broken link building in action strategies outreach with timestamps YoutubeScribe.com

[0:00] We talk about broken link building a lot.
In videos, blog posts, and forums.
[0:05] But does it really work?
[0:07] You're about to find out in this video.
[0:09] Stay tuned.
[0:10] [music]
[0:14] What's up SEOs. Sam Oh here with Ahrefs, the
SEO tool that helps you grow your search traffic,
[0:18] research your competitors and dominate your niche.
[0:20] Now, I know that link building can be a huge
struggle, especially for those of you that
[0:25] are new to SEO, so I want to share one of
my broken link building campaigns with you
[0:29] step-by-step.
[0:30] And rather than just showing you "results,"
I want to show you the exact prospecting techniques.
[0:34] The exact emails that I sent, and a couple
big mistakes that costed me really easy links.
[0:41] So here's a quick overview:
[0:42] The website that I built links for is a blog
about natural health, more specifically in
[0:46] the aromatherapy niche. And I bought this
blog a few years ago and haven't really touched
[0:50] it, outside of hiring some writers and fixing
some critical technical SEO issues.
[0:55] So let's get straight to it.
[0:56] First, what is broken link building?
[0:58] Broken link building is a tactic where you
find a broken page with links pointing at
[1:02] it, recreate a page on the same topic, then
email everyone who's linking to the 404 page
[1:08] and ask them to replace the dead link with
yours.
[1:11] Alright, so step one is to find a dead page
that has links.
[1:15] The easiest way to do it is to search in Site
Explorer for a competing website that has
[1:19] links.
[1:19] So I'll do a search for a website in the aromatherapy
niche.
[1:23] Next, go to the "best by links" report, which
ranks the pages that have the most links from
[1:27] this domain.
[1:28] Then use the "HTTP Code" filter and choose
404.
[1:32] Now, you can see all of the dead pages on
this domain and order it by the number of
[1:35] referring domains in descending order to see
which topics would be best to recreate.
[1:40] Now, it's important to note that the number
of backlinks that you'll find pointing at a dead
[1:44] page will vary big time based on your industry.
[1:47] So this report might not look that exciting
with the top page having only 11 referring
[1:51] domains, but that's a decent amount of broken
links in the aromatherapy niche.
[1:56] Now, if you're not sure which websites to
look up, then just enter in your own domain
[2:00] in Site Explorer.
[2:01] And then go to the competing domains report.
[2:03] Here, you can see a list of websites that
rank in the top 10 for the same keywords as
[2:07] your target domain.
[2:08] In general, the more common keywords you have,
the more relevant these websites will be to
[2:13] the keywords you want to rank for.
[2:15] From here, you would just search for each
of these domains in Site Explorer, go to the
[2:18] best by links report, and then filter for
404 pages as we did in the previous example.
[2:23] Alright, so looking at the 404 pages in the
Best By Links report, the one that interested
[2:27] me the most was this one on diluting essential
oils since I already had a post on the topic
[2:33] that needed an update.
[2:34] So let's look at the backlinks report for
this page.
[2:36] Here, you'll see that all of the links are
301 redirects done from a different domain,
[2:41] which actually happened to be from a rebrand.
[2:43] Now let's go a bit deeper through the rabbit
hole.
[2:45] If we click on the caret for this page, you'll
see that the original page had 47 referring
[2:50] domains before the improper redirect was done.
[2:53] Bingo.
[2:53] So from here, I went to the backlinks profile
and moved on to the next step, which is to
[2:58] check whether the broken page is a good fit
and to qualify worthy link prospects.
[3:03] Here's the thing:
[3:04] If you start blindly emailing all of these
people without fully knowing what the page
[3:08] was about before, then your chances of getting
a link decreases significantly, not to mention
[3:13] a whole lot of wasted time.
[3:15] So first, we need to understand what was on that
page before, and then get a grasp for the
[3:20] context of the links, so that it actually
makes sense to contact our link prospects.
[3:25] You can see the content that was on the page
when it was live by clicking on the caret
[3:28] beside the dead URL, and then click "view on Archive.org."
[3:32] Now, don't copy the content on this page.
Instead, look at some of the key points that
[3:36] were covered and the angle they took.
[3:38] And from the looks of it, this article talked
about dilution ratios and conversions for
[3:42] the most part, which would be easy to recreate.
[3:45] So since this content is a good fit, I'll
actually narrow down our list by changing
[3:49] the "Link Type" filter to "DoFollow," which
will show us only the value passing links.
[3:54] Next, I'll order the data in descending order
by "Traffic."
[3:57] And what this does is it puts our "best" link
prospects at the top of the list, and the
[4:01] quality of the links will usually deteriorate
as you scroll further down the list.
[4:06] So you can see here that all of these posts
seem like editorial opportunities, which is
[4:10] a good thing.
[4:11] And as we near the bottom of the list, you'll
see a forum link, and a bunch of blogspot
[4:15] posts, which I would personally weed out in
my qualification process.
