Link prospecting is finding pages where you can link your website. Many different tactics are used in link prospecting. In this module, you will be learning the rest of the tactics that we have not covered before.
Link Reclamation Method
Link reclamation is the process through which you can find a website that has mentioned your brand and then turn them into links. This is a method that works better for companies who are actively engaged in PR and have a brand reach. If you are a new brand, then this may not be quite successful for you.
Using two tools – mention.com and Google Alerts, you can find the web pages which have mentioned your brand name but are not linked to you. Once you do so, you start sending outreach emails to this site to link with them.
Link Reclamation Process
The process of link reclamation begins with setting up an account on mention.com or Google Alerts by the Lead SEO. You can use both of these sites if you wish. Mention.com is a paid tool, while Google Alerts is free. Once done, your outreach manager will monitor the mentions to find link opportunities.
When the outreach manager finds these opportunities, he or she sends out an email pitch to these links. Following up, the content is necessary to get the desired results. Make sure that you have a monitor schedule where you keep checking for unlinked mentions.
Using Google Alerts to Find Mentions
(Source : Google Images)
Google Alerts is a free tool and may not always give you the desired results. If you are trying the link reclamation process for the first time or have a low budget, then you can use this tool.
Visit the official website and create a new alert for your brand or your client. You can set a frequency for monitoring the mentions and then add the email where you want the results to be sent. Update the alert, and you are good to go.
Using Mentions.com to Find Mentions
(Source : https://mention.com/en)
Mentions.com is a paid tool and gives far better results than Google Alerts. Not only will you receive results for unlinked mentions, but you will also be able to monitor your social media activity.
Set up a new alert in mention.com, just like you have done for Google Alerts. The only difference here is that there are no search operators required.
Give input for negative keywords in advanced settings so that you receive your mentions and not the wrong ones. Negative keywords are the ones that you want to exclude from your search. Give the outreach manager’s email for receiving the results.
Pitch Link Reclamation Opportunities
The link reclamation method is carried out to find good opportunities. When you find a website where your brand has been mentioned, but you are not linked yet, then it is a good opportunity for you.
In such a case, the outreach manager will compose a pitch email and send it to the prospect. The outreach manager has to find the mail id of the prospect to send this email. You need to carry out weekly monitors so that you can keep yourself updated.
Sponsored content is a black hat method where you buy links from certain prospects. However, it is quite different from buying links from a link farm or other low-quality websites. Here you buy links from sites that are active and real, who want to make money through advertisements.
(Source : Google Images)
Numerous bloggers are available who are willing to advertise your website for a price. This method can be expensive since the average range is around $40 to $500 for one post. This is why this method is chosen as one of the last link building resorts.
Process of Sponsored Post
The process starts with the link prospector building a list of opportunities that contains two sections. In this method, you have two opportunities – general bloggers and websites that are looking for advertisers. Once you determine the prospects, the outreach manager sends them a pitch via email and then negotiates regarding the price of the post.
The outreach manager can also get the content written if required. The manager should follow up with the prospect until you have landed the link. Keep this process on for building more and more links every day.
Find New Opportunities for Sponsored Post
To find opportunities for a sponsored post, you can use different search operators. Provide keywords with the search operators to make a more defined search. The keyword will be your niches, such as real estate, legal, or management.
Make a record of the website links and the parameter on a different excel sheet. This helps you keep track of the opportunities you have found and the links you have landed.
Evaluating the Opportunities
Once you find the links, you need to evaluate them properly before you make your pitch. Though safe, it is still a black hat method, and you need to find out if the prospects are legitimate. This is the job of the outreach manager and might take some time.
The manager will have to access the domain authority, content quality, and trust flow of the website. Check if they are accepting sponsored posts and also do a SEMRush check. If you are not satisfied with the results, then you can move on to the next link.
Pitching and Negotiating Opportunities for Sponsored Posts
If your evaluation gives you satisfactory results, then the outreach manager will have to make their pitch. Remember that you will be making a value proposition in terms of money. Make sure that your pitch is of value and can help you land the link.
