how to get backlinks with negotiation and persuasi with timestamps YoutubeScribe.com

[0:00] Link building is the process of getting other
websites to link to yours.
[0:03] It's not an art.
[0:04] It's not a science.
[0:05] It's a game of negotiation and persuasion.
[0:09] Now, negotiation in link building isn't used
in the same way you would bargain for a car.
[0:13] And persuasion for links is different from
convincing your parents to get you a dog.
[0:17] There's no one-size-fits-all template, which
means you need to learn how to execute
[0:21] based on various scenarios.
[0:23] So today, I'm going to show you how I've used
these two techniques to get more backlinks
[0:27] from places like Entrepreneur, Inc, Popsugar,
and tons of other sites.
[0:32] Stay tuned.
[0:33] [music]
[0:37] What's up SEOs?
[0:38] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic,
[0:42] research your competitors and dominate your niche.
[0:45] Now, negotiation or persuasion isn't about
tricking people.
[0:48] I look at these two things as tools to communicate
more effectively so you don't come off
[0:53] too strong in your first email.
[0:55] And if you've received any of these kinds
of emails asking for links straight away,
[0:59] I'm sure you've ignored the majority, 
if not all of them.
[1:02] Yes, I know… you can still get links just by asking, but this tutorial is about increasing your link conversion
[1:09] rates as well as going after bigger links that 
simply won't get done with a template.
[1:14] With that said, let's get to it.
[1:16] Negotiation and persuasion are two completely
different things.
[1:20] According to Professor Bontempo from Columbia
Business School, negotiation is a mutual exchange
[1:25] of resources for a mutual benefit.
[1:28] Meaning, you're coming to some form 
of an agreement.
[1:31] Negotiation is generally explicit, it's fast, and it'll
usually come with concessions from both sides.
[1:37] As a result, it can also be quite costly.
[1:40] Persuasion on the other hand is more about
changing someone's mind.
[1:43] It's subtle, it follows a gradual process consisting
of small movements.
[1:49] And the idea is to make your end goal their idea.
[1:52] It generally takes a lot more time, but it's free.
[1:56] Now, when you're building links, some links
will come fast, others within a medium timeframe,
[2:00] and others can take months.
[2:02] So let's talk about each of these categories
and see how these two techniques fit in.
[2:06] First are fast links, which usually come within 0-14 days.
[2:11] This is all about negotiation.
[2:13] And these would likely include common tactics
you probably know and use, like the Skyscraper
[2:18] technique, broken link building, and guest posting.
[2:21] For example, a typical outreach email for a broken 
link building campaign might say something like:
[2:26] "Hi Sharon,
[2:27] My name is Sam (a fellow coffee enthusiast).
[2:29] I'm contacting you because I clicked on 
one of your resources to so and so's blog,
[2:33] but it looks like they deleted that post.
[2:35] Thought you might like a friendly heads-up
to remove this part.
[2:38] Here's a screenshot of where I found it:
[2:41] If you're open to suggestions for a replacement,
[2:43] I wrote a guide on [whatever the topic is 
with my unique selling proposition].
[2:47] [And then I'll add my URL.]
[2:49] No pressure at all :) Just thought you might
want to add a supporting resource rather than
[2:53] removing the sentence or paragraph.
[2:55] Cheers, Sam"
[2:57] Now, this email might be enough to get a few links,
[2:59] but it's very much a "take it or leave it" approach.
[3:02] And let's face it, most people will leave it.
[3:05] So even if we tweak the email with one simple line like
[3:08] "PS. If you ever need a hand with anything, i.e shares,
feedback, or whatever, I'm always happy to help,"
[3:15] then you're signaling that you're ready and 
willing to negotiate.
[3:18] So let's say they respond back with something like
[3:20] "Sure, I'd be happy to add your link, but would 
you mind adding my link to your website?"
[3:26] This is where the negotiation process begins.
[3:30] Now, since I don't personally participate in reciprocal
 link building, this is where you can do a bit of research
[3:35] to get an understanding of what motivates them.
[3:38] And if you can satisfy their motive, then
your chances of getting the link increases.
