Link Building Debunked€¦ · · 2017-04-14Link Building Debunked Link Building Debunked Page 1 Contents Preface ..... 4 Introduction

Link Building Debunked


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Contents

Preface ............................................................................................................................................ 4

Introduction ..................................................................................................................................... 5

Chapter One - Getting Started with Effective Link Building .............................................................. 6

Why Most Link Building Campaigns Fail ........................................................................ 7

What Doesn't Work in SEO in 2017 ............................................................................... 7

What Link Building Success Looks Like in 2017 ............................................................ 9

Getting Your Website Content Ready for Big League Attention ................................... 10

John F. Kennedy's Silly Moon Dream .......................................................................... 13

Who Am I to Teach You About Link Building? ............................................................. 15

Bad Things Happen When You Build Black Hat Links ................................................. 16

Chapter Two - Declare Who Your Primary Link Prospect Is Going to Be ......................................... 19

Declaring Your First Major Link Prospect..................................................................... 19

Watch Me Work Alongside You to Earn a Link from the Biggest Name in the Link Building

Industry ....................................................................................................................... 23

Meet Master Link Builder, Eric Ward ........................................................................... 23

Finding a Few Other Excellent Link Prospects to Target ............................................. 27

Doing More Research on Your Golden Link Prospect ................................................. 28

Follow Your Link Prospects on Twitter ......................................................................... 28

Reading All the Golden Link Prospect’s Blog Content ................................................. 30

Reading the Posts Your Golden Link Prospect Links To.............................................. 31

Chapter Three - Conducting Deeper Research on Your Golden Link Prospect................................ 33

Digging Deeper into Your Golden Link Prospect’s Blog Content .................................. 33

Discovering the Content Format Your Golden Link Prospect ....................................... 34

Finding the Topics Your Golden Link Prospect Writes About the Most ........................ 35

Figuring Out Why Your Golden Link Prospect Links to the Sites They Do ................... 36

Searching for Additional Clues on Your Golden Link Prospect’s Content .................... 38



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Searching for Leverage Clues on Your Golden Link Prospect’s Paid Content ............. 40

Making Additional Soft Touches with Your Golden Link Prospect ................................ 41

Asking Your Golden Link Prospect for Permission to Link to Their Content ................. 43

Chapter Four - Becoming an Authority in Your Industry ................................................................ 45

How to Get Your Golden Link Prospect to Perceive You as an Authority ..................... 45

What You Can Learn from My Mistakes ...................................................................... 47

How to Get Past First Base with Influencers ................................................................ 48

How to Establish Yourself as an Authority ................................................................... 51

Stop Hiding Your Knowledge Behind Price Tags and Opt-In ................................... 51

Setting Yourself Up as a Teacher............................................................................ 53

Your Social Posts Need to Teach, Not Sell ............................................................. 53

Serving Instead of Seeking to Be Served ................................................................ 54

How I Shot Myself in The Foot ..................................................................................... 55

Seeking to Help Those Who Need That Help Rocks ................................................... 56

Your Link Outreach Attempts Must Not Undermine Your Authority .............................. 57

Waiting to Attempt Link Outreaches Until Your Website is Ready ............................... 60

Setting Your Website Up to Become a Virtual Classroom ............................................ 60

Write A Book ........................................................................................................... 60

Write a No Opt-in Required Tutorial ........................................................................ 61

All Your Website Content Must Teach, Not Sell ...................................................... 61

Quit Trying to Impress Your Visitors and Just Start Teaching Them Instead ............... 62

Chapter Five - Establishing Your Authority on Your Website.......................................................... 64

Removing the Stumbling Blocks to Successful Link Outreaches from Your Website ... 64

Superman Had Phone Booths; You Have Your Website ............................................. 67

Eight Quick Tweaks to Help You Get Your Website Ready for Link Outreaches ......... 70

Use NFL Team Color Combinations on Your ............................................................... 74



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Chapter Six - Figuring Out the Content You Need to Create to Earn a Link from Your Golden Link

Prospect ........................................................................................................................................ 76

To Become the Best in Your Industry, You First Must Learn from the Best ................. 76

What Content Format Should You Use? ...................................................................... 77

What Are the Main Topics Your Golden Link Prospect Covers in Their Blog Content .. 80

What Type of Content Does Your Golden Link Prospect Link to from Their Blog? ....... 81

What Core Values Does Your Golden Link Prospect Hold? ......................................... 83

Why Be the Expert When You Can Get More Results from Being the Curator? .......... 84

Why Pointing Your Blog Visitors to Your Golden Link Prospect Will Help Your Business

.................................................................................................................................... 86

All Great Content Starts with an Outline ...................................................................... 88

Steps you can take to get the extra content you're missing to be able to complete the

content. ....................................................................................................................... 93

Chapter Seven - It's Time to Create Your Content .......................................................................... 95

Finding Your Hook ....................................................................................................... 95

Creating Your Own Challenge Series ...................................................................... 96

Recording the Rough Draft .......................................................................................... 97

What You Want Your Visitor to Do After They Finish Your ...................................... 97

Introduce Your Golden Link Prospect ...................................................................... 99

Share Your Relevant Experience ............................................................................ 99

Mine the Nuggets, Cut the Junk ................................................................................ 101

Fleshing Out Your Rough Draft ................................................................................. 102

Making Your Content Better Than Your Competitors ................................................. 102

Record Another Audio While Talking Through Your Fleshed Out Outline .................. 103

Record the Final Audio Draft ..................................................................................... 104

Finalizing Your Content ............................................................................................. 104

Chapter Eight - Asking the Biggest Influencer in Your Industry to Link to Your Content ............... 106

Asking Your Golden Link Prospect to Link to You ...................................................... 106



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How I Reached Out to My Golden Link Prospect and Earned a Backlink .................. 107

Asking Your Golden Link Prospect to Link to Your Content ....................................... 116

What to Do If Your Golden Link Prospect Ignores Your Outreach Attempts .............. 116

How to Earn a Link from Your Golden Link Prospect Without Creating New Content 117

Conclusion - What to Do After You Earn Links from Your Golden Link Prospect .......................... 122

What to Do If You Fail to Earn a Link from Your Golden Link Prospect ..................... 123

In Conclusion ............................................................................................................. 124

For Further Study ...................................................................................................... 126

Preface Thank you for purchasing Link Building Debunked: Discover the

Secret to Earning Huge Backlinks Without Hiring an SEO Agency.

You’re about to discover step-by-step instructions on how to boost

the profit potential of your website.

You don’t need to be a rocket scientist to implement what you learn

in this book either.

You will not be learning about page rank, on page optimization,

keywords, do follow links, no follow links, the Google Disavow Tool,

or anything else like that.

Instead, you’re about to discover a proven, practical, innovative, and

easy as ABC to follow system that will help you generate more

revenue from your link building efforts.



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Forget everything you have ever learned about link building and SEO

for a moment and you stand a very good chance at benefiting from

what you learn in this book.

If you prefer to “earn as you learn”, there are homework assignments

located throughout at the end of most chapters. Completing these

assignments could end up being big for your business, maybe even

life changing.

While you’re at it sign up for Eric Ward’s link building newsletter,

“LinkMoses,” for $8 a month. If you’re looking for link building

opportunities for your website or business, subscribing to Eric’s

newsletter is a no-brainer. I won’t earn any type of commission

payment if you do sign up for it, so you can trust my

recommendation. I am only sharing it with you because I know it’s

power. It's up to you to act on it.

The sky is the limit when you shoot for the moon with your link

building and content creation efforts!

Introduction Building relationships and helping others. That's the secret to

winning at link building in 2017 and beyond.

If you're a blogger or business owner, a properly executed link

building campaign will drive readers and potential customers to your

website when they need the advice, product, or service that you

offer.

http://www.ericward.com/linkmosesprivate.html



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What's more, this new traffic hitting your site will generate extra

revenue for your business. Maybe even a lot of it.

What you learn in this book will teach you how to do that.

If you’re looking to increase the REVENUE your website produces for

your business by increasing the QUALITY and QUANTITY of the

traffic hitting your site, using only 100% white hat tactics, and you’re

not afraid of a little hard work…

YOU’RE GOING TO LOVE THIS BOOK!

Make sure to also check out the companion video series to this book

at http://yourseosquad.com/seo-tutorial-beginners/

Chapter One - Getting Started with Effective Link Building When Kennedy said, 'Let's go to the moon,' we didn't yet have a

vehicle that wouldn't kill you on launch. He said we'll land a man

on the moon in eight years and bring him back. That was an

audacious goal to put forth in front of the American people. ― Neil

deGrasse Tyson

I still say, 'Shoot for the moon; you might get there.' ― Buzz Aldrin

Shoot for the moon and if you miss, you will still be among the

stars. ― Les Brown

http://yourseosquad.com/seo-tutorial-beginners/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle



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Why Most Link Building Campaigns Fail If your website isn’t generating the income for your business that you

want, there are two likely reasons:

1. Your content is generic and benefits no one whatsoever.

2. Your link prospects are WEAK or nonexistent.

In this book, you're going to learn how to overcome both those major

hurdles regardless of your current skill level or budget. In fact, the

tactics I’ll teach you in this book require zero budget to implement.

But I’m getting way ahead of myself.

What Doesn't Work in SEO in 2017 Let's discuss the tactics that no longer work to generate organic

traffic from the search engines.



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Creating content that is just “good enough.” Competition on

the web is fiercer than ever these days. Your content needs to

WOW not only your buyer prospects but also your link prospects.

If it doesn’t, your SEO campaign will fail to boost the revenue

your website generates.

Posting your content on Facebook, Twitter, LinkedIn,

Google Plus, or any other social media site. You say you

read that posting your content on social media sites will lead to

your site earning backlinks from other webmasters? Yeah, I read

that too. I also spent tens of thousands of dollars implementing

that tactic for my clients. The problem with it is it doesn’t work.

Most people who share your content on social media sites never

read it, let alone link to it from their website.

Begging for links is bad news. No one will link to your site

unless they first have a reason to. That reason has to be

something that benefits them. If you fail to create this type of

content or in relaying what your link prospect will get from linking

to you, that’s begging.

Building meaningless backlinks. Most links you build yourself

are useless and will never help to increase the revenue your

website produces for your business. Building them might feel like

you’re accomplishing something, but, instead, you’re only

wasting your time.

Now, let me explain what does work in link building in 2017.

https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles



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What Link Building Success Looks Like in 2017 To succeed in link building today, you need to create great content

and get magnificent at conducting link outreaches. There’s no

shortcut around that fact either. I wish there were, but there just isn’t.

If you’re going to reach out to webmasters and bloggers for links, it

might as well be to the top influencers in your industry.

To do that, though, you’re going to need first class tailored content.

That’s why I think you're going to love this book. It puts all that

together into a complete package for you to implement in your own

business.

Warning: Many link building experts caution against targeting your

best link prospects first. They will lead you to believe it is better to

get your “sea legs underneath you” before you start swinging for the

fences with your link building.

I call baloney.

To win big in link building, you need EXCELLENT CONTENT. You

also need larger than life plans on how to put that content to work for

you once you get that content created.

Why waste time on anything else?



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Setting your sites on the biggest link targets in your industry will pay

huge dividends for you because it will force you to create better

content.

Target anything less; you can count on the fact you won’t put your

ALL into the content you create to meet those objectives.

Trust me on this. I have failed at more SEO campaigns than I care

to admit to because it was easier to build mediocre content than it

was excellent content. Thus, I had to work much harder to get links

placed.

That may be the boat you find yourself in right now. If you read this

book from cover to cover and work the homework assignments I give

you, that will all change for the better.

You’ll not only learn who your best link prospects are and the

type of content they link to, but also how to create better

versions of that content. Then you'll master how to reach out

and ask those link prospects to link to that content.

Getting Your Website Content Ready for Big League Attention Your site might have content on it. It might even read well, and be

well optimized for the search engines. But that doesn’t mean anyone

of importance is ever going to link to it.

That’s what makes the system you're about to learn so compelling.



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It’s going to force you to get your “stuff” together right out of the gate.

By aiming big, you’re going to win big.

How?

You’re going to reach out to the LARGEST AUTHORITIES in

your niche and ask them to link to your content. That’s big! That

means before that; you’re going to need to CREATE KICK BUTT

CONTENT. Otherwise, you’re going to end up embarrassing

yourself, and that would be bad.

Maybe really bad. You might even risk tarnishing your name with the

big wigs in your industry for a long time. If not forever.

