Resources Page Link-Building Outreach

Before you start

You need to be familiar with how to perform keyword research for your website. Ideally, you should already have a keyword strategy in store, so that you can apply it for your link-building campaign. You can read more about keyword research in SOP 011 (web version)

Key steps 40 steps

1. 1 Install the SimilarWeb Chrome extension
2. 2 Install the Mail Hunter Chrome extension and set up an account
3. 3 Create a Buzzstream account (or get access to it if your company already has one.) We recommend the Group plan since it allows you to send bulk email campaigns—you get access to a 14-day trial.
4. 4 Determine the topic / searcher intent that you want to build links around. Each of these link building campaigns will be limited to a single searcher intent. For example:
5. 5 Open the Template 010: Resources Page Link Building Campaign Control Sheet (web version).
6. 6 Go to “File → Make a copy” and make a copy of the spreadsheet.
7. 7 Update the name of the file by changing “[Searcher Intent]” with the searcher intent you selected for the campaign.
8. 8 In the “Keywords” worksheet, add the list of keywords associated with your campaign to column A.
9. 9 Verify that columns B, C, D, and E were automatically populated/updated (as shown above.)
10. 10 If you want to add more query columns, simply add a new column, copy one of the existing ones, and paste it into the new column. Be sure to edit the query formula as well! You can do this by clicking on any of your new column’s empty cells and editing the formula from the formula bar (just replace the green text with your own search query).
11. 11 Open Google
12. 12 For the first keyword, copy the cell under the “Query #1” column, and paste it in the Google search field.
13. 13 Visit the first 50 search results (pages 1 through 4 of Google’s search results) and use the following criteria to qualify an opportunity:
14. 14 If the page meets all of the criteria above, look for the email of the site owner or editor (DON’T look for the contact information of the author of the post, because they might be guest authors.) Here are the 3 things you can do to find this information:
15. 15 If a page meets the selection criteria (prospecting step #8) and you’re able to find contact information for the site (previous step), then record the data for the page in the “Prospecting / Outreach” worksheet. You will need to input the following information in that sheet:
16. 16 After you’re done with a query, move on to the next one on the same row. After you’re done with all the queries in a row, mark the keyword as used in column F, and move on to the next row.
17. 17 Open Buzzstream and create a new project
18. 18 Set up your project:
19. 19 Click on “Create Project”
20. 20 Go back to the campaign control sheet, navigate to the “Prospecting/Outreach” sheet, and click on “File → Download as → Comma-separated values (.csv, current sheet)” to download a .csv file.
21. 21 Go back to Buzzstream and click on “Add Websites.”
22. 22 Choose to upload a CSV and select the “Match My CSV” option.
23. 23 Once you have uploaded the .csv file, you will have to match your columns with the content in each of them. This allows BuzzStream to pick up the information and use it to customize your emails, according to your instructions (as you will later on see).
24. 24 When your data is imported, you can move on to creating a sequence of emails that will be sent according to the aforementioned data and your specific instructions.
25. 25 Name your sequence. Our suggestion is that you name it: “Resources Page Link-Building Outreach Campaign” + the search intent you want to work on (e.g., in our example, this became “Resources Page Link-Building Outreach Campaign - Who creates emojis”).
26. 26 On the right side of the screen, you will see the dynamic fields BuzzStream provides. You can use these fields in your email templates to automatically add data you imported with your .csv file (e.g. the names of the editors).
27. 27 Once done with the first email, you should add two follow-up emails as well. BuzzStream allows you to do this easily and even set up very precise parameters (e.g. sending the first follow-up email if the recipient doesn’t reply in 3 days).
28. 28 The process stays the same as with the first outreach email, but the text should change, so that it’s adapted to the situation. Following, you will see the texts we used for the first, respectively for the second follow-up. Again, same as with the original email, our suggestion is that you use texts created by yourself, as this will make the entire campaign more credible.
29. 29 Select the sites you want to outreach to.
30. 30 Click on Outreach -> Send Individually
31. 31 Click on Start Outreach.
32. 32 Check to see if all the details and the text are correct.
33. 33 Click on Start sequence now.
34. 34 Repeat the same process with all the websites on your list.
35. 35 Click on Outreach -> Bulk Send.
36. 36 Choose a sequence or template.
37. 37 Check to see if everything is correct.
38. 38 Click on Next: Review.
39. 39 Check again to see if everything is correct.
40. 40 Click on Next: Confirm.

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