurate and helps rankings stay stable.

A hub-first approach matters for backlinks. A single, clearly citable page is easier for industry blogs, partner portals, and resource lists to reference.

What to track each month:

• top queries and positions for the hub page
• pages that gained or lost impressions
• new referring domains (and which anchor text they used)
• internal link clicks from the hub to supporting pages
• any standard updates that require wording changes

Example: a security vendor publishes an ISO 27001 explainer as the hub, with supporting pages for “Statement of Applicability,” “audit stages,” and “common procurement questions.” When they earn new links, they point them to the hub, not the smaller pages.

How to link to solution pages without over-selling

A good standards explainer should feel like a reference, not an ad. Internal links can help the reader take the next step, but only if they show up at the right moment and point to the right place.

Wait until the reader understands the standard. That usually means placing your first solution link after you’ve defined the terms, explained who the standard applies to, and clarified what “passing” or “compliance” typically means. If you put a product link at the top, it weakens trust and makes the page less likely to earn citations.

Use one clear bridge sentence that matches the reader’s job:

“How teams typically implement this in practice: [solution page name].”

Keep the callout tight (1 to 2 sentences). Focus on the task, not hype. Avoid claims like “best,” “leading,” or “guaranteed.” Instead, point to what the reader can do next: map requirements, collect evidence, prepare for an audit, or set up monitoring.

Link to one relevant solution page, not every product. If you have multiple offerings, choose the one that matches the explainer’s intent. A practical rule:

• One explainer = one primary solution link
• Add one supporting proof link (security page, documentation, compliance reports) only if it answers a common concern

Example: in an explainer on SOC 2, add a short callout after the “Type I vs Type II” section: “If you’re preparing for Type II, teams usually need a place to track controls and evidence. See how our platform supports that workflow.” Then include one supporting link to your security or documentation page for buyers who need details before they talk to anyone.

Common mistakes that make explainers underperform

The fastest way to ruin trust is to turn an explainer into a pitch deck. If every other paragraph pushes a demo or repeats the same call to action, procurement readers will bounce and look for a calmer source.

A close second is sloppy linking. Vague anchors like “click here” waste context, and overly commercial anchors can feel pushy. Use plain anchors that match what the reader is trying to understand, then let them choose the next step.

Scope creep is another common issue. One giant page that tries to cover ten unrelated standards often ends up ranking for none of them. Procurement teams search with specific intent (one standard, one framework, one term), so each page should stay narrow and clear.

Definitions-only pages are easy to ignore. Copying a definition and stopping there doesn’t help someone make a decision. Add practical context: when the standard applies, what evidence buyers ask for, and common misunderstandings.

Finally, explainers quietly decay. Standards get revised, terminology shifts, and guidance changes. An outdated page can lose rankings and credibility even if it has strong backlinks.

A quick way to spot trouble before you publish:

• the first screen reads like marketing instead of a neutral explanation
• headings are generic (“Overview”, “Benefits”) rather than the questions buyers ask
• one page mixes multiple standards that don’t belong together
• examples are missing (no sample artifacts, audit evidence, or real-world use)
• there’s no plan to review and update the page on a schedule

Quick checklist before you publish

Read the page like a busy procurement manager. If they can understand the standard in under a minute, you’re on the right track.

Start with the opening. The first sentence should define the standard in plain English, without acronyms doing the heavy lifting. If someone only reads that line, they should still know what the page is about and why it matters.

Then check the structure. Strong explainers have clear chunks for what the standard requires, what proof buyers expect to see, and a short FAQ that answers questions people ask on calls.

Use headings that match real searches. If your H2s look like internal documentation, rewrite them. Simple patterns like “What is…”, “Requirements”, “Evidence”, “Checklist”, and “X vs Y” help both readers and search engines.

A five-minute final pass:

• one-sentence definition plus who it applies to
• separate sections for requirements, evidence/artifacts, and FAQs
• headings written like search queries (not marketing copy)
• one primary internal link to a relevant solution page, placed where a reader naturally asks “how do we do this?”
• a plan for a small number of high-quality backlinks focused on the main explainer

Sanity-check the internal link. If it reads like a pitch, soften it. A simple line like “If you need help preparing evidence, see our [solution]” is usually enough.

A realistic example from a procurement-driven buyer journey

A mid-market SaaS vendor keeps losing deals late because procurement asks, “Are you ISO 27001 certified?” The team publishes an “ISO 27001 explained” page written for buyers, not auditors. The goal is to show they understand the standard, help procurement do their job, and earn references from security blogs and compliance roundups.

They structure the page so a busy reviewer can skim and still get value:

• a one-paragraph plain-language definition (what ISO 27001 is and why it exists)
• a requirements snapshot (the big ideas, not every clause)
• an evidence list (what documents and proof procurement usually requests)
• FAQs based on real questions (scope, audits, timelines, “what if you are in progress?”)
• a short “What to ask vendors” section (neutral, not salesy)

They add one internal link only where it’s needed. In the evidence section, a sentence like “You can review our security program overview for how we handle controls, audits, and vendor requests” points to their security page. It reads like a helpful next step, not a pitch.

Next, they publish two supporting pages to catch comparison and planning searches: “ISO 27001 vs SOC 2” and “ISO 27001 audit timeline.” Each page links back to the explainer and reuses the plain terms procurement teams type.

After launch, they track outcomes that matter:

• rankings for “ISO 27001 explained” and related questions
• organic visits from compliance-focused searches
• demo quality (fewer basic compliance calls, more qualified buyers)
• procurement questions (are they more specific and easier to answer?)
• time-to-close impact for deals with security reviews

Next steps: build a small explainer library and promote it

Start small so you can keep quality high. Pick 1 to 2 standards to publish first based on two signals: what shows up in sales calls (“procurement asked about...”) and what has steady search demand. If you already have deals in flight, prioritize the standard that keeps slowing reviews down.

Consistency turns one good page into a library people trust. Use the same layout each time (definition, who requires it, key terms, common evidence, FAQs), and keep the tone plain and neutral.

A simple launch plan:

• Publish one main explainer per standard, plus a short glossary page that defines the must-know terms.
• Add a handful of internal links from relevant product, security, and resource pages to the explainer where it fits naturally.
• Share the explainer with partners or customers who already ask for it, and ask them to forward it to their procurement contact.
• Track a small set of queries and questions, then update the page monthly for the first 90 days.

For backlinks, focus on a few high-authority placements pointing to the main explainer rather than scattering links across lots of small pages. That improves discovery, trust signals, and early rankings.

If you need a predictable way to build authority, SEOBoosty (seoboosty.com) is one option for securing premium backlinks on authoritative sites and pointing them directly to your explainer hub page. The page still has to earn the click and the citation, but high-quality placements can help it get seen sooner.