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Eppie Vojt's presentation from Searchlove Boston on scaling outreach and link building.
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Scaling outreach without looking like an idiot
I obviously know a thing or !
two about looking like an idiot.!
Eppie vojt Director, SEO Red Ventures
@eppievojt
Dirty word Scale hasn’t always been a
This...
...Became this
...not this
...and definitely not this
Scaling != creating a lesser version
Scaling != producing something different
Who did this We’re the ones
...and this Earned a special email label!!
...and this
So hard Because building lots of real links is
Word.
Barrier of entry But that means there’s a higher
4 simple principles to scaling outreach
Improve efficiency Create or use tools that
Improve effectiveness Track everything to
Deskill labor Compartmentalize tasks to
Fully automated Repetitive, low intelligence tasks should be
1 simple principle to happier employees
Eliminate or automate what they hate
Identifying performance levers
Links = (ES)(OR)(RR)(AR)(CAR)(PR) Emails Sent! Open Rate! Response !
Rate!Agreement Rate!
Content Acceptance Rate!
Publication Rate!
Emails Sent = (PF)(CIR)(RvR)(QR) Prospects Found!
Relevancy !Rate!
Qualification!Rate!
Contact Info Rate!
Emails Sent = (PF)(CIR)(RvR)(QR) Prospects Found!
Relevancy !Rate!
Qualification!Rate!
Contact Info Rate!
End of the internet Prospecting beyond the
Turn google against itself advanced search operators + scrapers
Done For you
~ * -
intitle: inurl: intext:
site: filetype: related:
Do it yourself
=IF(B5="Yes",ImportXML(B3,"//h3[@class='r']/a/@href"),"")
Think laterally (or let Google do it)
Done For you
Ubersuggest Google Adwords Keyword Tool
Semi-dIY
Over 1,000 followers... so you know it’s good!!
hAp://01100111011001010110010101101011.co.uk/2013/05/finding-‐more-‐guest-‐post-‐opportuniOes/
Semi-dIY
Hold CTRL (option on Mac) while dragging down!
DIY: Recursive Tilde Negative Match
Do it yourself
Be everywhere your competitors are using OSE, Majestic, Ahrefs and Screaming Frog
Download link profile
Follow the trail of prolific link builders
1. Identify a top blog that accepts guest posts
2. Check to see if wp makes it easy for us to find all guest posts
3. Check to see if there’s an author bio footprint
4. Scrape all of the links
5. Pull down each “prolific poster’s” link profile
6. Run link profiles through link detective or screaming frog
Emails Sent = (PF)(CIR)(RvR)(QR) Prospects Found!
Relevancy !Rate!
Qualification!Rate!
Contact Info Rate!
Hidden in plain sight Find contact information that’s
Contact me: sneaky [at] so sneaky (dot) com
Obfuscated emails Scrape all of the
Mechanical turk it When all else fails...
Emails Sent = (PF)(CIR)(RvR)(QR) Prospects Found!
Relevancy !Rate!
Qualification!Rate!
Contact Info Rate!
Quality Red flags Automatically find
hAp://emailmarkeOng.comm100.com/email-‐markeOng-‐ebook/spam-‐words.aspx
//a[not(@rel) or not(contains(@rel,"nofollow"))]/ancestor::*[contains(@id|@class,"advert") or contains(@id|@class,"sponsor") or (@id|@class="ads")]
Obvious paid Links Automatically find
spam keywords Automatically find
+ Custom Filters
Links = (ES)(OR)(RR)(AR)(CAR)(PR) Emails Sent! Open Rate! Response !
Rate!Agreement Rate!
Content Acceptance Rate!
Publication Rate!
Speed & tracking Mail merge for better
Links = (ES)(OR)(RR)(AR)(CAR)(PR) Emails Sent! Open Rate! Response !
Rate!Agreement Rate!
Content Acceptance Rate!
Publication Rate!
Outreach campaigns Dissecting real world
We did a few things right
1. We picked a popular, relevant topic: The NCAA Tournament
2. We built a super attractive asset
3. We made it easily sharable
4. We added a charitable element
5. We built a strong target prospect list & pursued them aggressively
6. We brought in a top outreach vendor to augment our capacity
We failed. hard
Terrible plan Avoid starting with a
A few weeks later
1. We targeted another popular sporting event
2. We built a super attractive asset
3. We made it easily sharable
4. We took a unique angle
5. We built a strong target prospect list & pursued them aggressively
6. We handled all of the outreach ourselves
We made it rain links
If you’ve enjoyed this presentation I’m eppie vojt
@eppievojt
http://www.eppie.net/searchlove
If not... I’m ian howells
@ianhowells
Questions? @eppievojt