[4:19] You could also sort this by "Referring Domains,"
instead of traffic, if that's what you prefer.
[4:24] So everything looks good, so I'll export the
backlinks report.
[4:27] Now the next part is arguably the most important.
And that's to look at the context of the link,
[4:32] meaning, why are these websites linking to
this page in the first place?
[4:36] You can do that simply by scanning the anchors
and backlink column for your list of qualified
[4:40] prospects, which is basically telling you
key points to include in your post.
[4:44] So yes, we can create a "handy guide," create
a part on the different ratios for children
[4:49] and adults, talk about proper dilution and
include a chart, and maybe even mention that
[4:53] people should use one to two drops per 10ml
of carrier oil.
[4:58] From here, you would need to remove any pages
from your backlinks export to have a clean
[5:02] list of link prospects.
[5:03] Alright, so now we have the two main parts
that we need for a successful broken link
[5:07] building campaign.
[5:08] #1. We have the key points that we need to
add in our article, which I actually sent to my writer.
[5:13] And again, this will make link acquisition
much more probable.
[5:17] And #2, you should have manually gone through
the list of linking pages and removed all
[5:22] URLs that weren't qualified as good link prospects.
[5:26] And I ended up with around 17 qualified link
prospects after weeding out pages from the
[5:30] original backlinks export.
[5:32] Let's move on to the part that's going to
make or break your broken link building campaign.
[5:37] And that's outreach.
[5:38] There are three steps to outreach.
[5:40] First, you need to find the email address of your
prospects, next is to craft an email, and
[5:44] the final step is one that I'll touch on in
a bit, because it's one of the main reasons
[5:49] why so many link building campaigns fail.
[5:51] Before we tackle each step, let's use this
spreadsheet, which I've left a link to in
[5:55] the description so you can download it and
use it for your own link building campaign.
[5:59] Once you open the Google Sheet, click on file,
make a copy and then click ok to save it to
[6:03] your Google drive so you can edit your own
copy.
[6:06] Alright, so the first step is to import your
clean list of backlinks, so click on the Ahrefs
[6:11] Import tab.
[6:12] Then, click on file, import, upload, and then drag
and drop your clean list there.
[6:17] Since we're using just a single report, you
can select, "Replace current sheet," then
[6:22] click "import data."
[6:24] After your import is complete, go back to
the first tab and you'll see some key metrics
[6:28] as well as the referring page URL.
[6:31] Now, let's go to the first linking page.
[6:33] And you can see right away, that this website
seems to be from a single author blogger named
[6:37] Lindsey.
[6:38] So, I'll add her name to the spreadsheet.
[6:40] Next, we need to find her email address. The
tool that I primarily use is hunter.io.
[6:45] They have a Chrome extension, so you can see
that it's lit up orange, which means that
[6:48] they have some email addresses on file for
this domain.
[6:52] So I'll click that, and you can see the email
addresses that Hunter has scraped.
[6:56] Now, you want to choose the most appropriate
email address.
[6:58] So for small companies, it would likely be
the author or founder. And for mid-sized and
[7:03] large companies like Ahrefs or Whole Foods,
that would be someone like the editor or content
[7:08] marketing manager.
[7:10] So I'll quickly added Lindsey's email address
to the spreadsheet and you would just need
[7:13] to do this for all of the different URLs in
this list.
[7:16] Alright, now we need to actually craft an
email that will hopefully result in a link
[7:20] back to our site.
[7:21] Now, when you're writing your email, I want
you to keep these two things in mind.
[7:24] So first, you want to sound as organic as possible.
So to start, address them by their first name
[7:29] and use natural, conversational language.
[7:32] So you don't want to say something as robotic
as
[7:34] "Hello Webmaster,
[7:35] Your website has a broken link and it may
be a good idea to fix it. Here s a good link
[7:40] to do it with.
[7:41] Instead, you want to somehow connect with
them in the first sentence if possible. So
[7:45] take the extra minute to get to know a thing
or two about the person you're contacting.
[7:49] Since Lindsey has a short profile in the sidebar,
I know that she is into holistic living and
[7:53] loves food.
[7:54] Cool! Me too!
[7:56] So I might start off with:
[7:57] Hi Lindsey,
[7:58] My name is Sam a fellow holistic foody :)
[8:00] Next, you'll want to tell them why you're
contacting them. So I might say something like...
[8:04] I'm emailing you because I clicked on one
of your links to Lea Harris' blog in your
[8:08] "Natural Remedies For Ear Infections" post
and it looks like she deleted it.
[8:12] Thought you might want a friendly heads-up
to remove/update this part.
[8:16] Now the key part about the line above is that
I'm, saying that she can remove it or update
[8:20] it. Not just update it.
[8:22] Next, we want to pitch our resource, so let's
continue.
