reddit seo marketing

How to Use Reddit For Search and Content Marketing

With 330 million monthly active users (source), Reddit is a great place for traffic generation, additional content visibility, and content ideation.

By taking every initiative seriously, you'll get the maximum benefits from diving into how Reddit marketing works.

You would tap an incredible amount of feedback from users who are eager for new content in their specific industries and have the potential to distribute a content piece worth sharing.

reddit seo marketing

 

On finding subreddits for your content

Your success in Reddit content distribution is based on your own identification of subreddits that fit your brand.

I mean your brand, not your industry. Going generically with your industry for Reddit marketing won't make it a huge success. Start identifying a demographic fit for content you are producing.

The question is, how do you find subreddits for your content?

Reddit search

Reddit has good search functionality based on the keywords you input. Start with that.

reddit search

It is best you can create a spreadsheet that lists down all possible subreddits you can check later on.

Google reddit search

Besides Reddit search, discover deeply relevant subreddits on Google search itself.

google search reddit

You will see subreddits that you wouldn't find in Reddit search. Google will take subreddits where topical content has been submitted to, or have received good engagements — not always the case, but use this search methodology to add more subreddits to your list.

When you go to subreddits, you will also see related subreddits — which you can include to your list, as it fits.

Brainstorming with your team

Set up a meeting with your content team and try to tackle what topics you prefer to publish on your content.

Match those topics to available subreddits you discover.

Of course, the broader you get into your brand content strategy (in terms of content ideation), the more subreddits you can list down further.

Use Reddit websites to assess growing subreddits

There are new subreddits flying and growing an activity count.

You can use Subreddit Stats and Reddit Metrics to check any growing subreddits you think can be added to your Reddit spreadsheet.

subreddit stats

Discover more with SiegeMedia's list

SiegeMedia curated popular subreddits by industry. You can check out their list to find ones fitting to your brand.

siegemedia list subreddits

Reverse engineer with Ahrefs' organic keywords

At most, if you want to look for any subreddits, even specific Reddit discussion threads that are currently ranking for keywords related to your site, you can use Ahrefs Site Explorer.

Simply plug in reddit.com to Ahrefs, then go to Organic Keywords section to find what keywords any Reddit page is currently ranking.

You can discover topical subreddits by searching for your industry keywords in Ahrefs search bar.

ahrefs reddit organic keywords

What to consider in subreddits?

Before we dive into specific Reddit marketing tactics, let me go over a few considerations you need to take in every content promotion or content ideation initiative.

Submission policies

Go over your list of subreddits and check each subreddit.

Look for sections about submission policies. There are subreddits that have dedicated portion for that — letting existing and potential subscribers of what they should expect with some rules and guidelines for sub-communities.

There are subreddits with restrictive submission policies; others don't have it included in their overview sections.

For the latter, that doesn't mean you go to the subreddit and spam them regularly with your post links. Be careful not to do, or else your domain will be banned

Respect Reddit and its users.

Subreddit size

Subreddits plainly show their existing subscribers. This gives you an idea of how many eyeballs you can get when content is properly promoted in a specific subreddit.

But not only should you be looking for subreddit total subscribers, check also the next consideration:

Activity count

Activity count refers to how many people are currently online over their total subscribers.

reddit activity count

Of course, people who go online during the time you visit the subreddit variably depends on timezone, day, time, and other factors. But this gives you a good assessment of the possible eyeballs you can get to your content.

Now, let's go straight to different methodologies where Reddit can be extensively used.

How to Use Reddit for Content Ideation

Content creators can generate enough ideas when they care enough about the subreddits users' behavior — what and when users post in a specific subreddit.

For instance, you can discover blog post topics simply by searching for any of these terms:

  • how do you
  • figure out
  • I'm struggling with
  • tips
  • challenge

These are all leading words toward problems subreddit users want to get solutions or questions they quickly need answers.

vegan subreddit

On content formats

Subreddits have their own content formats users want to see and distribute to co-redditors.

You may opt to not just look at your industry-relevant subreddits, but try to replicate other subreddits' content formats. This is one great way to be the first in your industry to have the content format popularized.

On headline edits

Copywriting is a must skill when creating a content to fit your Reddit marketing strategy.

By writing headlines that quickly capture the attention of users, you increase the chances of more eyeballs to your content.

You can check out this latest Reddit research on some tips when writing headlines for Reddit content.

See more:

How to Use Reddit for Content Promotion

Once you reverse engineer what type of content and which content idea has the potential to go mainstream in a specific subreddit, it's time to promote the piece.

Understand the specific subreddit communities you want to engage in. Before submitting any post links, have a good grasp of the community's behavior.

You can browse the past content types — images, Today I Learned, Ask Me anything, text submissions containing advice, questions, and even stories.

vegan subreddit content promotion

This means you don't jump quickly to the subreddit and post a link.

There would a period of time where you just learn the behavior of co-redditors, even ask questions to any Ask Me Anything portions to see how people interact.

By doing research, you don't plan to ruin your content marketing strategy for Reddit.

See more: How to Promote Your Website Through Link Buiding

Care About The Community

Identify subreddits that fit your brand. Understand the behavioral patterns of redditors. Start sharing content that provides them value. Care about the community.

If you're looking for an agency to help you out with marketing, you can check out our content writing and link building services.


blog links

How to Build Relevant and Authority Blog Links

Content ties everything.

Content is the bridge between an audience who doesn't know your brand and future customers who can be your loyal brand advocates.

What can draw this audience to start knowing you (your brand) is a series of content assets published on a blog.

A blog is a place of content.

Creating a blog with brand design, proper architecture, preferred taxonomy, and unique style that differentiates it from its contemporaries  — is all there is for setup.

The container needs things in it and this is where your content assets play at most.

Produce your content pieces, and promote them to proper places.

blog links

 

On editorial links

Editorial links is the type of links we, as a link building company focused on building to our clients of different industries. And we've been seeing results all over the place.

organic traffic results 2

What makes editorial links as the most powerful type of links, in my opinion, is it caused other effects beneficial for the site's entire branding:

  • Drives qualified traffic through descriptive link texts on linking pages
  • Established relationships with publishers and industry experts through guest blog invites
  • Gives new opportunities for upcoming bloggers with the potential to make their own names in the industry
  • Helps the strategy team (or any who conducts planning or strategy for link development) to assess the required estimated number of links for a specific page based on new links' current impact on the page performance (comparatively looking at its other competitor's similar content performance).
  • Adds more contextual relevance to the linking page based on determining phrases surrounding editorial links

Whether editorial links are acquired through social sharing from people who initially shared your content, or through a reciprocal method in a form of a free tool, badge, or any other incentives. Send your incentive with sweet spot personalized email.

Strive to get as much of that type of links with the highest quality in mind.

On relevance and authority

When pursuing editorial links, it's important to seek for the highest quality.

But what does quality mean in links?

Quality means relevance and authority.

Relevance is two things: domain relevance and URL relevance.

Most of your efforts should be placed in the highest URL relevance and highest authority of links (HADR). That means getting a link from a snoring article to your article about snoring.

With these things in mind, here are some scalable link acquisition tactics to build blog links to your site.

Remember that any of the techniques below would require an existing content or a new content asset to be published on your blog.

5 Scalable Tactics to Build Blog Links

A. Rank content for "quotes" keywords

Quotes are shareable in nature. It is shared on social networks and can be included in blog posts — which opens opportunities for blog links.

fitness quotes

While the opportunities for blog links is higher when the content itself (that lists all quotes) starts to rank for "quote" keywords as it can organically acquire links from content creators as they research for new ideas, the initial sharing on social platforms already has a gross effect on new links.

How to build content and rank for "quotes" keywords

Identify any quotes keyword opportunities in your industry. You can look for Ahrefs with this.

parenting quotes

Search specifically about topics close to your brand. List them down in a spreadsheet.

Then, start checking the top pages ranking for your target quotes keyword. Assess any gaps you can fill in — can you make more appealing visuals for quotes?

The shareability of "quotes" content depends on visual design, quality of quotes, and its sources.

Start scheduling posts that include your quotes and/or link to your entire quote content on your own social profiles.

You can increase its visibility by reaching out to bloggers and publishers that have linked to you in the past — they're likely to be receptive to any new content that's worth linking to.

In addition, you can discover any existing posts that need visual content and offer your quotes content as an additional content format to their posts — that would be its value proposition.

B. Ego-bait list of top niche websites

Every publisher wants to get featured on a list worthy of following (e.g. top [niche] websites for 2020).

It's a privilege yet a good opportunity for brands like you to start creating an ego bait content that features those niche publishers and practitioners who have their own blogs.

To increase the chances of acquiring blog links, start prospecting, and outreach initiatives before content creation.

How to create ego-bait content and build blog links to it

Discover bloggers you want to feature in your ego bait content.

Collect their contact information and reach out to them with personalized emails. Reach out with the intent of knowing if they want to get featured in your top list content, and subtly ask for a blog link to the list you've created.

Chances are you get yeses from this approach. Who wants not to get featured in a top list of X websites? This link building method has high chances to very specific verticals that only have a handful of bloggers interacting with each other.

Then publish your ego bait content.

Reach out to people (publishers, bloggers or any content creators) you've listed in your roundup content.

Let them know about your latest content. You'll primarily get blog links from people you've mentioned and asked feedback from.

C. Targeted outreach for tool reviews

This next link building technique is applicable to the following people:

  • independent bloggers who are not associated with any product and service brands
  • brands who can write reviews for their non-competitor brands
  • news sites or publishers with blogs fitted for product reviews or a content piece that includes a short or long walkthrough process of using a tool
  • non-profit organizations with the freedom to publish tool reviews

I've recently created a quick guide on how to use HARO (Help a Reporter Out). It's a simple content that walks you through the benefits of using HARO, how it works, how to use it in simple steps, how to write a HARO pitch, and how to monitor links from HARO pitches.

Basically a good comprehensive guide on using the tool.

Then I simply reach out to any bloggers with existing posts that mentioned HARO in their blog posts, referencing it with screenshots of the tool, or plainly link to it as it is one of the recommended marketing tools.

With that, I've sent a quick personalized email sharing the guide. It is a basic linker outreach process most of you are familiar with.

linker outreach tool reviews

But the value proposition here is that if publishers would want to add more value to their readers because they've mentioned and reference the tool (and don't have the editorial space to expound on it), they'd simply reference a good guide with a blog link.

live link linker outreach tool reviews

That is where your brand can take advantage of.

How to create product reviews and build blog links to it

Check any tools you can include in your blog posts (at least give a quick step by step process in using it) or entirely create a new post about the tool.

Make an entire review of the tool or include a shortlist of steps in using the tool in your prepared content.

When prospecting for possible blog opportunities, ensure that bloggers must have existing articles that mentioned the tool itself. Otherwise, your pitch won't be relevant to them — you lose of opportunity for that reason.

You also want to make sure existing articles should have mentioned the tool descriptively. A good spot even if the blogger emphasized the tool in its blog post (apart from writing a review about it).

This gives you a hint that the blogger used the tool and would be more interested in any relevant further guides.

D. Resource assets for linkable markets

The friction to build blog links for niche blogs is higher, but not resource assets for linkable markets.

highly linkable blb audiences

A few reminders when tapping these audiences for your resource guides:

  • Ensure that the audience you choose matches your brand's audience — you're likely to get residual benefits, such as converting your readers to consumers if it's an actual fit.
  • There isn't any conflict with your potential customers. For example, when you're writing a sleeping guide for veterans, do you have any ideas and products that promote sleep well-being?

How to build resource assets and build links to them

Tap one linkable audience at a time. Produce the most comprehensive targeted resource guide for that market.

Then focus your prospect and outreach efforts to promote the resource guide.

You can use Citation Labs Link Prospector to scale link prospecting.

ptsd link opportunities

Once you've collected the backlink targets, it's time to get the best ones.

Here is a tool from Granit Doshlaku that can help you qualify sites that are relevant and have good authority for your resource guide.

quick backlink qualification

The tool is free and allows you to check resource pages of different websites on the same tab.

You can even include notes to each qualified page.

Later on, you can export the list of qualified blogs.

Once you've got qualified blog prospects, reach out to them and simply share your resource guide.

You don't have to push linkable markets to link to you. If your content asset is worth linking to, you can expect a blog editorial backlink to your page.

E. Create local guide resource links

The earlier link building technique is for linkable markets that have the capacity and willingness to provide blog links to your site.

This time, it's for any local niche blogs and resource curators that are topically interested in your content.

vacationers guide

If you're a local brand, you can search for any topics that are listed in the form.

Start developing those lists content and build links to them through manual outreach.

Key Takeaways

Indeed, there are many innovative ways to build quality blog links.

The aforementioned tactics above have been tested in our own sites and for our clients. If you wish to have a dedicated link building campaign for your site and/or for your clients' websites, you can check out our link building services and we'll help you out in any valuable way.


attraction marketing link building

Applied Attraction Marketing to Link Building

Without content, it's tough to build links.

Content ties the interest of the linker and your brand.

The content that has the highest value proposition to the end-user proves to get the right types of links.

Well, you can use content in two ways.

Reach out to a potential linker and offer your content as your value proposition. Your content matches the needs of their blog audience and in return you get a link. Success.

Or, create content that attracts links over time. Manual outreach is part of it, but because the content consistently attracts potential linkers, link building becomes almost automated.

attraction marketing link building

Attraction Marketing

We'll focus on the second — attraction marketing.

Attraction marketing is the process of drawing interest to a company, product or service using carefully devised techniques. The goal is to attract potential customers to the way the item has bettered the seller's own life.

When you focus your efforts on executing a strategy that attracts link opportunities for you, you get the most leverage.

While you can't choose which page links to you naturally, you can expect a consistent link growth for your pages with a link-attracted content strategy.

On Building Assets That Attract Links

Content assets must have its intended purpose. Creating content assets for the sake of fulfilling your editorial calendar is useless.

There is economics in a content-based link building environment we all have to consider. Links, as the main primary goal for an informational page, can have a secondary effect and value to the bottom line surface of the brand.

The right types of links will get your content to increase its search visibility for target keywords by making it rank better. But an additional secondary value to that is if those links can push further the secondary effects to the brand.

Attraction-driven links have high relevance standpoint

The right type of content attracts the right type of links.

When you compare links driven through manual outreach and links naturally acquired through ranking content for search, you can see different patterns of decisions.

For example, in manual outreach links, you can decide what websites or blogs to do outreach to.

From a relevance standpoint, if a team of link builders doesn't understand the relevance of links at its core, you run the risk of getting not-so topically relevant backlinks for your webpages.

Links attracted in any form have a higher assurance for relevance particularly from publishers who perceive your content worthy of reference. Content creators can be assumed to link only to sites and pages that are relevant to the information they're creating content about.

In general, links with more attraction marketing intent can have relevant links acquired that fit three important link factors: relevance, trust, and authority.

Links attracted push referral growth

Relevant links are likely to get clicks from its referring pages especially if those links drive click intent, such in the case for referential links. It gives an additional desire for the reader to look for more information.

If a content asset that ranks for search gets referential links from publishers, there is a likelihood of referral growth.

