A look at scaling up your agency operation while thinking about how to scale micro techniques into macro outreach.

1. Sam Morton
Client Services Director
CLICK INTELLIGENCE
10 tips to scale link building for your clients
@sammorton775
https://www.slideshare.net/SamMorton6

5. MACRO
• Link Analysis Tools
• Data Gatherers
• Outreach Management
• Team of Negotiators
• Content Writers
• Operations/Outreach Manager
• Account Managers
MICRO
• Link Analysis Tools
• Data Gatherer
• A Negotiator
• Content Writer

7. TAILORED – Low Volume - Heavy Personalisation
• Utilise link tools that bulk analyse sites
• Create a searchable database with a Google Custom Search Engine**
• Google Alerts
• Reverse Google Image a regular blogger/influencer in the clients niche
* * https://cse.google.com/cse/

9. SHOTGUN – High Volume - Mass Personalisation
• Organisation, communications and training
• Daisy Chain vs. Centralised data
• Creating personas for each niche
• Using tools like Pitchbox, BuzzStream, Ninja Outreach….
• Managing the data to make improvements to the process

15. THE RECIPE
• Pool a list of competitors – Run through a Link Analysis Tool
• Segment by Link Type
• Find the types of content attracting the most backlinks *
• Look at the content that didn’t attract backlinks *
• Identify the rate at which good quality links are being built *
• Which sites in your clients vertical look more likely to an approach
• Start pitching the sites and making friends

17. Client Site
• Locate Broken backlinks, resulting in a 404 page
• 301 redirect it to a similarly relevant page
Creating New Links Through Resource Sites
• Find broken 404 links*
• Replicate the content (that used to exist at that link) on your website **
• Reach out to the website linking to the broken resource and suggest that they change the
broken link to your clients working link.
MICRO
Link Miner *
https://linkminer.com
Check My Links *
goo.gl/zbDF2V
Way Back Machine
web.archive.org/
**

18. • Scour the net for relevant resource pages in your clients niche
intitle:”resources”
inurl:”resources”
intitle:”links” inurl:”links”
• Find all broken links on those pages in bulk (Screaming Frog)
• Find the broken links with the most inbound links ( Ahrefs Batch Analysis tool)
• Create Similar and improved content on your clients website
• Reach out to all the sites linking to the broken link
MACRO

20. SCALE RELATIONSHIP BUILDING
• Identify videos from influencers or thought leaders that are relevant to
your clients niche
• Check if the video has a transcription
• Write a blog post transcribing the video onto the clients site
• Reach out to the person/video offering your transcript
Video Tutorials / Conference Presentations / Vlogs / Webinars /
Hangouts / Interviews / Product Reviews / Live Streaming

22. • Build free online tools for your clients
• Find sites in your niche talking about your subject & contact them (intitle: / inurl:)
• Pitch these sites to add a link
• + Research the competition also offering these tools and look at their inbound backlinks
• Make sure what you’re offering is better than the competition
• Pitch the sites linking to the competitors tool
RESOURCES

24. Macro – The Difference between 5% & 25%
• Adding more personalised layers mean a higher response rate
• Personalised titles & subject lines
• Use first name, use it more than once, mention the site,
• Use a point of reference – Blogs, social, news article, content URL
• Be expressive
• Tailor/ Segment a few example (blog) ideas in the email / Give some options
• Constantly make new variations of the pitch
• As soon as you start to see a dip in the pitch response, change it
• Schedule a follow up email