[3:43] Here's an example response I got when doing
outreach for my personal blog.
[3:47] He first says that the post I pitched is great
and that he shared it on social.
[3:51] Then he tells me, he would link to my post
if I was willing to link to his article.
[3:56] I openly share that I'm not going to do reciprocal links,
but I mentioned that I have a column on Entrepreneur
[4:01] and I'm planning on doing a bit of guest posting as well.
[4:04] And naturally, I link to pages that are linking
to my content where it makes sense.
[4:09] I told him if he decides to link to me to keep 
me in the loop so I can add his page to my list.
[4:14] He likes the potential, so he links to me.
[4:17] And take note of the language he uses:
[4:19] "That sounds like a great deal to me."
[4:22] Now, it's important to note that his content
was actually good, so I would've linked to it
[4:26] had I known about it before.
[4:28] So I don't recommend making these kinds of promises
[4:30] if you know you'll never look at their article again.
[4:33] Or if you never intend on helping them out.
[4:36] From my experience, I'll convert anywhere
between 7-15% on any of these kinds of emails.
[4:41] We have full tutorials on various link building
tactics, so I'll link them up in the description.
[4:46] Next is the medium-speed category.
[4:48] And this is pretty situational so it can fall
into either negotiation or persuasion.
[4:53] Let's run through an example of how and why
I switched gears from negotiation to persuasion.
[4:59] And this is how I got my column on Entrepreneur.com.
[5:02] Basically, a few years ago, I blindly reached
out to someone with a Skyscraper styled pitch
[5:07] using a combination of Twitter and email.
[5:09] The response I got was that she can't add
links to her blog post because she was hired
[5:14] as a freelance writer for the site.
[5:16] But she wanted to jump on a call.
[5:18] Now, a lot of people would have just ignored this
request and thought of it as a failed link attempt.
[5:23] But this person was a freelance writer, which
means there was an opportunity to get multiple
[5:27] links for the unforeseeable future.
[5:30] I just needed to get an understanding of what
motivates her and then see if I could help.
[5:35] So I did a bit of research and learned that she 
was a journalist who had written for places like
[5:39] The New York Times, NBC News, and more.
[5:42] So we got on a call and throughout our time together
I learned she was looking for a more stable gig
[5:48] since journalism is tough to climb the ladder.
[5:51] I also shared my desire to write for some
larger publications, so I asked for her advice.
[5:56] As the conversation went on, I offered to reach out 
to some of my contacts to see if they were hiring,
[6:01] and naturally she wanted to extend her help.
[6:03] So she offered to reach out to her contacts at
publications like The Huffington Post and Entrepreneur.
[6:10] By the end, I had contact details for the
right editor and some helpful tips.
[6:14] Best of all, I had the opportunity to name-drop in 
my pitch, which I believe helped me get my column.
[6:20] The entire process took around 2 months, but
the accomplishment back then felt pretty good.
[6:25] Now, take note that once you're able to publish
on these larger publications, getting other
[6:29] guest posting opportunities at other big names
gets much easier.
[6:34] Now, on to the longer plays, which tend to
be slow, but super-rewarding.
[6:39] These will usually be your "best" links and
persuasion will be your best friend
[6:43] and your worst enemy.
[6:44] Reason being, persuasion is really hard.
[6:47] And it's not something you can usually do
easily on first, second, or even third contact.
[6:52] In fact, publishing an article on Inc took me 
around five months
[6:56] of on and off conversation with another contributor.
[6:59] And I wish I could give you a step by step
tutorial on this, but persuasion is so situational
[7:04] that it'll largely depend on the context of 
the conversation.
[7:07] So here's what my approach look like.
[7:09] The first thing I had to do was find an author
on Inc that writes about similar topics as me.
[7:14] I don't remember exactly how I found this
person, but you can basically just go to Google
[7:18] and search for something like
[7:19] site:inc.com/author and then look for topics
separated by the OR search operator.
[7:26] Now, the other footprint will vary depending 
on the site you want to get a link from,
[7:30] but you can usually find that out by going to
an article on the publication you want to write for,
[7:35] clicking on an author's name, and then taking
note of their URL structure.