Given that those referential links can drive referral visits to their referring pages (your pages), you increase the odds of more content creators in your industry vying for more references. Chances are you multiply referral visits to your content pieces when you get more of this type of link. 

Links attracted increases content's search visibility

With an initial solid manual outreach to get links to content, that page can rank for its target keyphrase. If keyphrase is referential in nature, when it ranks, it attracts more eyeballs from publishers who consistently discover updated and latest pages to cite on their own content works.

Attracted links can be turned into meaningful relationships

The law of reciprocity states a mutual exchange of value.

When you've been given a link by a publisher, there is an inherent desire to give something in return. While it may not necessarily be a backlink as well, you could perhaps send an email message with a thank you note in it.

Given that those recipients are actually the ones who link to in the first place, there is a built-in connection to respond to your email.

A subtle message for people who naturally link to your brand can lead to meaningful relationships, which then leads to more in-content links in the future.

Attraction Marketing Applied to Linkable Content Creation

When you build content pieces for link attraction, you think an end-to-end process.

From topic research to content's organic link acquisition activity, you ensure every step is tied into every other step.

A well-thought initiative for topic research, for example, should perceive the right audience for outreach, when it's content promotion time.

Every activity in the way must be well coordinated to ensure a much larger success in the campaign's end results.

A. Find referential topics or source-to-cite queries

Content strategy starts with ideation or getting blog post ideas.

Generating content topics for a specific purpose is vital to the success of the content marketing campaign.

For an attraction marketing-driven campaign, you want to find topics that have a chance to earn links from publishers.

These are normally referential topics or source-to-cite queries.

Content creators refer to valuable pages by citing them on their blogs.

Before diving into topic research, it's important to understand why people are actually searching for (even linking to certain pages) for additional references.

1. The difficulty of defining, describing, and explaining the topic

Is there a demand for the keyphrase to come back again for another time and search for that same keyphrase again?

Think about it. If a content creator wants to know what this jargon means because it's difficult to explain it in layman’s term and may require definition from a credible author, it has a chance to be included in another content piece by directly linking to the source page.

This is an initiative of content linking to the definition of a technical term as it gives the entire overview of what the phrase means.

While you might be aggressive about this and try to create your own definition of every technical term and publish them on your site, it's important to understand the difficulty as well as the demand for the keyphrase.

Other examples are concepts that can't be published by non-practitioners. Any new industry concepts require technical expertise to explain it clearly to its intended users.

IIf your brand can simplify a concept to be better consumed by its target audience, this makes the topic feasible to attract potential link opportunities from publishers.

2. Ease or convenience

For basic applications that demand more attention and time to create is an opportunity for content creators diving in the attraction marketing idea.

Here are some examples of the type of content that aids people to create content for personal purposes:

Rental Income Expenses Template (SPREADSHEETS)

rental income template spreadsheet 

MBA Recommendation Template (RECOMMENDATIONS)

mba recommendation letter

Other types of templates:

  • letter template
  • estimate template
  • proposal template

Most of this type of content would be more useful if they can be customized immediately. PDF forms uploaded to websites require more friction as it needs to be converted to an editable file format.

Regardless, sample content pieces with editable sections are topics to consider for an attraction-driven linkable content.

3. Additional credibility for content

Referencing valid external sources increases the credibility of the content.

Topics of a survey, data, numbers, and statistics have high possibilities of linking as they are deemed necessary to make a content piece updated, relatable, and credible.

Finding Source-to-Cite Queries

Look for any queries that fulfill the aforementioned needs:

  • the difficulty of defining, describing, or explaining a topic
  • ease or convenience
  • additional credibility for the content

Discover any of these source-to-cite queries in your industry:

  • statistics
  • data
  • template
  • letter
  • sample

real property spreadsheet template google search

It is best to look at the current linking patterns of the top-ranking pages for your preferred queries. Here are things you have to consider:

  • The average number of unique referring domains of currently ranking pages for the query
  • Type of links (citable, branded, etc..)
  • Link placement

ranking pages google search rental property

By having those considerations, you can then estimate a good number of links to expect when the content ranks for the query.

B. Use manual outreach to acquire initial links to rank for those queries

The competition of the search for the key phrase matters whether you can easily rank for it or not.

If it happens that the keyword difficulty is too high and the ranking pages have more than 50 or 100 links attached to them individually, it will require a massive outreach campaign to even get the page 2 or 3 ranking spot. That's the reason why it's important to study the topic of competition. The question you need to ask, "does my site have enough authority for my new page to rank for the query?"

That being said, investing your efforts into initial manual outreach is needed to get the initial backlinks to rank for source-to-cite queries.

From the Future agency recently launch a useful tool that can semi-automate the promotion process of a content piece.

It solves that one overlooked simple strategy in content promotion — which is basically reaching out to all brands, sites, and publishers you've mentioned on your page.

Given that, if you can reach out to these mentioned content creators, there is a reciprocal benefit you can gain in terms of a link, mention, or social share of your content piece.

linkbuildr content promotion tool

linkbuildr wordpress plugin

You can also reach out to publishers who've linked to content assets similar to yours. Discover those linking pages using Ahrefs in two ways:

  • Use Backlink Explorer to find all pages linking to a similar content
  • Use Content Explorer to find highly related pages and discover links to them

The leverage to push the content to dominate the first spots for a source-to-cite query is certainly difficult.

Your results depend on the quality of your content and the relevance of your link prospects to your page.

The moment the page dominates the top spots for the query, you can expect links from people who've used your content as a reference to their online works. The more links you get from this almost automate the process of link acquisition, the higher it'll climb to the top of the search.

C. Use optional paid advertising to build more momentum

Another way to build up the content higher in rankings is to spend a minimal amount of money on advertising (~$100).

There are two advertising options you can use: pay-per-click and Quora.

quora ads manager

Depending on the cost per click for the query (for PPC) and the number of possible visits from Quora, you put more eyeballs to your web asset, which then leads to an increase in search visibility for the query.

Google paid advertising also gives you the leverage to first be seen when people search for the query. This means they have more chances of consuming and eventually including in their publishing initiatives.

D. Use Aware or Ahrefs to monitor links and mentions

Use tracking tools to monitor any new links to your source-to-cite content piece. By doing so, you can check the advertising spent or the return on efforts you gain from doing the initial manual outreach.

There are secondary effects you might miss out if you focus alone on bare link metrics. Try to monitor or at least look at the next set of links after you rank for the query as well as the relationships you've built or might have built during the process of content promotion.

Build Momentum in Attraction Marketing

One attraction marketing method is to let people come to you because they've known your brand.

While that's easy to say, it's not a reality for many brands online. Some of them must build the initial momentum to get the initial visibility in order to attract people they expect to have for their website - whether those are link opportunities or branding and relationship networks that can scale the online business.

Whatever it is, build momentum first, then leverage on what words for content promotion, and start seeing results from both branding and link perspectives.


content marketing for small business

Content Marketing Ideas & Strategies For Small Business

Content sits at the core of most discussions by marketers and business owners today.

The reason why content is king is, because it ties every area in digital marketing together. This simple image below from Jason Acidre's content marketing at Moz is still relevant up to this date.

moz jason acidre content marketing blog post

"Does content marketing work for small businesses?" This is a question I received multiple times. And the answer is an astounding yes.

It works for big brands and it works for a small business owned by you.

However, it works more effectively if you are clear about your goals.

You'll receive different responses when people are asked, why are they doing content marketing?

You hear words like, "because it's trending now". Others say, "my business friend does it, I'll invest in it too".

content marketing for small business

Why Do Small Businesses Need Content Marketing?

Why use content marketing? How can content marketing help a business? What does content mean in business? What does content marketing include?

These are the questions people asked as to why small business owners need content marketing?

In the recent B2B content marketing research by Content Marketing Institute, these are the top three most-cited content marketing goals achieved in the last 12 months — giving us a preview of the main reasons why people need to invest in content marketing:

  • Creating brand awareness (86%)
  • Educating audience(s) (79%)
  • Building credibility/trust (75%

Let's quickly discuss them one by one.

Creating brand awareness

Content is deemed to bring awareness about your brand, regardless of type, industry, and size.

And in this day and age, the competition is in the branding. People buy products because they've known it, repeatedly seen on different social places — and therefore, they've made buying decisions based on which products get more branded.

Building awareness through content marketing is a huge thing.

This is where small business owners like you can leverage and can compete over your contemporaries.

You may not have a billion-dollar marketing budget, but if you can purposefully implement a solid content strategy with a good amount of investment and build a strong brand out of it, you'll be better off dominate a good share in your market.

Educating the audience

To educate is the best way to sell

Content marketing takes a long process to get people to move through your business' customer journey. In content, you are not always selling your products and services.

Most of your content assets, whether those that are written-word (like blog posts), videos, audio, and other formats, are designed to inform your audience with topics they'll be interested to consume.

why do small business need content marketing

Through content, you show your expertise as a brand. Your potential customers get to trust you as they are helped with the content serving their specific needs.

There is a high return on investment in content marketing. If properly planned and executed, content marketing can be a powerful channel of new leads for your small business.

Building credibility and trust

Word-of-mouth marketing today isn't only acquired through best works of services or products--while that, of course, is a huge advantage for entrepreneurs who are looking to scale their small businesses.

Through content marketing, you can build credibility and trust of your potential customers to your brand.

Word-of-mouth marketing can also happen when they've found your content valuable to be shared and used as a reference for their content works.

See more resources: Digital Marketing Funnel

Content Marketing Myths Of Small Business Owners

There are certain mindsets small business owners, including the ones who owned a content marketing business, must break to start investing in content marketing and reap its benefits. Here are a few you should watch yourself if you're a small business owner.

"I don't have time for content marketing"

If you're an entrepreneur, you wear many hats to let your business thrive. You are putting out fires in sales, operations, hiring, admin, and finance.

Doing all these things makes you think you don't have time for content marketing.

That may be true, but if you look at the benefits of content marketing to your business (which I've shared earlier), you'll find ways to invest in it.

The best way to start is to do it yourself. Content requires some kind of expertise that outsourced generic writers (low-cost outsourcing) may not afford to do.

You can create one asset for less than an hour (e.g. producing a video and repurpose it into other content formats — to efficiently and instantly generate multiple content pieces for your brand.

"I don't have enough budget for content marketing"

Besides lack of time, another excuse small business owners voice out is their lack of resources, particularly finances to invest in content marketing.

Today, the online web has offered several opportunities to market your brand with small investment using strategies through organic channels.

For example, you can answer 3 to 5 questions on Quora on topics you are interested in (and have the expertise to bring value). This Quora marketing doesn't cost any buck from your end.

So not having enough budget to execute a content marketing campaign can't be used as an excuse today — knowing there are so many opportunities this core channel can bring to your site.

"Content marketing is SEO"

This is where most people get confused: mixing content marketing and SEO.

Here's the truth: content marketing is not SEO, but it is part of it.

Content marketing is tied into your other SEO efforts such as link acquisition, and keyword research. Links are a by-product (and considered as one goal) in starting a content marketing campaign.

Researching and choosing content ideas is tied into content asset creation to target topics (or keyphrases) that have a tendency to rank in search results.

There are many other myths small business owners come up with on a daily basis.

But the thing is you have to be sold enough to the idea of content marketing.

If you're still not convinced, here are some more benefits of starting a content marketing campaign:

  • Drive potential customers from organic rankings (when content assets start to rank for their targeted keywords) and from distribution channels (when content assets are promoted).
  • Establish a personal brand (besides the company itself) as an expert in your industry.
  • Engage with your leads and let them go through a slow process of a customer journey.

Now, let's dive into some content marketing ideas you can start brainstorming with your team, fill in the gap with your competitors' content, and execute as much as possible to reap the benefits listed above.

Content Marketing Ideas for Small Businesses

Execution starts with ideas.

In this section, we are going to answer this question, "how do I market my small business?"

If you're looking for ways to come up with content assets as early as possible, here are some that can get you out there and do the work.

Leverage the GaryVee Content Model

Gary Vaynerchuck, CEO of VaynerMedia has closed the gap between content ideas and its distribution with his content model.

garyvee content marketing model

His content model basically follows this process:

  • Document pillar content
  • Repurpose into micro-content
  • Distribute across social media

garyvee content pyramid

Let's discuss each step.

Document pillar content

What is a pillar content?

Pillar content is a long form piece of content that can be chopped into micro content pieces. Examples of pillar content are daily vlogs, Q&A shows, interviews, keynotes or podcast.

If you are not comfortable in documenting your brand videos — with you like the frontier, you may find videos where your brand has been part of (it could be a story of your company from its setup to its growth today).

Discover these long-form pieces in your archives or create one for yourself.

Repurpose into micro-content

From your pillar content, you can create short-form pieces of content. These are video clips from your long-form video, videos transcribed for articles, short clips turned into memes, images, quotes, remixes, GIFs, and other micro pieces of content useful for your audience.

Imagine if you have 1 or 2 pillar content and turn them into 30 micro-content pieces each. That's 60 content assets in total that you can distribute both on your internal blog, and to external distribution channels such as Facebook, Twitter, Linkedin, and Youtube.

Distribute across social media

This last phase is the tedious part of the process because you have to ensure you know the context and behavior of each social platform.

Facebook is over-indexed today with videos as well as images with long-form captions.

Instagram is full of high-quality images, quotes, and IGTV comes with minutes of video content.

Every social platform requires different visitor interactions and consumption of content.

Ross Hudgens of SiegeMedia has done this model incredibly for their weekly videos on their content marketing blog. They have Content Conversations series where they interview top-notch SEOs and marketers to talk about the different facets of content marketing, techniques, and strategies to better improve the execution of content marketing.

siegemedia youtube channel

They also have weekly tips where they simply share their insider content strategies for their clients.

This is where your "no time" and "no resource" excuses will be eliminated. As you produce more pillar content pieces, you double it, or multiply the number of pieces you have. This allows you to get a flywheel effect on your content marketing results.

Produce 10x, 5x, and 2x content

The idea of skyscraper content produces a movement of marketers producing long-form content — increasing now the benchmark of word count per content piece.

Even that itself gives a solid motivation for publishers, Brian Dean's skyscraper principle was misunderstood by many publishers, leading them to sacrifice the quality of information over quantity.

The reality is producing 10x content requires both: quantity and quantity.

Not only that, there is a misconception going around that all content pieces should be done 10x. This means that if your content piece is not 4000 or 5000 words in length, your page will not stand out in organic search results.

For small business owners, 10x content creation is not the only pathway to go.

There are information and topics that need 5x, and even just 2x needed to perform better in search engine results pages.

You don't have to write long-form to satisfy users.

Sometimes, you need 2x content, not 10x content. Here's why:

  • Consistently producing 2x content pieces multiple times a month can outperform a one-time 10x content asset every month.
  • The number of 2x content produced on a blog that targets different topics has a faster impact on the site's overall domain authority.

My recommendation for you as a small business owner is to produce 2x content, 5x content, and 10x content. 10x content isn't only the way to go.

To get the maximum results in the least possible time, you can consistently produce 2x content on a monthly basis.

