how to do blogger outreach for backlinks 35 seo co with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh, and welcome to the final
lesson in our link building module.
[0:04] Today, we're going to cover how to do
blogger outreach that leads to backlinks.
[0:08] And this may very well be the most important
lesson in this entire module because nearly
[0:14] all link building tactics require some
sort of email exchange.
[0:18] So today, we'll cover the primary objective
of blogger outreach, two common approaches,
[0:23] and I'll break down the anatomy of
a good quality outreach email.
[0:26] Let's get started.
[0:28] So the primary objective of blogger outreach
is to convince those with large targeted audiences
[0:33] to talk about you.
[0:34] And from the perspective of an SEO,
you want them to link to your website.
[0:38] Now, outreach doesn't mean broadcasting,
meaning, you shouldn't be sending every
[0:42] single person the exact same email like
you would through email marketing.
[0:47] For example, this outreach email that I got is
what typical blogger outreach looks like today.
[0:52] First of all, I can see that they didn't even
take a second to check what my name is
[0:57] when literally two-thirds of all pages on my
personal site have my full name on them.
[1:02] Instead, they stuck with the generic "there,"
used it in a mass mailing software, and
[1:07] broadcasted it out to hundreds, maybe
even thousands of people.
[1:11] But the name thing isn't that big of a deal.
[1:14] Second, this is clearly a generic templated
email with zero consideration for the recipients.
[1:20] The person says "I'm writing because
I saw your post here."
[1:24] Then they didn't even take a second
to proofread the email.
[1:27] And their justification for me to link to
them is because "it fits well in my post."
[1:33] On top of that, the person followed up with
me three more times with nearly the exact
[1:38] same email all sent within the same
30-minute period.
[1:43] This, ladies and gentlemen, is called spam.
[1:46] And the results of these kinds of
emails lead to nothing.
[1:49] The page the person wanted me to link to got
a total of 2 backlinks and both of them are
[1:55] irrelevant and look like they've been paid for.
[1:57] And those backlinks aren't moving the needle
since the page gets zero organic search visits.
[2:03] These kinds of emails along with hundreds
of others in my inbox are prime examples of
[2:08] why you need to write good quality emails.
[2:11] Otherwise, you'll just blend in with the rest
of the spam people get on a daily basis.
[2:16] After all, these are unsolicited emails.
[2:19] Now, to be clear, it doesn't mean that you
can't use some sort of template to send
[2:23] a lot of emails efficiently.
[2:25] For example, I literally just got this
email in my inbox and it says:
[2:30] "Hey Sam,
[2:30] I just published a roundup post about the
Best Personal Blogs to Read and I featured
[2:35] you in it" -- and that's a link to his post.
[2:37] Then he explicitly says:
[2:39] "But I'm not looking for a share or
anything like that.
[2:42] I just wanted to say thank you for all the
inspiration you've brought to the blogosphere
[2:46] and digital marketing world.
[2:48] Best of luck in your endeavors and keep up
the good work on Ahrefs' YouTube channel."
[2:52] This email didn't come to my Ahrefs
email account.
[2:55] It came to the one on my personal site.
[2:57] So he clearly did a bit of digging before
sending the email and I'm sure he sent
[3:02] a similar message to all 117 people
he featured.
[3:06] So you might be thinking: what's the point
of this email if he's not asking for anything?
[3:11] We'll get to that later in this lesson.
[3:13] Now, the first email that I just showed you is one
of the common approaches to blogger outreach.
[3:18] It's called "the shotgun approach" where you
build a broad list of targets, load them up
[3:23] into an outreach tool, and then blast out
emails to anyone and everyone.
[3:28] The opposite approach to this is
the sniper method.
[3:31] This is when you choose targets carefully
based on a tight set of criteria and then
[3:35] send personalized emails.
[3:37] Of the two methods, we recommend going with
the sniper approach because shotgunning emails
[3:42] to anyone and everyone is a surefire
way to burn bridges.
[3:46] Plus, no one likes spam.
[3:48] And for that reason, the rest of this lesson
will be centered around the sniper approach.
[3:53] So before we get into actually crafting your
outreach emails, let's quickly talk about who
[3:58] you should be contacting and how
to find their email addresses.
[4:01] In general, you'll want to contact the author
of the post if they work for the website.
[4:07] For example, this is a post written by
Joshua Hardwick on the Ahrefs blog.
[4:12] Seeing as his profile states: "Head of Content
@ Ahrefs," you know he works there and controls
[4:17] what gets published on the Ahrefs' blog.
