Build a Strong Outreach Foundation
Link building contains a universe of potential discussion—so many link types and differing strategic philosophies that we could get lost in without focus. Thus, in this write up we will be concentrating on link outreach and some of the different types of links we can acquire through said method. This list isn’t meant to be exhaustive, but rather a basic outline with some procedures to get you started on your link building journey.
I am going to be doing two versions of this content. This one, a great actionable guide that anyone can pick up and begin to run. Thousands of links were built with this process. In a more advanced guide, I am going to show you all how to automate a bunch of this to create a much faster and more scalable solution of ramping up into a link building factory.
My intention isn’t to arbitrarily hold you back with a simplified post, but I believe a lot of agencies are a lot closer to getting an MVP stood up and running, rather than starting from scratch and having to construct a much larger machine before they are even ready to send their first email.
Pre-Game Game Planning - Objectives, Timeline & Budget
Before anything else, figure out exactly what you want from guest posting. Is your main priority do-follow backlinks, additional brand exposure, referral traffic, or a mix of all three?
The moment you know your endgame, you’ll be able to measure your success in a more meaningful way. Some people track the number of successful guest posts they land each month, while others keep an eye on Domain Rating (DR), Domain Authority (DA), or the amount of referral traffic coming in. Pick the KPIs that matter most to you.
Guest posting can be a quick campaign for a short burst of link juice, or it can be a long-haul strategy for building relationships. Decide if your timeline is tight or if you have the bandwidth to nurture connections over time.
Also, watch your budget—some sites charge fees for publishing, so factor that into the overall plan. Once you’re clear on your objectives, timeline, and budget, you can dive into the more tactical details.
Initial Keyword Research & Site Gathering
Start With Your “Skyscraper” Keywords
Begin by identifying a set of keywords that are highly relevant to your niche or your client’s industry. These should be terms that have decent search volume and directly connect to the topics you care about. For example, in the legal niche, keywords might include “divorce lawyer,” “personal injury lawyer,” and even “locksmith” if that intersects with your client’s focus. The goal is to gather keywords that can open the door to finding authoritative sites in your space.
Plug Keywords Into Ahrefs (or Your Preferred Tool)
Next, take your chosen keywords and run them through Ahrefs (or SEMrush, Moz, etc.). We prefer to use the Keyword Explorer in Ahrefs.
When using Ahrefs, head into Keywords Explorer, input your keywords, and apply filters that help refine your results—like setting a threshold on Keyword Difficulty (KD). For instance, filtering out anything below a KD of 40 might steer you toward sites with stronger metrics. It’s not a hard-and-fast rule, but it’s a good place to start if you’re aiming for higher authority.
Export the SERP Overview & Prune the Data
Once you’ve got your search results, scroll down to the SERP overview, export it to a CSV (Excel format is usually safest), and open it in Google Sheets or Excel.
You’ll typically see columns for URL, Domain Rating (DR), Referring Domains (RD), and more.
Feel free to delete the columns you don’t need and sort by Referring Domains in descending order, so the strongest sites rise to the top.
If you find URLs with fewer than 30 referring domains, consider removing them—they’re likely less established.
Expand Your List by Checking Referring Domains
When you see a promising URL, pop it into Ahrefs Site Explorer and look at its “Referring Domains” list.
Once in the referring domains tab, select the Dofollow links tab. By filtering for do-follow links, you can see which sites are linking to that URL.
Export that data to CSV as well. This step will rapidly expand your overall pool of potential outreach targets since sites linking to authoritative content in your niche are often good candidates too.
Merge, Dedupe, & Clean Up
After repeating this process for each “seed” URL, you’ll have multiple CSV files. Merge them all into one master spreadsheet (you can use an online merging tool like GroupDocs or simply copy/paste in Excel or Google Sheets). Remove any duplicates by focusing on the domain column, then trim any columns you don’t need.
The final spreadsheet should just have the essentials—Domain, DR, Traffic, and Referring Domains—so you have a lean, ready-to-go list of potential outreach targets.
Refining & Advanced Deduplication
Color-Coding a Breakpoint
Once you’ve merged all your domains into one master list, we are going to create a clear breakpoint in the file so we can add lists of domains that will be used. Then, paste any additional domains below that highlighted row—whether they come from external lists, a shared document, or any other source.
Filter Out Directories, Listings, and Spammy Sites
Filter by “Blacklist” Keywords
A handy way to weed out low-quality aggregator sites is to use a blacklist of words in your domain column filter. For example, keywords like “directory,” “listing,” and “forum” often point to sites that won’t add value.
Take our provided list of blacklisted websites, and add to it as you please, then you can add these under the blank row we left earlier to create separation from our merged data.
Use Conditional Formatting to Spot Duplicates
After your new data is in place, you’ll want to find and remove any duplicates. First, select the column that contains your domains. Then set up a conditional formatting rule using the formula:
=countif(A:A, A1) > 1
(Adjust the column reference if your domains aren’t in column A.)