Reaching out to ask someone for a backlink when your content and

site isn’t ready for that is bad business.

So, before that, you need to create GREAT content.

That’s where research comes in, and a bit later in the book, you'll

learn the most efficient way to pull it off.

You have two choices if you discover your content IS NOT

currently kicking butt and collecting links:

1. Continue studying what great content is, then start

tweaking your own until it does start earning backlinks.

(The more profitable choice by far).



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2. Give up on creating exceptional content and link

outreaches, and start building and buying meaningless

bull manure links instead. (The death knell of any SEO

campaign).

If you ever hit that fork in the road and took the easier, smellier, less

productive path, I know how you feel. I’ve done it thousands of times

over the years. But it’s a mistake I don’t make anymore.

Why?

I found a better way to build backlinks.

If your content is not worthy of receiving links from the biggest names

in your niche, your campaign is already floundering. Mediocre links

only lead to average search engine rankings and revenue

production.

By preparing your content to be linked to by authorities, you’re

setting the bar very high for your campaign. That’s how you win at

SEO. That much I do know. Aim big, win big.

You are about to learn the steps to reaching out to the greatest

influencer your industry has to offer and earn a backlink from him or

her.

It’s going to require a lot of extra effort on your part. There are no

push-button strategies to building yourself up as an authority in your

niche either.



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You know who else wasn’t afraid to shoot for the moon with his goals,

though?

Let me tell you about him.

John F. Kennedy's Silly Moon Dream John F. Kennedy was the 35th President of the United States. He

was no shirker or a dreamer of small dreams, nor did he set small

goals for himself or the country.

Early in his administration, he got his mind centered on the most

audacious goal ever attempted by humankind. He didn’t sugarcoat

the work that would be involved in completing that goal either.

What was that goal?

Of course, it was to land a man on the moon and bring that man back

to Earth again. As far as goals go that one was a WHOPPER!

Read this short excerpt from a speech he had made six years before

Neil Armstrong took his critical one small step for man and one giant

leap for mankind. Ask yourself if JFK sounds like a man determined

to achieve mediocrity or something much more than that.

Judge for yourself.



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"We choose to go to the moon. We choose to go to the moon in this

decade and do the other things, not because they are easy, but

because they are hard, because that goal will serve to organize and

measure the best of our energies and skills, because that challenge is

one that we are willing to accept, one we are unwilling to postpone,

and one which we intend to win, and the others, too.

It is for these reasons that I regard the decision last year to shift our

efforts in space from low to high gear as among the most important

decisions that will be made during my incumbency in the office of the

Presidency."

— John F. Kennedy

Talk about a stirring speech. It served to galvanize the nation to

come together to get to the moon, and got to the moon they did.

Will adopting that same mindset into your link building efforts have a

positive or a negative impact on your business? I’m betting it would

have an ENORMOUS impact.

Man didn’t walk on the moon by accident. It took a huge dream and

a lot of effort to get us there and back. The same will be true of your

pursuit of the best link opportunities your industry has to offer.

There were naysayers in JFK's time who thought for sure it would be

impossible to get to the moon and back. But he ignored those people

and plowed ahead with his plan.

https://er.jsc.nasa.gov/seh/ricetalk.htm



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That’s what you should do with any negative (and WRONG!)

thoughts you might have about NOT being able to accomplish what

I just asked you to perform. Shut it out and aim for the moon baby!

Who Am I to Teach You About Link Building? Alright, you might be thinking, Matt, all that makes sense.

If I shoot for the moon with my backlinks, create great content, be

persistent in my link outreach efforts, things are going to be great.

But, why are you the one to teach me all this?

Okay, I get that question.

The answer? I might not be.

Let me explain.

At one time, I was responsible for ranking over 5,000 of our clients’

sites onto page one of Google for their chosen keywords. My clients

have generated millions of dollars in revenue from those rankings.

I have been to the moon and back as far as SEO goes, and I have

the battle scars to prove it too.

But…

https://www.youtube.com/watch?v=UOo2ssr7hhI



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A lot of those rankings came before 2012. I grabbed them by fooling

Google into believing my client’s websites had better content and

more fans than they did.

I used those tactics because they worked. It was black hat, and I

didn’t care either. In fact, I was proud of it. The fact it generated

revenue for my clients is ALL that concerned me.

In 2012, I changed my mind forever about black hat tactics, though.

It was a tough transition to make moving from black hat to white hat

tactics, but it was so worth it.

What happened to change my way of thinking?

Google came out with their Penguin algorithm that started penalizing

the exact tactics I was using.

Bad Things Happen When You Build Black Hat Links Our customers lost their rankings, and I dropped my membership at

the Country Club.

Both hurt me tremendously.

It had always been a dream of mine to become a member of the ritzy

club I caddied at when I was twelve years old. My dad thought it

would be a valuable experience for me. It was too.



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Caddying that summer taught me to want more out of my life. It was

hot sweaty labor that paid what seemed like pennies.

I made up my mind to one day become a member there. Fast forward

30 years and that goal became a reality. Not only that, but I was also

able to pay for my dad to become a member there too.

Talk about a dream come true. It was unbelievable! The service was

exemplary, and it was “Mr. LaClear this, Mr. LaClear that”,

everywhere we turned.

I remember one time I was teeing off on the 18th hole and I over

swung and sliced my ball sharply to the right which was where the

driveway to the club was. To my horror, it hit a car that was leaving

the club.

Talk about embarrassing!



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Here is the vanity plate I used to have on my red Mustang convertible. Now I keep it in my

desk drawer to remind me that pride ALWAYS comes before a fall. The climb back up is

where muscles and systems are born, though.

After driving my cart over to apologize, a man jumped out of the car

and beat me to the punch and started to apologize profusely for

“hitting my ball with his car”!

Talk about a shocker. It turned out the kind man was the head chef

at the club, and he bent over backward to help me find my ball.

As much as I missed the first-class treatment I received there, IT WAS

ONE HUNDRED TIMES WORSE SEEING MY CLIENTS SUFFER

BECAUSE OF THEIR LOST RANKINGS.



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Yeah, our business suffered rank losses, and we lost 90% of our

income almost overnight. But a lot of our clients had hope for the first

time in their business because we were able to get them page one

rankings on Google. Thus, they started earning the type of money

they always wanted to make from their business.

That was all erased by the algorithm change.

That is a period I will NEVER forget, and it changed me. Which is why

I wrote this book for you, I want to help you become more successful

in your link earning efforts.

Chapter Two - Declare Who Your Primary Link Prospect Is Going to Be It always seems impossible until it's done. ― Nelson Mandela

The secret of getting ahead is getting started. ― Mark Twain

Always do your best. What you plant now, you will harvest later. ―

Og Mandino

Declaring Your First Major Link Prospect Grab a legal pad, and then write down the name of the biggest

person in your industry. That’s the person you’re going to work super

hard to get to link to your site.

Let’s call him or her your Golden Link Prospect.



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Golden Link Prospects will cause you to do BACKFLIPS when they

link to your site. If you’re in the personal development niche, it will be

people like Tony Robbins and Tim Ferriss. In SEO, it will be Garrett

French, Rand Fishkin, and Eric Ward. In health, it would be Dr.

Mercola, maybe even Dr. Oz.

A Golden Link Prospect’s link to your site will help your

business in three ways:



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1. You’ll receive referral traffic from their website. You’re

going to get visitors from their link when his or her readers click

it. Maybe even a lot of them.

2. Your search engine rankings will improve. Which will result

in even more prospects hitting your website and buying your

product or service.

3. The largest authority in your niche will get to know who

you are. That’s going to give you the ability to network with this

authority.

Effective networking is a big part of the system you're going to learn

in this book. It’s not just going to help you get awesome links from

influential people in your industry; it’s also about building a long-

term relationship with them at the same time. Those long-term

relationships may very well end up generating a lot of revenue for

your business.

That one backlink could be the gift that keeps on giving, giving, and

GIVING to your business.

Will Scoring a Backlink from Your Golden Link Prospect Be

Worth the Effort You Spend?

Imagine two vendors with identical products, pricing, and web

designs. The only difference between them being one of their sites

has a link from a Golden Link Prospect, and the other doesn’t.



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Who wins that revenue fight?

If I were a betting man, I would say it would be the vendor with the

great link.

Not only will he receive more web traffic than the other supplier, but

his conversions will also be higher because he took the time to rock

out his site content to earn that backlink.

So, he will get more traffic, he’ll get more conversions, that’s why I

think he would win that fight.

That’s why it’s important for you to earn links from the main

authorities in your industry too.

Now go ahead and grab that legal pad and jot down the Numero Uno

person rocking your industry right now.

This challenge is about starting your link campaign BIG!

So, SWING HARD for the fences.

You want maximum results from the maximum effort you’re about to

spend. That will only come from targeting the biggest name in your

industry as your first link prospect.



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Watch Me Work Alongside You to Earn a Link from the Biggest Name in the Link Building Industry Given the fact that I’m not anxious to alert my client’s competitors of

the tactics we’re using against them, I will walk you through scoring

a major link to my own site.

It’s brand new, so there’s work to be done on it. It’s work I’ll document

throughout this book to give you an opportunity to copy my efforts.

Meet Master Link Builder, Eric Ward If you're unfamiliar with Eric Ward, he is a master link builder who

was been building links since before Google even came into

existence. He's the guy Jeff Bezos hired to build links for Amazon at

their launch. When it comes to link building there is no one stronger

at his craft than Eric Ward.

Since my blog is a new one, getting a backlink from Eric Ward will

be an ENORMOUS benefit to it.

As I walk you through my system, I will work alongside you on the

same tasks, and see what I can do about landing a link from Eric

Ward.

Whom I never met.

Since my agency is small, there’s no way he has ever heard of me.

http://www.ericward.com/



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The only thing I know about him now is that he coauthored the link

building book (along with Garrett French), that I have been using as

a reference guide for the last three years.

While I have respect for Eric, my reaching out to him will be cold.

Well, my first contact with him will be cold. By the time I ask him for

a link, he will be much more familiar with who I am.

Your Golden Link Prospect for This Challenge Must Meet These

Three Criteria

They must:

1. Be an active authority in your niche.

2. Run a current blog with good site metrics.

3. Target the same buyer audience that you do.

If the person you’re thinking of doesn’t fit those three criteria choose

someone else who does meet them. Otherwise, the system I teach

in this book won’t work for you.

In the case of my Golden Link Prospect, Eric Ward, he is still an

active authority in link building. He also has a blog he keeps semi-

updated at http://www.ericward.com/, and his site has high authority.

Given the fact that his readers are link builders it also fits the third

criteria I listed above.

https://www.amazon.com/Ultimate-Guide-Link-Building-Credibility/dp/1599184427

https://www.amazon.com/Ultimate-Guide-Link-Building-Credibility/dp/1599184427

https://ahrefs.com/blog/seo-metrics/

http://www.ericward.com/



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So, I’m ready to go with Eric as my Golden Link Prospect, and I wrote

his name down on my legal pad.

At this point, you should have a legal pad in front of you with the

name of your first monster link prospect.

Easy stuff so far.

FIND YOUR GOLDEN LINK PROSPECT’S KEYWORDS

Go ahead and first write down your Golden Link Prospect’s website

address under their name on your legal pad. After that, visit their

website on your computer, and then pull up the source code.

The keywords they optimized their home page meta title, and

description will often be their top keywords. You’ll use those

keywords to get a few more keywords ideas and to find other link

prospects to target a bit later in this challenge.

In the code look for the meta title and meta description

towards the top of the page. Once you find them locate the

keywords mentioned in them. I found “link development

strategy” and “sustainable linking strategies” in Eric’s code.



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Now take the keywords you wrote down and Google them to

find other related keywords. Scroll down to the bottom of the

search results page to find others keywords Google suggests

for that term. Write all the pertinent keywords down on your

legal pad next to the other keywords you have listed.



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Finding Your Silver Link Prospects Google the keywords you found and find the top sites ranking for

each of them.

In my case, I found another six authority sites.

The number you end up with will vary depending on how many

similar keywords you found on Google.

Write the site names you find on the upper part of your legal pad.

So, by now you will have something on your legal pad that

looks like this:



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Doing More Research on Your Golden Link Prospect In this step, you’ll play more the part of a private investigator than a

link builder. The info you need is accessible; you should have no

trouble finding what you need.