While doing so, make sure you consider delivering other formats of content to better satisfy your users.

Here are some formats for different learning styles you may consider to add to your content:

  • Surveys
  • Podcasts
  • Video content
  • Ebooks
  • Case studies (of your customers or other people)
  • Checklists, a list of additional references/resources, and tools

content marketing ideas for small businesscontent marketing ideas for small businessYou can't produce all the content types. There are only ones that fit into your strengths — your technical expertise, your resources, your set of writers, and your blog architecture.

Identify those aforementioned factors before diving right into content creation.

Use low-cost entry channels for content distribution

Your content marketing campaign will not succeed without any promotion of your brand assets.

If you're a small business owner, you don't want to invest money in content creation without even promoting it to get more results in terms of traffic, shares, links, or referred conversions.

Remove the mindset that in order to distribute content to different channels, you have to pay huge bucks for advertising.

There are, in fact, entry channels where the cost of entry for distribution is low, and even free. It doesn't necessarily require a team of content marketers to promote your content. You can actually do it yourself.

Quora

Every industry has questions to answer. This is where your expertise can play with.

Use Quora to market your content assets. And I don't mean you insert links inappropriately.

What you need to do is to find any discussion pages that need more attention to answers.

Prioritize the ones that are already ranking on search engine results. Given that those are pages that get recurring visitors from search.

Use SEMRush or Ahrefs to find what pages Quora is already dominating on search results.

ahrefs quora organic keywords

Answer those questions if they seem relevant to the content assets you've already published.

For example, I recently published a guide on how to use HARO. I then looked for any HARO-related queries on Quora and used takeaways or bullet points from my HARO guide as answers to questions.

7 Content Marketing Tools for Small Business

"How do you create business content?"

You can't create business content assets without using proprietary tools.

Not just for content ideation, but for content formatting, topic research, and even outreach promotion — tools can speed up output in a content marketing campaign.

Here are some web-based products you can utilize for your small business content marketing campaign:

Pixlr

It doesn't hurt much to edit photos yourself. If you can't afford to hire a full-time graphic designer, you can DIY photo editing.

Pixlr can help you with photo-editing tasks.

pixlr

What I liked about this online photo editor is that it is easy to use — very quick even for professional edits. You can make adjustments to your image, draw anything on it, remove spots, and add more filters to enhance the photo.

Whatever quality of photo you desire, you can achieve it perfectly with Pixlr.

Remove BG

Oftentimes, if you want to remove the background of an image, you have to learn how to do Photoshop.

You don't always have to.

removebg

Within 5 seconds, RemoveBG can remove backgrounds of images. It slashes your time of editing the entire visual.

Snappa

Another amazing content marketing tool you can repeatedly use is Snappa.

For every text-based content, i.e. blog posts, there is a need to create featured images to appear in the blog section.

snappa

Snappa allows you to create an eye-catching image even if you're not a graphic designer.

Starting from the perfect image dimension and with their pre-made templates, you can create a high-resolution stock photo right inside Snappa. Add texts, and effects to the image wherever you want.

In 5 minutes, you can do the work you pay for designers. Have it very quickly for blog posts and for social media posts.

Recordit

If you are creating how-to on-screen guides in a text or video format, you spend most of your time creating screenshots.

recordit

RecordIt gives you the luxury of generating fast screenshots. You'll save much of your time do so, therefore, producing more how-to content assets for your blog.

Esummarizer

You know one of the most consuming parts in a content creation process. Specific to blog writing, — It's writing the summary of the entire article.

esummarizer

Another tool to supercharge your productivity is Esummarizer. It does only one thing — to summarize any text online in a few seconds. Now, you don't have to worry about the summary, the tool does it for you.

Keywords Everywhere

Keyword research tools are great. But one tool that's most fascinating, easily integrated as an extension to your browser is Keywords Everywhere.

keywords everywhere

Whatever keyword you are searching for on Google, it will give you related keywords and phrases people also search for. These words can be included in your content piece either add it straight to the page and/or create new sections to target those topics.

Furthermore, Keywords Everywhere allows you to check important metrics of keywords — search volume, CPC & competition data.

Straight from search results, you can export and download any list of keywords in Excel, CSV, or PDF file formats.

keywords everywhere related keywords people also search for

Google Trends

Using trending topics in your content is a good way to get early traction from readers who are looking for industry updates.

Google Trends is a great tool to see any trending topics as well as check the demands of a keyphrase month over month.

google trends snoring tips

Here are some advantages of using Google Trends in your content marketing toolset:

  • Find entities associated with the term — by adding brands, institutions, and any particular names to your content, search engines can easily identify and match them and know what your content is all about.
  • Look at whether the interest in that topic is increasing or decreasing over time.
  • Compare up to 5 different things against each other to resolve an argument about which topic to focus on.

https://dixonjones.com/seo/search-engine-optimization-topics-vs-keywords/

3 Content Marketing Examples for Small Business

All content marketing ideas are good if they are executed properly. And everyone needs content marketing help for some inspiration.

Here are three small businesses that are doing extremely well with content marketing (from John Doherty's observations at Credo).

Ecommerce: Frank and Oak’s Handbook

You see usual blogs from eCommerce sites - nothing too special. But Frank and Oak have a top-notch blog architecture which gives you a soothing feeling in consuming its content.

This clothing retailer brand makes their handbook (their blog) like an online magazine filled with stories and advice on good living. It also has categories for culture-centric content pieces that perfectly fit for their target market - millennials. 

If you're an eCommerce small business brand, check out their blog and be inspired by how they use content to get brand advocates.

[ Frank-and-Oak-The-Handbook-homepage-image ]

https://ahrefs.com/site-explorer/overview/v2/prefix/live?target=www.frankandoak.com%2Fhandbook

https://keap.com/business-success-blog/marketing/content-marketing/content-marketing-for-small-business

https://www.getcredo.com/what-is-content-marketing/

https://www.getcredo.com/guide/ecommerce-marketing/content-marketing/

SaaS: Wix’s website-building tutorials

If you're a SaaS small business owner, Wix's content execution can be an inspiration for you. They published tutorial-style content in video format and publish it on their Youtube channel.

wix youtube channel

From basic topics to more advanced areas of website building, Wix does well in making its channel a one-stop information channel in the industry. They also have interview-type content where they feature prominent personalities and influencers.

B2B: MindSea’s original research

For B2B small businesses, ensuring that content is fact-based and/or credible is a top-most considered concept when creating content.

There are no other brands we can think of that does solid data-driven content creation other than Mindsea. They take a different approach to sharing data interestingly through visual content.

mindsea statistics content

Further Reading:

Final words on small business content marketing

There is no small business, only small business owners. The same is true with your investment in content marketing.

It's not only how much money you invest in content marketing. Consider as well all non-financial resources you can put all into execution — time, attention, and networks to help you propel results that you're looking for.

Share with us in the comments what else you need to get started with content marketing.


ecommerce websites podcast

Creative Content Marketing and Link Building for eCommerce Websites Podcast

ecommerce websites podcast

 

Show Agenda & Timestamps

03:55: Why don't you tell us a little bit about what is link building? And what is the best way that you see it for an e-commerce company to get started doing it?

08:26: Is this something that can really be done internally by a business owner or somebody that's in charge of their marketing? Or can it be outsourced? Or what is your take as far as getting started with link building?

11:42: In order to have content out there that's really appealing and attractive and in order for people to link to your content, what are some creative ways that you can suggest to do content marketing?

14:53: How does a company determine what's a good site to get a link on? Is there a criteria that you typically follow and what is it?

18:31: Is there a rule of thumb when it comes to the amount of links that let’s say a business should strive to get let's say on a monthly basis and how do you determine this?

Full Transcript:

ARLENE ROBINSON

Welcome back to the eCommerce Marketing Podcast everyone. I am your host, Arlene Robinson. And today we have a very special guest, Venchito Tampon, who’s the Co-Founder and Marketing Director at SharpRocket – an agency focused on quality Linkbuilding, Outreach and Strategy.

He specializes in Linkbuilding, Content Marketing, and Client Acquisition. He and his local team works with different clients of different sizes and types – small to medium brands, SEO Agencies, and Fortune 500 Companies in the US, Australia, UK, and Canada.

Welcome to the podcast, Venchito.

VENCHITO TAMPON

Thank you, Arlene, for having me. It’s a pleasure to be here and wanting to really give value to your listeners.

ARLENE

Okay, great. I appreciate it, and it’s good talking to you as well. I’m glad you’re on Linkbuilding. It’s kind of an area that I may not have delve too deep into before this podcast. So I’m really excited to talk to you about that as well as content marketing. We’ve had various takes on content marketing, but I know you’re gonna really bring some real value to the conversation as far as Linkbuilding and content marketing goals.

But before we can get into the subject of today, why don’t you tell us a little about your background? And specifically, how you got into what you’re doing today?

VENCHITO

Right, sure. I got into the online marketing industry in the year 2011. So, I became a content writer for a publishing company. So, I started from that and then been involved in the SEO industry. So, I was hired by John Cooper – one of the best Linkbuilding experts in the world. And so, he hired me to be his link prospector.

So, he got into the – all of the inaudible and the Linkbuilding - from link prospecting, outreach down to the content creation. And so, I learned about it and what I did is I started my own SEO blog. It was digitalphilippines.net. And so, from that simply just posting all of the learnings, it became inaudible you know clients in the first year.

And in 2015, I started my Linkbuilding agency with my partner Joseph, who now handles the operation side. And so, we are here in Manila, Philippines (where) we are based.  We are a team of eighteen (18) linkbuilders, including all of our virtual assistants and our content writers.

ARLENE

Okay, great. That’s awesome. Well, you definitely got into the field I would say really a good time as many of our listeners know SEO, as you can probably The field I would say it really a good time as many of our listeners know SEO, and as you can probably testify to the fact that SEO has changed quite a bit and it continually will change.

And a lot of it is really spearheaded by Google and the changes that they make in their algorithm changes. All of that is really totally spawned by Google. These days link building is really - there's really a huge focus on link building more so than ever I think because not only the - is link building important, but I do believe content is also really a big, you know, it's pretty much where it's at, you know content building and Link building really kind of go hand and hand these days.

So, I think you're really on point is to where you are in your career. Now for all of the listeners out there that aren't really too familiar with the process, why don't you tell us a little bit about what is link building? And what is the best way that you see it for an e-commerce company to get started doing it?

VENCHITO

Basically, link building is a - just a discipline in marketing wherein you are based on the term, you just actually getting or earning links from other relevant websites that will inaudible whatever site that is and not just drive traffic, but also generate some assisted conversions, helping those visitors actually know more about your brand and hopefully buy your products or services.

And so, when it comes to, you know the best methodology, so I think there are a lot but I’ll just give you some of the techniques that we've been using as an Agency for most of our e-commerce clients.

Number one (1) would be to actually start with connections and partnerships because if you are a - whether you're a retailer, a manufacturer or you’re a supplier of products, you would always find our to buy pages.

So, let's say for example, you are a retailer, you can just make an inventory of all the products that you sell online and just check manually each manufacturer of those products. So simply by reaching out to those owners or those manufacturers and if you can actually see pages that are dedicated to listing down retailers, then you can actually get a link simply by doing that kind of outreach.

And so, you start with connections. You start with all of the partnerships that you had whether it's an offline or online thing. And another thing is that I've seen this with all of the eCommerce sites. There are a lot of blogs or websites that might or that have mentioned your products or brand name, but then giving you the actual length, so if you can actually track those mentions and say simply just sending them pitches and saying “Hey, we've noticed that you mention us on your blog da, da, da”, and then from that you can actually inaudible link. From that simple pitch, you can actually gain a lot of links in the first few months, if you haven't done that.

And probably one of the underrated and even forgotten methodology is the forum marketing because in 2009, I think in 2011, it's been you know, many marketers have spammed all of the forum sites, and I'm looking forum marketing from early generation perspective and I’m just trying to spam the threads with links waiting to the sites. But basically, giving value by answering questions in forums, if you look at that, it's not just getting a link but actually driving potential customer to your website. And I think those methodologies - those approaches will really help you get started with the inaudible.

ARLENE

That’s some really great advice, you know from one, the first thing that you mentioned as far as building relationships that's really kind of where it all starts as forming these relationships and you talked about what you can do is there may be a lot of companies out there that are referencing your brand or your company, but not giving you a link or maybe they're linking to an old piece of content or something that maybe is - not where you want to direct people maybe it's older landing page.

And so yeah, one thing you can definitely do is reach out to them for sure. Another thing that I mentioned to companies that I deal with and I'm actually in the process of posting a video on this because we put out a lot of SEO videos here at inaudible to help enlighten our customers and recently launched the channel actually called the e-commerce Brothers channel on YouTube and they'll be putting out a video where it talks about a little bit about what you said as far as forming these relationships.

And one thing that you can do also is to really try to get some of the heavy hitters pointing to you people that have a higher authority is you can link to them and then don't ask for anything and just start forming relationships that way just link out to them and various articles and then just let him know I linked to you this is a great piece of content. We really appreciate it. And that's one way to kind of get your - your foot in the doors.

So yeah, it's just something else wanted to add to that which I think is very useful and something that an e-commerce business can take advantage of right away. Now, I know the listeners that are out there can be a variety of businesses - a variety e-commerce businesses or people that are working for e-commerce businesses on the marketing side, and one question that I typically get with regards to any type of marketing is and specifically with link-building is, is this something that can really be done internally by a business owner or somebody that's in charge of their marketing? Or can it be outsourced? Or what is your take as far as getting started with link building?

VENCHITO

I think it really depends on the industry. If you are in a very competitive space, you might want to not just do it internally as you get all of the processes were trying to you know, hire someone or linkbuilding agencies to do that for you because the thing is when you are doing it internally, it will really require you to set up processes because sooner or later when the demand for links is increasing it will require you to just hire more members and make sure that the prospecting, the content creation, and outreach are all set up.

So, you can do it internally, but just make sure you already have some setup process documents for you to scale the entire process or the entire campaign. And inaudible, of course, for example, you can just simply you know, hire a freelance writer to do the content for you, graphic designer to create the formats and make sure the page is visually appealing to its targeted visitors and so on and so forth.

And so, there are just certain areas in linkbuilding where you can just simply outsource but make sure if you're doing it internally you have to set up processes. The thing with outsourcing is that and I always get this a lot because they're bad companies, especially link building agencies will simply just you know, send you all of the live links they've acquired for your website. And but if you look at the quality of those things it's doing more harm than good. So, if you are trying to outsource it, make sure you do some research - the quality of the links.

I really recommend e-commerce site owners to get some recommendations, and referrals is a good indicator to really check if the agency has high reputation inaudible but if it's can perfect in really give you the quality links that you're looking for.

ARLENE

That's really good. I appreciate that answer and I think one of the key things that you mentioned and I think not only internally do you need to have your own process documents, but I think for even for the outsourcing, I think that's really a key thing because I think a lot of times especially these days, see it's a lot easier these days to get freelancers and get people to do stuff remotely, but you can't just hire somebody and just expect them to run with stuff.