If you get a reply to your pitch, then you need to negotiate the pricing. Always negotiate and do not accept the price provided by the prospect at one go. Make sure you decide upon a price that is on par with the website quality.
Guest posting is one of the most famous methods of link building and can generate more quality links than other tactics. There are numerous websites where you can post your content. Guest posts are free, and for the website, they are getting social reach.
For you, it is a great way to build links since you will be able to add links to the content that you write for them. Several powerful sites seek guest posts, and posting here can increase the authority of your backlinks.
Process of Guest Posting
The lead prospector will look out for websites that are seeking content creators who want to publish their posts. Once the prospector finds such sites, they will have to evaluate the quality of the prospect and maintain a record of each site.
The outreach manager will then send an email to the prospect. Once this is accepted, the manager will then assign a content writer to develop the post. Keep following up until your post goes live on the site.
Finding Opportunities for Guest Post
Following the same process of using search operators, you can find numerous links. Focus on keywords so that you can find related prospects. The keyword can be your niche, as well as based on which you want to develop content.
You will get results for sites that are accepting blog posts or looking for contributors. Check the links thoroughly to see if they are accepting submissions on their website.
Check Quality of Prospects
When you find the prospect link, you will have to check the quality. Guest posting on low-quality sites will not give you the desired results. You also need to avoid dead sites in the process.
Check if the sites are no-follow or follow and only choose those links which are followed. Do a SEMRush check on the link to see the traffic it generates. Rank them between 1 and 5 in the record book so that you can check the results.
Contacting Prospects for Guest Post
The first thing you need to do is set up a canned response using which you can approach your prospects. Send mails to eight to ten prospects that you have marked as a top priority. Do not send all the mails together otherwise, you may be overwhelmed by too many responses.
If you are not getting too many responses, then you can increase the number of recipients. Keep a record in your workbook under a tab named status.
Managing Positive Responses
When you receive a positive lead, you need to respond to them promptly. The prospect will likely ask for your topic on which you want to write. You need to be ready with content ideas based on the niche of the website.
Keep your content writers ready so that you can tell them to submit the project as soon as your idea gets approved. Provide the prospect and the writer with a deadline. Keep a record of the topics and the prospect links that are being assigned to the writers.
Manage Stripped Links
The most important part of this whole process is to keep track of your progress. Try to meet the deadline and keep constant communication with the prospect till the time your post goes live.
Sometimes you may notice that the links you have mentioned in your post have been stripped. Ask for the reason and make sure that you carry out the appropriate steps to bring the links back into the post. Without links, your link prospecting process will not be successful.
Link roundups are different blogs that feature links of other blog posts for a certain period. These links will be of the same niche as the host blog post. They are a very successful link building tactic.
The best thing about link roundups is that it benefits you as well as the bloggers. You have well-structured content where these bloggers can link their content to. Moreover, you can land more than one link through this process.
As you keep doing this process, there will come a time when you will not have to pitch your content as well. The bloggers will follow the updates related to your content and feature the same as and when needed.
Find new opportunities for this process through social media channels and search engines. You can focus on a particular niche and then pitch your idea for the same when you find the right opportunities.
Once you land the prospects, make sure that you keep track of the progress. Update your profile from time to time so that you can gain newer prospects over time.
A podcast is a great way to link building since most people in current times listen to podcasts. The first thing that you need to do is to develop a strategy that can be done by you or your strategist if you have one. From here, you will be able to find different opportunities. Once you find the opportunities, you need to sort out the clean ones which are good for you.
Like any other tactic, you will need to pitch the prospect based on your niche. To build a successful podcast, you need to be interesting and also have in-depth knowledge of the niche.
Determine certain keywords that you can use for finding necessary prospects. The keywords have to be based on the niche that you have selected for yourself.
The keywords that you have used to develop your podcast strategy have to be recorded in a spreadsheet. Make sure that strategy you have developed is of high quality and is in demand right now. Use the keywords to find quality prospects where you can pitch your idea.
The prospects that you have developed in the last step have to be pitched now. Keep a record of the prospects that you have determined. If you are focusing on different campaigns, then you have to build separate pitches.