Write down the following on a new sheet in your legal pad:

1. Their Facebook Page URLs.

2. Their LinkedIn and Twitter Profile URLs.

3. The last 12 websites they linked to from their blog.

Once you have all this information collected, move on and do the

same for their competitors.

Put the info you collect on their competitors on separate pages on

your legal pad. Otherwise, it will get messy fast.

By now, you are starting to fill up a legal pad with notes for your

awesome, AWESOME, link building campaign you’re starting to

launch as you work through this challenge.

Follow Your Link Prospects on Twitter Following your prospects on Twitter is easy and gives you the

chance to play the role of an online stalker. But in a nice, non-creepy



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sort of way. What you do is visit each of the authorities you listed on

your legal pad and then follow them on Twitter.

There are a couple of other things you need to do other than just

following them.



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1. Create a public list and add them to it. Don’t name it anything

obvious like “link prospecting targets.” Instead, name it

something that will acknowledge their authority in your industry.

Something like, “My Favorite Financial Bloggers” would work

great. This will double your initial exposure with the authority

doing this because they’ll get two notifications. The first will be

when you follow them, the second when you add them to your

public list. I call it a double tap exposure. There is nothing creepy

about it either. Just a second reinforcement exposure. Tap, tap.

That gets people’s attention.

2. Set up TweetDeck to display the tweets of the prospects

in your Twitter public list. Adding them to a list will make it

easier for you to keep track of all their Tweets using TweetDeck.

This will filter out the rest of Twitter while you get to know these

authorities. Your goal is to get a good feel for the types of sites

they link to on a regular basis. Every time they share a link to a

site that isn’t their own they are demonstrating what kind of

content they like. So, learn, mimic, and improve on that content.

Reading All the Golden Link Prospect’s Blog Content Do you wear reading glasses? If so, you’re going to need them.

Most SEO amateurs skip reading the blog posts of the bloggers they

want a link from because they feel it will take up too much of their

time. It’s a sentiment I held myself for years, and it was stupid, stupid,

https://support.twitter.com/articles/76460

https://tweetdeck.twitter.com/



Page 31

stupid. I didn’t want to read anyone else’s content, I just wanted to

create my own, and that was a BIG MISTAKE.

Now it’s one of my favorite ways of spending my free time. When you

read the posts of your link prospects, you pick up who they link to

and why.

If you want to be taken seriously by the people in your industry, you

need to become a reader if you aren’t already.

Warning: If you’re not willing to devote a couple of hours a

day to reading good blog posts and watching training videos

the system I detail throughout this book is not for you. To be

the best in your industry, you have to first learn from the best.

Make sense?

Good.

Spending time on Netflix isn’t going to help your business. Neither is

watching silly pet videos on YouTube. As cool as those things are

they are not going to cut the mustard as far as generating extra

revenue from your website goes.

Reading the Posts Your Golden Link Prospect Links To As smart as it is to read your link prospect’s blog posts, reading the

posts they link to is just as smart.



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The idea here is to learn what kind of content your prospect

links out to from their blog. Why? So, you can later create

better versions of that same type of content.

It’s a process that isn’t all that hard once you know how to do it.

That’s something I’ll share with you in a bit.

How Much Time Should You Spend on This Research Phase?

You should never stop reading the posts authorities in your niche link

to on their sites. Once you get caught up on all their posts, it will take

less time staying current with their new ones.

As far as this system goes, you should spend as much time as you

need to read through all the posts you need to read.

End of Chapter – Review

The steps I covered in this chapter of the challenge taught you the

importance of swinging for the fences with your link building and

content creation.

I also went over why reading your link prospects' blog posts should

be what you spend most of your time doing in the next couple of

weeks.

There’s no quick way to circumvent this stage either.

Homework



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1. Choose your Golden Link Prospect.

2. Find his or her website and blog.

3. Write down the main keywords he or she targets on their home

page.

4. Read all his or her blog posts.

5. Study all the content he or she links to on their blog.

6. Proceed to the next chapter.

Chapter Three - Conducting Deeper Research on Your Golden Link Prospect Advertising people who ignore research are as dangerous as

generals who ignore decades of enemy signals. ― David Ogilvy

As a research tool, the Internet is invaluable. ― Noam Chomsky

I love doing research. It's like cheating, but with permission. ―

Greg Rucka

Digging Deeper into Your Golden Link Prospect’s Blog Content To earn golden backlinks, you need to create GOLDEN content. But

even then, that golden content needs to be content that will BENEFIT



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YOUR GOLDEN LINK PROSPECT if they link to it. Otherwise, they'll

have zero desire to do so, and they won't.

That's why it's important you make sure the research you conduct on

your Golden Link Prospect is as thorough as you can make

Getting high-quality backlinks from authorities in your niche is a lot

easier said than done.

But it isn't impossible.

There are clues you MUST discover about your Golden Link Prospect if

you stand any chance of earning a backlink from him or her by

implementing what you learn in this book.

Let's spend a little time discussing what those clues are, and what

you should do with them once you find them.

Discovering the Content Format Your Golden Link Prospect Favors Your chances of earning a link from your Golden Link Prospect is

better when the content they post is long-form text blog posts.

It's not that you can't receive a link from their video descriptions, it's

just harder, there is significantly less room to place links there, the

same goes with podcasts and infographics.

If you can earn a mention on your Golden Link Prospect's video or

podcast that would be big for your business, maybe even gigantic. If



Page 35

you can make it happen, rock it out, it won't earn a backlink to your

website, though.

So, for the remainder of this book, I'll focus my efforts on helping you

earn a link from your Golden Link Prospect's long-form text blog

posts.

What if your Golden Link Prospect doesn't have any of these types

of posts?

Replace him or her with another major Influencer in your industry

that does have them.

Finding the Topics Your Golden Link Prospect Writes About the Most Now it's time to dig in and discover the subject matter your Golden

Link Prospect covers on their blog posts.

That means you will need to organize all their content into bite-sized

chunks that will make it easier for you understand, categorize, and

access the information contained in them later.

Here's what you do:

1. Create a spreadsheet with four different columns; Blog Post

Title, Blog Post URL, Summary, and Subject.

2. Write a three-sentence summary of every post your Golden Link

Prospect has on their blog.



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3. Record what the subject matter is for each piece of content.

4. Fill out the spreadsheet as you read through the posts.

When you complete this task, you will have a worksheet that looks

like what I created for my Golden Link Prospect's content.

Now that you have that taken care of, you're ready to dive even

deeper into researching the type of content your Golden Link

Prospect links out to from their blog.

Figuring Out Why Your Golden Link Prospect Links to the Sites They Do If you stand any chance at earning a link from the biggest authority

in your industry, you need to study the content they are already

linking to from their site.



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Otherwise, you're not going to have the slightest clue regarding what

type of content you need to create to earn a backlink from him or her.

Go through the spreadsheet you just created and add every

outbound link you can find on your Golden Link Prospect's blog

posts. Then write down why you believe your Golden Link Prospect

linked to each of them.

There will be a bit of guess work included in your efforts here, but it's

not rocket science figuring out why your Golden Link Prospect links

to the websites that they do.

For example, Eric Ward linked out to Best Practice Tips for Google’s

Link Disavow Tool from his blog post Backlink Immunity and

Disavowed Link Disasters. I wrote down the reason he linked to the

post was that it gave his readers additional information they would find

useful when learning how to disavow links.

On his post Why Subject Specific Reciprocal Links Will Always Be

Useful, he links to a site about bats at http://sbdn.org/. His reason for

doing so was to use it as an example to illustrate a point he was

making on the post.

The reasons your Golden Link Prospect links to the sites that they

do should be obvious once you reread their posts.

There is nothing difficult about this stage, just more reading and

filling out the new spreadsheet you just put together.

http://www.brickmarketing.com/blog/google-link-disavow.htm

http://www.brickmarketing.com/blog/google-link-disavow.htm

http://www.ericward.com/disavow.html




http://www.ericward.com/bestpractices/2009/08/linkmoses-resurrected-5-why-reciprocal.html

http://www.ericward.com/bestpractices/2009/08/linkmoses-resurrected-5-why-reciprocal.html

http://sbdn.org/



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What you're looking to create is a complete record showing every

site your Golden Link Prospect has linked out to, as well as your

guesses on why he or she placed each of the links.

This information will all come in handy later when it comes times to

decide on the topic of the content you need to create to earn his or

her backlink.

Searching for Additional Clues on Your Golden Link Prospect’s Content If you were a detective on a police force, the first thing you would do

when investigating a crime scene would be to look for clues. In this

part of the book, instead of looking for clues left by a criminal, you'll

be looking for clues on your Golden Link Prospect's blog.

What will you do with the clues you find?

You'll piece them together to put yourself in a better position to earn

his or her backlink.

In the case of my Golden Link Prospect, Eric Ward, I spent a couple

of days reading his blog posts and found that he favors 500 - 1000-

word blog posts with only a couple of outbound links on each. He

also posts a few of his past private webinars on his blog.

The posts took me an evening to read. The videos took me a couple

more days to watch.

http://www.ericward.com/articles

https://www.youtube.com/user/ericward1



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I learned all kinds cool things I didn't already know about link

building. So, I count that as a free education. Thank you very much

for that, Mr. Ward!

But I also picked up on some personal clues Eric Ward left in some

of those posts and videos.

Eric is a one-man team link building agency. What did I learn

from this bit of information? Eric and I are not competing against one

another for clients. Which if we were competitors, he might not be

willing to link to my site. So, I took this to be a real clue.

90% success ratio with link placements. Eric achieves this

phenomenal success ratio by being selective with the content he

pitches, and with the link prospects he targets. Which makes me

even happier that he is not a direct competitor of mine, I'd hate to

compete against those numbers.

Eric often telephones the link prospects he is targeting

because it differentiates him from other link prospectors.

Which is aggressive and I like it. It also gave me a content idea that

might work to earn a backlink from him. A tutorial sharing step by

step instructions on how to effectively phone link prospects might do

the trick. It's a topic I know a little about having owned a

telemarketing firm back in the 90's. Right now, I'm putting a pin in the

idea to consider later.

Now, what are the chances I'll be able to convert any of that info into

something that will help me earn a backlink from Eric?



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My guess, good, that was the hope at least.

Can you do the same with your Golden Link Prospect? You better

believe it. Finding the info you need is a piece of cake.

Searching for Leverage Clues on Your Golden Link Prospect’s Paid Content In doing research on your Golden Link Prospect's blog, you might

find they have paid content for sale. If it's within your budget, I

recommend you purchase and learn everything you can from them.

Purchasing the paid content of your Golden Link Prospect just

makes sense if you want to dig deep and earn a backlink from them.

I learned that Eric Ward has a monthly paid newsletter named

LinkMoses where he shares his secret link building tips. Since he

only charges $8 a month for it, I immediately signed up. Once I

started receiving issues, I started searching them for further clues

that will better help me earn a link from him.

If they post strong leverage clues in their free content, they more

than likely will share even more in their paid content.




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Making Additional Soft Touches with Your Golden Link Prospect Conducting link outreaches is where most people blow their

opportunities. So, you need to be careful how you approach your

Golden Link Prospect.

The best way I know how to do that is to reach out to them BEFORE

you're ready to ask for a link. That way when you do finally ask, it

won't be on the first contact your Golden Link Prospect has with you,

which will increase your chances at earning a backlink from him or

her.

The first contact I had with my Golden Link Prospect was when I

shared some of his content on my Twitter account. I recommend you

do the same with your Golden Link Prospect's content.

Make sure to include why you're sharing each piece of content with

your followers. Otherwise, your prospect might not respond back.

Golden Link Prospects respond to the effort, but they almost never

deal with lazy clicks of mouse buttons.



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This step is very easy and takes zero time to implement, so there's

no reason to skip it.

There are a couple of things you need to keep in mind as you make

these soft touches with your Golden Link Prospect.

1. Acknowledge your Golden Link Prospect's achievements; a little

honey goes a long way. Just make sure you believe what you

write. Otherwise, your integrity will take a hit with your readers.



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2. Do not address any of your needs in these touches, instead

focus on your Golden Link Prospect's needs.

3. Reply to your Golden Link Prospect whenever they reply to one

of your Tweets because it will put your name in front of them that

much more.

4. At this stage, you're networking, not link building. You need to

give to get, don't forget that.

Asking Your Golden Link Prospect for Permission to Link to Their Content After sharing your Golden Link Prospect's content on Twitter, and

other social media sites for a few weeks you'll be ready to proceed

to the next outreach stage with him or her.

