If the Penguin and Panda updates have taught us anything it’s that you must be able to adapt with the ever changing SEO industry if you want to achieve results. That means that if you’re still not focusing on producing great content and a professional outreach strategy then you will soon be going the way of the Dodo. Outreach has become an essential fundamental for any SEO and online business to partake in. It’s the best way to gain exposure to your brand, create working relationships and earn natural links to your website from influencers who genuinely value your content and contribution to your industry.
So that’s why outreach is important, let’s take a look at how you can approach it, these are 4 of my favourite ways to reach out to influencers.
1. Replace Broken Links
When you are reading through content within your industry you might come across links to further information on a topic only to find that the page the link is pointing to no longer exists. Instead of being disappointed that the content you were looking for doesn’t exist you can use this as an opportunity to earn a link to your website.
All you have to do is create some great, relevant content for the link to point to instead. This obviously requires you to have something original and worthwhile to say or you may already have the perfect page or post on your website to use.
Once you have the content then it’s just a case of reaching out to the website’s owner to ask if they would like to link to your content instead. They will usually say yes as you are making them aware of a broken link, providing a solution to it and you might even be providing them with an updated and superior version to what they were linking to before. It really is a win-win. This guide to broken link building is pretty useful.
2. Unlinked Mentions Of Your Brand
There are tools such as Mention that let you know whenever your brand is mentioned on the internet. This is very useful because bloggers, customers or other businesses are mentioning you they may forget to link to your website. This could be a major missed opportunity as if someone takes the time to talk about your brand then they are pretty likely to be willing to link to your website if you just get in touch with them and ask nicely. This is a very simple, yet effective outreach strategy.
3. Feature Influential People
When writing a blog post, whitepaper or guide, try to link out to other great sources. There are a few benefits of doing this. Firstly it will help you to create the piece of content you can for the reader as you will be giving them a wealth of information all in one place. Secondly it gives you an opportunity to form relationships with other industry influencers whose work you respect.
If you link out to someone’s post on the same or similar topic that you are writing about then let them know that you have. Chances are that they will promote the post through their social media profiles and they may even link to it in their own future posts. Even if you don’t get a link as a direct result of linking to them it still acts as the first step in securing a beneficial working relationship with them in the future.
Another way is to create a post dedicated to feature influential people. This is usually called an expert roundup post where you ask a group of influencers one question (or a set of questions) and when you get a response, compile it in an article. 2016 Marketing Predictions roundup is a great example for this type of post and as you can see, this one has gotten several hundreds of shares already.
4. Social Media Engagement
We all know how valuable social media can be for outreach as lets you find people within your niche and connect with them almost instantly. When you go a little deeper into it however it can be even more beneficial for SEO outreach.
If someone on say Twitter or Google+ publishes a post on a certain topic within your industry and you have an opposing view on it then you can engage with them on it. You may think that could alienate them but as long as you do it a respectful and informative way with your own content to support your view then you may find that you can spark up a relationship with them. Even if they don’t link to you themselves you can still earn lots of links from others who see the debate going on in their news feed.
Alternatively you can use social media as an outreach tool through a bit of ego stroking. If you recommend others to your followers then naturally they are going to be more receptive to what you have to say and more likely to link to or share your content in the future.
There are lots of outreach tools available to help you perform outreach at scale but much of it will come down to hard work, great content and taking the time to engage with people.
Want more actionable information on using influence marketing to raise the visibility of your brand and drive more traffic to your website?
Here’s an insanely useful article – How influence marketing could boost your SEO
What outreach strategies are you using in your SEO?
Are you using any outreach strategies? We’d love to know if you are and what’s working for you. Please feel free to comment below and let us know.