Blogger Outreach Service: How It Works & Why It’s So Effective
Published on August 19, 2019
by Samer Awada
For brands that are actively working on their digital marketing and investing in a successful SEO campaign, backlinking is a must. You can do a killer job optimizing for SEO onsite, but if your offsite game plan isn’t solid, you’re essentially only using defense and benching your offense.
Reaching out and acquiring high quality, niche relevant backlinks will help Google identify & establish relevancy for your site. This will create authoritative link signals that Google will recognize and decide that your website it's important and worth pushing up in the search results.
Links are how Google and other search engines calculate the trustworthiness of a website. In their algorithms, a link is looked at as a recommendation - so the more authoritative links a website has leading back to it, the higher it can climb in the search results.
Domain authority is scored on a scale of 1-100 and it is based on the popularity, size, link data, age and other criteria that translate to overall trustworthiness.
The goal is always to appear as high on the organic results list as possible, ideally on the top 3 search results of Google.com (Since we all know page 2, 3, 4 and more of Google are just a dark, dusty closet no one wants to go into.)
Making sure that those sites are authoritative is crucial; the higher the site’s domain authority and credibility, the bigger impact it can have on yours if you are able to score a backlink on that site.
Some low lying fruit for offsite SEO can be found in creating business listing sites such as Yelp, Foursquare, and Bing.com, all sites with high domain authorities that allow you to add your business information and a website link to their database for free. However, the bulk of your work needs to be dedicated to securing backlinks on popular blogs that are relevant to your brand.
How Blogger Outreach Works to Boost your Exposure
This is where blogger outreach comes in. Whether you have a brand new website you just launched or an existing one that just seems to be buried under all your competition, you can give your Google ranking a serious boost by implementing this tactic.
Blogger outreach is the process of reaching out to influential bloggers in a specific industry with large audiences + high authority websites and pitching them to publish a link to your website on theirs; typically embedded within the content of an existing or new blog post.
Doing this will increase relevancy to your website on the web which the search engine algorithms will notice. Another plus of having your content and link on their site means you get to leverage their fan-base.
The more higher quality links you have pointing to your website, the better you will rank for your target keywords.
Here’s How it’s Done
A few years ago, there were a lot of shady(non-authentic) tactics being used to get backlinks. But search engine's algorithms are now more sophisticated. Only “white hat” (ethical) strategies are seeing lasting results. The SEO ranking process can be long for someone just starting out, but there’s no way to fool search engines these days and there’s no way around the work required.
Here’s what Blogger Outreach entails:
#1 Finding Relevant and Influential Bloggers
This involves getting familiar with bloggers who are relevant to your industry and who have built up a large following. Ways to identify them include searching for informational keywords relevant to your industry or niche. Your results will generate blogs and authority sites, like magazines, news outlets, etc. Focus only on blog results as your blogger outreach targets. Also, view the “Searches Related” section that pops up and allows yourself to go down the rabbit hole of related content.
#2 Compile and Narrow Down your List
Create a list of potential targets for your outreach. You should carefully vet each prospect, checking out their blog comment section, amounts of followers, social media presence, their domain authority, and any other popularity indicators.
#3 Create Original Content
This can come before or after your blogger research phase. You might already have content created and need to match the right blogger to your existing content; or, you might want to create your content after you identify the bloggers you want to pitch to. Your content needs to be high quality, valuable content. The better it is, the higher chance you have of being accepted for publication by the bloggers. You could have the right audience, but if your content is not high quality, there will be no incentive for that blogger’s audience to click on your article and read it, much less click the embedded links within it to go back to your website.
#4 Engage With Your Prospects
You could “cold call” or cold email and you might get lucky, but there is a low chance you’ll get the backlink you’re looking from the blogger. Building a relationship with them takes time. Leaving comments on their posts, sharing their content, following their social media, even sending messages or emails that show them that you have read their content and love it - without asking for anything - is a surefire way to establish yourself as a relevant fan of their work. Once you’ve done this, there is a much higher chance they’ll consider publishing your content in the future.
#5 Create & Send Your Pitch
You might have the best content in the world, but if your pitch is weak, you won’t get the backlink. Be sure your pitch is clear and concise and outlines how your content can bring value to their established blog and how it is relevant to their subject matter. Mistakes many people make are sending blanket emails that are clearly not relevant to the bloggers they are pitching to. It is not only insulting to the individual but very easy to see through and will inspire a reply.
Why Should You Even Consider Blogger Outreach Backlinks
Blogger outreach is by no means easy, and it definitely doesn’t happen overnight. You’re essentially building new relationships; since it takes quality and quantity to be successful at it, you’ll need patience, resources and a lot of time to dedicate to doing it right - that is, if you’re going to try to keep the process in-house and take it on yourself.
If you decide to take it on yourself, you’ll be spending your time:
- Researching established bloggers in your niche or industry and immersing yourself in their content to get familiarized
- Evaluating your findings to identify relevant prospects
- Finding ways to engage with them before asking for anything
- Searching for contact information for them
- Organizing your findings
- Coming up with individual pitches for each blogger
- Sending the pitches
- If they don’t accept your cold calls/emails, you may need to find other ways to develop relationships with them
- Managing the back and forth if the blogger replies, answering questions, sending over information, etc.
- Asking for and reviewing demographic decks and any relevant information the blogger might send you to
- Writing/generating the content if they don’t offer content generation
- Making any revisions to the content, either from you or from them, depending on who generates it
Because of the extensive time and effort it takes, which could easily cannibalize time brands should be using for other things, many successful companies choose to outsource this process to agencies who offer the service. Since these agencies dedicate their time to blogger outreach, they typically have networks of bloggers they can pitch to and relationships they built up over time, so you wouldn’t need to start from scratch. They will also know all the best practices to utilize in the process. Enlisting experts could help save you time that you can use for other things while getting you results faster.
Blogger outreach experts also provide you with the analytics needed to track how well your backlinks are working. They can look at the data and see just how much website traffic is being generated and which websites are referring the most.
Blogger outreach can help your website climb the search engine ranks, get more exposure online, get shares, and ultimately, more inbound traffic to your site. At the end of the day, whether you attempt to take it on yourself or leverage the help of experts, respecting blogger outreach for what it is - a process - is the best way to see results.