The prospects that have been approved are the ones you will focus on. Make sure that your outreach manager develops a solid pitch which the prospect will not be able to refuse. You can send it to multiple recipients using canned responses in Gmail.
After you are done with pitching the prospect, you will have to manage the whole project. The management for the podcast is more complicated than a normal guest post. You will have to meet the schedule of the client to get your podcast live.
One more thing to remember is that it takes an hour to record the podcast. So there should be a proper plan which will let you sync your calendar to your clients and get your podcast recorded in time.
The synonym method is something that I have coined myself, and hence you will not find this anywhere else. The method is quite simple and is self-explanatory. Through the synonym method, you will be targeting different websites that have the same niche. However, these websites are not competitors of each other.
For example, you are an immigration attorney based in California. In this method, you will find, let’s say, a divorce attorney who is also based in California. In this situation, the niche is the same, which means that you are focusing on nice relevancy, though you are not direct competitors of each other.
You can also focus on local relevance, which means that you find links of the same geographical location. Taking the same example, you are an immigration attorney in California. For this relevancy, you can find other local businesses in California. The business can be from a different niche, such as real estate.
You provide the opportunity to create guest posts for them and promote the content using social media channels. Guest post exchange is also a major value proposition where you write content for the prospect, and they write content for you in return.
Finding Prospects for Synonym Method
You can find opportunities using search operators or even social media channels. Focus either on the niche or the location to find these links. You will find numerous links that are relevant to either of these factors.
Do not focus on both these factors at one since it can get confusing. When you find these links, analyze them to determine whether these sites are active and of good quality. Find out the contact information, especially their email, using which you can make your pitch.
Suppose you are finding opportunities in the same niche, then you need to put the niche next to the search operator. The same goes for local relevance, where you need to put the location of the client.
The aim is to find various opportunities which are of good quality. There is no point in using links that are not active and have not been able to generate traffic for a long time. Whether you are focusing on creating content or content exchange, you will have to ensure that the quality of the content is on par with you.
Pitching the Prospects
The pitching process for the synonym method is the same as all the other tactics. For any pitch, you will have to maintain the conversational tone along with the value proposition. You have to mention the different values that the prospect will receive by associating with you.
The pitch email that you send to the prospects should be personalized. Remember that the prospect might receive numerous pitches each day. What sets you apart from the other pitches is the value that you can provide to the prospect.
Resource pages are pages or blog posts that give links to certain favorable topics that the website thinks the audience would be interested in. As a business, you will have to contact these websites so that you can get your link included in their post.
(Source : Google Images)
The most important part of a resource page is that you need to have strong content on your page. You need to have a tool or guide that the prospect would find useful for their target audience.
To initiate the resource page link building process, first assess your website or the client’s website. Here you will be able to determine the resources that you have, which can be used to make your pitch. Next, you will have to find opportunities based on your niche. When you find the pages, you have to check if the links are dead.
Find the necessary pages and send your pitch based on the kind of page that you have determined. Keep a record of your pitch and the type of link type that you are targeting.
This is a very important step of the whole resource page link building process. To make your pitch for a resource page, you need to have some resources. The resource has to be in the form of a tool, blog posts, videos, etc.
You cannot pitch your product page or even your homepage. If you do not have a resource, you can find your prospect and then build your resource based on the niche.
Find pages that are resource pages and are relevant to your target resource. Do not target pages that are linking to content internally since that is not your target. You have to target pages that are linking out.
Record the Prospects
When you find a prospective link, you need to check the number of deadlinks on the page. You need to make a proper record that keeps tracks of the deadlinks and the resource pages which you are going to pitch.
Make sure that you include the website URL and the dead links URL so that you can create different pitches for the pages. If you have no dead links, then you can term it as a Resource Page, and if you have dead links, then you term it as Broken Link.
Proposition for Resource Pages and Broken Links
The pitch for resource pages and broken links will be very different, and the value you provide for them will also be very different. When you are pitching for a resource page, you will provide them with good content that has been created by you.
