Archive for the ‘Link Prospecting’ Category

How To Earn More Links for Your Campaign with Link Reclamation

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.



Finding and Claiming Links for Content

You can find opportunities to claim links for your content (like ebooks and infographics) similarly to how you find unlinked mentions and links to reclaim for your brand. Acquiring all the links you deserve can move the needle on search and traffic. Here are three common missed opportunities and fixes for each.

Missed Opportunities Image via Lel4nd on Flickr

Missed Opportunity #1: Only Searching for Your Content’s Title

Fix: Also look for the titles that other sites give your content.

When sites like Mashable and HuffPo pick up your content, they’ll usually change the headline to suit their audiences. Then, when smaller sites pick up stories from those big players, they use the same wording. (more…)


How to Find Golden Link Opportunities

Today’s guest post comes from one of our favorite customers, Brian Dean. Brian is a blogger, site owner, and SEO consultant/trainer. He blogs on just about every link building and SEO site, but can always be found at Backlinko.

 brian dean header image

You’ve probably seen a certain type of post on internet marketing blogs that I like to call, “SEO crack”.

You know what I’m talking about: screenshot-stuffed articles that show you how to download a list of URLs, use Excel to separate the list into tiers and and export that list into a tool like BuzzStream to send emails and get links.

It’s all really cool if you’re a hardcore SEO. But if you’re not, it just looks like a lot of clicking.

What these articles lack is an answer to the fundamental question: “How do I find people to link to me in the first place?”.

Well that’s exactly what I’m going to show you today.

Content Curators

Matt actually recently published a post on content curator link building, but it’s so darn effective that it’s worth mentioning again here.

Keep in mind that when you ask someone for a link they’re doing you a favor. In fact, one of the reasons most outreach-focused link building campaigns fail is because the peoplr behind them just beg for links…without offering anything in return.

That’s the beauty of content curation link building. When you beg for a link, you’re actually adding value to that person’s curated list.

Think about it:

If you were putting together a list of the top 100 gardening articles online, would you rather spend a week searching around the web, or have them delivered via email? I think I know what you’d choose.

So when you find curated content, in the form of…

  • Resource pages
  • Link roundups
  • “Best of” posts
  • “X blog posts about Y”
  • “X blogs about Y”

…present them with an amazing piece of content, you’re actually adding value to that person’s site and getting a link in the process. And as Matt points out in his post, these are backlinks that can also get you targeted traffic.

That’s why I usually start off an SEO campaign by producing one linkable asset and then generating links to it from content curators.

Reverse Engineering

Reverse engineering your competitors links is one of the fastest ways to find link opportunities of all shapes and sizes.

After all, if they’ve linked to one of your competitors, there’s a good chance they’ll link to you as well.

However, I see a lot of people new to SEO think that reverse engineering is the holy grail of link building.

It’s not.



Google is so 2012: Using Social Media to Find Outreach Prospects

Today’s guest post comes from one of our favorite customers, Adria Saracino. Adria is the head of outreach at Distilled, a digital marketing firm with offices in London, Seattle, and NYC. When not consulting on outreach or content strategies, you can find her managing a team of outreach warriors or writing about style on her personal fashion blog, The Emerald Closet.

If your outreach strategy still relies solely on a Google search, it’s time to catch up with the times and start leveraging today’s social media landscape.

From Facebook to Pinterest and everything in between, social media has become by far the best way to build relationships and community while also establishing authenticity and expertise. But while there’s a lot out there about how businesses should leverage social media for their overall business functions, there’s less so about how individual employees can use social media to be more efficient specifically at outreach.

The following five tips seek to remedy that. Here are a few creative ways to build relationships with site owners in unexpected places.

1. Monitor Influencer Conversations on Twitter

twitter bird

As a place where authentic conversations flow naturally and oversharing is the norm, Twitter is a great place for finding not just customers but site owners, too. Why? Because site owners and contributors are just as hyped about social media as you are, and tend to tweet frequently as a means of driving traffic.