This will automatically highlight any cells that appear more than once. Next, create a filter for the column, and filter by the fill color you used to mark duplicates.
In a separate column (which you might label something like “DuplicateTag”), mark each duplicate row with a “1.” Once you remove the filter, you can easily delete the rows with “1.” This ensures you keep only unique domain entries in your final list.
Simply create a filter on the domain column and run each blacklist word you’ve curated (your doc references where to find these terms). Whenever you find a match, tag that row with a “1”. (for instance, in a new column labeled “Directory/Listing Tag”) Once done, remove all the rows you’ve tagged.
Check Domain Rating, Traffic & Relevance
Next, sort everything by Domain Rating (DR) in descending order. If a domain has fewer than 50 referring domains (RD) or pulls in less than 1,000 monthly visitors (whichever threshold makes sense for your campaign), consider removing it.
Even more important: make sure each site aligns with your niche. If you’re focused on “carpet cleaning,” a website dedicated to gaming won’t offer much. That said, some broad-topic blogs cover a range of categories, including yours, so don’t dismiss them as long as they look legit and not spammy.
Identify Low-Quality or PBN Sites
Finally, do a gut check for spammy or Private Blog Network (PBN) footprints. If the site is overrun with ads, has broken navigation, or hasn’t published fresh content in over a year, think twice before including it. Likewise, if they slap “sponsored” all over every outbound link, or if the articles look spun and repetitious, it’s probably not a good partner. Steer clear of domains that seem “too good to be true” or overly promotional.
Finalizing Your Cleaned List
Add to Your Master Sheet’s “Duplicate Check” Tab
Once you have your final batch of prospective domains, copy them over to the “Duplicate Check” tab in your Master Sheet. You can manually scan for duplicates you might’ve missed.
Be cautious about using the automated “remove duplicates” function on your entire master sheet if it contains historical data you need to keep. The safest approach is to weed out duplicates only in that new “Duplicate Check” portion.
Verify Websites for Link Farms or Third-Party Sellers
Give each domain one last once-over by doing quick Google searches like:
(domain + “guest post”)
(domain + “backlink”)
We always recommend this additional recon.
If you uncover a third-party site openly selling links from that domain—or worse, discover the domain is listed on sketchy link marketplaces—remove it immediately. This is a strong indicator of link farming or a compromised site.
If you spot any evidence like the screenshots referenced in your doc (e.g., a site advertising bulk links for cheap), that’s another big red flag. Simply strike those domains from your list.
Gathering Contact Info
Hunter.io Bulk Search
To begin, head over to Hunter.io and log in. Navigate to “Bulks” → “Domain Search” → “New Bulk,” where you can upload your final domain list in CSV format (or just input it directly). Once Hunter.io finishes processing, you can download a fresh CSV file that should contain any email addresses the tool found. You can see the full process outlined below.
Cleaning Up the Emails
Your goal is to sift out the fluff and keep only the most relevant addresses. That usually means removing generic or role-based addresses like “info@” or “admin@,” if you can. Opt for more personal or editorial emails—anything that’s connected to a real person is ideal. “Editor@” and “contact@” can be acceptable backups if you can’t find a first-name address.
(Optional) Social Media and LinkedIn
If you strike out on Hunter.io, don’t give up. A quick scan of the site’s “About” or “Team” pages can sometimes turn up direct contacts. You can also try searching LinkedIn or even Twitter for the editor or site owner. When you do reach out via social media, aim for a friendly, genuine connection rather than a hard pitch right off the bat.
Outreach Strategy & Preparation
Pre-Outreach Warm-Up
Before sending that first email, it helps to “warm up” your targets. This means engaging a bit with their content or social media so they recognize your name when it pops into their inbox. Leave thoughtful comments on a couple of their blog posts, or share and tag them on social platforms. This small step can make your upcoming pitch feel much less cold. It also helps you stand out from everyone else going straight for the ask.
Personalize Your Pitch
When it’s time to draft your outreach, do a little detective work. Try to find the editor’s name—often hidden on the blog’s byline, “About” page, or even on LinkedIn. If you can, reference a recent post you genuinely enjoyed. Show that you’ve read their work and appreciate what they’re doing. That personal touch can really set you apart from generic mass emails.
Crafting the Outreach Email
- Subject Line: Keep it punchy, ideally five or six words. You could try something like, “{{first_name}}, loved your post on [topic]” or “Guest post for {{company}}?”
- Body: Start with a short intro about who you are and what you do, then highlight why your guest post idea would bring value to their site’s audience. Give them two or three topic suggestions that tie into their niche, possibly backed by data or interesting insights.
- Conclusion: Close with a concise call to action—something like, “Let me know if you’d like to discuss further.” And, if you have any previously published work, link to one or two samples to reinforce credibility.
Follow-Up Strategy
If you don’t hear back, it’s perfectly acceptable to follow up once or twice over the course of a week or so. Keep it polite and professional. After that, if there’s still no response, it might be best to move on and focus your energy elsewhere.