On the other hand, the pitch of the broken links would include providing them with a solution for fixing their user experience and giving them replaced content. The value proposition for this pitch will be much higher than a resource page.
Pitching Resource Pages
When you pitch for resource pages, you need to first have a quick read about the post of the prospect. If you find that you have a similar resource, then you can send them mail, which contains a pitch. The first thing that you need to do is check if the page that you are pitching for has any broken links or not.
In case there are no broken links, then it is purely a resource page, and you can now go about your resource page pitch. If you already have a resource related to this page, then you are good to go. In the absence of a niche resource page, you can build resource content, after which you can initiate the pitch.
Once done, you can create a personalized email where the subject line would include a part of the post title. Include the link of the resource page you are targeting and your resource page that you want to get a link in the email body.
If you have any additional value proposition, then you can add in the email as well, such as social media reach and such.
Pitching Broken Links
To verify the broken link, you can access the page and get the number of deadlinks that are present on the page. Using these deadlinks, you will pitch the client that you wish to replace the dead links with active links of your own for better audience experience.
(Source : Google Images)
Just like in the resource page pitch, you need to include the title of the post in the subject line. In the body of the mail, you will let the prospect know the exact links that are dead. You will insert the URL of the blog post, the anchor text, and the deadlinks that are related to the anchor texts.(These are also called as Niche Edits )
Next, you can insert your link or the client link that is relevant to the dead links. You can add other value propositions that you think would help land the pitch. It is much easier to land broken links replacements than resource pages.
After you are done, you can record the changes in the workbook so that you can keep track of your progress.
Content Promotion Hacks
Promoting your content is a great way to build new links. I have mentioned different hacks here that you can use to promote content related to your business. Remember that whichever hack you use has to be focused on a niche. This is a major factor in any link building process.
Using Forum Posts and Blog Comments
Posting comments on forums and blogs are a great way to promote your content if you can do it correctly. Remember that this is not a link building practice. You will be initiating a conversation on any forum or blog and then leave your content link on that post.
(Source : Google Images)
The link should be of content and not on your home page. Avoid buying these in bulk or outsourcing it to low-quality vendors since it will be nothing more than spam.
Process of Blog Comments and Forum Posts
Firstly, the lead SEO will access the content on the client site and determine the type of content that can be promoted. The link prospector will then find different opportunities that are related to the content that you wish to promote. They will then record the different opportunities that were found.
The content creators will then create an analysis of the opportunities and see if they are eligible for the promotion. They will then leave a related comment and the link to the content.
Hire Writers for Blog Comments and Forum Posts
For posting the comments and links to different posts and forums, you may need to hire a separate writer. For this, you need some who can write well and also have a good experience. You do not need to spend much for this writer since there are no deep write-ups required.
The writer should be smart and able to dedicate ample time to this project. Hire someone who is quick in their task and trained so that they can do a good amount of link posting per day.
Finding Quality Forums
To make this promotional tactic successful, you need to find active links and of good quality. Posting on forums or posts which do not generate much traffic will not give you the desired results.
Only join forums that are active as well as have proper traffic and make an account there. Keep a record of the forums and blogs that you are using so that you can track your progress later.
Leaving Forum Comments
There will be a niche for the blog or from you have targeted and the link that you are promoting. Make sure that you have a proper idea of the niche so that you can use the appropriate keywords while posting your comments.
You can search the forums and blogs using the keywords as well so that you find the right ones. Find a conversation thread where you can leave the comment. Write a proper comment first, which is in a conversational tone, and then leave the link as a part of the comment.
Leaving Blog Comments
The process of blog comments is the same as forum comments. You will have to find the thread and then leave the comment. Build the content around the link so that it does not seem like spam content.
Whether you are commenting on a forum or blog post, you need to record the exact thread where you have left the comments. This will help you track the success rate of this method.
Promote Content Using Facebook Groups
(Source : Google Images)
Promoting your content through Facebook groups is a very sensitive process since the moderator of the group may filter your content if you try to spam the group. The first thing that you have to do is find relevant groups using keywords and join them.
