SEO Outreach: Best Practices for Your Link-Building Strategy13 min read

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SEO Outreach Best Practices for Your Link-Building Strategy

SEO outreach is the process of contacting webmasters to secure backlinks for your content.

In this article, we’ll cover all of the basics of SEO outreach and discuss its benefits.

Most importantly, we have a look at some good practices that will help you craft effective outreach campaigns and useful tools to manage the process.


  • (Search Engine Optimization) SEO outreach is a link-building strategy focused on building links from external websites, which helps improve website rankings in search engine results pages (SERPs), drives traffic, and boosts revenue.
  • The benefits of an SEO outreach campaign include better search engine rankings, increased organic and referral traffic, enhanced brand credibility, and wider audience reach.
  • SEO outreach is also cost-effective and delivers long-lasting results.
  • SEO outreach specialists are professionals who concentrate on establishing relationships with authoritative sites to secure external links.
  • SEO outreach link-building strategies include guest posting, skyscraper technique, resource pages, broken link building, expert roundups, influencer collaborations, testimonials, case studies, and targeting unlinked brand mentions.
  • A successful SEO campaign involves setting clear objectives, selecting the right tools, defining the target audience, researching prospects, planning content, scheduling outreach, evaluating, and refining the strategy.
  • Identifying suitable link targets through niche research is essential for your outreach success.
  • Tailor outreach emails to each recipient by addressing them by name and referencing their work.
  • Emphasize the mutual benefits of collaboration and present your content as an asset.
  • Keeping outreach emails clear, and respectful, and avoiding excessive jargon increases your success chances.
  • Send polite follow-up emails when you don’t hear back from your prospects, but avoid being overly persistent.
  • Aim to grow genuine long-term connections with prospects through engagement and participation in their online communities.
  • Using a spreadsheet or CRM will help you stay organized and avoid reaching out to the same people.
  • Crafting well-researched, engaging, and relevant content is essential for attracting authoritative backlinks.
  • Useful tools for an SEO outreach campaign include Google Analytics, Semrush, NinjaOutreach, Respona, and SurferSEO.
  • BacklinkManager is a link-building tool that allows you to monitor the status of your hard-earned backlinks and manage link exchanges. If you want to see how it works, why not sign up for free?

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What is SEO Outreach?

SEO outreach is a link-building strategy that involves contacting other webmasters, bloggers, or organizations from sectors related to your business. The main objective of SEO outreach is to generate backlinks from external websites to the client’s website.

It is done through various tactics like guest blogging, roundups, infographic outreach, unlinked brand mentions, resource pages, content partnerships, and content and brand promotion outreach.

It is an essential part of any SEO strategy, as it helps to boost website rankings on SERPs and drive more traffic and revenue.

Benefits of SEO Outreach

SEO outreach requires a lot of effort but it’s totally worth it. Here are some of its benefits.

  • Improved search engine rankings: high-quality backlinks from authoritative websites help improve your website’s search engine rankings, as Google search algorithm considers backlinks as endorsements of your content.
  • Increased organic traffic: as your rankings in search engines improve, your website will attract more organic traffic, leading to higher visibility and potential customer engagement.
  • Enhanced brand credibility: collaborating with well-respected influencers and websites in your industry can bolster your brand’s credibility, making it easier for potential customers to trust your products or services.
  • Wider audience reach: SEO outreach enables you to tap into the audiences of other websites and influencers, expanding your reach and increasing brand awareness.
  • Long-lasting results: Unlike paid advertising, the benefits of SEO outreach can last for a long time, as high-quality backlinks can continue to drive traffic and improve rankings even after the outreach campaign has ended.
  • Better content: Outreach often involves the exchange of content, like guest posts or expert quotes. This collaboration can lead to more diverse and valuable content for your website, providing a better user experience for visitors.
  • Networking opportunities: Building relationships with other industry professionals can open up opportunities for future collaborations, partnerships, or even business referrals.
  • Affordability: Compared to other forms of advertising and marketing, SEO outreach can be a more cost-effective way to increase your online visibility, particularly when targeting high-authority websites.

What does an SEO outreach specialist do?

An SEO Outreach specialist is a professional who focuses on using customer research and outreach techniques to build relationships with authoritative sites.

Their main objective is to acquire backlinks that promote our website’s visibility and drive qualified organic traffic to your web pages.

An SEO outreach specialist could be a part of an in-house marketing team or work for an SEO agency.