You have to have things documented well, otherwise, you know, it'll be frustrating not only for the remote worker, but also for yourself as far as you know hand-holding that you may have to do if you don't have your process documents in place, so that's really the main key thing, I think, no matter what.

The process has to be in play for both sides of it. Now, switching gears a little bit because I know you're really - really an expert also on content marketing. These days you do have to be creative because I think as you can probably agree on the internet is really diluted, I think you could say almost with just a ton of just content some of it a lot of it is really no good.

And so, in order to have content out there that's really appealing and attractive and in order for people to link to your content, what are some creative ways that you can suggest to do content marketing?

VENCHITO

The key is that it's not just making your, you know, infographics or visually appealing - all of those things, but really trying to identify your audience or when getting you should actually create content assets that will not just give you first or initial set of links, but can actually, in the long run, can actually help your site earn links even without doing outreach.

And so, one of the key ways is to actually create a content that's targeted to a linkable audience. So, this term linkable audience is - was coined by Garrett French of Citations Lab.

So, basically linkable audiences are groups of people or creators of pages that have their own resource pages. So, for example for the recycling or the disposal page, it's simply lists down all of the references and resources of that given topic. And so how you can actually approach your content marketing by targeting linkable audiences, simply for example, if you're selling batteries, if you're an e-commerce site that sells batteries you can actually either target inaudible or to create a content about battery recycling or if you are targeting teachers or parents, for example, you can create a guide or a research guide about battery 101 for the kids.

The thing here is that you're increasing the chances of your content to gain so much to links. And in the long run if the page is able to rank for keywords, then it will be referenced by other publishers once they find it to Google search. And so those things I think creating a content asset for a targeted audience is one thing.

Another methodology that I think will really - is very effective nowadays is creating an asset about data or statistics because this type of asset is mostly you know, reference by publishers and content creation. Our content creation teams or content creators and so the opportunity to get an inaudible rating is very high.

And the last thing is to recreate broken pages or dead pages. So, what you can do is to actually reverse engineer your competitors and see what are the pages that already given them links that have been shut down by them that you can actually recreate.

So, these are the pages that are broken, but if you look at this using a link analysis tools, you'll find out that the - these pages have gotten a lot of links. And so, when you create that content make an improved version of it, what you can do is reach out all of the blogs or sites linking to the original content and then from that process you can actually get a lot of links through that.

ARLENE

Great. As far as you mentioned, of course creating this content that's really the heart of it creating content that you want people to link to and kind of flipping it, then once you've got that content created and like you said if it is solid content people we want to link to it, but then on the other side of it is you want to get a link out there on these other sites.

And so, how does a company determine what's a good site to get a link on? Is there a criteria that you typically follow and what is it?

VENCHITO

I think the basic thing is number one, it should be the site or the blog should be relevant to yours. And I think even if it's common sense already, I think there are a lot of SEOs and link builders even marketers who (are) still trying to get links from irrelevant sites. And the key is that it's not - again, the quantity of links that you're after or looking for, but you're also trying to you know, make sure that the site or blog is relevant to your search. that's the first factor.

And the second one, I would say it's the type of links that you're getting because this type of link is something that people can click on and so they will be able to jump to your website and probably either you know, follow you or get to know more about your brand and hopefully buy your product or service. So, the thing the type of link is very crucial if you're actually executing link building campaigns.

In terms of metrics, I think it really depends. I think there are companies who are very keen into you know DA, Ahrefs DA or you know Moz, but I think one thing that's not been discussed over and over is the SEM Rush organic traffic.

So, the thing is when you're trying to get a link from a website or blog, you want to know if that site is getting is ranking for multiple keywords and it has had it happen is it will drive you consistently traffic over and over once you get a link from that.

So, I think traffic, conversions, relevance and if you can actually get a link from brand to brand, you know context, I think those things will really matter if you do you want to you know, make sure that you maximize that your efforts in linkbuilding.

ARLENE

Yeah, you're totally right. The key thing I think is the fact that it number one thing you should look at is if the site is relevant because I think really kind of on the early days of the internet and before Google was just as sophisticated as it is now as, SEOs I think we're in agencies were out there just trying to get as many links as possible on sites that weren't even relevant and that may have worked 10-15 years ago something like that. But these days the Google algorithm is really advanced. So, you know, I think back in those days, it was probably at in its infancy right now. I think Google is probably at the genius level that's already a cruise through her college.

And so, it's a big difference right now. So, you do have to be smart about what it is that you're doing and just the main thing I think to think about is - is this something that is going to is this link that I'm going to put on this site first if it was irrelevant and does it add value to the context of the actual content.

So, you want to make sure that - that is always the case and that it makes sense for the reader because you know, that's ultimately what Google says and I think that's what they really stand behind is ultimately they just want to make sure that things that are indexed give people a great experience a user - a great user experience.

And so, if you're searching for some particular keyword, whatever is returned, their whole bottom line, is that really what the person was looking for and is a good experience once they get there. So, that's the key thing there.

Now, we've talked a lot about the link building and I know that process and it's just something that I know you're doing on an ongoing basis for those businesses that are let’s say they just getting started with it. Is there a rule of thumb when it comes to the amount of links that let’s say a business should strive to get let's say on a monthly basis and how do you determine this?

VENCHITO

The answer is again, it depends, because we have experiences with clients were in you know, one client will - would like to you know, build 20 or 30 links at the maximum level. Some just wanting to you know, 4 to 6 links, but there are things that I really recommend for especially inaudible your end. So, if for example you ensure a coupon space, there are a lot of sites there are a lot of sites are actually engaging in the link building. So, they're trying to you know, get 50-60 even more links per month.

So, in that case you got to keep up with the pace of the - of the link acquisition they're doing so that would probably be your mark in a sense. But not just about the quantity, but make sure you know, you're trying to achieve a higher quality level in terms of links.

Next is the only thing at the vertical but also checking your competitors. So, you can use link analysis tools like, you know Ahrefs or even SEM Rush just to see what they’re getting. There's one – there’s one term and that is the link velocity. Basically, link velocity is the speed - the number of referring domains a site gets every month or week, whether it’s organic inaudible to outreach. There's no really good number for every site, you really have to do your own research.

Either looking at the vertical or either looking at the order of the competitors that you're trying to you know, dominate over and so yeah from those things you can actually estimate the number of ranges, let's say 10 to 20 links from one.

ARLENE

Okay, great. Yeah, that is a great advice there and I'd appreciate your honesty and that it's really hard to tell, but yeah, I think every business or industry is going to be a little bit different and it does really depend on the particular vertical a year in and what your end goal is with its link building. And so, that totally makes sense.

Well then, Venchito, I really appreciate you coming on here today for this episode of the e-commerce marketing podcast. You've definitely been very insightful with regards to the link building on that you're doing day in and day out as well as you know content marketing.

And at this point, I like to always close things out with just one other quick question that I kind of switch gears. It's my closing fun fact, so we learn a little bit more about you. What is one fun fact that our audience would be surprised to know about you?

VENCHITO

Fun fact, I think I don't know how to ride a bicycle or motorcycle.

ARLENE

Okay. Okay. That is an interesting fact. Okay, so you don't - don't know how to ride a bicycle. Well, I don't know how to ride a motorcycle myself. So, I think I can join you on that one. But do know how to ride a bike ride a bicycle and you guessed it really is never too late to learn. So yeah, definitely something I encourage you to do. I do hope I can occasionally here in the Orlando Florida area where I live in yeah, it's a great - great exercise and it's good to get to get out on a bike.

VENCHITO

Yeah.

ARLENE

Okay, great. Venchito, well finally, if our listeners would like to pick your brains anymore regarding link building a content marketing, what is the best way for them to get in touch with you?

VENCHITO

Sure, they can visit my website at www.sharprocket.com.ph that is S-H-A-R-P-R-O-C-K-E-T.com.ph or you can send me an email at venchitotampon@gmail.com that is V-E-N-C-H-I-T-O-T-A-M-P-O-N@gmail.com. And send any questions if you really want to, you know learn about linkbuilding, (or) if you want to invite me to speak at your event or even in your podcast. But I want to make sure - I really want to make sure we'll give you some more value to your listeners margins. Yeah, that's it.

ARLENE

Okay, great, Venchito. We appreciate that and I know our listeners will take advantage of that and reach out to you as well. And once again, thank you for joining us today on the e-commerce marketing podcast.

VENCHITO

Sure, thanks for having me, Arlene.


content strategies organic growth

Content Strategies for Organic Growth

You've heard a couple times that content is king, yet most people still don't quite understand how to execute content strategies with the aim of growing their site's organic traffic.

content strategies organic growth

It's not easy to come by with a few techniques you can easily implement that guarantees results, if fits right to your site and to your industry.

Proper execution is a key to growing what you already have.

So before you close this page, here are four techniques that are not just trendy, but very actionable for your site of any type.

 

LEVERAGE DEFINITION OF TERMS AND ABBREVIATIONS

Your industry has a lot of terms. You can't assume all your readers know about. The number of industry terms depends on industry AND how technical practitioners are in your field. If there are more professionals paving their way to create their own jargons and popularizing these, it would mean more opportunities for this type of content.

Create your own short-form content that defines industry terms.

You may already know if you're a content marketer, but more than looking for exact phrases or terms people in your vertical uses.

Seek for any terms that are used in different contexts for different industries. A good example of these are abbreviations. The abbreviation, MOV, has individual meanings for many contexts: business, physical education, medical, construction, and even games.

  • definition of mov
  • mov definition
  • mov meaning
  • mov stands for
  • what does mov stand for
  • what does mov mean

Go even further than just publishing a page with meta titles: definition of ___ or meaning of ____. Know which other connected words have higher search volumes than the latter two phrases (definition and meaning).

You can discover keywords definition-pages are ranking for by entering the URL of the top pages ranking for the keyphrase you're targeting - "definition of ___".

definition of mov in business google search

mov stands for ahrefs

You'll see keyphrases you can incorporate to your page to make it also rank for them. You get more ranking opportunities in doing so.

PILLAR CONTENT STRATEGY

Creating pillar pages based on topic clusters as part of your content marketing campaign is imperative in building the authority of your site given that search engines use relevance and today's authority to determine if the site or page is worth ranking for certain keywords.

A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page.

In order to create pillar pages, you need first to understand topic clustering.

A few of the benefits of creating pil:

  • Increases potential to rank for higher volume keywords, even higher value as a single pillar page is populated with smaller clusters that can cast a wider breadth to a certain topic.
  • Establishes semantic relationships between pages' content and other overacrhing pillar pages (clustered pages).
  • Benefits the internal linking structure of the site as it leads people through links of pages — making them efficiently go through your brand's buyer journey.
  • Earn organic links by ranking for terms mostly referenced by publishers.

Get started with this by looking for parent keywords - certain topics that cover the broader part of subject and that comprise different keywords attached to it.

pillar content strategy

Depending on your industry, dig deeper into certain niche topics your brand only cares about. Don't try to include irrelevant parent topics, but as much as possible, look for the parent topic of your chosen keyword. You can easily do that using Ahrefs.

parent topic ahrefs

DISCOVER EMERGING KEYWORDS

Search landscape evolves as more and more people are doing their searches differently based on their needs and their contexts.

New emerging keywords are popping out in every industry that particularly addresses informational and even purchasing needs of the audience.

By taking advantage of emerging keywords (normally as part of your keyword research process for blog's content creation), you will reap a number of benefits including:

  • Getting initial rankings for low search volume, yet to potential to rise as demands get high
  • Reaching new ranking opportunities by helping your existing content assets rank for new terms
  • Increasing click-through-rates for your existing assets by adding related words that matches their new intent.
  • Acquire contextual links by ranking early for emerging keywords on search results.

How do you find these new keywords?

There are two ways you can utilize for your content marketing campaign.

The first one is by using Ahrefs as a tool to semi-automate discovery of emerging keywords. Its Keyword Explorer has a feature that filters keyword search results based on NEWLY DISCOVERED.

ahrefs keyword explorer newly discovered

Another method is to use Search Console in order to discover emerging keywords your pages have been visible on search results.

With these new keywords, you can execute useful initiatives, such as:

  • Improving your content depth by including topics from emerging keywords you may have discovered.
  • Using emerging keywords as thematically-related anchor texts in your posts linking to other related pages in your site.

DEVELOPING YOUR KEEN EYE FOR ORGANIC GROWTH OPPORTUNITIES

There are many opportunities to develop your content to match to new emerging opportunities in order to increase in organic traffic from channels like search and social.

Audit your existing content assets and research well on your industry landscape. Through observation, planning, and execution, you'll never run out of ideas that can be of useful to accelerate your content strategy.


evergreen content

What is Evergreen Content and How It Works

Ever wonder why certain blogs get continuous traffic from different sources even after months and years of publishing?

These blogs are focused on creating evergreen content.

evergreen content

 

WHAT IS EVERGREEN CONTENT

Evergreen content is content that never gets out of date and never relies on current trends.

Its effect is always relevant to its readers, making it more attractive for publishers to reference in their own content pieces of work.

WHY IS EVERGREEN CONTENT IMPORTANT?

There are many benefits pushing out evergreen content on a massive scale can provide for your brand, such as:

A. Scalable link acquisition

Content on a trending subject can receive massive spike in link performance, especially if it's timely and emotionally-appealing.

Meanwhile, evergreen content allows a continuous flow of links directly pointing to your content. It's not a one-time off burst of links, but you can expect if monthly acquisition of editorial links to your web asset.

B. Hitting conversion goals

You may only consider creating content assets for links, but it will drive subscribers, social followers, and brand advocates down the road. As long as the content draws traffic, the growth in numbers can be met.

C. Social sharing

More than ever, continuous social sharing can help strengthen the brand in its core. The more visible the content is to its audiences, the longer it stays in their mind - creating a strong brand in the market.

D. Doors of networks, partnerships, and brand coverage

The aftermath of producing evergreen content is that it opens opportunities for partnership for content, and product engagement. It stems from the idea that your content assets have provided value.

Evergreen content serves as entry points to growth of networks — even media coverage from A-list content creators.

E. Increase in organic visibility

Given the comprehensiveness and high utility of evergreen content which normally covers every topic of a subject, the online asset gets its deserved visibility on search.

When evergreen content ranks for its target keywords, it creates another opportunity for it to be discovered, besides direct, social and referral traffic.

F. Supports other important pages

Evergreen pages with constant traffic can support other important pages through internal linking. By pointing to relevant pages that need some boosting in visibility, evergreen content can be a reinforcing system for support pages.

EVERGREEN CONTENT CREATION PROCESS

ON DISCOVERING EVERGREEN TOPICS

Find evergreen topics that get consistent traffic and have the potential to earn links over time.

You can start this content ideation process by entering a few topics for your blog in Ahrefs Keyword Explorer.

The tool is handy in giving you the parent topics of keyphrases — which is suggested by the tool (see an example below).

ahrefs keyword explorer snoring tips

Parent topics are general topics that cover relevant subtopics underneath it. By pursuing parent topics for your evergreen content, you can target interconnected topics all under one big content piece.

