Inhouse Linkbuilding Factory To Raise Organic Traffic and Branding Awareness
Linkbuilding enjoys top priority while rolling out the SEO strategies.
Link building is important because links are one of the major ranking factors of search engines.
The higher quality links a webpage has, the better it will rank. Source: Searchenginejournal.com
But as per Google Guidelines: buying links is a big No-No, read about Link Spam.
And what is happening despite this practice,
People buy links, in bulk, shit quality for cheap or
Small quantity/unique links, and in the best scenario it is relevant to the targeted URL but cost hundreds (or thousands) of Euros per link for a year.
And one more thing as a takeaway in Linkbuilding; is not the Quantity but the Quality what matters (except if you can gain lot’s of quality backlinks), being the most relevant to the target audience.
All the credit goes here to Fery Kaszoni at Search Intelligence.
He is using online tools for finding journalists (Roxhill), then finding insightful datasets to support his client’s topic, creates visualisations along with the PR article, and at the end, sends these articles to the pool of relevant journalist.
Then the article which was created to the client, according to client’s requirements was sent out in bulk email to journalists.
And then waiting is coming. Sometimes he says he waits a day, and his PR articles are being published across the online news portals.
Are you concerned?
I think you shouldn’t. I find it totally logical, doable, and if you are following Fery Kaszoni’s news and updates, his work is being accepted by other professionals in the SEO industry.
I am reading his work on LinkedIn, and I can tell you he is great, he shares insights, tools and strategies, which are working fine for the U.K., but what happens in my case in Central Eastern Europe?
PR Linkbuilding without list of journalists?
Well, it is not that easy. Finding relevant journalists fast for Germany, Austria, Switzerland is easier, but starting from Czech Republic to the East, tools finding journalists will not provide much results.
Still don’t forget that this way of PR Linkbuilding is free. I mean paying for a tool monthly a few hundreds of Euros is nothing, comparing to paying 600–800 Euros for a link from a semi relevant online publisher or blogger.
What if you have several dozens of product categories across CEE region?
Imagine this job done for a B2B webshop selling warehouse and transport equipment in almost 200 product category in 19 European markets.
An option which can be tried out
Leave the limited online tools finding journalists. Look up on LinkedIn relevant journalists from your country.
Filter them according to the medium, industry, genre, topic, and write to them on LinkedIn.
A professional journalist is always looking for exciting news. And don’t tell me that you have no exciting news around your work.
What to write in the PR Article?
In the below article I highlighted one option, which is located in an environment of a B2B webshop, selling warehouse, office and transport equipment, tools and appliances.
SEO effortlessly could and should cooperate with SALES, learn from customers stories, use the pain points, create relevant and useful content, and use these stories for internal publications on the corporate’s blog and magazine sites, or even turn these stories to insightful publications and offer them to journalists.
Using data from SEO and SEA tools, create visualisations in a form of a clear line chart, add your customer’s story, include a takeaway, a lesson learnt, a point to watch out any benefit related to the content.
Let me give you my favourite example.
In one of the customer’s feedback, we learnt that our artificial flowers were a big hit, so big that the customer in mention planted the plastic flower into her garden.
The customer was watering the fake flower for a while when found out that these artificial flowers are far too realistic, ergo not real.
So I took this story and grabbed GPT, and asked it to write an article about the benefits of using artificial flowers in office or household.
I checked Google Trends for the mentioned market for fake flowers, plastic flowers, artificial flowers, and it turned out that since the last couple of years there is a steady growth on searching for such products.
So imported the dataset, made a line chart in Looker Studio, and made a small montage in Paint from the top 3 selling product images, but I guess if you have images, you can use them as you want to.
Or in another example:
Our webshop sells Desk Bikes, as part of our Office Fitness product portfolio.
Targeting Sport journalists, or Lifestyle and Furnishing and Decoration journalists will not hurt, specially if the topic/product is unique and there is a big chance that would raise attention among the readers.
The Math:
Utilizing an inhouse SEO for PR Linkbuilding worth the investment, even if you target the CEE markets, where by default is hard to find relevant bloggers for niche topics, and even if you had found some, they will ask the price for it, and then that’s it.
If you count the salary of this SEO for a year, and ask in return as many articles as the salary’s first 2 digits, well it still worth the deal, as you can use the content on your website, and you can share it with journalists, and translate these if you have more markets.
You control the content, the quality and negotiate with the publisher.
Also you can use the content in video interviews, podcasts, on LinkedIn, Medium, YouTube, Reddit or wherever the best for you.
Summary:
With the above mentioned “Kaszoni way of Linkbuilding” you can keep the actions in your hands, and receiving relevant references, which are pointing to your webpage from a news magazine.
This will move your SEO efforts forward.
Surely this style of working in the CEE region means more work, than for the UK, where you find hundreds of journalist in your first effort.
No questioning for the results, as it’s a numbers game, you have plenty journalist, you will get some publications fast.
