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  • Writer's pictureMark A Preston

Blogger Outreach: Build Business Relationships - Not Just Links

Updated: Mar 11

As a veteran in the SEO field, I’ve witnessed first-hand the evolution of blogger outreach. I recall a time when this landscape shifted dramatically—when bloggers realised the lucrative potential of their platforms. Blogger outreach became a commercial enterprise, rather than just a mutual exchange of value. However, amidst this transformation, the importance of quality and strategic approach in blogger outreach has become more critical than ever.

blogger outreach

The Continuing Value of Blogger Outreach

In my conversations with peers, a recurring question arises: does blogger outreach still offer a substantial benefit to your digital strategy? My answer is unequivocal—yes, absolutely. The power of a well-placed guest post or a strategic partnership with a blogger remains unmatched. But success hinges on the approach.

Crafting a Blogger Outreach Strategy with Integrity and Insight

Here’s how to craft a blogger outreach campaign that maintains integrity and drives results:

Step 1: Rigorous Site Analysis

Before engaging with a blogger, perform a thorough analysis:

  • Scrutinise the link profile of the blog to ensure it’s robust and relevant.

  • Investigate the keywords for which the blog ranks to align with your SEO goals.

  • Check the domain’s history for consistency and authenticity.

  • Use tools like WHOIS and the Wayback Machine to gain insights into the website's past.

Step 2: Prioritise Quality Over Quantity

Quality should be the cornerstone of your blogger outreach efforts:

  • Seek bloggers who value their content and audience engagement over quick financial gains.

  • Aim for posts that add value to the readers while aligning seamlessly with your brand message.

Step 3: Risk Management

Understand and manage the risks associated with link building:

  • Be aware that the risk of acquiring toxic links is real, albeit small, and can increase if due diligence is not performed.

  • Recognise that you cannot control future actions taken by the blog owner that may affect the integrity of your link.

Step 4: Maintain a Natural Link Profile

Strive for a natural or natural-looking link profile:

  • Avoid aggressive or manipulative link-building tactics that can flag your site as inauthentic.

  • Opt for organic growth and links that make sense in the context of the content and audience.

Step 5: Embrace Change and Stay Informed

As the landscape of SEO continues to evolve, it’s crucial to stay informed:

  • Keep abreast of the latest trends and updates in SEO and blogger outreach practices.

  • Understand the nuances of Google's algorithm changes and adjust your strategies accordingly.

(Watch as I delve into the blogger outreach debate with Charles Floate)


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