Identify parent and sub-topics that are constantly being searched and that appeal to your market by looking at its search traffic.

Look down further. See the top ranking pages and their estimated traffic. This would help you understand if it's worthwhile to rank for that keyphrase.

serps overview snoring tips traffic

You can also check the trend graphs of keywords to see its popularity over time. Here is an example of the trend graph for the keyphrase, "how to stop snoring". 

keywords trend graph

The trend graph will show how popular a keyword is for a certain period of time.

FURTHER READING

ON ASSESSING LINKABILITY OF TOPICS

Besides just looking at search traffic and trend graph of a topic, you want to make sure that the topic also has linking potential.

The question you need to ask is, "Is this topic linkable?".

The way to answer that is to look at the top ranking pages for that keyword or keyphrase. See if these pages have at least 10 or 20 referring domains pointing to them. This kind of assessment gives you an idea if the topic of your choice has high linking potential.

Moz Toolbar is a nifty tool to quickly check how many referring domains are linking to each of the page on the search results.

google search results mozbar links

Why do you have to check the linkability of the evergreen topic?

The simple answer is that the linkability of topic correlates with how frequent the topic is being cited by other publishers.

The frequency now gives its room for more linking opportunities month after month and year after year.

ON CREATING EVERGREEN CONTENT

The mindset of publishing evergreen content differs from others creators' publishing 500-word blog post.

The piece should stay relevant weeks, months, and years after publishing (which will require maintaining it from time to time - that's for a later topic).

But the point here is that before you create an evergreen content, decide that you'll put hours of work into it in order to make it valuable and comprehensive to its audience.

intermittent fasting guide

There are many characteristics a solid content piece (or 10x content as marketers call it) should have, a few that are a must include the following:

Expert-driven

Do you have an expertise on the topic?

If it's something you can't write on your own, you may outsource it to someone expert in the field. Niche experts tend to charge higher than generic writers, but they craft content with the use of technical terms (jargons), authority, and credibility on the subject matter. 

Uniqueness

Every blog is pushing out their versions of content for the topic, so what separates yours from their works?

Uniqueness doesn't just refer to variations of words, but the ability to present ideas in different formats.

Implement other content formats in your content to make it the most comprehensive piece on the topic. A useful advice for this method is to present content in videos, data visualizations, rich media or slide presentations.

The purpose is not to make the page longer than the usual, but for better presentation purposes, and to attract more visibility from people who are likely to share it on other web places.

Inclusion of Thematic Keywords

Whether you target parent topic or a sub-topic for your evergreen content, you want to make sure that the page will be found by people who specifically searching for it.

The key to make it work is to optimize content for other thematically relevant keywords — several possible search terms people used when researching for information.

You can use Ahrefs' Keyword Explorer to discover these keywords that are connected to your topic. The tool can also generate questions keywords that will be valuable to add to your content — of which you can answer to make the content reach more audience.

ahrefs keyword explorer questions feature

Keep these characteristics in mind when creating an evergreen content: expertise, uniqueness and inclusion of thematic keywords.

FURTHER READING

ON PROMOTING EVERGREEN CONTENT

Whatever your goal is for your blog's evergreen content, your page reach will highly depend on the level of promotional efforts that you put in.

Start by looking for ways on how to do content-based link building that can drive referral traffic to your evergreen page.

Find any pages linking to similar content assets. Utilize the value proposition of your evergreen content in your email pitches. Answer the question, "why do your link prospects have to bother with your content asset?"

Build more links through your site's distributed content (contextually linking to them through your guest blogs). This will enable your evergreen page to get higher search rankings.

You can also maximize your brand's social media channels to push further the audience reach of your content piece. Make your social sharing buttons visible to your visitors — placing it on the noticeable parts of your page.

ON MAINTAINING EVERGREEN CONTENT

It is important to update your content piece to satisfy new visitors as soon as they land on the page. This will also increase the chances that it'll be shared to other target audiences — bringing in more people who will likely link to it as references for their content works.

What are the things you need to update in your content?

References and citations

You may have likely included information and even links to articles and new stories the first time you publish your content. These information and sources may no longer be relevant and useful at the time you decide to update.

It's important to have a list of citations/references whenever you create content so you can easily go back to websites and blogs where you found them, and see if they have updated information on the topic.

For example, statistics normally get updated every year, and it's easy to find their latest up-to-date version of the data if you have the website URL at hand.

Internal linking

Improve your content's visibility factor by internally linking to other relevant pages on the subject, particularly the ones you've recently published on your blog — relevant to your evergreen content.

Use descriptive anchor texts in your internal links to drive visitors from other pages to your evergreen content.

Years and dates

Update years, months or any dates you include in your post's titles and in the body of your content.

Use current year to increase the relevance of your post — leading to higher rankings and to higher search visibility for the page's targeted keywords.

FINAL THOUGHTS

If you are looking for ways to scale your content marketing, invest in producing evergreen content assets. With the right execution process — from researching topics to promoting and maintaining the content piece, you can gain a constant flow of traffic and potential sales to your website.

Let me know in the comments how you develop and promote your evergreen content.


automate link building

Link Building: What can we automate?

In this episode of SEO Automators, Garrett French and I sat down with Noah Learner and Jordan Choo, to discuss systems and automation in link building, and even the success and failures in experimenting automation techniques. 

Show Agenda & Timestamps

05:39: How have you seen link building evolve over the past years?

06:58: Have you seen it shift to link building being branded more as like a digital PR Strategy or do you see it still as no link building for building links in?

10:09: Have the both of you seen link building becoming more and more difficult are more companies get into the link building space over the past few years? Or has it stayed relatively the same?

12:01: Have you seen link building become more and more difficult over the years to say like earn a link or even just get a response from someone that you’re reaching out to?

16:18: What tools do you – do the both of you find useful that you’re using on a daily basis for any part of your link building process?

18:33: So they’re almost like personas then rather than for client ABC?

19:43: How do you tie a link prospector in – if at all – and can you automate how to use the tool?

27:00 Do you guys automate how to get stuff from Step A to B to C to D?

31:36: Should link building even be automated, right?

42:27: Let’s actually talk about what have the both of you been able to successfully automate?

50:12: Have any of you failed miserably at automating something?

Show Notes:

Full Transcript:

NOAH LEARNER

Good afternoon everybody and welcome aboard to our Friday Automation Hangout. Today we’re tackling a topic that not everybody thinks is something can be automated.

We’re gonna tackle that and see if there are automations or at least processes that we can dive into to help us all build links to all of our sites that we want to make more money with.

Today we’re exceptionally gifted in that. We have two of the real Titans of Link Building. We’ve got Garett French. Garett, hello – hello.

GARRETT FRENCH

Hi, thank you, Noah.

NOAH LEARNER

This is an amazing opportunity. I met – I met Garrett at a mosque on local back and I think February 2016.

I was really – really lucky to bumped into him and we had an amazing sushi meal with Greg Gifford where –

GARRETT FRENCH

That was awesome. We’re pretty ensued. I’ve forgotten all about that and gosh there was a lot of sushi and a lot of Saki. It was a good night.

NOAH LEARNER

Most people that know me know that if I can get someone out of a meal, I will pepper them with questions.

GARRETT FRENCH

You were – you were in school I’ll say that. Definitely in school -

NOAH LEARNER

Ask you about 200 questions –

GARRETT FRENCH

Yeah –

NOAH LEARNER

For two hours –

GARRETT FRENCH

And it was awesome. That’s when I knew you were going places –

NOAH LEARNER

And today we’re also incredibly lucky to have Venchito Tampon who helps enterprise – small and medium-sized agencies. You’re also a motivation speaker. I didn’t get through enough of that content. You can dive into it a little bit. Can you tell us a little – guys who wants to go first?

And also, today is really special and that I would be more of a target for their services than a peer practitioner whereas Jordan does this – he does a way more link building than I do. So, it’s gonna be a special opportunity for everybody because Jordan is going to run the show.

Can I turn it over to you now, Jordan?

JORDAN CHOO

Yes –

NOAH LEARNER

Okay –

JORDAN CHOO

You can. Thank you, man.

NOAH LEARNER

Take over. You’re the man.

JORDAN CHOO

Okay.

So, Garrett, I’ll – I’ll let you introduce yourself for those of you who don’t know him.

GARRETT FRENCH

Hi, guys. I’m Garrett French. I run CitationLabs. It’s the primary job that I do. I also have – it’s a kind of a startup agency with another sass tool coming along called Zip Sprout that helps find and – and connect with local events and nonprofits that you can potentially sponsor and yes, potentially get a link from. So, that’s – those are my two kind of – I guess stakes in – in the industry.

JORDAN CHOO

Awesome. Garrett, quick question. How did you get into link building and all these fun – all this fun stuff.

GARRETTH FRENCH

How much time do you have? Okay, so, I guess the short answer is I was really into content and so this was 2000 and I started writing about SEO 2001 or two so, I’ve been in kind of in the space since then.

But I got into link building specifically as I was kind of moving from doing writing as a – as a consultant into – with a company. I started working with a buddy named Ben Wills who had started a link building kind of link graph called antelope and we started get link building work and I had some opinions about how it should be done and did a lot of writing so.

But it was really from that initial collaboration with Ben and this was 2011 maybe? 10, 9, somewhere around there and that’s when I really got started in link building and just kind of slowly have accumulated tools and other periphery services as – as we’ve proceeded.

JORDAN CHOO

Very cool. All right, Venchito you are up. Let everyone know more about you.

VENCHITO TAMPON

Sure. Hello, guys. My name Venchito Tampon. I run this link building agency – Sharp Rocket here in Manila – Manila, Philippines. It’s almost 02:00 AM here.

Yeah, we work with different agencies mostly on the e-commerce site and we have some – we work with marketing departments of some of the top brands in the SEO industry and I started in the - I started with doing building links way back in I think 2014? I was hired by John Cooper who runs the Hyperlinks Media – who owns Point Blank SEO.

And so, he introduced to me link building – how to actually build white hats. I really didn’t know much about white hat type of things and difference between black hat and those kinds of stuff. And so, I started as a Content Writer then go into that route of doing link building and so now, we are here and we’re building links for multiple clients.

JORDAN CHOO

Awesome. Awesome, so let’s dive right into it guys. First question is how have you seen link building evolve over the past years?

VENCHITO TAMPON

Who goes first?

GARRETT FRENCH

Venchito.

VENCHITO TAMPON

Okay.

GARRETT FRENCH

Okay, I’ll just start and then you’ll have trouble turning me off so go ahead.

VENCHITO TAMPON

Basically, what I’ve are number one, in terms of strategy. If you are doing – if you were building links way back in 2010 or 2012 you’ve got to understand different strategies that already or has been executing.

And today it’s not just building links for rankings. You’ve got to understand five (5) types of goals like you’re building links for ranking, you’re building links for traffic, you’re building links for assisted conversions. The purpose and the goal of place is not anymore just to know rank and dominate the top – the top search phrases in your space it speaks.

The first thing that I that has already been evolved in most agencies and most companies is how they actually aim at building links – so the purpose and the goal of link building, I think that’s the first place.

JORDAN CHOO

Interesting. So, have you seen it shift to link building being branded more as like a digital PR Strategy or do you see it still as no link building for building links in.

VENCHITO TAMPON

I don’t think that’s already been combined with digital – digital PR. Digital PR and link building are still are – they’re still difference from each other in such that link building is still more focus on making sure that the pages are getting some traffic from organic. Digital PR is more of the advertising and the brand impression and all of those things. So I think there’s a – there’s still differences between digital PR and link building.

JORDAN CHOO

Cool.

NOAH LEARN

Can I jump in?

JORDAN CHOO

By all means, Noah.

NOAH LEARNER

Garrett it seems like you talked a lot about this in your seminars – the difference between the two practices and – and really the different parts of the pyramid that – that each is attacking. Is that right?

GARRETT FRENCH

Sure, yeah. I – I see two different tiers of publisher. The top tier are the ones you’ve heard about, you know you’ve seen them when you look in the news or what have you or if it’s an industry specific, you know who it is. And then there’s everybody else and so I leave the top tier to the PR teams and the you know the neo man’s of the world like the – the fractals where really kind of swinging for the fences with the big data play and concentrate on how do we scale, engage within our reach to the rest of the publishers who kind of support.

Or right into this whatever the space happens to be and kind of write for the types of customers that you’re trying to reach with your rankings for sure. But you want to be – you want to face them in the – on the publishers where you get links from. You want this to the best of your ability be - still be customer-facing when you land on those – when you get those links.

But yeah, definitely the – the shift I’ve seen is – is this huge kind of – just in terms of what people are talking a lot about and what people are writing a lot about and what gets shared the most on Twitter or on LinkedIn – it’s always, it’s – it’s almost always more of the – the newer school of big branded pieces like Venchito is saying that are – that are data-driven generally and sometimes not super relevant to the target customer or to the – always to the topic of the – of the company.

So sometimes I see square pegs shoved into these round holes, but – but anyhow that’s in the past. You know ever since the rise of the info graph, I guess, 2015 or so maybe sooner that’s I’ve seen – that’s just kind of what is talked about the most and what people kind of think of when they think of link building more, you know in the past few years for sure.

JORDAN CHOO

Interesting. So, have the both of you seen link building becoming more and more difficult are more companies get into the link building space over the past few years? Or has it stayed relatively the same?

GARRETT FRENCH

Go ahead, Venchito.

VENCHITO TAMPON

Yeah. I would say that in terms of strategy, there are a lot of SEO Companies already pushing towards thinking more of the relevant side rather than thinking of just a strategy or specific tactic.

For example, companies today or even SEO - Link Building Agencies are trying to get away from this Scholarship Link Building Strategy given that most SEO Professionals are already executing that in a massive scale which literally affects the entire SEO industry.

And so, there are a lot of you know there’s – there’s I would say little to no value in those kinds of strategy. So, in terms of strategy, I would say there’s still need to execute more of a very specific, relevant side.

For example, if you’re doing broken link building. You’re not just pursuing a very broad or general industry side, but you’re trying to market your content asset to specific audience such as eco-friendly audience. So those linkable audience that we’re – that we’re referring to based on the French article.

JORDAN CHOO

Cool. So how about yourself, Garrett?

GARRETT FRENCH

I’m sorry I – could you ask to me the question again? I swear I was listening. Sorry.

JORDAN CHOO

No – no – no worries. It’s Friday, man. So, my questions was how – have you seen link building become more and more difficult over the years to say like earn a link or even just get a response from someone that you’re reaching out to?

GARRETT FRENCH

Well, for links and resource page link building, we’ve definitely seen that it’s just getting like Venchito is talking about with scholarships. I mean these folks are getting now probably hundreds of e-mails a day with new scholarships or if you have a link resource page on eco-friendly stuff, they’re probably getting a bunch of e-mails every day too.