What is an SEO outreach strategy?

An SEO outreach strategy is a plan of action aimed at building relationships with bloggers, influencers, or website owners.

Strategies could involve direct communication, such as email campaigns or phone calls, or indirect techniques such as participating in relevant industry forums or other online spaces.

Successful outreach plans identify target audiences and create personalized messages to engage them.

SEO outreach link-building strategies

There are different ways and angles for SEO agencies to approach SEO outreach. Here are some examples:

  • Guest posting: writing high-quality articles or blog posts for other websites in your niche, and including a link back to your website in the author bio or within the content.
  • Skyscraper technique: identifying popular, high-quality content in your niche, then creating even better, more comprehensive content on the same topic. After that you reach out to websites that have linked to the original content and ask them to link to your improved version.
  • Resource pages: finding resource pages within your niche that list valuable resources, guides, or tools, and reaching out to the website owner to suggest including your relevant content as an additional resource.
  • Broken link building: identifying broken links on relevant websites and contacting them to suggest your content as a replacement for the dead link.
  • Expert roundups: creating roundup posts featuring insights and opinions from industry experts and sharing them with the experts, who may then share it with their audience or link to it from their own websites.
  • Influencer collaborations: partnering with influencers in your niche to create content, like interviews, podcasts, or videos so that they link back to your website and share the content with their audience.
  • Testimonials and case studies: offering testimonials or writing case studies for products or services you’ve used, and asking the company to link back to your website when they publish your testimonial or case study.
  • Unlinked brand mentions: monitoring the web for unlinked mentions of your brand, and reach out to the website owners to request a link back to your site.
  • The Skyscraper Technique

Link Building Best Practices

Here are some key best practices for SEO outreach link-building that can help you maximize its effectiveness.

Research your prospects

Before starting your outreach campaign, it’s crucial to identify suitable link targets.

Begin by researching websites in your niche that share similar content or have a complementary focus. Assess their domain authority, engagement levels, and audience demographics to gauge their potential impact.

By targeting relevant, high-quality websites, you’ll improve the value of the backlinks you earn and increase the likelihood of a favorable response from the site owner.

Personalize your outreach

Generic outreach emails are often ignored, so it’s important to tailor your approach for each recipient.

Start by addressing the recipient by name and referencing their work or recent publications to demonstrate your familiarity with their content. In this way, you show genuine interest in their work and establish a connection that may lead to a successful link-building collaboration.

Offer value

When reaching out to potential link partners, focus on the mutual benefits of the collaboration.

Explain how your content is relevant, valuable, and unique, and why it would be of interest to their audience.

By presenting your content as an asset rather than a request, you’ll increase the likelihood of securing a backlink and create a win-win situation for both parties.

Influencer outreach email. Source:

Be concise and professional

Keep your outreach emails clear, concise, and professional.

Use respectful language, avoid excessive jargon, and refrain from making unrealistic promises.

By presenting your message in a straightforward and professional manner, you’ll make it easier for the recipient to understand your request and consider linking to your content.

Follow up

Not every outreach email will receive an immediate response.

If you don’t hear back after your initial contact, consider sending a polite follow-up email after a week or two. This can serve as a gentle reminder and increase the chances of receiving a reply.

However, be mindful not to appear overly persistent or pushy.

Build relationships

Successful link-building relies on fostering genuine relationships with your prospects.

Engage with them on social media, comment on their blog posts, and share their content.

By actively participating in their online community, you demonstrate understanding and value of their work.

Keep track of your outreach

Staying organized is essential for managing an effective link-building campaign.

Use a spreadsheet or CRM to record your SEO outreach efforts, noting the date of contact, responses, and outcomes.

This will help you avoid duplicate outreach efforts and streamline your link-building process.

Create high-quality content

The foundation of successful link-building is exceptional content.

Ensure your content is well-researched, engaging, and relevant to your target audience.

High-quality content is more likely to attract backlinks from authoritative websites and generate positive responses from your outreach efforts.

Be patient

Link building is a time-consuming process that requires patience and persistence. Not every outreach attempt will result in a backlink, so it’s important to remain consistent in your efforts.

Over time, your perseverance will pay off as you build a strong backlink profile for your website.

Monitor and measure your success

Regularly review the performance of your link-building campaigns using analytics tools, such as BacklinkManager.

By tracking your progress, you can identify successful strategies and areas for improvement, allowing you to refine your approach and maximize the impact of your outreach efforts.

