1. Segment and thematize your reach
  2. Segmentation example
  3. How to find prospects
  4. Bring away

The last time I talked about public relations, I had a chicken on my head.

I'm not kidding, look:

Brightonseo Bibi

It wasn't because I felt an irresistible longing for the cozy warmth of the poultry cover, but to bring home my main point:

Range is it How You said it.

I presented myself at the Outreach Summit and was not only extremely flattered, but also very nervous.


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Because if there's one thing that I find more boring than laundry, it's looking at online presentations and slides.

So I decided to bring up my conversation with kittens and chickens.

A little risk.

Fortunately, people appreciated the silliness and tweeted my slides along with their own puns:

SEO Talk Comments

Comments on the SEO conference

The topic of my talk highlighted me.

And by making people laugh, I instantly made a personal connection with a distant, invisible audience.


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This is exactly what you can do with your reach!

People are constantly being notified by link builders via email and they are over it.

One way to get the result you want is to change the way you write your email.

It consists of two steps:

  1. Segment your prospect list.
  2. Theming your template.

Segment and thematize your reach

When creating outreach-based links, you may struggle to strike the right balance between personalization and scaling.

The more you personalize Your email, the higher your conversion rate. This is simply because people tend to respond well to someone who is genuinely interested in them.

Writing hyper-personalized or even customized emails takes a lot of time and energy.

And I don't know about you guys, but I've been pretty exhausted lately.

On the other hand: the more generic The simpler your email address, the easier it is to systematize and scale your reach.

However, your conversion rate will usually be lower.

You also run the risk of being flagged for spam as your email can completely miss the mark with your prospects.

Don't despair: there is a sweet spot between quality and quantity.

Here you can limit your prospecting to a certain segment and then create a template that is tailored precisely to this target group.

Build relationships

I would like to pause for a second here because link building puts a lot of emphasis on building relationships.

And it's true; Once you develop a relationship with an editor or the owner of a business, you can still use that for links and other collaborations.

Which is totally awesome.

But not everyone has time for it, and some people are hesitant to start this journey for various reasons.

The next best thing is to create a lightning-fast personal connection, especially if you're sending emails cold.

Immediate personal connection

It's similar to how someone easily associates with a song, picture, or movie quote.


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Imagine you are at a party talking to a stranger. Five minutes later, you find out that they also love RuPaul & # 39; s Drag Race.

You both start worrying for the next hour about how Symone killed the runway and shadowed Kandi Muse Utica and … you get the picture!

How do you make that quick connection with someone you don't know?

First, classify them into a very targeted category based on aspects such as their subject areas, their target group or their goals.

Then research your language, interests, topics, etc.

And then you theme Your outreach template accordingly.

Let's unpack how this would work for link building in real life.

Segmentation example

Let's say you are MACK Trucks and you want to get more people interested in your new e-commerce platform for ordering parts.

Since you don't really have a great linkable asset, go for a guest posting campaign.

Now you need prospects to post content.


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Broad prospecting

The most obvious way to build a prospect list is to search for websites that have content related to trucks.

But in such a list you would have a very different group: truck fans, truck sellers, truck repair services, logistics companies, environmental bloggers, and so on.

This would mean that your email can't be too tailored or that it is completely misaligned.

So you need to stick to a generic email that may turn out to be insincere.

Close prospecting

When prospecting I often use one or more of the following angles:

  • Websites that rank on the keywords I am targeting e.g. E.g .: (Mack Truck Parts).
  • Websites relevant to my client's trip, for example: (Fleet Manager).
  • Websites on topics my audience is interested in, for example: (Traffic Safety).

Once I've picked an angle, I google a little and narrow my list to a specific group.

In this case, I would like to choose companies that offer fleet management software. I prefer reaching out to real companies for two reasons:


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  1. You monetize by selling products and services, not by selling links. When you post content that helps the audience, there is intrinsic audience value.
  2. They care about their website and its content in the long term and don't let anyone give out links for cash.

As an added bonus, these potential customers could also act as partners for other types of collaborations.

You end up sharing the same audience, but you're not a competition so it's a win-win for everyone.

How to find prospects

In this example, I'm looking for fleet management software companies.

I always use Pitchbox to create campaigns for Google Search Operator, but you can just Google & Scrape right out of the box (SEOruler is a great free scraper).

