More search volume, more customers
Offering publishers your content and convincing them to place it on their website is known as SEO outreach, and it is key to a successful SEO strategy, but only so long as its application is efficient.
The initial step in an SEO link-building process is to research the backlinks that are used by competitors in the same sphere to find the sources they are linking to. To accomplish this, we leverage a host of best practices and internal processes, as well as a number of tools.
The goal of this process is to collect a list of targets of relevant, trusted sources, with already established authority on the topic in question, and the link contact information with which they will be referenced from the client’s page to establish a more optimal SEO profile.
The communication approach with every publisher is uniquely tailored and modified based on that publisher’s needs. A CNC tool manufacturing specialization blogger, for instance, could be looking for references to repair vendors and tool reviews, while a company specializing in mortgages might be interested in a curated listing of articles from forecasters of rate trends. Once we understand the needs of the publisher, we work toward developing outbound communication and begin the outreach effort.
Initial outreach is managed by an outbound communication specialist who will work with the earlier compiled list and modify existing email templates for contact based on format and wording that have proven successful in the past. These emails would then be sent to publishers that are most likely to be interested in high-quality, custom content via guest post contributions at no charge.
The contact emails will be professional and business oriented, in order to mitigate publishers dismissing them as spam. On our end, the status of the emails is tracked with a receipt pixel. This allows us to know anyone who has opened an email and who has clicked on any provided links, which allows us to gauge the recipient’s level of interest.
If we see that a publisher has not opened an email, we will follow up with them at least once to assure that they did not simply overlook our initial email, since we recognize that people are busy and sometimes things can be missed. We will punctuate that the service we are offering them is valuable, so if possible we will solicit a response. About 5% to 10% of such emails will yield a positive response.
We know that publishers want to get as many clicks as possible, and many like using captivating headlines in a partially “click-bait” practice to entice users to click on the links. Therefore, we provide them with several headline choices to choose from. Typically, the publishers will select one of the provided headlines as it is an easier approach than coming up with an engaging one on their own. In terms of articles, publishers will often provide some level of guidance in terms of what type of content they do not want to be included via links, or if they want their articles written in a similar style to a publication they liked.
Once the outreach person has found an agreeable publisher willing to publish a guest post in a relevant niche, his/her job is complete, as the job was to engage the publisher’s interest in a topic to be written about. The next step is to develop content that requires the engagement of a content writer who is a subject-matter expert in the field, selected specifically to complete this task effectively.
The writer will be tasked with reaching out to the publisher to create content. The text of the content provided will include some links which link to subpages of our client’s site, which will be embedded with relevant anchor text. The content linked will be relevant based on the topic of the publisher‘s post will be about.
The published article will need to be aligned on the site for which it will appear. It must be published on a website dealing with relevant topics and should organically fit into the topic space. The anchor text of the links we place will need to be relevant to both the article and the client’s target page. Similarly, the target page will be relevant to the linking content and the anchor text associated with it. The overall effort that binds that publisher’s site and its path to the client’s link must make logical sense together.
When a webpage is published on the site of a third-party client, it is seldom promoted, especially since publishers rarely promote guest posts. But to be seen, some level of promotion is essential. We take that necessary step by promoting the third-party publisher’s sites via social media, inbound links, and various citations. The goal of this exercise is to generate traffic to the post’s page. The higher the number of visitors, the greater the potential for them to click the desired links we have embedded into the content.
While the outreach researcher has offered content to publishers and the writer supplied this content, the basic outreach program has been in progress. One publisher is not going to be enough so others are identified and engaged. As the number of relevant pages with links to high-authority sources grows, the linking activity cements the client’s reputability, allowing their pages to rise in the SEO rankings.