How to Find Great Opportunities with the BuzzStream Prospecting Module

One of the most powerful parts of BuzzStream is the prospecting module.  However, it’s also one of the parts of the product that’s most frequently misunderstood. 

In this post, I’ll take you through how to use the Prospecting module in detail.

When Should I Use the Prospecting Module?

As the name suggests, the prospecting module helps you prospect for links.  If you have an idea of what sort of links you want, and can create both a search and a qualifying criteria for that sort of opportunity, it’s excellent.  Additionally, because it reruns the searches every week, it’s great for ongoing opportunities, like competitor reviews.

When Should I Not Use the Prospecting Module?

Because the Prospecting Module uses prospecting searches, it’s not good when you don’t know what kind of opportunities you want and what sort of footprint you’re looking for.

Step by Step: The BuzzStream Prospecting Module


Step 1: Find the Prospecting Module and Open a Prospecting Profile

The prospecting module is under the Link Prospecting menu in the Add Websites dropdown:


Click that button, and then select Create New Prospecting Profile.



Which Link Opportunities are Worth My Time?

Finding qualified link prospects is like searching for a needle in a haystack.

One question we hear a lot at BuzzStream is: “The prospecting module has returned lots of link opportunities, but which ones are worth my time? How do I qualify a link prospect?”

This is a great question.  And like so many questions in marketing, the answer is:

It Depends.

‘It depends’ isn’t helpful, so in this article I’ll explain how to qualify a link prospect in 2012.



Keyword Research for Link Building: Lateral Thinking

One question we hear frequently at BuzzStream is “How do I find link opportunities?”

There are lots of ways, but one of the best (and easiest to use immediately) is using prospecting queries. (You can also use the BuzzStream Prospecting Module to rapidly run lots of prospecting queries.)

Stems and Keywords

A prospecting query typically consists of (at least) two parts: a stem (otherwise known as a footprint) and a keyword.

Query stems have been written about extensively on other blogs.  Most people get them right.

So let’s look at the other piece that gives folks trouble: keywords.

Link Building Keyword Research: Your Link Building Keywords Aren’t Your SEO Keywords

The first impulse newer link builders have is to put in their SEO keywords.  If you’re promoting a blog, or something else in a content-rich, cooperative community (like, say, the SEO community), this works great.  But if you’re aiming for commercial keywords, you won’t get much back with this approach. 

Instead of thinking about your ‘money’ keywords, you need to think about the keywords you’d use to described link opportunities.

The Process

When people ask me “What keywords should I use for my link building keywords?” I give them a process like:

–          Make a big list of EVERYONE that could be interested in your product or topic

–          Make it bigger. I mean EVERYONE.  Not just the obvious ones – go beyond. 

–          Google around for some sites/publications in these areas, and make note of how they describe themselves and what keywords they use.  (Sometimes you can use lists like AllTop to find these.)

–          Now take these keywords and use them for link building keyword research.

An Example

Because that’s kind of an abstract concept, let’s take an example.  Let’s say you’re working on a linking campaign for the youth golf section of a ecommerce sports retailer.  Your client sells child-sized golf clubs, bags, balls, accessories, etc.

Well the obvious place to start is golf sites.  So you might start with some guest post prospecting queries for Golf.

But you’ll run out of golf linking opportunities pretty quickly.  And chances are your competitor’s SEOs went out and grabbed all of those golf link opportunities as well.

Lateral Thinking

Now it’s time for lateral thinking: Who else is interested in golf for kids? Might they have websites?

Let’s think:

–          Mommy Bloggers (numerous but have been hit up by marketers so frequently you need to come to the table with serious gift items)

–          Dad Bloggers (a rapidly growing category)

–          Youth sports coaching blogs (not as numerous, but definitely a strong fit)

–          Elementary Schools and Middle Schools

–          PE Teachers

And the list goes on.


Let’s unpack that example a little bit and look at PE teacher blogs. 

I immediately find four or five, and they all call themselves some variant on “the Physical Education blog”, so I start with the query “Physical Education inurl:category/guest” to find PE guest blog opportunities.

Happy Link Building, and please leave any thoughts or questions in the comments.