Scaling Outreach (without looking like an idiot)

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