Establishing a diverse, high-quality link portfolio is crucial to increasing your organic rankings. Between July 2013 and July 2014, more than 80 percent of companies increased their spending on tactics that earn links.
When launching a campaign, you must be acutely aware of where your campaign spreads after the first exclusive goes live. Most campaigns that earn a top-tier pickup will spread through social networks, messaging systems, news sites, and blogs, allowing you to secure a cascade of links from your original placement.
If you’re not monitoring this spread and optimizing it for your clients’ benefit, you’ll end up missing out on establishing a more diverse, high-quality link portfolio that would require little additional work from your team. Here’s where you should start:
Link Reclamation – The process of finding natural syndications of your campaign and working with the editor to optimize the story for the biggest client impact.
Link reclamation should occur shortly after your first exclusive goes live, allowing you to leverage the recency effect.
Recency Effect – When people are asked to recall a list of items that are presented to them, they tend to be able to best recall those at the end of the list (the recency effect) and those at the beginning of the list (the primacy effect) better than those in the middle of the list.
Using this theory, you’ll want to reach out to writers shortly after they’ve published your campaign, so it’s fresh in their minds and ripe for updates; if you reach out several weeks after they’ve published, sometimes the story can be too stale for an update.
Below, I’ve outlined the important steps of link reclamation and the strategies that will have the biggest impact for your client.