What you do is ask him or her for permission to link to several pieces

of their content in an upcoming tutorial you're writing (the content you

need to create for this challenge). Explain that you're reaching out to

them ahead of time out of respect for them.

This more likely than not will surprise your Golden Link Prospect,

chances are they don't receive requests like that too often.

Doing so will give you an additional quality touch with your Golden

Link Prospect, plus set you apart in a big way from most of the people

who reach out to them for links.

That's never a bad thing!



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The steps I covered in this chapter will help guide you in the deeper

research you need to conduct on your Golden Link Prospect's blog

content.

Homework

1. Create a spreadsheet and post the links to your Golden Link

Prospect's blog content, along with their URL's and a three-

sentence summary of each piece of content.

2. Read every post your Golden Link Prospect has linked to from

their blog, along with your best guesses on why he or she placed

each of the links. Include all this information on your spreadsheet

too.

3. Make several more soft touches with your Golden Link Prospect

by sharing their posts on social media and adding their Twitter

handle on each of the shares. Include why you're sharing each

piece of content. Doing so will increase the odds of them replying

and thanking you for the share.




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Chapter Four - Becoming an Authority in Your Industry You don't have to be a 'person of influence' to be influential. In fact,

the most influential people in my life are probably not even aware

of the things they've taught me. ― Scott Adams

A teacher affects eternity; he can never tell where his influence

stops. ― Henry Adams

If you have to put someone on a pedestal, put teachers. They are

society's heroes. ― Guy Kawasaki

How to Get Your Golden Link Prospect to Perceive You as an Authority If you're successful in landing a backlink from the largest authority in

your niche, your business is going to benefit from that in a big way.

You'll get instant recognition in your industry and the perks that come

with it.

Did you know that in SEO, there is one metric more important than

all the rest?

This metric has nothing to do with algorithms, on-page

optimization, or anchor text strategies. It also has nothing to do with

how fast your site loads, or how many backlinks you have.

What, then, is this secret metric?



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Here it is:

Your Link Outreach Success Ratio with Influencers

In other words, the number of people with influence in your industry

you must contact before you find one willing to link to your site.

The lower that number is, the more success you'll have in generating

targeted traffic to your website.

That's the real secret to becoming a wizard at link building. Get better at your link outreaches with people of influence from within your community.

Which if you recall, is why I like this step by step link building system

as much as I do.

It forces you to target the BIGGEST INFLUENCER in your niche. Once

you create content that meets these influencers requirements, other

influencers will follow suit.

Why?

You'll be considered an influencer yourself at that point. Your

content will be first class, your site will exude authority, and you will

exude that same authority.



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What You Can Learn from My Mistakes When I first started using link outreaches to build links for clients, I

failed big time.

No one responded to my requests.

Which meant if I wanted to get my clients backlinks I had to build

them myself by hand if I wanted to keep them as customers.

So, that's what I did.

Even though I got good at it, I still consider that decision one of the

largest blunders of my online career.

What I should have done is stuck with my link outreach

attempts until I improved my success rates.

Instead, I opted to pursue black hat strategies to fool Google, which

put me always at the mercy of their algorithm penalties.

(Note: If you think your site has a penalty, check out my Google

Penalty Removal tutorial. As you can imagine I have learned a thing

or two about cleaning up black hat penalties, what I share there will

be of use to you.)

That's a mistake you don't have to make yourself, though.

http://yourseosquad.com/google-penalty-removal-tutorial/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

http://yourseosquad.com/google-penalty-removal-tutorial/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle



Page 48

How to Get Past First Base with Influencers Imagine for a moment that you run a major successful blog with

hundreds of thousands of loyal readers.

Life is good.

You're making more money than ever. Working fewer hours,

spending quality time with your family, and you're fit because you

have time to work out and eat healthy foods.

After your morning Yoga/workout routine, you sit down to check your

emails from the day before.

After checking your merchant account receipts (who doesn't check

those first!), you notice a dozen emails from people you don't

recognize.

All 12 want you to look at their content and then link to it from your

blog and then share it on social media. Given the fact you built your

blog up to where it is today by providing great content to your

readers, your eyes flow deeper into the emails.

Immediately you recognize the wording on ten of them as being copy

and pasted clones of one another. The only thing different about

them is the link shared at the end of them.

You delete those ten emails without replying.



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The remaining two link requests look a lot more promising, so you

reply to them.

Out of the two, you end up backlinking to one of their sites.

You are aware of both link builders now but have no clue who the

other ten are.

Moral of the story:

The recipients of your backlink requests will first judge those

requests by the email or message you send them. If you

cannot get past this initial filter, your efforts with them are

doomed. Have your ducks in a row before starting your link

outreach program. That means establishing your authority

and your site's authority before you do anything else.

If you stick with me another few minutes, I'll share what I finally did

to get past this initial filter.

Cold Fact: If You Lack Authority Influencers Will Avoid Your

Outreach Efforts Like the Plague

You will need to establish yourself as an authority before anyone will

treat you like you are one.

The best way I know to increase the success of your link outreach

ratios is to become an authority in your niche. When you do, high-

quality backlinks will follow.



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Why do you need to have Influencers perceive you as an

authority in your niche?

So, they backlink to your site, that's why. That backlink will generate

direct traffic to your site from the influencer's site. It will help improve

your search engine rankings on Google and Bing.

Not only that, the Influencer might even send an email to their list

with a link to your site.

When that happens, you better boost the resources on your web

hosting. Otherwise, the flood of traffic will crash your site.

Lots of good things happen when an Influencer reacts positively to

your outreach to them.

But...

What exactly is an authority?

It's someone who people pay attention to and who's opinion

they respect and even trust.

Authorities gather links and opportunities; non-authorities gather

applications from fast food joints.



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How to Establish Yourself as an Authority If you want to become a successful link builder, you need to learn

how to get people who matter the most to pay attention and respect

you.

That's not as easy to do as it sounds.

If you're attempting to build backlinks without first establishing your

authority you're burnt toast.

Stop Hiding Your Knowledge Behind Price Tags and Opt-In

Forms

Want to become an influencer? Become a teacher!

Most website owners make the mistake of hiding their expertise

behind price tags and opt-in forms.

The problem with this approach is that most of the Influencers they

reach out to will never have access to that knowledge.

Because they hide their expertise, their authority also remains

hidden.

Do Teachers Have Authority?

For sure they do!

Teachers gather high-quality links the same as authorities do.



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Why?

Teachers are authorities!

Some say those who can't do, teach. But when it comes to building

backlinks, that theory falls apart. The best way to become a doer

when it comes to building high-quality backlinks is to teach.

Do this mental exercise to understand why this is true.

Close your eyes and think back to who your favorite teacher was in

elementary school. Once you have him or her in your mind's eye,

hold them there for a second.

Now imagine your favorite teacher from high school is standing next

to him or her.

Now ask yourself this question:

Which one of these former teachers did you hold in higher regard?

Chances are you are having a hard time making that distinction.

Why?

Because they were your authorities and you respected them both.

As children, we were taught to respect our teachers. If we acted up,

we received discipline in some form or another. Whether it was a

paddle, a pile of erasers to clean, or a stack of sentences, we got the

point lightning fast.



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It happened early in our lives, and there's not much we can do about

it.

Except use it to our advantage.

Setting Yourself Up as a Teacher

The good news is just about anyone can become a teacher. All it

requires is to have a heart geared towards wanting to help others.

Help people with your content and you become a teacher. Just like

that.

A Percentage of Influencers Will Recognize Your Authority

Once They Visit Your Website

With that in mind, here are a few things that will help you establish

yourself as a teacher.

Your Social Posts Need to Teach, Not Sell

If you're like most online marketers, most of the content you post

comes from your social media posts.

In fact, a lot of backlink outreaches take place via social media. The

first contact Influencers have with you may just as easily be your

social posts as it is your website content.

If you waste that opportunity, you may never get a chance to regain

it.



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First impressions sometimes last a lifetime.

So, EVERYTHING you post on social media needs to contribute to

building yourself up as a teacher.

You do that by teaching on your posts.

That counts for retweets too. Don't just retweet a post you liked.

Share instead why your followers should read it and why you're

sharing it with them.

Consider your social posts like homework assignments for anyone

choosing to accept them.

Plenty will.

All this tactic will cost you is your effort. There's no excuse not to put

it in place.

Serving Instead of Seeking to Be Served

When you make the mistake of pitching instead of teaching you put

your needs ahead of your reader's needs.

Humans have a sixth sense that makes them naturally avoid anyone

exhibiting this behavior.

You might not recognize the fact you're doing it. But everyone else

will. You can count on it.



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Self-sabotage is ugly, as well as painful.

Don't do it.

How I Shot Myself in The Foot Early in my online marketing career around 1997, I relied on email

spam to sell my eBooks to real estate agents.

I did it because it worked.

As years progressed it kept working, but complaints started coming

in as fast as the money did. Spam became an ugly word. But I still

chugged forward.

Towards the end, I was sending out one million emails a day on a

bullet proof server.

Back then I did nothing to establish myself as a teacher. Instead, I

slammed email ads out by the millions and lived off the sales.

Why do I bring this up?

Had I taken the time to teach real estate agents back then I would

have made far more money than I had.

Instead, I had my tutorials hidden behind price tags. Whenever

someone needed help from me, I gave them a link to my sales page.



Page 56

If they bought, they learned something, if they read the eBook. If they

didn't buy, they just walked away with a bad taste in their mouth.

My mistake?

Ignoring the people who were getting a bad taste in their mouths

because of my marketing efforts.

I should have paid attention to them. Had I, those upset individuals

would have taught me several lessons I could have used to make

my business stronger.

Like how spam was a bad idea. Also by only attempting to sell to

prospects instead of first focusing on teaching them.

It took me almost 20 years as a full-time online marketer to learn that

lesson. You just learned it for the price of a book! 😉

Seeking to Help Those Who Need That Help Rocks Feeling good about yourself keeps your energy levels and ideas

soaring. Helping others makes the world go around.

It does, I learned it in science once.



Page 57

Your Link Outreach Attempts Must Not Undermine Your Authority Just a bit ago I shared how my initial attempts at manual outreach

link building failed.

At the time, I thought the reason for it was because the content we

created wasn't good enough.

That had a lot to do with it for sure. But there was something even

more elementary I was missing that was killing my efforts.

I was using a copy and pasted outreach email message I found on

a Moz.com post.

Talk about stupid!

If I was using the template word for word, how many other people

were also doing the same?

I suspect hundreds, if not thousands.

Since there are only so many Influencers on the web, they can

recognize the template quicker than a speeding bullet. When they

do, they delete the email and move on to the next one.

It doesn't matter how excellent the content on your site is either. If

you put zero effort into crafting your message, the Influencer will

never reach your site.



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They have no time to view bad sites. There are millions of them.

Authorities Do Not Beg for Links

When you send out link requests, make sure to let the Influencer

know what they will get out of linking to your site.

Does it fit well with his or her content? Do you do a deeper dive on

content they covered that you think their readers will enjoy?

If so, make that the focus of your outreach message to them.

Lead with anything else you're just begging for links. If the

Influencers gets a whiff of it, you will stand no chance at getting them

to perceive you as an authority.

Keep Your Outreach Efforts Organized

Keeping track of where you're at with your link outreach efforts is

important.

If your awareness campaign is going to be successful, you must

reach out to Influencers. Otherwise, you're double burnt toast.

Remember, the outreach campaigns with the best ratio in that metric

will win the most traffic.

Most often these follow-up messages will consist of thanking an

Influencer for linking to you. Or reminding them of your content if they

haven't responded back to you.



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To pull all this off, you need to be as organized as possible. You

need to know who responded to your outreaches and who did not.

Plus, you need to find out who linked to you and who did not.

Fail to do this, and you'll end up looking like anything but an authority.

Why?

You'll end up looking unorganized when you send out the wrong

follow-up message to a link prospect.

The quickest way to lose your authority with an Influencer is to beg.

The second is to be lazy with your outreach attempt. The third is to

be disorganized.

BuzzStream To the Rescue

Keeping your link outreach campaign in order is easier than ever

thanks to BuzzStream.

Their system allows you to:

"Research influencers, manage your relationships, and conduct

outreach that’s personalized and efficient."

BuzzStream beats the everlasting tar out of using a spreadsheet to

manage your campaign.

It's easy to use, affordable, and they offer a 14-day free trial at the

time of this writing.

http://www.buzzstream.com/



Page 60

Check them out while their free trial is still available.