And so, it’s definitely a more crowded. Like if you’re using that specific tactic, it’s getting – it’s crowded, it’s harder. We’re still you know, building lots of links. I mean – is it – is it harder now? Definitely. Do you have to send more e-mails? Yes. But sending e-mails doesn’t necessarily super difficult. It’s – it’s disheartening, you know when you’re like man – but  you know I think for specific tactics, it’s definitely harder, but I think to Venchito’s point is what else you know go - if you’re starting and you’re asking what strategy – what’s our strategy, what tactics will support that, I think that’s a more effect – like that’s going to keep you targeting relevance or targeting where are my customers actually going – my potential customers.

How do we connect with them you know, what kinds of context do we need to either create or – or look for on page that would make me a signal for we should send an e-mail to somebody. So I think it’s – it’s like for some of the core tactics links and resource page, sponsorships have been - not sponsorship - scholarships have been big for years and they’re – they’re definitely, I mean, you could still get links doing them, but I think the – the question is also is the it’s not just is it difficult, but some of these there’s – there’s a less – less of the return on the work that is performed. And so, it’s not just is it more difficult, but some of the core frequently done tactics are getting just pummeled and kind of probably less of less value at this point like for – like the scholarships example from Venchito.

NOAH LEARNER

Can I share a link building tip that any serious link builder will laugh at?

GARRETT FRENCH

Well, let’s test that theory. You have a trouble making me laugh.

NOAH LEARNER

So last week I was – I was on Twitter I saw a link to another SEO article that looked really interesting. I was on a mobile device. Went to their device – their YouTube embed on they’re SEO site was all busted, so I sent him the CSS to make his YouTube embed responsive and he was like ‘Oh my god! No one ever gives good feedback!’

And then I followed it up right away with, “Oh, by the way we have a new automation hangout and as I said it, I started cackling at myself because I didn’t mean it like a broken link building kind of outreach kind of thing.

But after – after I did it, I was like, “Oh I gave real utility and real use and opportunity and he cared about what I had to say.” So, it was pretty funny.

GARRETT FRENCH

No, that’s – that’s a good – now scale that Noah then you’ve got a link building program on your hands, you know.

NOAH LEARNER

By the way, I’m joking. I said you’d laugh at me.

GARRETT FRENCH

You gave a fair warning so –

NOAH LEARNER

Yeah, sorry.

GARRETT FRENCH

It’s a tough crowd. No, that’s all I know –

NOAH LEARNER

I said it was laughable.

JORDAN CHOO

Alright, so what’s – what’s everyone too stack? I’d love to hear more about what tools do you – do the both of you find useful that you’re using on a daily basis for any part of your link building process.

VENCHITO TAMPON

Sure. As an agency, we’re actually using a lot of tools primarily if we are executing broken link building campaigns, we are using AHREFS and Linkclaw. We’re also using Citation Labs just to automate – semi-automate collecting our link prospects on – in a specific industry.

So, we’re also using metric tools like SEM Rush. Pretty much AHREFS used to identify the DDRPA at the same time that the site has some organic traffic in place. So, we have some benchmarks.

So, we use a lot – a variety of tools basically for link prospecting, the link qualification at the same time for outreach. We are just using Gmail – a lot of Gmail accounts for outreach.

JORDAN CHOO

Interesting. So, you’re actually sending them out manually then?

VENCHITO TAMPON

Yeah.

JORDAN CHOO

Wow.

NOAH LEARNER

Are you asking the client to build e-mail accounts on their domain and are you getting a lot of – are you getting e-mails black labeled?

VENCHITO TAMPON

Yes. It really depends on what the client wants and agreement. We are using client’s e-mail address or their corporate e-mail if the client or if the website of the client has that kind of branding – has that kind of authority in the space wherein when we send an – an e-mail message using their corporate account, it’s much more effective in terms of getting responses, in terms of getting links and – but primarily we’re using Gmail accounts because we want to garner – to build relationships using our own accounts that we can actually use to different clients that we have.

JORDAN CHOO

Interesting. So, is – so they’re almost like personas then rather than for client ABC?

VENCHITO TAMPON

There are – there are persona e-mail addresses. There are also corporate e-mail addresses. So, it really depends on our agreement, at the same time is it more – is it more effective to use that in this specific client so yeah, we leave it. We’re using a variety, but basically primarily we’re using our own outreach

JORDAN CHOO

And – and with your tool stack right now like for example I know SEM Rush has an API so are you using any APIs to – to prospect in bulk and if what does that look like?

VENCHITO TAMPON

We haven’t had that kind of process, but we’re using it manually so I think that’s something that we have to do to internally think – think about. So yeah, we still haven’t any – any tools for APIs.

NOAH LEARNER

Cool, can I jump in?

JORDAN CHOO

By all means.

NOAH LEARNER

So, Garrett, how are you I mean how – how do you tie a link prospector in – if at all – and can you automate how to use the tool?

GARRETT FRENCH

I use links prospector still you know I’m the sole prospector and there’s a – that’s not true in the last year or so the primary prospector for citation labs work and where - I mean we’ve sent a lot of e-mails and we got about a – trying to give a sense of how many e-mails and prospects we need monthly without saying any actual real numbers, but we’ve got about a hundred employees all the way around, so we’re a good size company and I do all the prospecting and I might keep my core tools especially for blog discovery remains the link prospector.

I’m using you know – I’ve got my unlimited account so I – just scrape the bejesus out of the search engine of that – that we choose to scrape and I’m just not going to even say their name. We all know who it is, but – but yeah is it automated? No, not at all.

There’s I mean – I have to put it – I do research, you know. I can talk, I can tell you about what we have like where we do have a direct automated approach kind of figure it out, but it’s – it’s on the Zipp Sprout side, but it gets away from the – and it’ll – I’ll answer it ‘cause one of the further slides really addresses it directly and so I’ll talk a little bit about our stack, but it’s not really – we don’t from an automation perspective you know we just the – the link prospector is where we start for discovering publisher we’re primarily looking at trying to do guest placements.

Still there are cases that we do you know brand mentioned stuff and for any kind of brand mention or link changes or corrections. We – we like to use a – that’s when we like to use a corporate e-mail address, but otherwise we like to use our own e-mail addresses. But not very little is what I would say – is what I would say is like purely automated, but so we do prospecting then ID then – against the you know our the universe of publishers we already know about, so we’re only fine – only going after new ones with whatever prospect list I’ve just done and then we – then it goes to qualifying and contact finding that’s – we’ve got a team of twenty folks doing that in Uganda actually – that’s where we found a strong team we’re able to build around and rely on consistently. So, it’s a really strong group of folks, but they do a lot of the contact finding and qualifying like just is this a real site? And so, we’ve got that part figured out and then it comes over for outreach. Then you know from after outreach we take our – yes and then they go into the queue for content creation and then it – then it goes – then that content has to go back into the queue for sending and then we you know, hope that they publish and then this so – so then there’s a queue beyond that.

So, we have a really kind of elaborate framework and process we follow but it’s – it’s not automated but it is like we do have a tool – we have a system that’s database driven system for managing all of this work. So it’s not – it’s not automated, but it’s definitely managed and I don’t know why you invited me on the show ‘cause we don’t automate very much at all, but I’m happy to be talking about it, but what we don’t automate, I’m excited to tell you about.

JORDAN CHOO

Well, we’ll definitely dive into that later so Venchito I know you mentioned you use some very specific tools so I’d love to dive deeper into them. So, one of the – that you provided with us with is the resource page and the broken link building prospecting cheat sheet. Can you talk a little bit about that?

VENCHITO TAMPON

Yeah, sure. Basically, we are using Google Spreadsheets just to summarize all of the search queries that are team members are using. So, we try to look at any search query that produces a lot of results in specific industry and we try to collect them and if ever we have a new client, we just source them out and see if – if we can actually have a list for the specific industry. So, basically a cheat sheet is what we give to our new members just to – just for them to have an idea what type of search queries they have to use, but they still have the freedom to you know to – to test and experiment which search queries will give them the best results for specific line.

JORDAN CHOO

Cool. And you have this next one right here.

VENCHITO TAMPON

Yeah. Basically – we don’t automate a lot of things we’re just using Google Spreadsheets just to organize and so the good thing with that is that we’re able to just summarize all of the details making sure that the – the important details that we need to use for sending e-mails is already in place and we’ve got – we have separate spreadsheet for each of our clients just to make sure details are organized and we also have our main spreadsheet to – for all of the brief overview and in terms of the industry, in terms of the metrics agreed upon with our clients. So, we have that kind of thing and at the same time we also have individual spreadsheets for clients.

GARRETT FRENCH

Cool.

NOAH LEARNER

Garrett you look like you’re stealing some secrets.

GARRETT FRENCH

I was looking at it. It’s beautiful. Like that spreadsheet is beautiful, Venchito.

VENCHITO TAMPON

Yeah.

GARRETT FRENCH

Yeah. I was just kind of parsing through what I’m seeing and it’s – it’s you’re keeping careful records of individual URLs. It’s – you kind of tent – you know curating and tending your own massive lists of curated resources in you know – you’ve got the broke – the stuff that’s broken and all kind of lined out there. It’s – it’s – it’s beautiful and you’re tracking how they came in the door, what specific queries you used, what was the footprint or the query that you used and so, I see some competitor co-citation or competitor linking in there and then also just straight-ahead Google queries. This is beautiful kit.

NOAH LEARNER

So, in terms of automation of link building – I mean really it sounds like it’s – it’s like how do we automate project management? Or then the – the tech stack or anything like that?

Do you guys automate how to get stuff from Step A to B to C to D?

GARRETT FRENCH

Only on one context, but go ahead Venchito.

VENCHITO TAMPON

Yeah. There are – there are just certain phases in link building wherein we need to identify repetitive tasks where we just actually – we just have to think if we can actually automate that.

For example, in terms of verifying e-mail addresses, if they are valid or not. So, we are using e-mail verification tools just to make sure these e-mails if we – if you pitch this – if you pitch these contacts, we will not be receiving any bounced e-mails or any failed messages or reply.

So, I think just identifying what are the repetitive tasks and at the same what are specific problems that we can actually using a tool and not looking at every phase and trying to automate every stop. I think we can’t really automate everything, just – we just need to look at certain problems that we need to fix.

NOAH LEARNER

At my agency, it’s like process management some steps in onboarding processes become miniature black holes where you have to intervene and those are the most annoying things of all for me. You know like, if someone’s given you analytics access or search console access, there are so many miniature little necks to process.

I mean do you guys encounter those with what you’re doing and how do you overcome them? Sorry, Jordan.

JORDAN CHOO

No, not at all. By all means. Guys, go for it.

NOAH LEARNER

Venchito, do you want to tackle that first?

VENCHITO TAMPON

I think Garrett can answer that.

GARRETT FRENCH

Sure. Okay, how much time do you have? No – let’s I mean – let me peel this back a little bit, but basically what – how do we – how do I address. I call them rabbit holes or you know stuff you kind of fall into that’s potentially going to get you away from doing the work that you – that needs to get done.

I find those the most in prospecting, especially links and resource page prospecting. I tried to get, you know, you just sort of know. Over time you know when those things are going to likely to happen and you try to shortcut and just say, “This is gonna have to be good enough.” Or you know this – I won’t know every single URL that – that I could possibly e-mail. I’m gonna, you know, 95% of them.

So, it’s – it’s also kind of giving yourself time limits. I think I would look at I’m not sure specifically what the outcome is that you need to have happen. The other piece is maybe that’s so how I scaled the agency was I just picked the things I didn’t like to do or I like doing the least and then hired people to do that.

And so, if you had – you could, you know, treat this the same way, but it might be that you need somebody that’s a little more like hard-nosed about it or I don’t know what it is that’s – that’s drawing you off tasks, Noah. But whatever that might be, just give it to somebody else. You know, who’s – who maybe already has – or you can talk to him about what the output needs to look like from this task. But then just – then you get to walk away from it.

So, that’d be the other suggestion I would have specifically – specific to that.

NOAH LEARNER

I didn’t mean to take us down a rabbit hole.

GARRETT FRENCH

Thanks a lot. This is – it’s – I could have said so many other brilliant about link building. No, just messing. No, that’s a great question. I think you know – there’s a lot of – a lot of space to where you should be talking about little hacks or ideas for improvement on your – within – within an agency for sure. So, I enjoy talking. Anytime I’m saying words I like it so –

NOAH LEARNER

No! 

JORDAN CHOO

So, with that being said, it sounds like you know, Venchito and Garrett, you – the both of you don’t really have a whole lot of automation in your link building process.

So, I would you know – with this question, should link building even be automated, right? We know that the most effective campaigns require a lot of, you know high, touch personalization.

So, I’d love to hear a little bit more about, you know, why haven’t gone down this rabbit hole of automation?

VENCHITO TAMPON

Yeah. I think mostly, in terms of automation, I think you just need to strike the balance between finding activities that should be done manually.

For example, outreach, building relationships with publishers, conversing with them. This thing should be done by a V.A. (Virtual Assistant) or a team member. Whereas, link prospecting can be done in this – on scalable basis.

So, identifying activities that should be done manually because it requires human eyes. For example, checking if – checking every URL if they’re relevant. It’s not something that can be automated. So, it requires human eyes to see if it’s actually niche-relevant.

Metrics can – pulling out metrics for a list of URLs can be automated, but you can’t really – you can’t really filter those – those pages in terms of relevance if you’re just using tools. So, you need some human eyes to – to identify it on relevant spaces.

So, I think it’s just striking the balance between identifying activities that should be done manually and those things that should be automated.

GARRETT FRENCH

I would venture that there’s more of a case or opportunity for automation if you’re in-house at a – and you don’t have you know, multiple clients and multiple verticals.

Once concept I’ve been knocking around is sort of you know, think back to Venchito’s list of looked like more drug rehab-related URLs. Our resources, well if you had let’s say 5,000 URLs that where in this specific vertical, you just raked out all their out bounds – you know all the out bounds that were in this whole corpus and then you checked each of those out bounds continually to see if they’ve gone dead or not. And then if they have, then you get a notification and you can figure out what to do next.

So, something like that I could see – now, that’s hypothetical that to my knowledge – that tool doesn’t exist, but like that’s the kind of thing that if you’re in-house you can start kind of with – with some I mean you could do that with a client to – you don’t have to be just an in-house. But you’re gonna have – you have – your – your target doesn’t move as much is what I’m saying topically.

So, when you can really focus in on a topic and a specific kind of tactic you can take more shortcuts and I’ll give another example. This one we’re actually doing for Zip Sprout is we have actually well – we were pre-prospecting, so we found in the neighborhood and I think it’s our previous corpus or URLs was about 3 Million. We’re going up probably closer to 12 (Million) on the next corpus, but this is – these are URLs that we’ve extracted just like the link prospector does through scraping a search engine and but they’re all – then we have a layer of filtering that we apply because what we’re looking for – for Zip Sprout is a very specific particular kind of page to – to support a very specific singular tactic which is finding sponsorship opportunities for local visibility, but that could also potentially be a link opportunity, so if you happen to sponsor that event or organization.

So, there’s a lot of really clear identifiers on these pages and so we’re able to filter with a high level of effectiveness and then we can also check to count how many out bounds are happen to be on the page. And so, we’re able to establish for ourselves you know, very effectively that this URL or this domain, this publisher is pre-qualified for an e-mail.

