Blogger outreach: Link building the ethical way
Whether looking to increase your brand’s Google ranking, generate excitement or increase interaction with your consumer base, blogger outreach could provide all you need, succeeding where paid content models failed.
Implementation of the Panda and Penguin updates rendered a lot of link building models obsolete. On Penguin’s release Google estimated that, of English language searches, 3.1 per cent were affected. Considering Google are responsible for billions of searches per month, this represents a phenomenal number of brands that saw a decline in their rankings.
Google’s business is the quick provision of links to relevant, engaging content; it was only natural that these updates sought to penalise the low-grade, inorganic back links which had skewed results.
It is vital, therefore, for brands to ensure back links are of high quality. A great way to do this is to work with a fantastic, cost-effective resource already at your disposal.
Make your brand part of the community
A blogger’s drive is passion for their subject, and it is to them your brand’s consumers turn when considering a purchase. This is why a 2012 BlogHer study found that 81 per cent of the online population trusted advice from bloggers, and Technorati’s Digital Influence Report ranked blogs as the third most influential digital resource.
At your fingertips are trusted members of your brand’s online community. Bloggers aren’t seeking out your consumers, their interest and passion attracts them. In fact, Real Time Report found that even mid-level influencers produce 16 times more engagement than media groups, with 61 per cent of consumers having made a purchase based on a blogger recommendation.
Yet bloggers are not only enthusiasts but writers, too – and good ones. Their audience is achieved through producing interesting, relevant and timely content that readers care about. Let them help tell your brand’s story and give it a voice with well written posts and photography.
Build relationships, not contacts
The way to tap this resource is in the same organic, ethical manner as the blogger has – becoming part of a community, one which, unlike traditional publishers, already has an existing desire to hear about your brand and is more likely to be receptive.
Tailor your approach – when you find a blogger you think fits your aims, read their blogs and About Me sections to ensure you’re approaching the right people in the right way. Whatever their usefulness to your brand bloggers are not simply a marketing tool, you should be looking to build genuine relationships. Be honest about your goals, be there if they need you, and remember that this is a mutually beneficial relationship – in shares and exposure, you have something to offer too.
Working to provide a brand experience
Your brand looks to offer great products and great service, but a well implemented blogger outreach strategy deliver this to a larger consumer base, be part of a community and avoid Google penalties, but also allow passionate individuals to create a fantastic brand experience.
John Warner, Content Executive, Click Consult
Tel: 0845 366 7586
Email: hello@click.co.uk
Web: www.click.co.uk
Twitter: @ClickConsultLtd
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Click Consult (Part of Ceuta Group)
Located in North West England, Click Consult is a multi award-winning digital and search marketing agency with a focus on organic (SEO) and paid search (PPC). Part...
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