Waiting to Attempt Link Outreaches Until Your Website is Ready You can have the best software and email messages in the world,

but they won't do you any good until your site is in order.

In the next chapter, I will give you some tips on how to make that

happen. But I'll touch on it a bit now.

It's easier than you might think it is.

Setting Your Website Up to Become a Virtual Classroom Getting your site set up so that prospects view it as a resource is

simple. But most marketers fail at it.

Here's what you do:

Write A Book

One of the surest methods to establish your authority as a teacher

on your website is to write a book.

Of course, the topic of the book will need to be one that advances

your authority.



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You will also need to display an image of your book on your site and

a link to where to purchase it. That way your site visitors will be sure

to see it regardless of what page they visit.

The Influencers you send link outreach emails to will see it as well

which will not hurt your link outreach success ratio!

Write a No Opt-in Required Tutorial

If the idea of writing and selling a book seems too daunting of a task

you could write a tutorial instead.

They are a lot easier to write. Trust me.

Just make sure you don't hide the tutorial behind an opt-in form.

Otherwise, the Influencers will miss it when they hit your site after

you reach out to them.

All Your Website Content Must Teach, Not Sell

Imagine you're back in high school. It's the first day of school, and

your teacher hands you a sales letter pitching her tutoring service

instead of the textbook you expected.

Instead of receiving an education tool you received an advertising

pitch instead.

Now ask yourself this important question about the content on your

website.

Is it a textbook, or is it a sales letter?



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Be honest with yourself.

Your visitors want to learn, does your content teach them?

When your visitors hit your site, they need to find a teacher and

textbooks. Give them what they expect.

When an influencer checks your site out, they'll do so by reading

your content. If it pitches, you can count on the fact that it will not

result in your earning their link.

If they find content that educates in a clear and concise manner your

chances of receiving a backlink from them increases dramatically.

Quit Trying to Impress Your Visitors and Just Start Teaching Them Instead A funny thing happens when you stop trying to impress others. You

start to influence them. It's weird, I know, and came as a complete

shock to me when I discovered it.

The same goes for the visitors to your site and the Influencers you

contact in your outreach campaigns.

The best way to impress people is by becoming a teacher. The best

way to become a teacher is to start teaching people.




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Getting Influencers to link to your content will be huge for your

business.

Your surest route to success is to transform yourself into a teacher

and your website into a classroom.

You do that, and your outreach success ratios with Influencers will

climb higher than you can imagine.

Homework

1. Look over your website with a neutral eye and answer the

following questions. Do you have teaching lessons on it? If so,

do you lightly touch on topics or dive deep into specifics?

2. Go back to your Golden Link Prospect's blog and ask yourself

those same questions.

3. List five tasks on your legal pad you could teach your prospects

to do that will make their lives easier. These can be either macro

tasks or micro tasks. Don't worry about creating the lessons yet.

For now, you just need to list them down to get ideas percolating

for later.




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Chapter Five - Establishing Your Authority on Your Website In the end, it all comes to choices to turn stumbling blocks into

stepping stones. ― Amber Frey

A stepping-stone can be a stumbling block if we can't see it until

after we have tripped over it. ― Cullen Hightower

There are worse things in life than death. Have you ever spent an

evening with an insurance salesman? ― Woody Allen

Removing the Stumbling Blocks to Successful Link Outreaches from Your Website In this chapter, you'll learn what needs to be on your site, and not be

on it, before you reach out to your Golden Link Prospect and ask him

or her to link to the content you're going to create later in this

challenge.

We have a bit to discuss so let's get cracking on it.

Most of the sites I built early on in my career were not teaching

websites. Instead, they were pages filled with pitches, banners, sales

letters, and stock image photos.

Why was that a stupid, stupid mistake?

People don't recognize marketers and vendors as authorities worth

listening to, so they usually tune them out.



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Most SEO campaigns fail because the site owner never establishes

their authority in the campaign. Instead, many focus on high PR

shenanigans, technical SEO, and on-page optimization tactics.

Those tactics do work at times. But they won't help establish your

authority on your website. That's why I will not be covering any of

those topics in this book.

You might get to #1 on Google for your keywords, but if you're

coming across as a non-authority on your site, it won't matter.

Why?

Your site won't convert well. As soon as a visitor hits your page,

they'll start filtering your attempts to reach them.

They do this for self-preservation. The average person sees over

5,000 ads a day. Your site visitors are getting hammered with that

many ads as well.

Let's Test the Theory

Try paying attention and studying the first 25 ads you see starting

from the second you wake up tomorrow morning.

Do your best to understand each offer and how they might be

something that will benefit you if you purchase it.

I bet you can't do it.

The filter in your brain, and in mine, just won't allow it.



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The human brain, being the beautiful piece of machinery that it is,

protects itself from sensory overload.

So, chances are you won't even see the first 25 ads your eyes come

across tomorrow morning.

Seriously.

If you're NOT portraying yourself as a teacher on your website,

you're triple burnt toast.

Why?

Your visitors will consider your entire website an advertisement.

Invisible websites do not earn the kind of revenue I think you're

looking to generate.

If your site is ranking #1 on Google, you may be generating revenue

with it even if you're not coming across as a teacher on it.

Don't mistake Google Welfare for prosperity, though.

Once when I was a child, I caught a fish with an empty hook. I had

run out of worms but wanted to keep fishing. So, I used an empty

hook as my bait.

The thing is, I caught fish.

Don't ask me how I did it either. I don't have a clue how it worked. I

just know I caught fish with a bare hook.



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If your website is not teaching your visitors, you're fishing with an

empty hook. You may catch enough fish to feed your family with, but

for how long?

Superman Had Phone Booths; You Have Your Website Back in the day, Clark Kent had to find a phone booth before he

could transform into Superman.

When he found one, poof. The mild-mannered often disrespected

reporter turned into the Man of Steel.

Talk about an instant authority builder!

I'm not sure what he uses in the era of mobile phones. But I'm sure

he's managing somehow.

What about you?

Are you ready to create your instant authority builder?

No, you don't need to be from the Planet Krypton, and I promise this

transformation will not involve any levels of Gamma Rays.

All you need is a website that establishes your authority. Since you're

not Superman or Superwoman, you'll need to fulfill the role as a

teacher on your site if you want your visitors (students!) to think of

you as an authority when they hit your site.



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Establishing your authority on your website accomplishes three

important things for your business.

1. It makes your site visitors (students!) engage more with your site

and with yourself.

2. It attracts more backlinks to your site, and more people

(students!) will share it on social media. Which of course will

generate more traffic, and more sales.

3. Your search engine rankings will improve. Increased backlinks

and improved user engagement metrics play a prominent role in

Google rankings.

It's Easier to Convince People to Buy from You When They View

You as Their Teacher

Most people are like welders. We go through life with a shield in front

of our eyes. We wear them to protect our brains from unwanted

stimuli.

The welder wears it to protect his eyes from intense ultraviolet and

infrared rays. The rest of us wear them to protect our time and brain

from things we have no interest in whatsoever.

Does your website resemble a classroom? If not, it's time to roll up

your sleeves and get to work. It's a lot easier than you think!



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Imagine you're in a dark room with no lights. A flashlight beam flicks

on and illuminates a pencil sharpener on the wall. Then another

beam appears that lights up a chalkboard. Then another a large desk

in front of the chalkboard.

Where are you?

Yeah, in a classroom.

Now had I asked you to imagine you were in a room with a pencil

sharpener on the wall, a chalkboard, and desk in front of it, you would

have guessed it much faster.

In fact, it would have been immediate.

That's how fast the human brain deciphers words and sounds into

thoughts. Once those thoughts are triggered, appropriate filters are

turned either on or off.

How much will it benefit your business if prospects flip filters

off when they hit your site instead of flipping them on?

I'm guessing quite a bit.

So, let’s get to the ‘nitty gritty.'



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Eight Quick Tweaks to Help You Get Your Website Ready for Link Outreaches If your site reeks of adspeak now, don't let it get you down in the

dumps. You'll be able to get things turned around in no time flat with

the tweaks you're about to learn.

Quit Being Camera Shy on Your Website

Use real pictures of yourself throughout your site and tutorials.

Students need to see their teacher to bond with them.

If you hide behind stock images like I did for years, it WILL NOT

advance your status as a teacher and authority.

Look, I get why you might not want to put up a picture of yourself

online. I never wanted to and still don't, to this day. But I'm not shy

about putting my photo up anymore.

It makes my content more relatable I think.

Stop Being Afraid to Share Pictures of Your Family on Your

Website

When a prospect visits your site, you have a brief period to convince

them your site can be of use to them.

One way to do that is to be real.



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Having pictures of your family on your site is an excellent way to

prove that you are real.

I try to include pictures of my family on my posts whenever I can

manage it. I want my readers to know I'm a real person and not some

phony baloney.

You want to help your prospects figure out who you are on their own

and without you telling them.

The way to do that is with real pictures.

Plus, your kids may get a big kick out of making it on to your website.

Admit Your Boneheaded Mistakes

Do you admit to making mistakes on your site content? Or do you

gloss it over to hide your imperfections?

Remember your students are looking for someone to bond with who

can help them that is real.

A quick way to broadcast that you are live flesh and bones is to admit

to some of the past mistakes you have made.

When you do, it will paint a more defined picture for your students

on who their teacher is.

Pretending to be perfect squashes authority and integrity.

https://www.youtube.com/watch?v=mYKWch_MNY0



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Write All Your Content at A Fifth-Grade Reading Level

The more readable your content is, the more your readers will be

able to consume it.

So, the simpler you can write, the better.

It's not that the people visiting your website can't read well. They're

just in a hurry.

Writing at a fifth-grade level makes it easier for your readers to speed

through your content.

A free tool to help you with that is http://www.hemingwayapp.com/

I've been using that editor for a year now and the moment I started

the engagement metrics on my content spiked.

It also helps never to put more than three sentences in a paragraph

and use as many subheaders as possible.

Follow the No Bragging Allowed Rule for Teachers

What's the problem with a little bragging?

Simple.

No one ever believes you when you do it. Plus, it's ugly.

Authorities don't brag.

http://www.hemingwayapp.com/



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Why?

They don't have to.

Look over your entire website tonight and look for anything your

prospects might take as bragging.

Then cut it.

Save your accomplishments for your trophy case. You're the only

one who cares about them anyways.

All your prospects want are solutions to their problems. You need to

give them those solutions.

Don't Feed Your Students Fluff Content

If your content sucks, your website sucks.

What's fluff content?

Any content that doesn't help your student in a significant way.

Does your content teach how to grow tomatoes? Or just that growing

them is cool??

Lots of people want to learn how to grow vegetables. Not too many

cares that you happen to think growing them is nifty.



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Write content that helps your students solve problems. They'll love

you for it if you do.

Post on Your Blog At Least Twice a Week

If you're not in class, your students won't have any reason to stay

there or come back again.

Instead, they'll wander off to another teacher in your niche who is

there for them on a consistent basis.

If you don't have a blog yet, get one. It will be near impossible to earn

high caliber links without one.

Use NFL Team Color Combinations on Your Website

A simple way to choose color combinations for your site is to copy

the NFL.

NFL teams spend millions of dollars researching which color

combinations appeal most to their fans.

They spend that much because they make a lot of money selling

jerseys and other apparel. If the colors on them are pleasing to the

eye, then more people will buy them.

To get the color codes of just about every professional team in the

world check out Team Colors.

http://jim-nielsen.com/teamcolors/



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Then make sure the only colors you use on your website matches

the team you're copying.


If everything I just shared with you seems a bit daunting, I want to

finish this chapter by encouraging you to implement the tactics

anyways. The rewards that come from doing so will be yours as well

as your prospects (students!).

You'll boost your status in your industry, your sales will increase, and

your students will love your site and return to it often.

Homework

1. Look over your website. Make sure you're not bragging about

yourself on it. Cut all offending text or images.

2. Go through it and make sure your color combinations look good.

If you don't like the color combinations, use the resource I gave

you to find NFL color codes that will make your site pop.

3. Check the reading level of your site's content using

http://www.hemingwayapp.com/. If it is not at a 5th grade level

or lower, rewrite it.

4. Go through your existing content and look for instances in which

you can share a mistake you have made in the past. Make sure

http://www.hemingwayapp.com/



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it fits in at a place that adds depth to the content, otherwise share

a different error.

5. Look at your content for places where it would be appropriate to

share a picture of yourself or even of your family.