Now, here’s the other trick about it’s – it’s really – it’s always risky to send an e-mail to somebody you’ve never looked on the website. Okay? Just don’t do it. But the thing is if you’re buying, right? Like you’re – we’re going in we’re trying to find price on a sponsorship opportunity, okay?

If you’re going – if you could walk in a store, but you walk in the wrong store, you know with money, no – you know nobody’s gonna really get upset with you. If you walk in asking for something for free. If they’ll link to this or fix that or whatever it’s a different – it’s a different game, right? It’s a different – so, there’s more leeway in my opinion when you’re buying something you can – you can be a little more free with the e-mail you sent.

Now, I don’t know for sure if we’re gonna be e-mailing without checking sites or anything. Process wise, I don’t think we’ve fully established that, but I do think we’re probably gonna have a layer of human you know, “Hey, let’s look at this site before we send an e-mail,” because what we’re trying to get is a big data set of pricing information for sponsorship opportunities in – in every city of the United States. So, we have to cover a lot of ground and so it is sort of link-related, guys, not – it doesn’t have to be just links though because this is also very much about just pure visibility, local reach that sort of thing. But it can also be about links and that’s why I bring it up, but the point is when you can – when you know – when you’ve got a singular tactic – when you’ve got a some very clear signals from the page, they qualify that page for being worth an e-mail that’s when I think automation is more possible and you know we don’t – we’re not gonna try and build a link from every one of these, we’re just trying to get pricing information so, it really isn’t even link building per se, but the point is it’s about quality. If you could really qualify, you’ve got a singular kind of tactic, that’s where automation is going to be more possible or you know they’re gonna find more process improvements you can make you – if it’s going to be something you do long term. You’re gonna have more justification in building out tools for very you know for these very specific tactics.

So, you know, on one hand don’t do tactics, but on the other hand do tactics if it can make sense and you know – so, anyways ask me more questions though I’m afraid I probably glossed over some important parts of that -

NOAH LEARNER

Can I ask a question? So, in a number of your videos, guys, you talk a lot about hey you know I’m working on something, I’ve got a hypothesis and a lot of these hypotheses I haven’t seen follow-up videos after so –

GARRET FRENCH

Is that a question? I don’t hear a question, I hear an accusation, but keep going.

NOAH LEARNER

Not Venchito, but that’s Garrett. So, the question is –

GARRETT FRENCH

I don’t think anyone watch them –

NOAH LEARNER

So, the question is – about what you just said – so, you have a tactic you figure out a strategy and then you – you can then potentially automate it. So, I’m hearing a potential for building out a process around the creation of an automation, you know, workflow per tactic –

GARRETT FRENCH

Yeah –

NOAH LEARNER

By tactic. And then the second piece of that I guess forget about what I just said but the next question –

GARRETT FRENCH

What did I do to you?

NOAH LEARNER

I had too much coffee.

GARRETT FRENCH

Oh my god.

NOAH LEARNER

This much – I didn’t sleep very well/

GARRETT FRENCH

No, I love it –

NOAH LEARNER

I know –

GARRETT FRENCH

I don’t know. I’ll say lots of this stuff, but follow up with me and I’ll answer your question if I’m able to. But also, I just make things up to as a I go along. Keep going.

NOAH LEARNER

Yeah. So, seriously though, how do you test your hypothesis and can that process be automated or at least have a feedback loops that’s automated?

GARRETT FRENCH

I would never – any hypothesis, anything that I’m testing is I’m gonna be super hands-on about. So, way like it would go, “Hey, maybe I could scale this and then it would be or maybe I could automate some portion of this,” and frankly I mean I’ll just say again like we don’t automate anything really like in the true sense of what you know. But if you – if you – even if you could build a process to something or scale to something that’s why you brought up that hey you helped somebody with their CSS – I mean the way to scale that is if you could search source code on –

NOAH LEARNER

Yeah –

GARRETT FRENCH

You know whatever top 1,000 sites and then start sending some e-mails. That’s – that – that’s I wouldn’t say automatable, but certainly you could build process around it and the look for portions of process that you could automate or you know move from one place to the other automatically.

But anyhow, I would – I would – I would venture and I’m guessing Venchito would back me up on this. But it’s like if you’ve got a new idea that’s the last thing you want to look. You – you don’t want to establish a process yet. You want to see what plays out. Who – how people respond, what – what is the play like? You know what is – how do you need to shift it up – what – it’s very tactile at that point and I wouldn’t – I wouldn’t want to automate   it. I’ll give an example, but I’m talking long enough and so I’m gonna let Venchito talk about this too.

VENCHITO TAMPON

Yeah. I think if – what Garrett is trying to say it’s more of a – before you actually try to automate a specific a tactic, you’ve got to understand what specific opportunities are already in place –

GARRETT FRENCH

Yep –

VENCHITO TAMPON

Meaning you want to make sure that if you are – if you will be testing, experimenting that, this can actually be a scaleleable tactic later on. So, yeah, I think that’s – that’s – that’s how things work.

JORDAN CHOO

Well, alright guys let’s go to the next question. So, how you approach automation when it comes to link building? I think we already –

GARRETT FRENCH

I was supposed to wait to talk about what we’re doing with this route, so you know we can in – we can end the webinar early. Just kidding. I’m just kidding.

JORDAN CHOO

So – so let’s actually talk about what have the both of you been able to successfully automate? I know we’ve kind of touched upon it throughout our – our conversation so far, but I’d love to hear a little bit more.

VENCHITO TAMPON

Yeah, can I go first?

JORDAN CHOO

Yeah, by all means.

VENCHITO TAMPON

Yeah, I think I’m going with the prospecting side and if you’re doing broken link building, resource page building you’ve got to – if you’re doing it on a scale and – so you have to use Citation Labs link prospecting to even though – yes – if you’re trying to collect a lot of link prospects for a specific industry and very specific or phrase for – for a very specific  audience going – really prospecting in terms of outreach we use variety of e-mail verification tools though we try to into a manual route to really hire some virtual – some virtual assistant you get contacts.

We – we don’t want to automate a hunted finding. We want to make sure that those e-mails are – I mean there’s – there’s someone who can really identify if this e-mail address is worth pitching to. So, I think – there’s link press. I would go with successful automation I would go with the link prospecting inside.

JORDAN CHOO

Interesting. So, quick question. As a follow up to e-mail verification, are you running a domain through something like hundred – and then bulk exporting the e-mails and then checking each one individually for each and every single domain? Or is it literally here’s a domain to someone go and find the most appropriate person?

VENCHITO TAMPON

I think there are two things. Number one, we just make it – we just want to make sure that these e-mail addresses are valid, meaning they’re still functioning. I mean if you will send an e-mail to this specific e-mail address we can get or we could probably get a response, not a fail message, not a bounce back.

I mean – and the second thing is we meet – we hire some virtual assistance because there are like e-mail addresses like info@domain.mail.com that will just be sprouted if you are tying to automate contact finding. And we need someone who can identify it’s not info@domain.com that we should be pitching but rather name@domain.com that’s already posted in the resource page.

So, those kinds of things will require some – some human touch.

JORDAN CHOO

Very cool.

NOAH LEARNER

Though when you’re using a tool like BrightVerify and you can quickly filter through a whole contact list and it’ll say like do you want to get rid of all these –

VENCHITO TAMPON

Yeah, yeah –

NOAH LEARNER

What’s your take on that? Do you just dump all the Gmail’s and Yahoo’s? Or how do you filter through?

VENCHITO TAMPON

I think –

NOAH LEARNER

Because I found it’s like 25% in my contacts. It seems like –

VENCHITO TAMPON

Yeah, I think there are – there’s already some – there – let’s say if you are trying to check the validity of let’s say a hundred (100) of your e-mail addresses, there’s already a percentage rate. Let’s see 5 or 10% are – are – are not valid and so from that 90% remaining you just need someone to look at from – from a human touch or human eyes.

NOAH LEARNER

So, valid to you is – is just dead versus what the tools perceive is like ghost domains or whatever?

VENCHITO TAMPON

Yeah, after the automation tool which is the e-mail verification – it should be – it should be leading to another manual filtering.

NOAH LEARNER

Got it. Okay.

JORDAN CHOO

Interesting. How about yourself, Garrett?

GARRETT FRENCH

Well, I’m trying to you know be as like related to automation as possible, but I think one – you know if we talk about what processes do we kind of do automatically, they’re not automated in the true sense, but follow-ups are huge you know follow up e-mails are very – we always do them and we have a you know set cadence for those I’m – I’m not – I don’t know exactly what is this probably like it varies and – and how many we do can vary from vertical to vertical or give and send to give and send, but definitely follow ups is one in a sequence of activities we do just – you can’t relay on a single e-mail to get someone to take action. It can sometimes take two to three maybe more.

So, that – that I would say is – is in that what you’re talking – it’s audit – we do it automatically, but it’s not – it’s not automated, but and then I mean I think a little bit on the – I guess it’s not again it’s not really automated, but link checking because with – with links and resource and – and blog placements and really any of the methods of link building.

It’s hard to – it can be hard to find the links you’ve earned sometimes and so we’ve got a lot of processes around that – that we do you know every month and are kind of automatic I guess to an extent so we’re looking large bodies of large groups of pages that – that could potentially be a link that we’ve earned and then we check and see if  there’s actually a link on there and then we – then of course I have to verify against where we’ve sent e-mails to make sure that this  was really ours and so maybe a little bit on the link checking side, but you know I think my takeaway from this is that there’s still a lot of opportunity for tools for link building agencies. There’s a lot of – you know I think some potential for automation and some of these – some of these key areas that you know if you make tools you should – you should be definitely paying attention to this, but anyhow that I saw – so follow up and then kind of link checking as a – as a job that we do.

I would say is – is definitely you know we’re its automatic and that we have to do it every week and then we have some key super repeatable kinds of things we do or check-in HREFs and I don’t think we have the – any like – that we’re actually pulling the API at all, that’d be a really good idea for – for link reports and everything, but I’ll – I’ll check in with the team on that one. But – but yeah, I think there’s definitely some automation opportunities there in the link checking side and the also again in the follow up side, just remembering to follow up and having that kind of sequence all mapped out already.

JORDAN CHOO

Cool. And have any of you failed miserably at automating something?

VENCHITO TAMPON

Sure. There’s a lot of things in –

JORDAN CHOO

Please by all means share.

VENCHITO TAMPON

Yeah. Which we tried automating initial pitches to – to link prospects so instead of no – no there though we really understand that there are that we need to actually send templated. There are kind of like – there are variables in – that we need to actually personalize depending on the niche, depending on the client that you’re working with, but we have tried to you know automate sending initial pitches to a hundred or even a thousand e-mail addresses and it fails. It failed given the response rate and the conversion rate is very low so I think that was just a – an experiment that is bound to fail in the first place so -

JORDAN CHOO

Interesting. Why – why do you think it failed?

VENCHITO TAMPON

I think – I think that the idea of there’s no sense of personal touch – I mean personalization is still – still key, though you can create templates – e-mail templates for specific list of link prospects, you still have to get some variables just to insert relevance from a receiver  - from a sender to receiver point of  view. So, I think the personal – personalization still matters especially local and which the niche initiative needs game play.

JORDAN CHOO

Garrett, I see you’re nodding your head.

GARRETT FRENCH

Oh yeah. Just the smaller the pool of opportunities the more personalized you need to be. I just told a B2B (Business to Business) Company today we wouldn’t be a strong fit and they need to look for a PR (Public Relations) Agency ‘cause they’re in a space that you know, only they’ve heard about – you know not really there – it’s a – it’s a – it’s a – it’s a – but they only have one main competitor and so it’s – it is a small niche and you know I can run, I can tell you who the – who links to the competitor, but so can they.

You just go to you know any tool and the real – at that – at that level it should be more of a kind of a PR play and it’s a pure relationship play and every e-mail has to really provide and – and have a very clear vision of value to the recipient and in order to do that effectively, you really need to understand that specific space and that specific vertical.

So – so yeah, I think the smaller that – that – that – what Venchito was saying really resonate with me because the smaller the niche the more care that really has to be taken with you know – local is a perfect example. I mean how many local blogs do you have; you know? There’s – there’s – there usually I call you know I say it’s an inch deep in a mile wide, but there’s not a ton of blog opportunity in any given city so you can burn through it real fast and you – you – you know conversion rate is key there so – so yeah I definitely agree that kind of templated pitches especially in small – small verticals is a – is a recipe for disaster.

But as far as failing – failures on – on – on – on our part for automation, one – this was a failure, a mismatch between tactic and I guess I don’t know we used a branded e-mail address – we used a client e-mail address for link requesting and for the first and last time you know it was what I would call – links and resource page. Link requesting was in the – it was in the – the tech space which is in – in hindsight, you know this was many years ago, but in hindsight it was very foolish choice but just because  the – the there aren’t that many links and resource pages that are pure tech and then there – there’s a you know you go in the computer side but I mean the – the computer Science side like edu (.edu), but it was – it wasn’t quite a fit there and so, we – we e-mail people with their permission from their e-mail address until their lawyer called us and said you are ceased and desist right now and we sure did.

But it was – it was definitely scary and definitely an important lesson where I would say, but the mismatch was we were doing link requests with a – with the corporate e-mail and we weren’t doing them super personalized either you know – it was – we were – we were young. I say we but it was me, he wasn’t we. I know this was all on me but, but anyways that was a – that was definitely a miserable failure and – and it was a very anxiety inducing failure as well to you know have to be having several calls with – with – with the in-house counsel was – was definitely not you know it was hard, it was tough time and so, that’s – that’s where like if you’re doing branded stuff, be super careful and be super even more careful than you normally are in terms of prospecting and qualifying and all that sort of thing.

I – this is another one. This kind of another mismatch and you kind of learn this along the way. This isn’t necessarily automation, but we – I’ve done a lot of prospecting of links and resource pages that were maintained by realtors? Or I assume for maintained? We had like 20,000 we want to send e-mails to. We ended up getting, I think three or four links out of the whole mess of it. After sending 20,000 e-mails.

JORDAN CHOO

Wow.

GARRETT FRENCH

And right, and – and the problem is that they don’t care about their links and resource pages nor do they care about adding our resources to them. So, it was a – the lesson was the – the publisher type is – doesn’t care about updating their like – if the link is broken that might have been a play, but we didn’t even try that.

So, it was just a – a really – it was an enormous resource waste as what it was and – but I would – that’s one of my other kind of memorable failures where I just you know kind of reminding myself like I just don’t like realtors. I’m just kidding.  I’m just like I – I just like can’t expect just because somebody’s got a link and resource page that they actually care about it. That they actually maintain it or – or update it and so that’s another kind of assumption that you learn along the way is not everybody with a links and resource page is actually a prospect at al.

So, we actually – how we solved this a little bit is – is we just search for links and resource pages. We set in – you do this in link prospector. You can do it directly in Google, but you can set to look for just pages from the past year. And what it’ll show you is pages that have been updated in the last year as well.

Now, it could have been a template update, it could have been having nothing to do with the links on the page, but you’re more likely to get a actively curated links and resource page that way it’s just by looking for pages that have been – they’ll just set the times – the timestamp in Google to past year.

