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My backlink outreach is hyperspecific, how to optimize?

Hey folks!

I'm working on developing a solid campaign to get my client a few backlinks via outreach, primarily. We've already earned a few organically, which is nice. Just want to get some more intentional, high-quality ones.

The tricky thing is I'm a one-person team and I only have about five hours every other week (if that much) to work with. I've already got a few outreach templates ready, but the most time-consuming thing is qualifying candidates* for outreach and personalizing emails. I feel that I'm a bit hyperspecific in my approach, so I'm looking for ways to optimize. I plan on having one initial outreach email + 1-2 follow-ups per candidate.

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*By qualifying candidates, I mean those that meet some or all of these criteria:

  • High priority: Share a target audience/audience overlaps or is adjacent to ours
  • Expert, authority, or other leader in the community or relevant scientific discipline
  • Mandatory: Have an active blog/newsletter/social media
  • Mandatory: NOT a competitor!!! (meaning they/the URL should not have competing keywords or products, primarily)
  • Value journalism/storytelling and educating/informing the community, not just “content” for content's sake
  • Mandatory: Not a competing keyword/article (our article should provide additional value to candidate's live piece)

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I'm interested to learn what backlink outreach techniques people have found to be the most successful, and whether you can offer insights on how to avoid making this a huge time-sink? (Not interested in buying backlinks.) I don't want to send a generic outreach email to a bunch of people with somewhat relevant content, but I also think I'm not balancing this appropriately considering my small time budget. I'm also aware that these things take time, so I'm not trying to rush. Just trying to be efficient.

Our best pages include those with exclusive interviews, community features, and we're working on a report from original survey data as well, so we're covered on the content end. I've spent several months going back and rewriting old blogs, improving page-level SEO (incl. formatting), getting rid of broken links, and all that stuff to ensure our blogs are as appealing as possible for backlinking. I'll be ready to start outreach in a few weeks, maybe.

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Edit, Context: Backlink outreach is not my primary job for this client; SEO content writing is, which is why I have so little time to dedicate to this and why I need to optimize the workload. I just help them out with this aspect when I have the opportunity.

submitted by /u/sunny_jm
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