In search engine optimisation (SEO) campaigns, outreach’s primary goal is to generate valuable backlinks from other online sources to the client’s website. Through these links, organic ranking improves, creating more exposure for a brand or company and allowing it to draw in qualified referrals and organic traffic.
Beyond visibility, the strategy can also strengthen credibility and extend brand awareness, which is why it’s increasingly becoming a common marketing tactic amongst many businesses across various industries.
- Backlinks are one of Google’s search algorithm’s most significant ranking factors. Therefore, lacking a robust backlink profile puts websites competing for the desired organic traffic in an unfavourable position, resulting in lost sales and leads.
- With the continuous improvement in the ability of Google’s algorithm to penalise, ignore, and detect questionable link-building practices, organisations need to earn links through the marketing and creation of quality content, necessitating sophisticated outreach processes and communication.
- Content supply exceeds demand as a growing number of SEO agencies continue to respond to Google’s algorithmic improvements. Specialists need to use their skills to identify and determine strategically valuable publishers to persuade or encourage them to promote and accept their content. Because of the level of expertise that this requires, it’s a good idea to hire an outreach agency like Ocere.
While the uninformed might narrowly think of the outreach process as the mere tactic of pitching material to relevant off-site publishers, this is an oversimplification, and there’s more to the strategy than that. It’s broad and touches on many areas of SEO, including but not necessarily limited to branding and marketing strategies and client sales.
As was previously mentioned, the objective of outreach within SEO is building links that will elevate a website’s organic visibility on search engines like Google. As its campaign progresses, the exposure it generates will attract qualified traffic, thus increasing revenue and lead production. It also drives traffic to the site from the hosted sources, creating more conversion opportunities. With that said, outreach specialists need to have the following bases covered:
- Best practices for link-building. Understand what the search engine considers a bad or good link.
- Target market. The intended audience that the organisation is looking to connect with and encourage to do some business.
- Publishers. Vetting and identifying authoritative and credible online sources relevant to the business’s niche.
- Content production. Determining the content that will best appeal to prospective publishers and ensuring that any material published online remains consistent with the branding and marketing messages of the company.
- Publisher communication. Convincing publishers to take on content and build a stronger relationship with them.
- Analysis and review. Evaluating the campaign’s performance, publishing sites, and lead and traffic generation.
The aspects of outreach listed above describe its process at a high level. Below you’ll find essential technical considerations in each area for the success of the campaign:
- Relevance. Publishers need to be relevant to the content, or it’ll fail to draw in an ideal audience.
- Value. Earning quality links requires content and value proposition appealing enough to elicit the interest of prospective, relevant publishers.
- Creativity. Content isn’t enough to achieve the desired results. A more imaginative and creative approach that attracts attention is necessary for the highly competitive area of link-building today.
The importance of backlinks as a ranking factor in the algorithm powering Google can’t be overstated. Creating excellent links can lead to a significant improvement in the organic visibility of a company. Conversely, poor links may worsen exposure. Therefore, understanding clearly what makes backlinks valuable is essential.
Some KPIs or metrics you need to include to review are relevance, trust, popularity, linking habits, citation and trust flow, domain and page authority, and website diversity, to name a few. Most SEO agencies use specific tools and analytics to measure or quantify these link-building criteria, so you don’t necessarily need to do it yourself, but it can help to know what they are.
SEO outreach is an invaluable part of any digital marketing campaign. Without it, a business will miss opportunities to generate exposure online and lose leads and traffic to competitors. So, if it’s still not a part of your campaign, make sure you implement the strategy with the assistance of a capable agency.