Chapter Six - Figuring Out the Content You Need to Create to Earn a Link from Your Golden Link Prospect

Not every reader is a leader, but every leader is a reader. - Pastor

Dave Williams

Today a reader, tomorrow a leader. - Margaret Fuller

I'm also looking for gems that the average reader might have

missed. - Terri Windling

To Become the Best in Your Industry, You First Must Learn from the Best So far throughout this book, you have been performing a lot of

research, doing a lot of reading, and studying of your Golden Link

Prospect's content.

Which I think is awesome!



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That's what this entire book has been about so far, learning from the

biggest influencer in your industry, to pick up on clues on why they

are as successful as they are. Also, to determine what type of

content they publish, as well as what kind of content they link to from

their site.

By now you should be an expert on your Golden Link Prospect.

If you have been reading their content, taking notes, and filling up

your legal pad with the homework assignments, you're in a good

position to be able to create the content you need to earn the link

from your Golden Link Prospect

Content creation causes a lot of link builders to freak out, because

reading is one thing, taking notes is another thing, but creating the

actual content flips them out.

If that's you, don't fret it! You're going to learn an easy way to create

the content you need. It's something I'll start teaching you to do in a

moment.

What Content Format Should You Use? Now that the research you needed to perform on your Golden Link

Prospect is taken care of; it's time to create the content you need to

earn their link.

But what format should you use?

Let's talk about that for a second.



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The Format Options You Have at Your Disposal

When it comes to deciding on the actual format of the content you're

about to create, I suggest sticking with the one you feel most

comfortable creating.

That's the content that is going to come across as most authentic

and be something your site visitors will consume.

You must decide which of the following formats will best suit your

current capabilities as a content provider.

The content needs to come across as natural, not forced.

Long Form Step by Step Text Tutorial

Long copy, step by step tutorials happen to be my favorite type of

material to create because I know that my readers get a lot of use

out of them. They are easy for me to create, so most of the content

I release are tutorials. Later in this chapter, I will teach you how to

build a step by step tutorial of your own using the research you

gathered.

Interview

Creating this kind of content will be the easiest by far to create. The

only hard part is getting your Golden Link Prospect to agree to the

interview. Once you get him or her to agree to be interviewed by you,

it’s the easiest form of content in the world to create. You have been



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studying so much of their content; you could put some awesome

interview questions together.

Landing the interview will be tough, your Golden Link Prospect is

busy. That’s the first negotiation hurdle you need to clear. The

second is asking them to link to the interview once you get it posted

on your site.

If they are willing to give you the interview, but not link to it, so what,

rock it out anyway. It will be excellent content your site visitors will

appreciate.

Video

If your talents lie in creating great videos, this may be the best format

to use to earn the backlink from your Golden Link Prospect. Just

make sure the video you create IS NOT a marketing video, you want

to teach your prospects in it, not show off.

Podcast

Podcasts could work just fine for earning a link from your Golden

Link Prospect. For that to happen your prospect will first have to

listen to it. That will be easier said than done. But, if you think you

can pull it off, go for it!

Let's move to the subject matter of the content you create.



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What Are the Main Topics Your Golden Link Prospect Covers in Their Blog Content One of the first things I recommend you do when researching your

Golden Link Prospect's content this time around is to create a word

cloud of all their blog titles.

Doing this will give you a quick visual snapshot of the topics of their

content. The larger the words in the word cloud, the more important

those issues are to your Golden Link Prospect.

It stands to reason if you create content centered around topics your

Golden Link Prospect feels the strongest about, that will improve

your chances at getting them to link to it.

To do this grab the blog titles you listed on the spreadsheet you

created previously.

After that, visit https://www.jasondavies.com/wordcloud/ and paste

those blog titles into the appropriate form and push the "Go" button.

Once you get to this point, it's not too hard to figure out what your

Golden Link Prospect's favorite content subjects are. In the case of

Eric Ward, I think it's safe to say that to earn a link from him the

content I create will need to be on the topic of link building.

https://www.jasondavies.com/wordcloud/



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Now that you have a pretty good idea of the broad topic your content

needs to focus on, it's time to narrow that focus down a bit more.

What Type of Content Does Your Golden Link Prospect Link to from Their Blog? Now go back to your spreadsheet and examine all the content your

Golden Link Prospect has linked out to from their blog. What you're

looking for is the content they linked to because it supplemented their

content. Those will be your best opportunities to earning a link from

your Golden Link Prospect.

What you want to do is look for information gaps you can use as the

focal point of the content you're about to create.



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Grab all the titles to the content your Golden Link Prospect linked to

from your spreadsheet and create another word cloud using that

data.

You should be able to narrow the focus of your topic once you get to

this point. Find the top three common topics on the content your

Golden Link Prospect links out to and write them down on your legal

pad; you'll need them later.

Here's the word cloud I came up with depicting the titles to the

content Eric Ward has linked out to from his blog.



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What Core Values Does Your Golden Link Prospect Hold? In doing my research on my Golden Link Prospect, I found several

clues regarding why Eric Ward is who he is when it comes to link

building.

If I stand any chance at earning his link, the content I create needs

to be in alignment with those core values.

The same goes for your challenge and Golden Link Prospect too.

My Golden Link Prospect's Core Values

Fundamental Success Clue #1

The only links Eric creates are on sites that care about the website

he is asking them to link to, which causes him to be very selective

when selecting potential link prospects.


Eric shoots for a 90% success ratio in his link outreaches. He does

this by being picky about the websites he builds links for as well.


Most of Eric's outreach attempts are via telephone.



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Write your Golden Link Prospect's three primary core values down

on your legal pad; you'll need it later in the book.

Why Be the Expert When You Can Get More Results from Being the Curator? Have you ever started reading someone's content who claimed to be

an expert and IMMEDIATELY knew that they were anything but an

expert?

Me too, all the time in fact.

Which is sad because all that is avoidable, prospects don't care

whether you're an expert or not. What they do care about is finding

solutions to the problems they are facing.

Enter the Curator, Exit the Expert

If you don't have the answers to the problems your prospects are

looking for, you have three options to choose from to rectify the

situation.

Here they are:

1. Ignore your prospects' needs and create the type of content that

is easiest or the most affordable for you to build. Then hope for

the best.



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2. Try to BS your way through as an expert and teach your

prospects something that may or may not work for them.

3. Play the role of curator and let your Golden Link Prospect

educate your site visitors. You already know their content,

curating some of it into the content you're creating makes a lot

of sense.

Out of three options which one do you think will give you the best

opportunity to earn a backlink from your Golden Link Prospect? I

guess the third option. If the content you create is a smart curation

of their content, it just stands to reason that going this route will give

you the best shot at earning their link.

Which will serve the needs of your site visitors best, though? Again,

I see the third option as being the better choice. It's the only one that

offers real solutions, to the real problems they are attempting to

overcome.

Don't make the mistake of thinking that you need to be the root of all

knowledge to best help your site visitors. If that were true, your

prospects would be up a creek without a paddle, because, like it or

not, you don't know everything there is about anything and

everything.

Furthermore, you don't have the time to learn all that stuff anyways.

Instead, become the person that helps your site visitors solve

problems by first finding out what those problems are, then



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researching who in your industry has the best answers to those

problems. Then connect your visitors to that content.

By playing the role of curator, your prospects will come out ahead,

because they'll get solutions to their problems. Plus, they will be

thankful to you for playing a part in them finding the solution they

needed. Best of all, you won't have to play the role of the know-it-all

expert, which will free you up to be who you are, YOU!

Just be real, homey.

Why Pointing Your Blog Visitors to Your Golden Link Prospect Will Help Your Business One of the biggest concerns I hear from would-be curators is that

they are worried that creating content that sings the praises of

someone other than themselves, their company, or their product or

service will cost them sales.

It's an apprehension I felt myself for a very long time, and I'm glad I

don't feel that way anymore.

As a link builder, I thought any content I created had to make my

client look like Superman or Superwoman. The last thing I wanted to

do was mention anyone else's name from the same industry, let

alone link out to their sites.

That was a big mistake.



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Great content solves the problems of your site visitors, any content

that fails to accomplish this is worthless to your business. By

focusing on the needs of your guests, you will naturally want to help

them find the solutions to their problems as quick as possible. You

will also want to make sure that the content you push them to for

those solutions, is something that will help them instead of hurt them.

To be able to do that you will need to research where that content is.

Researching, organizing, and helping others is what curators do. It's

what they focus on; and the reason they kick butt when it comes to

earning links.

Are Curators, Teachers?

Yes, for sure they are.

But Matt, are they perceived as authorities in their industry?

They often are.

But why? All they're doing is pointing their readers to great content.

Why would that boost their authority?

Great question, let me answer it this way.

Remember your favorite teachers from elementary school and high

school? We established you respected them both earlier in the book.

But why?



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They weren't the authors of the textbooks you used in their

classes. They taught you what they did using someone else's

content in their classroom. After all these years, you still

respect them.

It didn't matter that they weren't the authors of your textbooks. The

only thing you cared about is that they took the time to help you

understand the contents of those books.

Your readers will respect you as a teacher too if you take the time to

teach them what they need to learn. It won't matter to them in the

slightest that you had to lean on the help of your Golden Link

Prospect's content to accomplish that goal.

In fact, they will appreciate you more for it because not only did you

take the time to help them solve a problem, you did so in a way that

was real, and void of puffery.

Your prospects will groove on that fact.

All Great Content Starts with an Outline Whether you decide to curate your content or create it from scratch,

it's an excellent idea to put together an outline first. Creating one will

help you organize your thoughts into something concrete you can

work with to complete your finalized content.

Once you figure out the most important points you want to cover,

having everything down in the proposed form will help to organize



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the content so that it flows through the objectives you're looking to

achieve.

Once you answer the following questions by filling up your legal pad,

you're going to be well on your way to creating the content you need

to have a shot at earning a link from your Golden Link Prospect.

So, pay close attention to this next part, it's the nitty gritty of this

system.

What do you want your visitors to do after consuming your

content?

You already know what you want the Golden Link Prospect to do

after reading, viewing, or listening to the content you're about to

create. Which is to link to you, but what do you want your visitors to

do after consuming your content?

By answering this question on your outline right off the bat, you're

setting the pace for the type of content you need to create or curate.

For example, when you get to the end of this book, I want you to earn

a link from the biggest authority in your industry. I wrote that down

on the first line of my outline.

Are you planning on teaching people how to change the transmission

in a 1968 Volkswagen in your content? Or how to change a halogen

bulb on the peak of a fifty-foot tall barn?



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Whatever it is you're planning on covering, write that down on the

first line of your outline on your legal pad.

What steps will your visitor have to complete before

accomplishing that goal?

These measures should be listed in as concise a manner as possible

because they will form the foundation of the content you are about

to create

On the outline for this book, these are the steps I knew you had to

take before you could earn a link from your Golden Link prospect:

1. Start setting BIGGER EXPECTATIONS for your link building

campaigns.

2. Study the content of your Golden Link Prospect until you know it

frontward and backward.

3. Create content your Golden Link Prospect will link to from their

blog.

4. Reach out to that prospect in a way that maximizes your chances

of earning the link from them.

Those are the steps you need to take to earn a link from your Golden

Link Prospect. So, I wrote those down on my outline.



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On your outline, write down the steps your visitors must take to

accomplish the goal you wrote down in the previous line of your draft.

Remember, you need to be as detail oriented as possible.

What content has your Golden Link Prospect created that

explains how to complete those steps?

Write down on the next line of your outline all the content your

Golden Link Prospect has created that explains how to complete any

of the steps you just listed above on your outline.

What you're doing is compiling the relevant content of your Golden

Link Prospect and fitting it into the outline you're creating now.

Which of your experiences can you add that will help them

complete those steps?

For curation to work, you need to interject your spin on the content

you're creating. The best way to do that is to mix your experiences

into it. It makes for more potent content, plus gives your visitors a

chance to bond with you in the process.

If you do not yet have experiences you can relate to the content,

share your thoughts on the Golden Link Prospect's content instead.

I'm sure you have plenty of that, you've been studying their material

long enough.



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Write down on your outline which of your experiences will help your

visitors better understand the tasks they need to learn to be able to

accomplish the goal you wrote down on the first line of your outline.

Do you currently have content already created that will help

them complete any of the steps?

You're not out to reinvent the wheel, so if you have content, you have

written in the past that would fit, then incorporate it into your final

content version. It's going to get you to the finish line that much

faster.

