One the fastest ways to accelerate your traffic growth is through leverage other blogger’s authority. The best way to accomplish this goal is through blogger outreach. This guide will show you everything you need to begin the process of blogger outreach.
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Your Blogger Outreach Goals
Your goals for blogger outreach should be to:
A) build a relationship with the blogger and,
B) land a contextual backlink.
If you succeed with point “A”, then you will have a reliable promotion channel.
Imagine if you built relationships with hundreds of bloggers?
You could leverage those relationships at will to promote your SEO content.
Let’s jump right in.
Finding the opportunities is the easiest part of this entire process.
In fact, anyone is capable of performing this task.
And that’s exactly the reason why most people (like us) outsource this process.
Although you can outsource it, I recommend you learn the process first.
It makes it much easier to outsource when you understand the process.
Here are some awesome resources to get you started:
9 Free Gold Mines for Guest Blogging Opportunities: This is an excellent guide written by Venchito Tampon. All of the techniques he explains do not require tools (here are some blogger outreach tools if you want to streamline your efforts) or any type of hard costs.
It will cost you your time, so you may want to consider outsourcing.
5 Untapped Link Prospecting Gold Mines: here’s a solid guide written by Brian Dean. He will show you some other great ways to find opportunities without having to buy any tools.
Link Prospecting on Steroids – A Streamlined Process: this is a guide by Matthew Barby. It shows you how you can use Scrapebox to find thousands of link opportunities.
The only downside of this strategy is obvious: if you don’t have the tool, then you can’t do it. The alternative to using Scrapebox is to hire a freelancer who does have the tool.
Give the freelancer Matthew’s article and explain what niche you are in.
This will save you the time of trying to learn how to use Scrapebox.
339 Blogs That Accept Guest Posts: this is a free sortable excel file that we created. Although this list isn’t comprehensive, it can save you some prospecting time.
How to Qualify and Prioritize Opportunities
Prospecting is only the first step. You must filter through your list and cherry pick the prospects that will give you the best ROT (Return on Time) and ROI (Return on Investment).
This process is link qualifying.
The following guides will help you qualify and prioritize your massive list of prospects:
25 Ways to Qualify Great Links: although this guide is from 2011, it still has a lot of merit. In the guide you will see 25 questions you need to ask about every link prospect.
In essence, these questions will ensure that you are obtaining links from quality websites.
You can skip over the “PageRank” part since it no longer applies.
Which Link Opportunities are Worth My Time?: I included this guide for you because it explains an important element of link qualification: prioritizing your link opportunities based on the type of campaign you are running.
Not all link acquisition efforts are for getting better rankings.
There are some businesses that get links for branding, exposure, and traffic generation purposes.
In an ideal situation, every link you get would achieve those objectives.
How to Prioritize Link Opportunities: this is a guide I created explaining the concept of the Relevancy Pyramid. The Relevancy Pyramid is a technique we use at Gotch SEO to prioritize our link opportunities.
These guides will:
A) help you clean up your prospecting list and,
B) ensure that you are going after the best opportunities. The next step is to learn how to build relationships with these bloggers so that you can land backlinks.
People often get intimidated by this idea of “building relationships”.
I promise it’s not as extreme as you might think.
You have to remember that you aren’t trying to marry this person.
You are doing nothing more than trying to build a working business relationship.
For a relationship to blossom, both parties must benefit!
So, what should you do?
You have to give value.
Value comes in many different shapes and forms.
Can you guess what form of value has the best conversion rate with bloggers?
Cold hard cash.
You have likely heard the sang: “money talks” and that’s because it does.
In general, the smaller the blogger, the less you need to pay.
It’s not necessary, but I recommend you do one thing before you start flinging money at bloggers:
Attempt to build a relationship.
Here are some resources to get you started:
Relationship-Based Link Building: this is a section from QuickSprout’s huge link building guide. It will give you the basic knowledge you need for building relationships that turn into links.
Building Awesome Relationships For Links, Likes, and Love: this is an oldie, but a goodie from Moz. It explains why your relationship building efforts need to be more “human”.
Meaning, your first objective should be to build real relationships. Your second objective is to get links.
Relationship Building: The “Free Method” to Get High Quality Links: this is an awesome guide from Venchito Tampon. He explains the exact steps you need to build relationships with influential bloggers.
For your efforts to be successful, you need to understand how to outreach. And most importantly, you need to understand the psychology of outreach.
Outreach is the single most important part of your relationship building efforts. You must understand some basic elements of copywriting, persuasion, and human psychology if you want to succeed.
Here are some excellent resources you get you started:
Quantifying Outreach: What We Learned From Over 300,000 Custom Outreach Emails: this is an awesome case study by iAcquire showing the results of several different outreach experiments. It squashes some common outreach myths perpetuated across the industry.
Although their case study is comprehensive and the test sample is large, you must do your own testing.
What worked or didn’t work for them, may be different for you.
Guest Post Outreach Best Practices: here is a guide on Moz written by the guys over at Page One Power. It is perfect if you are looking for real life examples of outreach templates.
How To Create a Killer Outreach Email With 4 Quick Steps and 3 Simple Tips: this is an important guide for understanding some of the basic psychology of outreach.
Once you get a blogger to agree to posting your content, you need to ensure that it’s of the highest quality.
You just worked your tail off to get a bloggers attention and now it’s time to keep up your end of the bargain.
The following resources will ensure that your content is stellar:
17 Foolish Mistakes to Avoid as a Guest Blogger: this is a general article about guest posting, but skip down to the “Mistakes in Writing Guest Posts” section. In that section you learn what you need to know for producing a successful guest post.
7 Crucial Tactics for Writing a Wildly Successful Guest Post: the title is self-explanatory. Copyblogger’s article is a must-read.
The Nine Ingredients That Make Great Content: this resource from Kissmetrics will give you the foundational knowledge you need for your guest post to succeed.
Understanding where to place your link in your guest post is critical.
Many guest post opportunities will only allow you to place a link within an author box.
This is not ideal.
The best place to insert your link is within the meat of the article.
You have to be clever to get your link placed within the content. And, whatever you’re linking to needs to be of high-quality.
The best way to get your links placed within the meat of the article is to inject other outbound links around. This camouflages your link.
What to Do After You Get Published
You worked hard to land a guest post so don’t let it go to waste!
It’s easy to think about only promoting your website, but you should also focus on tier two promotion. This doesn’t just apply to guest posts.
For example, when we land a link on Content Marketing Institute, we promote the heck out of the article.
There are a few reasons for doing this.
First, it gives your brand authority through osmosis. Since you are on an authority website, then you must have some authority. This will build your brand equity and give you more social proof.
Second, you want to build the authority of the article/page that is linking to you. By doing so, authority will flow to your website.
Last, you will build goodwill with the site that published your article. Strong relationships with publishers allows you to leverage them for links in the future.
Those are all the resources you need to succeed with blogger outreach for SEO. Thanks for reading.