[7:40] Now, visit some of the author pages and see if
they would cover similar topics you write about
[7:45] and that they've published an article recently.
[7:47] After you find the person you want to contact,
you need to get an understanding of what would
[7:52] motivate them to help you accomplish your goal.
[7:55] For my particular contact, he was building
his personal brand, so things like exposure,
[8:00] particularly like mentions of his name seemed
like something that would be worth giving.
[8:05] But rather than just giving randomly,
there was a series of steps I took.
[8:08] First, I tweeted out some stuff that he had published.
[8:11] This was simply to be somewhat of a recognizable
name and face when I would eventually email him.
[8:16] He made it pretty easy for me because he followed
me on Twitter, so now I just needed to find
[8:21] a good reason to contact him.
[8:23] Thankfully, that was pretty easy too.
[8:25] I went to his site and it wasn't working.
[8:27] So I sent him an email basically explaining
the issue on his site.
[8:31] He responded thanking me and that was 
the end of the conversation.
[8:34] So at this point, it might feel like you're
at square one, but you're not.
[8:38] They know your name, you've helped them in
a small way, and most importantly you have
[8:42] your foot in the door.
[8:43] This is where you can offer up something that
will help set the tone for them to reciprocate.
[8:48] And this is all based around what you believe
will motivate them.
[8:52] Now, rather than asking for something, I want
him to come up with the idea alone
[8:56] that we should help each other get more exposure.
[8:59] So I sent him an email asking if he wanted a link.
[9:02] I said to just send me a few post ideas and
if it made sense, I'd add it to a guest post
[9:06] on a decent site I was already approved for.
[9:09] After a few back-and-forth emails, he sent
me a couple potential articles to include
[9:13] in my post, and said:
[9:14] "By the way, if you have any good ideas for an Inc article
and want to work on one together, let me know."
[9:20] I had it published and was extended the offer
to publish anytime with him.
[9:24] Now, not everything goes as smoothly as this one went.
[9:27] In fact, I've tried to collaborate on a piece with 
someone from Mashable and The New York Times,
[9:31] where neither converted.
[9:33] And I made the same mistake both times.
[9:36] I got impatient and went in for a hard ask way too soon.
[9:40] With Mashable, the person was motivated by
growing their personal Facebook fan page.
[9:44] We jumped on a Skype call, and I stupidly
asked to collaborate out of context.
[9:50] With The New York Times writer, I found the
perfect reason to contact her.
[9:54] And this was around the time of the election between
Hilary Clinton and Donald Trump.
[9:58] And she had written an article on The New
York Times talking about retargeting ads,
[10:02] but she had missed out on a lot of things
only people doing retargeting ads would know.
[10:07] So I gave her some good insider information, and 
she responded with gratitude for the new outlook.
[10:13] In fact, she wanted to know more.
[10:14] So I nailed that email and boom. Nothing.
[10:18] I went in for the ask way too soon instead of
her coming up with the idea to collaborate
[10:23] or reference me as a source.
[10:25] But hey, I learned from my mistakes, and went
on to get a tiny niche blog some authority links
[10:30] from places like Forbes, Livestrong and WikiHow
to name a few.
[10:34] Now, you can definitely get links going shotgun style
and sending anyone and everyone templated emails.
[10:40] But conversion rates are going to be lower,
since almost everyone's inboxes get flooded
[10:44] with the same outreach emails.
[10:47] Now, the advantage you can gain from understanding
someone's motives and leading a conversation that
[10:52] fulfills that desire can ultimately lead
to big links and higher conversion rates.
[10:58] Now, I'm curious about your approach to link building.
[11:00] Do you find that sending tons of emails shotgun style 
is most effective, or do you prefer the sniper approach,
[11:06] where you're building relationships along the way?
[11:08] Let me know in the comments and if you enjoyed
this video, make sure to like, share, and subscribe
[11:12] for more actionable SEO and marketing tutorials.
[11:16] So keep grinding away and I'll see you
in the next tutorial.

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