Something that works well is using keywords that real software companies would rank for, such as: B. (Fleet management software inurl: Demo).

This way you bypass broader websites that have tons of software checked out.

Use the inurl search for more targeted guest post spaces

You can also search for existing lists, e.g. B. (Top 1000 Fleet Management Software).


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Or even go all ninja and scratch software directories.

On another project, a member of my team went into a specific Shopify app category and pulled out all of the companies listed there.

Quick initial quality check

The prospect list you end up with should mostly contain real businesses targeting a portion of your target audience.

Before you start reaching, you will likely need to do a cleanup. Here is a quick checklist.

Avoid websites that:

  • Monetize only with content (except really big dog publishers).
  • Look spammy or neglected.
  • Are obvious link sellers.
  • Scream WRITE FOR US.

Go for:

  • Real companies & real people.


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When responses come in, you can always close a link prospect after reviewing how they're responding, what their traffic and link behavior are, or what other quality metrics you're using.

(If you have any other preferred method of scraping or qualifying prospects let me know in the comments.)

Theming your outreach

After you have a highly specialized list, you can do a little research to see what is going on in that little corner of the web.

Questions you want to answer are:

  • What jargon do you use?
  • How do you write?
  • What format of content do they have?
  • What are your interests?
  • What are their pain points?
  • What is currently going on in your niche?
  • What cultural inspiration is relevant to you: pictures, films, music, quotes, word games, etc.?

That sounds like a lot, but you can do this pretty quickly thanks to Google.

Theming research example

There are many ways to dive into a segment, but whatever works for you is the best.

I usually just google back and forth in a creative flow, hopping from one topic to the next.


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I call it "having a conversation with Google".

Fleet management isn't exactly the sexiest topic, but it can get interesting along the way.

To begin with, just search for (Fleet Management Trends 2021) and open some of the articles that come up.

Serp content ideas

Make a note of the trends mentioned in the pieces, if they sound appropriate for use in a contact email.

They can be used anywhere in the email, from the subject line to sending.


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Here's an example:

Fleet management trends

Topics that I could use as inspiration are remote fleet management or safety and hygiene measures.

Perhaps this heading would serve as a guest post: "How to Implement Security Protocols in Remote Fleet Management."

While walking through the SERP, I also noticed this piece:

Fleet Management Articles

What made me think: "The fleet of the future sounds catchy, let's use that!" Of course I made a note of it.


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In short, write down the articles and search results as you go through them something This is a useful element in your thematic contact e-mail.

Make her laugh

Another element that works very well is the use of humor in your emails.

This is a great way to defuse any negative associations potential customers have when searching for links. It also allows you to break the ice with a stranger right away.

Again, fleet management doesn't sound funny from the start, but because people are passionate about their work, they often enjoy it too.

Even great corporate editors.

When I searched for "fleet management puns" I found a list on Punstoppable:

List of word games

The Quaker isn't the best word game, but I could use it to make it stand out in an inbox.


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For example, the subject line could be, "What do you think Quaker calls the delivery fleet?"

And when someone interested opens the e-mail, I could give them the punch line: "Haulin oats".

Delving quick and dirty into the contents and context of a tight prospect list means you can use whatever you come across in your contact email.

This is what your email might look like (and I hope yours is better than mine; my team creates all of our templates so I kinda rusted me):

Subject Line: Your Best Fleet Storage?

Hello joe,

Since 2020 is quickly disappearing from the rear view, I would like to focus on new challenges for the audience of .

I was thinking something along these lines: Implementing security protocols in Remote Fleet Management, or maybe Fleet of the future: Optimization for last mile deliveries.

Feel free to rephrase if you think a different angle is more appropriate, or accept your suggestions for other topics I should cover.

Keep it up,



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If you don't have the attention and creativity to do it, consider delegating it to a copywriter.

I believe copywriters are the best at outreach because they see outreach email as a product in itself, not a means to an end.

And as I said before, it is How They say it that will help you get the link.

Bring away

Many link building strategies can work.

Whether or not this is the case depends heavily on the quality of execution.

If you want to scale without sacrificing quality, segmentation and theming can be your best friend.

So stop being simple and start being a little bit more.

More resources:

Photo credit

All screenshots by the author, February 2021


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