Why Getting Links In Articles Still Matters

Coverage in a print publication used to be the ultimate in PR placements. Despite the ego-boost it provided the interviewed executive and the PR team, it often didn’t drive business results. It’s not surprising given how unlikely it is that a reader of any given print publication might be in the market for your organization’s products and services at that exact moment. Now, the most sought-after placements are those that can directly drive qualified visitors back to your site. Unlike vanity coverage that can be dismissed as "nice-to-have" PR fluff, a link to your website can be tracked and quantified.

This is why you must endeavor to place links in published articles. However, you can’t haphazardly pitch website backlinks to your media contacts list. To make this happen, you need to shift your perspective on how you pitch to the media. If your goal is to get The New York Times to link back to your website, you’re probably out of luck unless you have ground-breaking proprietary research to share. So, how do you find sites that are a good target for getting your link accepted? 1. Do they usually link? Does their coverage of your industry or topic typically include links to third-party sites? If so, to what kind of sites?

You won’t get a link to your site from a publication that never links to third-party content. 2. Is their site’s content indexed on Google? 3. Is the site a respected authority on my topic? For a link to help you increase your domain authority—and increase your ranking in search—you need to obtain links from sites with a higher domain authority (or rank on Google) for your topic area. First, search on Google for your target keyword and see what publications are on the first page of results. Next, use the Moz toolbar to document the domain authority for your site and those of the target publications from your search. If a site meets all of the above criteria, you’re ready to move on to your pitch.

Traditionally, media pitches have included a bio of the executive that aims to show why they are a subject matter expert worthy of being considered for coverage. While a solid bio is still necessary, there’s more you can do in your pitches to garner coverage that ultimately links back to your site. Expert round-ups are typically conducted over email, making them an ideal vehicle for requesting a link back to your website. The key is to use one of your target keywords in your response and link it to an authoritative piece of ungated content on your website. This Forbes round-up with real estate experts, which links to a post on Trulia’s website, is a good example of this.

If it’s a useful piece of content, most editors will leave in the link. Just make sure including the keyword in your answer doesn’t make it seem stilted or awkward. After all, you want to be included in the round-up whether or not your link makes it in. When you are pitching a journalist who isn’t familiar with your expert, embedded links in your pitch can both provide an illustration of their expertise and give the journalist context that may also be included in their resulting coverage. For instance, you can link back to a piece of related writing on your company blog, or a podcast or webinar they hosted on the topic.

If the journalist found it helpful in providing deeper context for the story, there’s a good chance it can make it in on its own. If you have a good relationship with the reporter, you can always ask if it can be included once your pitch gets accepted. If the link doesn’t make it into the final piece, you can always include it in a comment on the piece, or email the website editor and ask if it can be included. When you write contributed content for a site, you typically get a link to your bio or back to your site.

Rather than linking that to your homepage, consider linking it to a landing page that is more likely to resonate with the publication’s core audience. Don’t forget to include a link to an ungated piece of content in the body of your article as well. Typically, editors will allow you to include one relevant link in the body of your article, as long as it’s not to overly promotional content. Whenever you place a link in media coverage or contributed content, you’ll want to track it both the measure your results and to ensure it remains an active link. Too frequently, a website redesign can result in all-new page URLs. After all the work you went through to garner those links, you won’t want to lose them. Make sure your web team is aware of these high-value links and uses redirects as necessary to keep them live. When an editor trusts you enough to link to your site, you don’t want to repay them by giving their readers a bad experience. Follow her on Twitter @SFerika. A version of this article originally ran on the Meltwater blog.

While all links offer some value, the best links are dofollow links from websites that have a high domain authority. A high domain authority. You can use the Moz Open Site Explorer to find a site’s authority ranking. Typically use dofollow outbound links. Dofollow links, as opposed to nofollow links, are a type of link that passes SEO value and authority to the site it leads to. A benefit of having high-authority websites feature your content is that it creates a trickle-down effect. When authoritative websites share a story, many other lower-authority websites see the story and also cover it on their site.

Links on influential websites usually trigger more links from other publishers. So as you look for publishers during your outreach efforts, target websites that are leaders in their industry and field. By focusing on a few big blogs, you will likely end up creating more links than if you had focused on multiple smaller blogs. Links connect content throughout the web. They direct readers, guide search engine results, and build website authority. So as you attempt to improve the visibility and notoriety of your website, focus on the best strategy for building links: content marketing. Create interesting, trendy, and original on-site content that publishers want to cover and link to. Then, make sure publishers are aware of your content by using smart outreach efforts that target influencers. This proven approach can get your content featured on reputable sites and earn authoritative links back to your website. Find out how we have used this two-step strategy to create thousands of links for our campaigns and clients. Browse through a full library of our case studies and client work to get an insider’s look at our most successful content marketing campaigns.

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