[8:25] If you're open to suggestions for a replacement,
I recently created a handy (yet comprehensive)
[8:30] guide on how to dilute essential oils safely; and then with a link, (peer reviewed by a clinical
[8:34] aromatherapist).
[8:36] Again, I'm not being pushy, but I'm making
my intention clear of why I'm contacting her.
[8:41] And a couple advanced tips in this line would
be to use the language they use.
[8:45] So if we look back at our spreadsheet, then
you'll see that the link anchor was, "handy
[8:48] guide," which is why she gave the link in
the first place.
[8:51] I've also added an additional qualification
as to why my article is worth linking to by
[8:57] mentioning that it was peer reviewed by a
clinical aromatherapist.
[9:00] Now, let's finish the email.
[9:01] No pressure at all. Just thought you might
be interested in an up-to-date article.
[9:06] Either way, I'm glad to have found your blog!
I've already shared it with a few other writer
[9:10] friends in our Facebook group :)
[9:11] Warmest,
Sam
[9:13] Now, a quick disclaimer:
[9:14] Don't say that you love their blog if you
haven't taken a second to read through their
[9:18] content. I actually did share their post with
a few other writer friends.
[9:22] Finally, let's put the icing on the cake and
offer more value.
[9:25] PS. If you ever need a hand with anything,
i.e shares, feedback, or whatever, I'm always
[9:30] happy to help. :)
[9:31] Sounds like a pretty solid and kind email
right?
[9:34] Well, there are two key points that I missed here,
which led to above average results, but nothing
[9:39] extraordinary.
[9:40] So from the 32 emails that I sent, 7 responded and
6 linked. That's an 18.75% conversion rate,
[9:47] which is quite good, although the sample size
is small.
[9:50] But want to know what more than doubled my
conversions?
[9:53] Two things:
[9:54] First, add a screenshot of where the broken
link is.
[9:57] So let's modify our original email a little
bit and add, "Here's a screenshot of where
[10:01] I found it:"
[10:03] And the final touch is to add one follow-up
email to those who don't respond after a reasonable
[10:07] amount of time.
[10:08] Again, we want to sound as natural as possible.
So don't say, "this is the last time I'll
[10:12] be contacting you, so I wanted to see if you
got my last email."
[10:16] Instead, offer up more value.
[10:18] So you might say something like,
[10:20] Hi again! We were just setting up our Pinterest
share queue (30,000+ followers) and it reminded
[10:25] me of your ear infection remedies article
that would make a perfect fit for our Holistic
[10:29] Living board.
[10:30] Just wanted to check-in and see if this is
the best one to add, or if you have another
[10:34] that would be a better fit.
[10:36] Warmest,
Sam
[10:37] And boom. Check this out.
[10:39] From the next 20 emails I sent, 7 people responded.
And of the people who responded, all 7 linked
[10:45] to the article and 2 people actually linked
to the page without responding to the initial
[10:49] email, which I of course knew because of Ahrefs
Backlinks Alerts.
[10:53] So a total of 9 out of 20 new links, which
is a 45% conversion rate.
[10:58] Now, let's do the math.
[10:59] So with a total of 52 emails sent, my broken
link building campaign came in with 15 links,
[11:05] which is a 28.8% overall conversion rate,
which is an A+ in my books.
[11:11] Now, all of the emails that I sent weren't
for the dilution guide, but the result was
[11:14] a number one organic ranking position for
my target keyword.
[11:18] Now, it's important to note that your results
will vary. I've seen significantly lower conversion
[11:22] rates in different niches and even on different
topics.
[11:25] Also, if your content isn't pitch worthy,
then I recommend making sure that it's top-notch
[11:30] before sending emails because you'll likely
burn through a lot of perfectly good link
[11:34] prospects. Finally, I want to make one quick note on scaling this process.
[11:38] Everything that I just showed you can be outsourced.
[11:41] But certain tasks like link prospecting, and
responding to emails may be parts that you
[11:45] want to handle yourself until you find someone
with the right skillset to take care of it.
[11:50] For example, you can get people to fill in
names and email addresses for anywhere between
[11:54] 3-10 cents per contact. So you can find freelancers
on Upwork or another one that I've had decent
[12:00] results with is Mechanical Turk.
[12:02] So in this particular case, I think I paid
under $3 for the 50 or so contact details,
[12:06] which saved me quite a bit of time.
[12:08] For the outreach step, you can use tools like
Buzzstream, Mailshake, or PitchBox to send
[12:13] mass emails, while still personalizing them
using merge tags.
[12:17] So I'm sure you can see why we love broken link building,
right? From my experience, this is the easiest
[12:22] and most effective tactic to get high quality
backlinks to your website with as little effort
[12:26] as possible.
[12:27] Now, hit the subscribe button for more actionable
SEO and marketing tutorials, and hey, if you
[12:33] want to see more real-life link building and
SEO campaigns like this, then let us know
[12:38] in the comments below.
[12:39] So keep grinding away, go get more links,
and I'll see you in the next tutorial.

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