Do you have enough material to create lessons for each of the

steps?

Gather all your Golden Link Prospect's relevant content, your

relevant content, and your experiences into a pile, and start sorting

through them, piece by piece.

Discard anything you're not going to be able to use in the project,

then list your inventory in outline form on your legal pad. Next, to it,

write down everything you're going to need to create or curate to fill

in the gaps that may exist.



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Steps you can take to get the extra content you're missing to be able to complete the content.

Check your Silver Prospects' Content - Did you think I forgot

about those prospects? Nope, I had you read their content in

case your Golden Link Prospect's content didn't give you enough

material to curate. If they have content that can fill your gaps,

then curate it.

Old Nonfiction Books with Expired Copyrights - Depending

on the type of content you're creating, you may be able to legally

"steal" content from old books. In the US, any book written before

1964 had to renew their copyright in 28 years, or it fell into public

domain. You first must learn how to check if a book has renewed

their copyright or not. To find digital versions of the book check

to see if Project Gutenberg has digitized it, yet. If you plan on

copyrighting the content, you must alter any public domain work

you add to it. Just modernizing the vernacular counts as altering

it.

Find Books on the Topic to "Borrow" From - No, I am not

advocating plagiarism. But if there are books on the subject

you're creating content for, reading them may spur a myriad of

ideas for you to include in your content. That's why I always have

a legal pad next to me whenever I'm reading or listening to a

book, ideas usually flow in by the bucket load.

http://library.dts.edu/Pages/RM/Helps/copyright.shtml

http://library.dts.edu/Pages/RM/Helps/copyright.shtml

http://onlinebooks.library.upenn.edu/renewals.html

http://onlinebooks.library.upenn.edu/renewals.html

https://www.gutenberg.org/



Page 94

Turn to BuzzSumo for Help Finding the Extra Content You

Need to Curate - This is a tool you need to get familiar with

because it will help locate the missing content you need to create

to finish your project.

Once you get all that taken care of you can begin creating the content

you need to earn the link from your Golden Link Prospect.


To get to this point of the book you have done a lot of work, and

burned a lot of midnight oil. All that effort will make the next step of

my system a much easier process for you.

Homework

1. Study the spreadsheet and word clouds you created to decide

on the precise topic of the content you are about to create. For

instance, what is it that you want to teach your readers to

accomplish? Make sure it is in alignment with the content on your

Golden Link Prospect's blog, the content they link out to, as well

as their three core values.

2. Put together your outline for the content you're creating.

3. Flesh out that outline until you have all the raw data you need.


http://buzzsumo.com/



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Chapter Seven - It's Time to Create Your Content It is better to create than to learn! Creating is the essence of life. -

Julius Caesar

To create something exceptional, your mindset must be

relentlessly focused on the smallest detail. - Giorgio Armani

To hell with circumstances; I create opportunities. - Bruce Lee

This content will need to GRAB THE ATTENTION of your Golden Link

Prospect and your site visitors. If it fails to, it won't earn backlinks for

you.

Since that would suck, let's go over what you can do, to keep that

from happening.

Finding Your Hook Getting your readers to consume your content starts with first

grabbing their attention. The way to do that is to find what writers call

"a good hook."

This hook needs to transform your content into something that snags

the attention of your Golden Link Prospect and your site visitors. If it

doesn’t, your content will be invisible to them.

https://www.reference.com/education/hook-essay-254e799c65183f09



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Instead of coming across as a juicy steak, it will be what Marketer,

Ryan Deiss, brilliantly calls ‘boiled chicken’. Do you like eating bland,

soggy poultry? Neither do your prospects.

To be blunt, brainstorming hooks for the content I create is not my

sharpest skillset. Which means there’s not a lot I can do to give you

any ideas on how to come up with your hook. Don’t let that stop you

from seeking advice elsewhere on the topic.

But you’re welcome to copy the hook I used for the content you’re

reading now.

Creating Your Own Challenge Series

To make this approach work for you, you must challenge your reader

to do two things.

1. Accomplish a goal that is in alignment with one or more of the

core values of your Golden Link Prospect.

2. Consume as much of your Golden Link Prospect's relevant

content as possible that will aid them in accomplishing that goal.

That's a well-baited hook that should get your Golden Link

Prospect's attention when you reach out to ask him or her to link to

your content, plus your readers will like it too.

Challenging your readers to complete important tasks that will help

their businesses, their families or any other part of their life is what

leaders do, so don't hold back!

http://www.digitalmarketer.com/



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Recording the Rough Draft If you're not comfortable with your writing skills yet, I recommend you

sit down with all your notes in front of you and record the first draft

as an audio using the microphone on your computer or your

smartphone.

Don't worry about the quality of this audio either, the only people who

will hear it will be a transcriptionist and yourself.

What you do is turn the recorder on and start talking through the

entire outline you put together in the previous lesson. Mention your

Golden Link Prospect's content whenever relevant, and blab away

until you can't think of anything else to say on the topic, then talk

even longer.

Don't hold anything back either; you need to generate as much

content as you can.

Answering the following questions will give your recording the depth

you need to be able to finish your content later.

What You Want Your Visitor to Do After They Finish Your

Content

Start off by telling your prospects what they are going to accomplish

by participating in your challenge. It may seem like obvious advice,

but if you skip it, your prospects may skip over your content,

regardless of how awesome you make it.

https://www.google.com/search?q=transcription+services&oq=transcription+service



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State what you want the visitor to do after they read, watch, or listen

to the content you're creating for them. Then drill down on the

specifics by answering at length each of the following questions.

1. Why should they want to accomplish that goal?

2. What are the steps they must take to achieve it?

3. What resources will that have to have access to accomplish

it?

4. What are the major hurdles holding them back from

starting?

5. What are some of the setbacks they can expect to

encounter while attempting to do it?

Don't try to edit your answers, just answer each question with as

detailed answers as you can. There will be plenty of time to edit the

audio later; now you want to get what's in your head onto the

recording. Some of your answers might seem silly, but don't let that

stop you, you're making progress!

Use examples whenever possible, then use even more of them.

Sharing examples throughout your content will help your readers

better understand the points you want them to learn.



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Introduce Your Golden Link Prospect

Time to add your Golden Link Prospect to the recording. Spend as

much time as you need to get this right. Covering the following points

will flesh out your content nicely.

1. What is the name of your Golden Link Prospect?

2. What does his or her bio state about them?

3. Has their content helped you in any way, if so how?

4. What do you want your visitors to learn from your Golden

Link Prospect?

5. Which of their content will you be referring to in the

challenge?

6. Read short passages of their content as well as the URL of

the content.

7. Describe how you feel about those passages.

8. Describe how they will help your visitor if they implement

the teachings in them.

Share Your Relevant Experience

Ready to talk about yourself a bit? Well, here's your chance. You're

going to play a huge role in the content you're creating, so getting

the particulars on what you need to share is important.



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Don't brag, but don't be shy about your accomplishments either.

Here are some questions to help you get started.

1. What is your name?

2. Where do you live?

3. Are you single, married, divorced, etc.?

4. How many children and grandchildren do you have?

5. How many of them are still living at home with you?

6. What do you do for a living?

7. How long have you been doing it?

8. List what you know about the topic of your content.

9. Detail the major accomplishments you have had in this

area.

10. What are some embarrassing defeats you have had in this

area?

11. Why do you want to help your visitor?

Share as many of your personal stories as applicable to help

establish your spin on the content you're creating; it will also be



Page 101

something that will assist your visitors to bond with you and your

brand.

Those are just a few suggestions on what you should cover in your

initial recording, just be as thorough as possible with your answers.

There is a time for quality and a time for quantity. Now is the time for

volume.

Not everything you record will make your final content piece, but you

will catch enough nuggets to put some serious meat on the bones of

your draft.

Mine the Nuggets, Cut the Junk Next, edit out the junk, and hire someone to transcribe your edited

audio. The cost will be very minimal, and the transcription you get

back will serve as the first written draft of your content.

How will you know what to cut, and what to keep?

If you have been doing your homework at the end of each chapter in

this book, you have been reading a lot of great content lately. That

will help you recognize what's worth keeping in your audio, and what

you should cut.

Since transcription services charge you by the minute, cut out any of

the audio you don't want to fork out money to have transcribed. That

should work as a sufficient filter you can rely on as well. We all like

to protect our pocketbooks!

http://www.audacityteam.org/



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Fleshing Out Your Rough Draft Once you get the transcription back, you will need to roll up your

sleeves and add some serious muscle to it. What follows are some

great exercises that will help make the process a lot simpler for you.

One of the hallmarks of great content is that it teaches its readers,

viewers, or listeners how to accomplish something concrete that will

be of interest or benefit to them in some tangible way.

At this stage, your rough draft is most likely short on specifics. But

all rough drafts are, so don't sweat it, besides, What I'm about to

share will help you put some meat on its bones.

Making Your Content Better Than Your Competitors One of the reasons I challenged you to earn a link from the biggest

authority in your industry is because it would force you to create the

very best content possible to make that happen.

Mediocre content leads to poor links and average revenue results.

How do you know if the content you're creating for this

challenge is first class content? Easy, you check out your

competition's content; then you adjust yours until it's better

than theirs.

It's not all that hard to do either, as you'll soon find out.



Page 103

1. Visit Buzzsumo.com.

2. Type in the keyword phrase that best describes the topic of your

content.

3. Sort the content that comes up by shares.

4. Open the top 25 posts on separate tabs.

5. Pour over each piece of content and write down anything

covered in them that you don't have covered in your rough draft.

6. Once you have that list created, write down any topics that they

DID NOT cover that you could include in your content to make it

better than theirs.

7. Cross off anything from the list that doesn't fit well with what you

want your visitor to do after they consume your content.

Record Another Audio While Talking Through Your Fleshed Out Outline Sit down in front of your recorder again and talk through each of the

elements you uncovered in the previous exercises. Including the

questions, you wrote down and the points you discovered from your

competitors' content.

Edit the audio and send it to the transcriptionist again.

http://buzzsumo.com/



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Once you get the new transcription back, merge it with the first

transcript in a logical order. Take your time with it; it will be a lot like

putting a 500-piece jigsaw puzzle together.

After you get everything in order, it's time to get the recorder out

again.

Record the Final Audio Draft This stage may seem redundant at first, after all, you have already

recorded two drafts already, why should you waste time recording

another?

More ideas (content!), will pop into your head as you talk through the

material this final time. Your job right now is to capture them all. Don't

hold any thoughts back either. Your role here is to create, not filter.

Whatever comes to your mind speak it out.

Like before, edit the audio and get it transcribed. Consider that

transcription the finalized outline for your content, and paste it into

your word processor.

From this point, it should be easy for you to polish up the content,

and finish the project.

Finalizing Your Content Should You Hire a Writer to Complete the Content for You?



Page 105

One of the biggest problems with hiring freelance writers to create

your content is the fact most spend as little time as possible

researching your topic. But, by completing the research for them,

and by fleshing out a working outline, hiring outside writers gets a lot

more practical.

If you're not into writing, this is your chance to hit the easy button.

Whether you create the content yourself or hire it out, following those

tips I just shared with you will move you a long way towards you

completing your finalized content that you need.


The media format you use for your final content is up to you, but

following the steps, I shared with you will give you a strong draft.

Once you get your content completed, it's time to ask your Golden

Link Prospect to link to you. We'll cover that in the very next lesson.

Homework

1. Find your hook to engage your readers.

2. Create your rough draft.

3. Flesh out your draft.




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Chapter Eight - Asking the Biggest Influencer in Your Industry to Link to Your Content If opportunity doesn't knock, build a door. - Milton Berle

Your big opportunity may be right where you are now. - Napoleon

Hill

I say luck is when an opportunity comes along and you're prepared

for it. - Denzel Washington

Asking Your Golden Link Prospect to Link to You Now that you have your content created for this challenge, it's time

to ask your Golden Link Prospect to link to it.

Are you ready to make that happen?

If so, what you learn in this chapter will make the process tons easier

for you. I promise!

If you have been completing the homework assignments throughout

this book you have already made several touches with your Golden

Link Prospect.

If you haven't done that yet, now's the time to hop on them. You don't

want your first contact with your Golden Link Prospect to be when

you reach out to them with your link request.



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Why?

It could screw up your chance of earning a link from them, so don't

risk it.

How I Reached Out to My Golden Link Prospect and Earned a Backlink When I reached out to my Golden Link Prospect for the first time, it

was the third day after I started this book.