Build trust with the moderator by posting comments, liking posts, and initiating a conversation on the group for at least 15 to 20 days. You can drop a link along with a proper comment, without it being filtered, only if you have the trust.
Make the post interesting by writing engaging content. Include how the blog is relevant to you and how it may help the other people in the group. The group participants will only open the link if they find some value in it. You can always end the content with a question so that people can connect to your post and open the link.
Promote Content on Quora
(Source : Google Images)
Find the right questions where you can leave the content links by using keywords. Here you need to find questions that have a few answers and also check whether the answers are getting views.
In Quora, you cannot just leave the link with a short answer. You have to ensure that you provide a detailed answer to the question that has been asked and leave the link concerning your answer.
PR and Media Links
PR and Media Links promotion is not just your regular press release but actual coverage from authentic media sites. For this, you need to have an amazing story that people might find interesting.
If you know editors, PR, or writers of any media website, then they can post your content. You can also find a writer to post their content on well-known media websites. You can pay these writers to post your story.
The PR Process
With this process, you can find the right contributors who will post your story on different sites. It is the job of the link prospector to find these contributors that will publish content based on your vertical. The outreach manager will send a pitch email to these contributors.
The pricing will also be negotiated by the outreach manager. If the contributors want pre-written content, then the outreach manager will get it done. Follow up the whole process so that you can track posts that come live.
Find Opportunities for PR and Media Links
Straightway search for target websites where you want to post your content. Here you will have to find contributors who write for your niche. Check the profile of the contributor and see if they write quality content. Make sure that the contributor that you have chosen does freelancing.
You cannot just drop them a direct message to write content for you. The pitch needs to have value in it so that the contributor cannot deny the proposal.
You will have to find several contributors and then follow them on their social media pages. For a few days, you can like or comment on their posts to build a relationship. You can send them a message asking if they are freelancers. Ask them if they can write a few articles for you and pay them for those articles.
After a certain time, you can contact them again, stating that you have a site to post the articles. You can make your pitch here in a sense that you are helping them meet their quota, and they are helping you post the content which contains your link.
You can also be truthful with them that you need to post the work on these sites. This can be a steady income source for them. However, this is a much harder method to get your content posted.
You can use any of the above methods to hire contributors so that they post your content on the sites that they write for. The one thing that you need to remember is that you have to create value for them and build a strong relationship before you make the pitch.
Local Blogger Outreach
You can use this technique for local SEO as well as national campaigns. You will be able to uncover different opportunities by using this technique. Local bloggers are everywhere around you, writing extraordinary content in different niches.
You may not find them on traditional freelancing sites, but you can use local modifiers to find them. The process for landing these bloggers is the same as any other tactic.
The best thing about local bloggers is that they are passionate about their work. They cannot deny working for you if they feel appreciated or are provided monetary value for their work.
Finding Local Bloggers
Use search operators and social media to find different local bloggers. You need to add a city, state, pin code, etc. to the operator to search for local bloggers. Search using the operators in Google, and you will get numerous results.
Make sure the site you choose has regular updates. You do not want to contact a site that does not update its content since the site may not have regular traffic. It will not be too hard to find local bloggers. The best thing is that you will not have to spend much on engaging with local bloggers.
Avoid linking to staff writers since they will charge a hefty amount for the same process.
Pitching Local Bloggers
Once you find the contact of the local bloggers with the above method, you will now have to make your pitch. There are two types of pitches that you can use. For the first way, you can use money as a value proposition. This means that you will sponsor content or provide your link for content on the website.
For the second way, you can use cross-promotion. Here you will be exchanging guest posts or even submit your post directly. This is better if you and your prospect have a good audience base. You need to evaluate the site and then decide which method you want to use.
Pitching for Paid Link Insertion
If you have a low budget, then paid link insertion is another method of local blogger outreach. All you have to do here is find local bloggers related to your niche and check out their old posts.
Contact the blogger that you need to advertise your link on their website without spamming their website. The success rate for this method is quite low since there might be very less traffic on the sites.