JORDAN CHOO

Very cool –

GARRETT FRENCH

One little workaround for that but –

JORDAN CHOOS

And – and now that we’re coming to the top of the hour, last question here. What’s the future of link building? Both of you. The million dollar question.

VENCHITO TAMPON

Yeah.

GARRETT FRENCH

Go ahead, Venchito. 

VENCHITO TAMPON

Yeah, I think I can –

GARRETT FRENCH

I don’t know what to say. I got a lot – I’m gonna have to hear you say it first.

VENCHITO TAMPON

I think there are already a lot of round up boost about that. There’s a lot of SEO polls the future of link building. I think links are still valuable and the reason behind is that visitors visit pages through these links and they think that’s – that’s a very important point that links will never be less valuable in terms of not just ranking but all of the traffic, assisted conversions, all of these things.

But in terms of the – the way – the way agencies seek companies to execute link building, I think there will be – there is a need to specialize and not just choose a tactic from a list of strategies that had already been posted somewhere.

Agencies and I think companies need to learn on how to identify available link opportunities on their – in their specific industry. And not create, but try to understand why are these link linkers are linking the specific competitor or by a specific website by understanding the relationship between pages and pages.

I think there is an opportunity to – to discovering a specific tactic for that specific niche and not just strategy and tactics. I there are a lot of need for tools – Zip Sprout I mean I just recently tested the Zip Sprout sponsorship finder and we’re trying to add another service in our agency.

GARRETT FRENCH

Thank you, Venchito.

VENCHITO TAMPON

Yeah and I think that’s – that’s a very good tool in really automating that’s – the prospecting because we’ve done local sponsorship campaigns in the past and it’s not been working for us on a scale – on a scalable basis given we – there are a lot of time that we have to consume in prospecting. Just the idea that there a lot of problems, may not be problems, but I think there are a lot of need for some tools to be created in the future. But I think there’s a lot, I mean there are – there are outreach tools like BuzzStream are – are – are updating their features from time to time just to serve specific task or specific activity and making sure that there is a smooth process along the way.

So, I think there’s a lot of things in terms of strategy engines.

NOAH LEARNER

Can I summarize what I’ve heard?

VENCHITO TAMPON

Sure.

NOAH LEARNER

So, I’m hearing that automation like the way that I practice it where I’m pushing lots of data around between web hooks and using automation tool kits – it’s not really necessarily gonna happen anytime soon with great effect.

But what I’m hearing is that it’s really the – the processes. It’s about thinking, about how can I scale whatever I’m doing in a manageable efficient process that’s profitable so that as Garrett reminded me why he loves SEO – we can stack cash. It’s really in the process that’s efficient. What’s that?

GARRETT FRENCH

I didn’t know you’re gonna reveal my secret identity as Eugene Crab like – thanks. Thanks, man.

Yeah – yeah, but it is about making money for sure. But I think the – the you know if you’re trying to run a profitable agency, if you’re not focused on that, at least partly on that then you’re not gonna have a sustainable operation.

But – but yeah, I think from a future perspective what I’m always looking for is how – how important does the link remain for Google. And I – you know I rely on understanding that from my peers in the industry, just what are – what are folks saying, you know how impactful do links seem to remain.

And so from what I hear, links are going to likely remain a key element for ranking, decision-making for the algorithm, for the foreseeable future. And then you know, the other piece of that is – is really on a I guess a niche by niche basis as – as I think Venchito does in his – in his agency. Looking at how do we find sites that will send referral traffic – that are potential sort.

So, you’re really it is – it’s – it’s about looking, asking and thinking deeper than just the – the SERPs, but hey what’s really happening? What – what is this audience like? How can we connect with them in a meaningful way? And – and maybe get some customers or visits from – from – from those – from that visibility that we’re – we’ve worked so hatrd to earn, you know.

You’ve – it’s – it’s so – it’s so expensive all the time spent, you know, prospecting, qualifying, contact finding, template writing, template personalization, and it’s like well what else can we get if that link happens. How – how can we make that link as valuable as possible.

I think that is where some of the future could be as well, but I just made that up so it might not but, you know that’s that went from – from thinking about it from – from what I know of in Venchito does. I think there’s – there’s a lot more the remains in that particular space for – for growing the – the potential value of link building.

JORDAN CHOO

Very interesting, very interesting. So, with that all being said – Venchito, Garrett, thank you guys so much for hopping on the hangout. I know both know and I appreciate it. Same with everyone listening.

In terms of next steps, guys, we do have Chase Granberry coming on – on our next hangout which is Friday, May 31st from 02:00 PM to 03:00 PM MST. We’ll be talking about automating log file collection and analysis.

I’ve seen the product that’s he’s working on. It’s super cool. If you’re into analyzing log files or technical SEO, highly recommend you check it out.

And you know have – have a great weekend everyone. Take care.

GARRETT FRENCH

Thanks everybody.

NOAH LEARNER

Thanks. This was a real blast, Garrett and Venchito. I’m so glad we got to spend an hour together.

GARRETT FRENCH

Thank you, guys.

VENCHITO TAMPON

Thank you very much.

NOAH LEARNER

Have a fantastic weekend.

GARRETT FRENCH

You too.

NOAH LEARNER

Ciao! (Bye!)

GARRETT FRENCH

Bye, guys.

JORDAN CHOO

Take care.

VENCHITO TAMPON

Alright.


new audiences for links

Finding and Leveraging New Audiences for Links

Leveraging new audiences is incredibly helpful in growing your brand's online community.

It's a great way to drive more traffic to your site given that you will be able to absorb other sites' existing followers through links being placed on their pages.

Growth in terms of links and traffic is one of topmost priorities for seeking new audiences for your website.

new audiences for links

In this post, I won't go deeper into conventional methods of finding and maximizing audiences of other publishers such as creating text-based content pieces (guest posts).

I'll be sharing a few insights to leverage your own existing content assets' reach and discovering other on-the-brand linkable audiences.

Let's get right to it.

BUILD SUBSEQUENT CONTENT ASSETS FOR KEYWORDS ALREADY RANKING

It's easy to dive into creating content assets for other publishers. As relevant as they are, it's always a practical way of increasing your brand exposure for people who might find your content useful — and eventually capturing your content because of the value your content has been able to provide.

However, there's a probability of missing out opportunities your content assets have gotten success with already.

You can start by looking at your site's top ranking pages — pages that have ranked well not only for their target keywords but also for other multiple keywords within a singular topic.

SEMRush is a great tool in discovering these top pages through Organic Research.

semrush organic research

Go dig deeper to find what keyphrases those pages are ranking for. The Top Organic Keywords report shows you the entire list of keyphrases.

Filter the results of keywords by positions 21-50, which means you only want to see terms the page is ranking for on 21 to 50-ish range of search results.

You will only see now keyphrases where your specific page is ranking from positions third page of results, and further.

For example, this page, "Cyber Safety Guide" ranks for the keyphrase, "internet safety" while dominating for other 600+ relevant keywords. By checking, you'll see that there are keywords where makes sense to create subsequent articles just for them. Examples are cyberbullying picturesmalicious parents guide, and safety message ideas

Your existing content asset may be ranking well for those keywords (as it is perceived as being relevant to those queries), yet new pages can serve well for intents for each individual keywords. This leads to more ranking opportunities and more visibilities for your site.

ON-THE-BRAND LINKABLE AUDIENCES

In the hopes of building resource links, a lot of content publishers have started creating a series of content assets for different linkable audiences.

Given that these audiences are likely to link to your resource, as long as they fit the topic (e.g. ), it would be easy to create content, get links and grow your link profile.

For example, Affordable Colleges and DrugRehab have produced comprehensive guides for similar audiences (parents, teens, kids, teaching, PSTD, disabilities, etc..). 

While this is a good link building strategy of publishing different guides for different linkable audiences, there will be some disconnect brand-wise between linkable audiences and your customer profiles, if not planned carefully.

Every content publisher has to understand deeply their customer profiles (from top-view down to their execution of content creation).

This is important in order not to go too far away from their main blog's target audience. It's easy to create content for cancer patients, but when your customer profile does not include that, it would just be an additional piece to your blog that disconnects people from visitors to customers and are less likely to bring people from point A to point B of the customer journey.

I've been doing consulting with SEO agencies and brands lately, and I constantly tell people not to stretch their brand too much for the sake of creating content pieces for contextual links.

Getting links from off-the-brand links pages can help drive referral visitors but may not actually convert into customers, as the main offerings of the site do not fit to their specific profiles. Brands may get a lot of links from different guides for linkable audiences, but may not help in lead generation or conversion-wise.

This is why SEOs and content marketing agencies find it difficult to get buy-ins from marketing teams, execs, and content teams of their clients. Clients want to target direct consumers, but SEOs and link builders want to produce assets for other audiences. 

The key here is to exhaust all possible means of identifying the most relevant linkable audiences in your customer profiles (or if your direct customers are also one of linkable audiences - that would be a big advantage on your part).

Then, go look for other linkable audiences that are still relevant to areas within your customer avatars. Reaching far from your main customer audience (five levels sidewide relevance-wise) isn't practical when investing resources for content creation.

You can check out these comprehensive guides on link building and a cheat sheet of search engine queries

LEVERAGE NON-COMPETING BRANDS

Another way of increasing your reach through finding new audiences is to find any non-competing brands in your industry.

If you offer very specific products or service  (definitely targeted to niche customers), there are three ways you can approach this:

  • Find similar brands but are serving other local cities.
  • Find brands with the same target audience but provide different offerings.
  • Find brands of different types (affiliates, eCommerce blogs, etc..).

For example, if you own an affiliate blog for dog owners, you can leverage eCommerce stores that directly sell dog food, supplies, or equipment.

If you offer personal injury legal services in Texas, find medical institutions with the same target audience in your target local city.

LEVERAGE NEW AUDIENCES

By looking at the locality, website type, and expanding your industry horizon of topics, you can discover content opportunities you can take advantage of. Invest in building content assets on your blog first, then produce relevant pieces for other relevant sites as well.

By leveraging new audiences, you don't lock your brand into the limited efforts and resources you can reach by your own. You tap into other brands or online communities with existing reach to targeted visitors.


link building travel booking companies

Link Building For Travel Booking Companies

In a study conducted by Booking, a travel fare aggregator website, they found out that 80% of their customers prefer to self-serve in order to get the information they need.

This gives rise to the continuous establishment of tour, vacation management, and travel booking companies.

link building travel booking companies

Aligned with this reality, there are a lot of marketing agencies that cater solely to brands in the travel and accommodation industry.

More often than not, they have core strategies for initiating research specific to the market, investing in technologies and platforms to adapt to travel trends, and executing both content and technical initiatives for more travel customer engagement.

However, there is still room for conversation when it comes to doing proper search engine optimization especially in doing link building for travel booking companies.

Let's discuss some of the best link building practices for this industry.

LINKABLE CONTENT STRATEGY

You can't create any content in the travel industry. There has to be a demand in the link market for the topic you'll be discussing about. It also requires local relevance to gain more value in terms of link juice and its authority for rankings.

To give you an example, there are a lot of historical attractions in your location that may need some content if you haven't discovered lately.

Here's an example of a simple content about "Statue of Liberty Facts & History".

historical local content

If you're not familiar with what places in your city you can be proud of, you can search for "attraction" "YOUR CITY" on Google. A quick search like that would give you attraction topic ideas that you might consider to create as content pieces.

While creating your local attraction-like content asset, you may prospect for resource pages who might be interested to link to your page — primarily, these are webpages that lists down references and resources on history (see elementary pages below as an example), library pages from edu sites (that can get you edu backlinks) and local webpages on travel.

elementary school links page

There are hundreds of this type of pages and may require some due diligence in prospecting to find a majority of them.

You may check out these guides on using link prospector to find thousands of backlink opportunities in minutes and this cheat sheet on search engine queries.

SEASONAL LINK BUILDING CAMPAIGNS

We've covered seasonal link building campaigns before. In a variety of ways, these initiatives get more often than not links if executed properly.

The hype of traffic and links to seasonal content assets must be properly taken care of to sustain performance, and not just conduct it as a one-off campaign.

For tour companies, one way to maximize link performance is to start ranking for seasonal events in a city.

By developing content pieces in advance (through proper planning) any brand in the travel space can integrate seasonal events to the theme of the blog. plan your visit nyc content

For holidays like Mother's Day, Easter, and Valentine's Day, bloggers on average plan ahead their editorial schedule — as early as 38 days in advance.

Timing is critical here if you're producing content, and it's quite challenging to land placement from those blog publishers.

For seasonal campaign just like this, it takes planning to put everything into account. Improving relationships, pitching emails, and getting a sense of the average days/weeks in advance of content creators publish are all critical to the success of a link-based seasonal content campaign.

"THINGS TO DO", TRAVEL GUIDES AND EVENT BLOGS

You don't have to reinvent the wheels in content creation. There are blog ideas that have been tested to provide value from time to time.

One example is "things to do" content — these are basically a simple travel guide for first time travelers and tourists in a specific location. You may also be seasonal in approach, if you add a monthly series for that (e.g. things to do in New York in November) - depends on how frequent changes in local activities.

In addition, there is still much demand in travel guides, whether it is for newbies, intermediate, or veteran travel enthusiasts. You can't go wrong with creating last minute travel guides.

To stand out among travel guides out there, you need to make sure you're putting more comprehensive information on the topic than what other guides can provide — e.g. give them a quick hint list on top.

For busy people, it's well worth of their time to read a very quick list on any travel information. You've got to understand how your target audience consumes content in your space. It's a good strategy to produce on-top list travel info at the top of your page (giving your visitors quick answers to their questions).

LAST-MINUTE TRAVEL GUIDE

last minute travel guide

VISITING PLACE CONTENT

visiting travel guide

LOCAL AND NICHE-SPECIFIC RESOURCE PAGE LINK BUILDING

Links pages are low-hanging fruits in every industry. Given that these resource pages have inherent intention of giving out links, it would be easy to pitch an offering that matches their actions (to link out).

new york links page

While that may be easy to say, it requires content assets that give value to their targeted audience to be able to deserve organic links from those pages.

Either you promote a travel resource you've just created or get straight to share what your brand does (for links pages that link out to money/commercial pages).useful links for international students

You can check out this guide on broken link building and finding more links pages to get an overview execution of the link acquisition process.

NON-COMPETING LINKS PAGES OUTREACH

Tour brands ignore their add-on offering as a way to increase contextual links for their site's backlink profile.

It would be an overlooked opportunity if that's the case, given that there are readily available link prospects that can point out to travel offering pages.

For example, if your tour company offers services like car rental service, you can search for links pages that list down brands that offer such service. There are lots of pages if you could diligently discover them.

car rental links page

LINKS THAT TRAVEL FROM PAGES THROUGH PAGES

There are a lot of link opportunities that are available out there in the travel space. You've just got to make sure you put efforts in finding ones that can drive referral traffic to your pages. Those acquired contextual links with traffic in mind drives more value than generic directory links. Find links that travel from pages through pages.