What I will present to you is a SEO 2.0 Outreach plan for SEO’s all around the world! Follow these 6 steps and your on your way to success! Start considering the following outreach plan to acquire the ‘Net citations your enterprise needs to place on popular search engines.
The purpose of outreach is for SEOs to create a network of prospects capable of bestowing digital citations.
The focus should be to acquire as many potential link partners as possible, but marketers must first understand the actual strategy that has been set in place by the brand.
If the goal is to generate more leads online, for example, the strategy might focus more on educational or informational content, whereas if the aim is to increase awareness and page views, a strategy could focus more rigorously on producing regular, fresh and timely content to maximize the available marketing opportunities.
Just as you wouldn’t depart on a cross-country trip without the necessary provisions, neither should you engage in an SEO campaign without the necessary information – information that will fuel the outreach initiative.
The first step is to identify the verticals, niches or categories that carry the potential to ultimately provide a relevant citation. That means engaging in research that reveals relevant bloggers, potential partnerships and perhaps even competitors.
Don’t stop there however – there’s more information to collect then you might think.
Many of the link targets identified in the research phase will be valuable – and others, well, not so much.
When you prioritize online prospects, you’re gaining more value with less work.
Working top down, from the most influential to the least, optimizing outreach time carries the potential to yield the greatest results as one link from an authority site in almost every case, for example, will outweigh the value provided by 10-20 sites with little or no value.
After becoming familiar who it is you’ll be in contact with, and are following the outreach program – but only one step. The next phase is to actually deliver the messages that will ultimately earn your website the citation it needs to compete.
Most often the outreach comes in the form of an email. Since there are so many different ways to reach out to prospective link partners.
Once you have a connection with an influential information publisher or customer advocate, it’s absolutely necessary to maintain the relationship – and sometimes, that can be exceedingly difficult.
The time and attention of those capable of bestowing a link / citation is often limited so relationship maintenance ensures that the opportunity remains viable in the future as new opportunities emerge.
It’s possible that your strategy will be misguided – e.g. you might have had better luck publishing informational, thought-leadership style content over short-form briefs on trending news items.
Ideally, digital marketers will be tracking their performance and determining if the strategy that was put in place is meeting expecatations. If not, don’t be afraid to pivot.
SEO 2.0 has arrived and the savviest digital enterprises are signing on to the power of contest and relationships. Don’t be left behind – start reaching out today!