Link Building in 2019: Get by With a Little Help From Your Friends
Summary
It sobered me up and pushed me into thinking about outreach in a whole different light, and taught me the most important lesson to date: building links isn’t about using automation to create processes that scale. It’s what our friend John Collins from Intercom calls Happy Meal content: At the time, most outreach programs were about leveraging tools to automate processes and scale every step of the way. We were using several tools to scrape websites and hired virtual assistants off of Upwork to find email addresses of just about anyone associated with a company, whether they were actually the ideal person to contact or not. Here’s an example of a simple, straightforward message I send out: Once someone expresses interest, I’ll find a place on their website using a site search where they can reference one of our client’s content priorities for the month. Now, if I’m looking to drive link equity to a certain page, I don’t have to build a new list, queue up a campaign, and kick off a whole automation sequence to an ungodly amount of people like I did in the past.