Crafting an Effective Outreach Strategy

Creating an effective outreach strategy involves careful planning, research, and execution. Here are some steps to help you develop a successful outreach plan.

Step 1: Set clear goals

Begin by establishing your outreach objectives, such as increasing website traffic, improving search engine rankings, or building brand awareness. Clear goals will help you measure the success of your campaign and guide your strategy.

Step 2: Pick your tools.

Decide what tools you’re going to use at each step of your outreach process.

Think about SEO tools, both for your research as well as content creation, a CRM to track your outreach efforts, and a link management tool to help you stay on top of the links you acquire.

Step 3: Define your target audience

Understand who your ideal audience is, including their demographics, interests, and pain points. This information will help you identify relevant websites and influencers to target in your outreach efforts.

Step 4: Conduct prospect research

Find relevant websites, bloggers, and influencers within your niche that could provide valuable backlinks or collaborations.

Step 5: Plan your content

Decide what content will resonate with your target audience. This could include blog posts, infographics, videos, or case studies.

Step 6: Plan your outreach schedule

Develop a timeline for your outreach campaign, including when to send initial emails, follow-ups, and any additional communication.

This will help you stay organized and ensure that you’re consistently working on your outreach efforts.

Step 7: Evaluate and refine your strategy

Regularly assess the performance of your outreach campaigns using analytics tools like Google Analytics or Ahrefs.

Best SEO Outreach Tools & Resources

There are a variety of excellent SEO outreach tools available to SEO agencies and outreach specialists for every step of the process.

Google Analytics – best for measuring website traffic

Google Analytics is a powerful, free tool that allows you to track and analyze your website traffic, making it invaluable for SEO outreach efforts.

With Google Analytics, you can monitor the effectiveness of your link-building campaigns by tracking metrics such as the number of visitors, referral sources, and time spent on site.

Additionally, you can identify which content is generating the most traffic and engagement, helping you refine your outreach strategy and create content that resonates with your target audience.

Google Analytics. Source: Semrush.

Semrush – best for backlink research

Semrush is a comprehensive SEO tool that excels in backlink research.

With Semrush, you can analyze your competitors’ backlink profiles, identify high-quality link opportunities, and gain insights into the most effective link-building strategies in your niche.

Semrush also offers features such as keyword research, site audit, and rank tracking, making it an essential tool for SEO outreach and overall digital marketing strategy.

Keyword overview in Semrush

Ninja Outreach – best for influencer outreach

Ninja Outreach is a platform designed specifically for influencer outreach, streamlining the process of finding, connecting, and collaborating with influencers in your niche.

With Ninja Outreach, you can discover relevant influencers, create personalized outreach campaigns, and manage your relationships with ease.

Respona – best for outreach automation

Respona is an outreach automation tool that simplifies the process of managing and executing outreach campaigns.

With Respona, you can easily find relevant prospects, create personalized email templates, and automate follow-ups, allowing you to focus on building relationships and creating high-quality content.

Respona’s built-in analytics also help you monitor the performance of your link-building campaigns, providing insights that can help you refine your approach and improve your SEO results.

SurferSEO – best for SEO content optimization

SurferSEO is a content optimization tool that analyzes the top-ranking content in your niche and provides actionable recommendations for improving your own content’s SEO performance.

By utilizing SurferSEO’s data-driven insights, you can create content that is more likely to rank higher in search engine results and attract backlinks from authoritative websites.

SurferSEO’s features include keyword analysis, content editor, and SERP analysis, making it an essential tool for optimizing your content for SEO outreach.


BacklinkManager – best for monitoring your backlinks

BacklinkManager is a dedicated tool for tracking and monitoring your website’s backlinks.

Home - Backlink Manager

Thanks to its link-monitoring features, you can

BacklinkManager also offers functionality for managing link exchanges. It allows you to

  • share link-building targets with partners via sharable partnerships,
  • easily send link requests from specific pages on your partners’ domains,
  • receive status updates on link exchanges,
  • keep score with each link exchange partner – both in terms of link quantity and quality (average DR of linking domains),
  • track the average DR of websites you get links from.


SEO outreach is an invaluable part of a digital marketing strategy, providing links to authoritative websites and creating opportunities for businesses to increase their brand awareness and online visibility.

If you want to see how BacklinkManager helps SEO teams keep track of their backlinks, book the demo!

Try the best tool for your link building campaigns! CRM + Link Monitoring + Reporting