[4:20] Now, for this post by Josh, there wouldn't
be any use in contacting him because he
[4:25] doesn't work for Sitepoint.
[4:26] In this case, you'd want to contact
the editor of the blog.
[4:30] To find who that person is, you can check
places like the website's About or Team page,
[4:35] their "Write for us" page if they have
one, or their company's LinkedIn profile.
[4:40] Now, to actually find the person's email
address, the easiest way is to check
[4:44] Contact and About pages.
[4:46] This works best for websites with
one author.
[4:49] For websites that have multiple people involved,
like Sitepoint or Ahrefs, you usually won't find
[4:54] individuals' email addresses on their site.
[4:57] So to find these emails, you can use a tool
like Hunter.io, go to their email finder tool,
[5:02] and just search for their first and last
name as well as the domain.
[5:07] Hunter will then give you their best guess.
[5:09] In this case, they're wrong, but the success
rate is generally quite high.
[5:13] Alright, so if you've done the work for the
lessons in this module to this point, then
[5:17] you should have chosen one of the 3 tactics
I outlined, created a list of prospects, vetted
[5:22] your list, and found some email addresses.
[5:25] So it's time to actually write the pitch.
[5:27] Now, while there isn't exactly a streamlined
formula for every outreach email you send,
[5:32] I want to talk about the anatomy of a simple
outreach email that has been effective for me
[5:37] for many years now.
[5:38] And there are 5 main parts to a typical
outreach email.
[5:42] First is the subject line.
[5:44] The goal of the subject line is simply
to get them to open the email.
[5:48] Otherwise, there's no chance at
getting a response.
[5:51] But you don't want to clickbait them because
that'll only leave a bad impression.
[5:55] So when you're writing a subject line, you
want to briefly and accurately describe why
[6:00] you're emailing them and ideally,
evoke curiosity.
[6:04] If we look back at my guest blogging outreach
email from the previous lesson, I showed you
[6:08] a hypothetical pitch where I asked if I
could write a post for a golf site and share
[6:13] data I have on the best golf balls
for high handicappers.
[6:17] So I might use a subject line like:
[6:19] "New data: best balls for high-handicappers."
[6:22] In my opinion, the "new data" part evokes
curiosity and the rest of the subject line
[6:27] explains the topic of the email.
[6:29] The next part is the introduction.
[6:31] And while there are numerous ways to write
an intro, I think it's best to start by telling
[6:36] them why you're emailing them.
[6:38] And the goal of this part is to get them
to read the next part of the email.
[6:42] For example, with our guest posting
sample email, I said:
[6:45] "I was digging through your site and saw that
you have a couple of posts on the best golf
[6:49] balls for kids and for distance.
[6:52] But I was pretty surprised to see that you
don't have one for other types of players
[6:56] (ie. seniors)."
[6:58] Now, I will admit that the first sentence could
definitely be stronger, but I'm basically saying
[7:03] that you've done this and this, but looks
like you're missing out an opportunity here.
[7:08] The next part of the email is qualification
and justification.
[7:12] Simply asking someone for a favor and expecting
them to see a mutual benefit is naive.
[7:18] You need to show them why you're
qualified and justify the pitch that
[7:21] we'll get to in a second.
[7:23] For example, if you're contacting someone
to guest post, then explain why they should
[7:27] accept your post over potentially hundreds
of other submissions.
[7:31] If you're asking them to add your link to
a page on their site, give them an actual
[7:35] good reason why they should.
[7:37] So in our guest posting sample, you'll
see that I said:
[7:41] "Being a high-handicapper myself, I spent
hundreds of dollars on balls and countless
[7:45] hours on launch monitors to find
the best ball for me."
[7:49] So the fact that a) I mention I'm a high handicapper
[7:52] and b) I've tested numerous balls and got a
factual data from launch monitors, qualifies
[7:59] and justifies what I'm about to pitch, which
again, is a guest post about the best golf
[8:04] balls for high handicappers.
[8:06] Now, to really drill in on the concept of
qualification and justification, let's look
[8:11] at an example email for the Skyscraper technique.
[8:14] A little while back, we did some outreach
to get links to our blog post on SEO statistics.
[8:20] So we emailed people with an email
that looked something like this:
[8:23] Hi [name],
[8:24] I saw you mentioned how 93% of online experiences
begin with a search engine on your page about how
[8:30] to do keyword research."
[8:32] That's our reason for contact.