Up to that point, Eric Ward had no idea who I was, because of this,

my first touch with him was very soft.

What I did was follow him on Twitter, then added him to a public list

I created which I named, "Link Building Pros." On that first contact,

Eric had my name put in front of his eyes twice.



Page 108

A couple of days after that, I Tweeted out a link to his resource page.

It was then Eric made his first reply to me.

http://www.ericward.com/bestpractices.html



Page 109

Moving forward.

A week or so after this took place I signed up for his LinkMoses paid

newsletter for $8 a month. One of the perks of membership is you

get to email Eric a question you would like him to cover on the

monthly webinar he gives as part of the group.

I used the opportunity to get my name in front of him a couple more

times. Eric did not use my questions on the webinar, nor did he reply

to them via email.

At that point, I had made a handful of communications with my

Golden Link Prospect while only receiving one response back.




Page 110

It was a few days after that I tagged him on a Tweet that shared the

resource guide I curated from his content. Again, I received no

response back.

Not too long after that, I had a friendly Twitter exchange with Garrett

French who co-authored the book, "Ultimate Guide to Link Building"

along with Eric Ward. In the exchange, I sang the praise of my

Golden Link Prospect.

After a month or so you can safely shift gears to the next stage of

your outreach with them.

Which is what I did.

Copy of the link request email I sent my Golden Link Prospect:

http://www.ericward.com/book.html



Page 111

Hi Eric,

First off I know that you drive an 11-year-old Jeep, do not like link

requests on old posts, you perform all your link outreach activity by

phone when possible, you lover archery, so does your son, though

neither of you hunts, you no longer write in public, and you have 3

kids, and your wife is a nurse, plus you have never linked to affiliate

sites.

Over the last several weeks I have had the privilege of reading and

watching ALL your public content, and I wanted to prove that fact

to you. :)

I have created an SEO online tutorial that challenges our readers

to be VERY SELECTIVE with their link prospects (links below).

Throughout the entire 19,000 words of the seven-part SEO online

tutorial [which is now this book you are reading!], I leaned heavily

on your content, because I knew it would be better for my readers

than anything I could create on my own.

In it I share a link to your book, your LinkMoses sign up page, your

resource page, and I took the time to curate most of your content

into a handy reference guide.

It’s my hope your readers and subscribers will get huge value from

participating in this challenge themselves.



Page 112

Regardless of what you do with this SEO online tutorial, I want to

thank you for the awesome education you have given me these

last several weeks. Your system rocks, as do you, sir.

The links to the content are below.

Thanks!

Matt LaClear



Page 113

Swing and a miss!

Eric Ward never responded to the email. I shook off the setback and

plowed forward and sent him a message on Skype.

Here's the exact message I sent:

Hi, Eric...are you available for a quick 3 minutes phone call this

week to discuss my Shoot for the Moon Backlink SEO online

tutorial? It gets heavy into content creation and research, I'm sure

your readers will benefit from what I teach in it. Would just need a

couple minutes of your time to discuss. Thanks!

Eric did not respond to this message either.

Strike two!

A week later things started to fall into line when I received a

notification from LinkedIn that Eric Ward had accepted the

connection request I sent him a couple of weeks prior.

Here is a copy of the LinkedIn Connection request I sent him

including the typo I missed on it.



Page 114

As soon as I received that notification from LinkedIn, I left him a

recommendation.

It was a week later when I heard back from Eric via a LinkedIn

message.

In it, he thanked me for the LinkedIn recommendation and gave me

the heads up that he had embedded one of my Tweets on his

website.



Page 115

After some searching, I found the Tweet on his consultation services

sales page, which I took to be an excellent sign.

Why?

It meant I was beginning to earn my Golden Link Prospect's positive

attention.

It was a week later when Eric notified me had placed the link to

my site!

http://www.ericward.com/evaluation.html



Page 116

Not only had I just earned a link from my Golden Link Prospect, but

it was also featured very prominently on the page that receives the

most traffic on his website!!

Booyah!

Asking Your Golden Link Prospect to Link to Your Content You reached the point of the campaign where you are ready to

approach your Golden Link Prospect to ask him or her to link to the

content you created.

It will be a mistake to reach out to them cold, though. It's best to have

several soft touches before sending them a link request.

One you get selective, you have no excuse to ever reach out cold to

a prospect again. It's too easy to reach out and engage with people

in 2017.

So, use social media to your advantage like I did in my outreaches to

Eric Ward.

What to Do If Your Golden Link Prospect Ignores Your Outreach Attempts If your Golden Link Prospect does not respond to your link request,

you need to keep plowing forward a bit with your goal to earn their

link.



Page 117

Continue following up with him or her every week for a month or so

without making a pest of yourself. Use as many different forms of

communication media as possible in these follow-ups.

Don't be afraid to call your Golden Link Prospect on the phone either,

or overnight them a copy of your link request email.

Feel free to copy the approach I took to earn Eric Ward's attention;

it's a proven strategy that has worked every time I have used it.

How to Earn a Link from Your Golden Link Prospect Without Creating New Content If you don't have the time to create the killer content you need, there

are still a couple of other ways you can earn a backlink from your

Golden Link Prospect. Both of which are legitimate forms of

backlinks.

In a perfect world, you want to create content that your Golden Link

Prospect will promote as well as place a backlink to on their blog.

But that won't always be possible on your first attempts. If so don't

let that deter you from still scoring a link from the biggest authority in

your industry anyways.

What follows are two backup parachutes I deployed just in case Eric

Ward was not willing to link to the content.

Reference Guide



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Reference Guides are super easy to create and are a content

creation tactic that requires only moderate writing skills.

Remember the spreadsheet you set up to organize your Golden Link

Prospect's content and the content they link out to from their blog?

We covered that earlier in chapter three.

Upload the spreadsheet to Google Drive and then share it with your

Golden Link Prospect to let him or her know you took the time to

organize their content.

Share how much you respect their content, and you wanted to make

it easier for yourself and others to access it all quickly.

How will this earn you a backlink?

You have two plays here:

1. Offer to build an HTML reference guide that your Golden Link

Prospect can post on their website. If they don't already have one,

and you did an excellent job curating your data, there's a good

chance they will take your offer. In return for your effort negotiate

a "curated by" link on the bottom of the page with a link to your

website.

2. Ask your Golden Link Prospect if you could send the spreadsheet

to their webmaster so he or she can build the reference guide

instead. Then ask them to include your link at the bottom of the

page.



Page 119

Examining, sorting, and cataloging content is what curators

do. It makes information much more accessible.

Your Golden Link Prospect will appreciate that you read and

watched all their content as it is. But once they learn you took the

time to catalog it all, that just might be enough to motivate them to

link to you.

Especially if they get an awesome reference guide curating all their

content to post on their site.

Here's the complete reference guide I created for Eric Ward's

content. There is nothing special about it either. It's something you

can easily duplicate yourself for your Golden Link Prospect.

Testimonial

What does giving your Golden Link Prospect a testimonial have to

do with earning a backlink on their blog or website?

It depends on if he or she places links on the testimonials they post

on their site. If they do, it's an easy way to earn a backlink from them.

Even if they don't include links in their testimonials, leaving one

could further boost your relationship with him or her, and give you

another opportunity to score a link from them down the road.

Note: For this tactic to work your Golden Link Prospect needs to

offer a product or service that fits your budget, and be something

http://yourseosquad.com/resources/



Page 120

you can put your name behind as well as endorse. Otherwise,

move on to other tactics.

I Gave My Golden Link Prospect a Testimonial

In the case of Eric Ward, I signed up for his $8 a month paid

newsletter LinkMoses.

In the first issue that I received, Eric offered a one-hour consultation

call for the discounted rate of $300. I took him up on his offer to get

some help on a client's campaign. Which was awesome, Eric ended

up finding a boat load of link opportunities for us to pursue, in fact, I

plan on hiring him every month to consult with me on all my client

campaigns.

The information he gave me was that awesome.

At the end of the call, I sent him this testimonial.

I'm glad I did that too because it's what earned the first backlink from

my Golden Link Prospect to my blog!



Page 121

Take a look. :)

Not stopping there I then asked Eric Ward for an interview, and to

my surprise, he granted me one. I figured I already earned the link

from him so now I'll have the interview to use as content for my blog.

After the interview was edited I posted it to my blog and did the same

with the transcription, then sent both links to Eric to let him know they

were posted.

http://yourseosquad.com/eric-ward-interview/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

https://yourseosquad.com/eric-ward-interview-transcription/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle



Page 122

Did I earn an additional backlink to my blog from doing so?

Nope.

Instead, it earned another three backlinks to my site and a second

one to my Twitter account!

Do I consider the effort well spent that I put into earning six links from

my Golden Link Prospect?

You better believe I do! You will too after you succeed in your quest!!

Conclusion - What to Do After You Earn Links from Your Golden Link Prospect Once you earn a link from the biggest name in your industry there

are only two things you need to do, keep plowing forward with your

http://www.ericward.com/podcast.html



Page 123

relationship with the Golden Link Prospect and reach out to your

Silver Prospect to ask them to link to the new content you created.

After getting the chance to speak with my Golden Link Prospect a

few times now he asked if I'd be willing to do some podcasts with

him to talk about link building and maybe coauthor a book with him.

Talk about a huge opportunity to gain more exposure to my blog and

my system of link building. Good things happen when you put the

needs of others above your own and I'm looking forward to

leveraging that opportunity into even more links to my blog.

Helping others before you help yourself is the secret to ascending

greater heights in your business because the people that matter the

most in your industry notice you when you do.

You truly must give before you can get. Building links any other way

is a crapshoot in my opinion.

What to Do If You Fail to Earn a Link from Your Golden Link Prospect Okay, Matt, I tried everything you said to do in this book, and my

Golden Link Prospect keeps ignoring me. What do you suggest I do

now?

Great question.

Let me answer it by asking you another question.



Page 124

Here it is:

Are you happy with the content you created to earn a link from the

biggest authority in your industry? If not, go back and check over

ALL the homework assignments and fill in the gaps that exist in your

content. You might also want to check out the videos I created on

my link building video series.

If the content you created is first class, then this challenge

has already been a success, regardless of whether you

earned a link from your Golden Link Prospect.

You now have content your site visitors find useful, and love and

other authorities in your industry will want to connect to once you

reach out to them.

By aiming big, you hit big even though it wasn't the bullseye you

were hoping for. But the content you created will help your business

attract links from your Silver Prospects.

To get those links you reach out to them in soft touches like you did

with your Golden Link Prospect. Most them will respond to your

efforts if you followed the instructions I detailed throughout this book.

In Conclusion The fact that the tactics you learned in this book take tons of effort

on your part is a good thing.

Don't doubt that for a second either.

http://yourseosquad.com/seo-tutorial-beginners/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle



Page 125

Back before Google released the Penguin algorithm change,

link building was a breeze. It didn't matter what type of junk

links you built, they almost all worked. Thus, there was a low

threshold for competitors to get in the game and steal your

rankings. Today that competition barrier is much more

formidable.

The steps to overcoming this competition barrier involve a lot of

reading, research, and elbow grease. Because of this, more people

than ever are giving up on link earning. Which means the spoils will

be yours if you just stick with it long enough.

The tougher the competition barrier is, the more money there is

waiting on the other side of it.

Spock out.

Are you ready to shoot for the moon with your link building

and content creation efforts? If you would like to hit the

ultimate easy button and have my team and I create kick butt

content and conduct effective link outreach for your business

check out my White Hat Links in a Box service.

You will be fully protected by my 100% Satisfaction-Guarantee.

If you don't get links from the biggest influencers in your

industry within 90 days, I'll send you a prompt refund. Period.

http://yourseosquad.com/white-hat-links-box/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle



Page 126

For Further Study To read more from Matt LaClear, he invites you to check out these

blog posts

How to Take Control of Your Life

My Secrets to Success in Life Are Pretty Simple

The American Dream is not Dead Until You Let it Die

How to Create Backlinks Manually – a Link Building Tutorial

http://yourseosquad.com/how-to-take-control-of-your-life-and-be-happy/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

http://yourseosquad.com/secrets-success-life/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

http://yourseosquad.com/american-dream/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

http://yourseosquad.com/create-backlinks-manually/?utm_source=Link%20Building%20Debunked&utm_medium=Amazon%20Kindle

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Link Building Debunked€¦ · · 2017-04-14Link Building Debunked Link Building Debunked Page 1 Contents Preface ..... 4 Introduction