Earning links is the key objective of every digital PR campaign. At Motive we are skilled at creating content for clients which high authority sites are happy to publish and include links to our clients’ websites. These links help move the needle when it comes to our clients SEO and can give them a massive boost in organic search.
But it’s not enough to just add links. They also have to be high authority and come from a wide spread of different domains.
It’s not enough to keep on winning links from the same domains every month, even if these domains are high authority. Once a site has linked a handful of times the value of subsequent links will diminish in comparative terms compared to the value of a link from a new high authority domain.
This is because the number of referring domains is an important indicator of a website’s quality and is therefore an important ranking factor for Google and the other search engines.
So it pays to take a very wide ranging view when it comes to outreach and to continually review targets to ensure new domains are being added constantly.
It can also make sense to create bespoke content for target sites if you wish to add a link from them. This can be time consuming and therefore expensive but if the target site has high authority and carries relevant content then it can be worthwhile.
A recent example is this piece in Sport Bible which we collaborated on in return for a link to client Muscle Food. We wanted to add a link from Sport Bible because the site has high authority with a DR of 73 and features content relevant to Muscle Food’s target customers.
So we were happy to cooperate with the site and were able to arrange for samples to be sent out to allow the writer to follow Erling Haaland’s diet for one week (the goalscorer puts away 6,000 calories every day).
Organising content such as this can help attract new domains to link to a client. Getting there requires a proactive outreach strategy. It’s really about doing some research to identify the right domains and then reaching out to them to build a relationship. They may be willing to take some content you have already created or it may be a case of discussing what content could work for them and creating something accordingly in return for a link.
As already mentioned this approach does take time so it should run alongside other content creation and outreach activity.
How to find targets
Identifying the right targets is important so the research phase cannot be underestimated. There are several methods to try to find new domains but a competitor analysis can be one of the most efficient ways to identify domains which are willing to link to sites in the same sector as your own. It is necessary to use a tool such as Ahrefs or Moz to dig down into the backlink profile of two or three close competitors. You can then compare this with your own site’s backlink profile and identify the gaps. Doing this should allow you to identify 100 or so targets which you can then start to outreach and offer content to.
Once you have succeeded in adding a link don’t discard a domain or regard it as ‘job done’. You should continue to offer them content and include them in your outreach. Further links will still have value and while it’s true that value will begin to tail off after a few links have been built, they can still bring traffic, which is in itself another ranking factor.
By monitoring which domains are linking to your website and then making efforts to build relationships and create content to earn links from new high authority domains you should be able smash your digital PR game. But if you do need a little help please do get in touch for a no obligation chat.