Link Building Outreach: How to Run Successful Outreach Campaigns
If you are reading this, you have probably tried and failed to conduct a successful outreach campaign. But do not despair!
The following post, supplemented by the comments of our experts from Twitter Chat, will give you the proper powerful techniques to dominate your line of business.
So, let's begin by introducing our genuine experts who continually share valuable insights with our audience:
1. The Art of Link-Building
Some websites still rely heavily on directory links, PBNs, and paid links. Are these methods effective? Sometimes, if done correctly. Does it pose a risk to use these methods? In fact, yes.
It's hard to deny that these link-building methods are frowned upon. When it comes to PBNs, it seems to me that Nathan Gotch's summary is pretty accurate in this regard:
Before Penguin, websites gained natural links the same way they do today. Link-building has not changed for these sites; they create content and reach out to suitable bloggers for relevant links.
I'd say an "ideal" link would be:
- on a recognized topical authority site;
- that rarely links out to other sites;
- that has complete editorial control;
- with the link in the content;
- with link-text that (closely) matches the destination page title/topic;
- without "nofollow" (or "ugc" or "sponsored") attribute;
- that is on a page that is crawlable/indexed;
- which is good quality, topical content;
- that ranks well for the primary term (or a close variant);
- that is frequented by your target audience;
- that has "stable" internal links.
Not a lot to ask for, really :)
2. Why Is Outreach Vital for Link-Building?
Editorial links gained through outreach have always been safe from regular Google purges, and there is no evidence to suggest that this will change.
All of that raises the question, "why doesn't everyone use outreach?"
Well, it is pretty hard to answer that question. The trick is to find websites that will find your content worthy enough to promote it. That's a challenge, and we are going to learn how to handle it!
When the content of the page is so relevant that the link is of benefit to both parties — that is when it is perfectly matched.
3. What Are the Challenges of Outreach?
#1: Small Pool of Websites
For example, let's say you specialize in a specific type of flooring. Consider expanding your niche to include all types of flooring. You can even include sites with different home improvement products.
You should be as specific as possible. Nevertheless, if you don't get much traction within your industry, don't be afraid to broaden it.
#2: Time Investment
I've run outreach campaigns where I have sent over 50 personalized emails, received six replies, and ended up with two links. I spent just under 15 hours on that campaign. Still, those two high-quality links I ended up with were editorial mentions from the high DA sites in an incredibly competitive online market that we now dominate.
#3: Dealing With Rejection
Consider my last case as an example: I sent 50 emails and received six replies. Do you think two high-quality links were worth it? Hell yeah!
#4: No Suitable Content
I learned the hard way. Through burning bridges like this, I realized that link-building is a process vital to SEO success. It's not something you can accomplish in a few hours on a Friday afternoon.
I advise planning a gap in the prospect website's content and reaching out once you are fully armed with your excellent content.
4. Why Outreach Fails?
Too many webmasters are spammed with, 'hey, check out this content that I am sure you will love.' These emails get deleted as there is no effort or accurate content behind them. So the outreach ultimately fails because of poor email quality.
There are two main reasons why your emails are not good enough:
- Trying to get the job done quickly and spamming inboxes with generic emails.
- Not properly researching a blog or website enough before emailing.
I had a look at your post [insert post name]
[insert post URL]
We have a similar article that goes into a lot more depth. Check it out here:
[insert post URL]
Please link to this if you think it is valuable.
This example had minimal effort, and we may assume that the sender focused mostly on quantity rather than quality.
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5. How to Find Link-Building Opportunities?
For example, is it a casual/light blog with a conversational tone? Great! Then a more lightweight approach might work better here. Or, it may be a very severe blog full of accurate facts and figures. This is where you can take more of a formal approach.
If you are a website owner and someone reaches out to you for a link, you don't want the hassle of finding a place for the link in your content. That's why a "content hook" is essential — find information that will help you nudge the website owner toward where your link will fit in.
- Visit the site: check the homepage and identify the focus of the site.
- Look through the blog: look over a few blog posts. Check the links the site goes to. If the site is linking out to a lot of sites that are not relevant to the niche, this is a warning sign.
- Moreover, you should always check the site with an SEO tool: an SEO metric that a lot of people consider when identifying sites to guest post on is Domain Authority (DA). The Domain Rank (DR) is similar. The score must be at least 40, but it depends on the niche and website.
6. How to Write the Perfect Outreach Email?
"Hey [Name], You might remember we spoke about [subject] a few weeks ago ..."
Even though I'm not too fond of templates, HubSpot has 9 Link-Building Email Outreach Templates that are effective. You can use these, but I'd recommend you use them only as examples, not simply copy and paste.
Here is an example of an email I recently sent out that got me a solid link:
Here below, check out an interview, where Ann Smarty, a former Editor-in-chief at SEJ, tells about the main points editors of popular blogs pay attention to while reading the guest posting request and how to make your letter stand out of hundreds of other requests.
7. Important Tip: Following Up
When it comes to following up and securing links — I can recommend using a Boomerang. Many people use it to schedule a reply if the receiver does not respond. I instead change this to send me the email back if I have not received a response. This way, I can craft a more personalized response.
To use Boomerang for Gmail, install the extension on Chrome and follow the steps below:
8. How to Find Relevant Domains for Link Exchange
- Domain Rank;
- Referring domains/pages/IP-addresses/subnets;
- Redirecting/Text/Image links;
- Nofollow backlinks;
- Site's traffic and visibility;
- Data on keywords and ads.
9. Final Thoughts
Use this guide to make sure you are getting the most out of your outreach campaigns. And feel free to contact us at any time comfortable for you!
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