Negotiation & Finalizing Details
Handling the Response
Once you get a positive reply, clarify the nuts and bolts: word count, external link guidelines, anchor text constraints, and whether the links will be dofollow. If they mention a fee, check if it fits your budget. Some sites are flexible on price, others aren’t. Tools like iCopify (or your own personal thresholds) can help you decide if it’s worth it.
Sponsor Tags & PBN Red Flags
If the site insists on marking every guest post as “Sponsored” or “Paid,” it may not be as beneficial for your SEO or brand reputation. In extreme cases, you may be dealing with a Private Blog Network (PBN) if everything looks spammy or overly promotional. Always trust your gut—sometimes it’s better to walk away than risk a shady link.
Publication Timeline
Finally, talk logistics. When can you deliver your post, and when can they realistically publish it? Some blogs work on a strict editorial calendar or may be backlogged. Keeping the lines of communication open prevents surprises—nobody likes a deadline shift without warning.
Content Creation
Research & Outline
Before typing a single word, make sure you understand the host site’s voice, style, and preferred length. If their readers like short, snappy pieces, don’t hit them with a 3,000-word behemoth. On the other hand, if they typically publish in-depth analyses, don’t hold back on detail.
Aim for a clear structure—an introduction, several body sections, a conclusion, and perhaps a call-to-action if appropriate. And don’t forget to include internal links to the host site’s other relevant articles. Editors love it when you show you’ve done your homework and genuinely want to enrich their existing content ecosystem.
On-Page SEO & Readability
When writing, use headings (H2, H3) and bullet points to break up the text. Nobody loves a giant wall of text. If you have useful images or screenshots, consider adding them as well—just make sure you have permission to use them. When it comes to inserting your own link, pick anchor text carefully. Overly commercial or forced keywords often get flagged or stripped out, so keep it natural and relevant.
Revisions & Editor Feedback
High-authority sites can be picky (and rightfully so). Don’t be surprised if they request multiple rounds of edits—tightening your introduction, reworking a sub-section, or clarifying a point. Roll with it.
Be sure to get revisions back as soon as possible. The faster you turn around these edits, the easier it is to keep the momentum going and to build goodwill with the editor. This could lead to additional guest posting opportunities in the future.
Final Submission & Post-Publication
Check the Live Article
Once your article goes live, take a moment to review it. Is your link dofollow (assuming that was agreed upon)? Is the anchor text exactly as requested? Make sure there aren’t any unexpected “Sponsored” or disclaimers tacked on. If something’s off, politely reach out and clarify.
Promote the Post
Just because it’s published doesn’t mean your work is done. Share the piece across your social media channels. Tag the host site (if they’re on social media) and encourage them to share, too. The extra promotion helps generate more visibility for both you and the publisher, and it’s a nice way to show your appreciation. It can also help build additional good will for future content.
Maintain Relationships
Don’t forget to send a quick thank-you note to the editor or site owner—basic courtesy goes a long way. You’d be surprised how many people miss this step.
Stay in touch on LinkedIn or Twitter and keep an eye on their content. Check back regularly for additional opportunities. This relationship could pave the way for future guest posts, collaborations, or even business partnerships. It’s easier to maintain an existing relationship, rather than build new ones.
Long-Term Monitoring
It’s wise to periodically check that your backlink remains intact. Tools like Ahrefs, Google Analytics, or specific link-monitoring apps can alert you if something changes—like if the link is removed or turned nofollow. If you spot any changes, reach out gently to see if it can be resolved.
Building a Master Database & Scaling
Database Structure
As you ramp up your outreach, maintaining a well-organized database is key. A spreadsheet or CRM where you list each domain, contact person, email, DR (Domain Rating), traffic stats, date pitched, and current status (like Pending, Accepted, Published, etc.) will keep you on track. It’s also handy for making quick decisions on which prospects to prioritize or revisit. As you expand your team this makes it easier for others to take over outreach as well.
Automating Parts of the Workflow (Optional)
If you’re sending dozens or hundreds of outreach emails, consider using Mail Merge tools like Mailshake, GMass, or Woodpecker. These tools allow you to automate large batches of personalized emails and schedule follow-ups for non-responders. You can also integrate an API (e.g., from Ahrefs or via Supermetrics) to automatically update DR or traffic data in your spreadsheet, which saves time on manual checks.
Evaluating ROI & Continuous Improvement
Finally, keep an eye on which guest posts drive the most referral traffic, help with keyword rankings, or spark meaningful engagement. By tracking these results, you’ll learn which niches or article angles yield the best outcomes. Over time, you can double down on the strategies that work and fine-tune those that don’t, optimizing your guest posting efforts for even better ROI. The more data driven decision making you can implement, the better your results will be.
Whew. We know this was a long one, and this is surely a daunting task. So if you need help building links from our established team, please request a link gap report and we will worry about the outreach so you don’t have to.
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