Various Link Building Techniques
Apart from the ones mentioned above, there are certain other techniques that you can use. Below I have mentioned them shortly to give you an overview of each technique.
Manufacturer Link Building
The manufacturer link building strategy is specifically used for e-commerce websites. Many manufacturers these days do not sell their products directly. Instead, they link out the products so that the audience finds the products on different sites.
You can contact these manufacturers so that they include your link in their directory. This will work only if you have an e-commerce store and not just a content page. You need to be able to sell the products from your site.
Video Link Building
Video marketing is a great way to link building because it is both engaging and informational. You can build a valuable video-based on any topic that is relevant to the services you offer. Uploading these videos on YouTube can be a very easy way to build links.
(Source : https://www.youtube.com/watch?v=3_7oNohuxgo)
In the description area, you can include the link to the actual content so that the audience can refer back to the content. If you can gain traffic on your video, then this link building process will be a huge success.
Directory Link Building
Directory link building is an off-beat process but can be a good way of building links. You can use different search operators based on your niche to build the directory. The most important thing in this is to find a particular niche without which the whole process will fail.
Find quality sites where you can build your directory. Do not engage in too many directory links at a time. You can go for 10 to 12 links in one month and follow up on the success of the method.
Professional Organization Link Building
Professional organization link building is a very quick and easy method. Through this method, you can gain the trust of the audience and also get better rankings in Google.
For this process, you only have to create a professional profile on any high ranking professional websites such as SEMPO.
Since these are trusted sites, any link from these sites will eradicate spam.
If you are unable to write the content yourself, then you can search for bloggers who will write the content for you. You need to search for bloggers based on different niches. Searching for local bloggers will be beneficial in such cases.
All you need to do is pitch them your idea about freelancing for them and also pay them to post on their website or the website they are writing for. We have already covered how to pitch local bloggers earlier; hence you need to follow the same process.
Reverse Engineering Opportunities
There are many posts where you will find quality links which you can take or, in simple words, steal for your content. You will have to use tools such as Ahrefs to find those links. If you find a relevant blog post, then you simply have to copy the link of the post.
(Source : https://ahrefs.com/backlink-checker)
Once done, you will now paste it on-site explorer and go to inbound links. You will find all the referring domains, and you can check them one by one to find the one that you may use.
Infographics are a great way to link building and have a huge success. There is nothing much that you have to do to create a valuable infographic. You need the right data and arrange the data with relevant images.
Be creative in your approach and make sure the infographic is relevant to the content. Conduct appropriate research to ensure that you can focus on the needs of the audience.
Destination of Different Link Types
Above I have mentioned different types of links along with the destination that they should be added to. Here is a summary of the whole structure to clear your confusion and provide a better idea of the same.
You cannot make a link building process successful if you are unable to place the link types in the right destination. Here the destination is what the prospect would link your content to. For example, if you have pitched an infographic to a prospect, they will link your homepage with that infographic.
There are three main destinations on your website –
- Home Page
- Product or Service Page
- On-Site Content (Video, Blogs, Guides)
Below are the different link types with their destinations –
- Link Roundups – On-Site Content
- Resource Pages and Broken Links – On-Site Content and Product / Service Page
- Guest Posts – Product / Service Page and Home Page
- Sponsored Posts – Product / Service Page, Home Page, and On-Site Content
- Link Reclamation – On-Site Content and Home page
- Press Links – Home Page, On-Site Content and Product / Service Page
- Local Bloggers – Home Page, Product / Service Page, and On-Site Content
- Infographics (Pitching) – Home Page
- Meetups, Podcasts, and Speaking – Home Page
- Profile, Submissions, Donations, Videos – Home Page
- Comments and Forums – On-Site Content
Using Automation Tools for Outreach
Here I have mentioned one tool that you can use for outreach – Pitchbox. This is a paid tool and can be quite expensive. If you have a good budget, then you can use the tool. Here you can set up different projects and also a campaign.
(Source : https://pitchbox.com)
There is no limit to the number of campaigns that you can set up for one project. Sync the project to your email account. If you are doing outreach for yourself, then you can use other tools that are much cheaper.