[8:34] We then went on to say:
[8:35] "That stat is actually 14 years old.
[8:38] More recent research (2019) suggests that
this number has gone down to 68%.
[8:43] I think it's lower because social and other
sources now account for around 1/3 of traffic."
[8:48] That's our qualification and justification
for what we're about to pitch.
[8:53] And obviously, the next part of
the email is the pitch.
[8:56] The pitch essentially includes your ask
as well as your value proposition.
[9:01] And generally speaking, the stronger your
value proposition, the higher the chance of
[9:05] getting a link.
[9:06] So for our guest posting example, I said:
[9:09] "If you're open, I'd love to write a post for
you about how to find the best golf balls
[9:13] for hacky golfers like myself."
[9:16] And here's my value proposition:
[9:18] "I'm happy to share all of the data and stats,
which I think will help people make an informed
[9:22] decision as they shop through your store."
[9:25] So not only are they getting data for free,
but I'm showing them how that can bring
[9:29] value to their bottom line.
[9:31] Now, it's not always easy to think of
a solid value proposition.
[9:35] For example, in our SEO stats email,
our pitch was:
[9:39] "We published this and a few other
fresh SEO stats here: [link].
[9:42] Not sure if you're actively editing posts,
but might be worth an update if you are?
[9:47] No pressure :)
[9:48] So what exactly is the value proposition?
[9:51] We're helping bloggers keep their
content up to date.
[9:53] In fact, we didn't even directly ask for a link,
yet we were still able to pick up 27 backlinks.
[9:59] We actually have a full 3-part video series
on this exact case study, so I'll link that up
[10:04] in the description, and I highly
recommend checking it out.
[10:07] Alright, the last part of the email is a simple
one-liner to keep the conversation rolling.
[10:13] Simply put, you don't want to end your
email with a cold hard pitch.
[10:17] The purpose of your first email should
be to start a conversation.
[10:20] So you might say something like…
[10:22] Is that something you'd be open to?
[10:24] Is there anything I missed?
[10:25] What do you think?
[10:27] Do you agree with our conclusion?
[10:28] Or whatever.
[10:29] Now, this is just a basic template you
can use as you start blogger outreach.
[10:33] But I don't want you to limit yourself
within this box.
[10:37] All you're really doing is talking to people and 
starting to build some kind of relationship.
[10:42] Just think about it like an in person encounter.
[10:45] You wouldn't go to a party and ask
a complete stranger to buy you a drink.
[10:49] You might strike up a conversation, connect
with them on a common interest, and maybe
[10:53] buy the first round of drinks expecting
nothing in return.
[10:56] And as a result, they might want to reciprocate
by returning an act of kindness.
[11:01] Again, the goal of the very first email you
send is simple: start a conversation.
[11:07] And this brings us back to this
outreach email that I got.
[11:10] The person who mentioned me on their site
specifically told me that he's not looking for
[11:14] a share or anything like that.
[11:16] And he literally just wants to say "thank you."
[11:19] So what did that accomplish?
[11:21] #1. I actually read his email.
[11:23] #2. I responded to him and said thanks
for the mention.
[11:27] And #3, should he email me again, I'll probably
open it because I'll recognize his name.
[11:33] So while there will be times where it makes
sense to ask for the link or guest posting
[11:37] opportunity right away, there are a lot of
times when it makes more sense to just
[11:42] start that conversation and see where it leads.
[11:46] The final tip I want to leave you with is
to only use your best work when sending
[11:51] email pitches.
[11:53] You don't want to email anyone and everyone
for every single piece of content you create.
[11:58] For example, if you had a golf site and you
created a post on a topic like… "what is
[12:03] a handicap," there's nothing interesting or
unique about it yet it's still a topic you
[12:08] would probably want to cover.
[12:10] Coming up with a good reason for them to
link to you on this topic would be tough.
[12:14] Plus, time is finite.
[12:16] So it's worth doing outreach for your best
content because there's a higher probability
[12:21] that it'll result in backlinks.
[12:23] Alright, so with everything you've learned
up to this point, you should be able to create
[12:27] content for your website that'll get
traffic from search engines.
[12:30] But there's still one piece to the fundamentals
of SEO that we haven't covered and that's
[12:35] technical SEO.
[12:36] We'll be publishing that module first thing
next week so make sure to subscribe so
[12:40] you don't miss out on that.
[12:42] And if you're watching this video at
a later time, then check the description
[12:45] because we'll have links to all of
the other videos in the course there.
[12:49] I'll see you in the next lesson.

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