Link building in the sleep niche (links on Bloomberg, Techradar, LifeHacker)
Summary
TLDRIn this insightful session, the speaker shares strategies for earning high-quality backlinks in the Sleep Niche without spending money. They demonstrate how to build hundreds of links through expert commentary and digital PR campaigns, showcasing successful case studies like Bed Kingdom's SEO journey. The presentation includes tips on crafting compelling press releases, identifying the right journalists, and creating engaging content that resonates with both the media and the audience.
Takeaways
- 😴 The speaker discusses strategies for earning free links in the Sleep Niche, emphasizing the importance of consistent link velocity and expert commentary.
- 🔗 They showcase Bed Kingdom as an example of a successful link building campaign, highlighting their high ranking for 'bunk beds' searches.
- 🛠 The speaker shares the types of campaigns they have conducted, such as expert commentary and digital PR campaigns revolving around sleep.
- 📈 They mention the impact of these campaigns on a website's SEO, but clarify that results may vary and depend on the client's overall SEO efforts.
- 📝 The speaker provides insights into the process of creating press releases and pitching stories to journalists, focusing on the importance of being direct and avoiding fluff.
- 🎯 They explain the importance of targeting the right journalists who are already covering topics related to sleep, using tools like Roxhill Media for research.
- 💡 Creativity is encouraged when crafting campaigns, with examples given such as 'best wake-up songs' and 'best songs to fall asleep to'.
- 📊 The speaker highlights the effectiveness of their campaigns, with results such as coverage on Bloomberg and other notable platforms.
- 📝 Tips are shared on how to write effective emails to journalists, including being concise, using bold text, and providing value.
- 🤝 The importance of building relationships with journalists is emphasized, suggesting that a good pitch and request for a link back can be successful if the journalist finds value in the content.
- 🛑 The speaker ends with a note on the difficulty of link building in certain niches, with sleep and travel being easier compared to more specific or less popular niches.
Q & A
What is the main topic of the video script?
-The main topic of the video script is about building and earning links in the Sleep Niche without payment, and the strategies used to achieve this.
What is the speaker's intention in sharing the value with people?
-The speaker's intention is to demonstrate how to build links in the Sleep Niche through various campaigns and to show the impact these have had on a website.
What is the significance of 'consistent link velocity' in the context of the script?
-Consistent link velocity refers to the ability to generate a steady flow of links over time within the Sleep Niche, which is crucial for maintaining and improving a website's SEO.
How does the speaker describe the link-building process for Bed Kingdom?
-The speaker describes the link-building process for Bed Kingdom as a result of various campaigns run over more than 2 years, which includes earning hundreds of links from reputable sources.
What is the role of expert commentary in the link-building strategy mentioned in the script?
-Expert commentary plays a significant role as it positions the client as an authority in their field, providing valuable insights and advice that journalists are interested in covering, thus earning links.
How does the speaker emphasize the importance of not being promotional in digital PR campaigns?
-The speaker emphasizes that being promotional in digital PR campaigns can deter journalists, as they are more likely to cover stories that provide value to their audience and are not just about promoting a product.
What is the significance of the press release in the link-building process?
-The press release is significant as it is the tool used to pitch stories to journalists. It should be straightforward, to the point, and provide useful information that journalists can cover.
How does the speaker describe the process of finding the right journalists for a campaign?
-The speaker describes using a tool like Roxhill Media to find journalists who consistently talk about relevant topics, such as sleep, and tailoring the pitch to match the journalist's area of interest.
What is the importance of creating useful content for journalists according to the script?
-Creating useful content is important because it provides value to the journalist's audience, increasing the likelihood of the story being covered and, consequently, earning a link back to the client's website.
How does the speaker suggest leveraging creativity in link-building campaigns?
-The speaker suggests leveraging creativity by coming up with unique angles for stories, such as the best wake-up songs or songs to fall asleep to, and adapting them for different times of the day or occasions.
What are some of the niches that the speaker finds easy for building consistent links?
-The speaker finds niches such as sleep, fitness, fashion, entertainment, and travel to be 'super hot' and relatively easier for building consistent links due to their broad appeal and interest.
Outlines
🛌 Building Valuable Links in the Sleep Niche
The speaker introduces a strategy for earning free links in the Sleep Niche by showcasing how they built hundreds of links for a client, Bed Kingdom, which resulted in the client ranking above major brands like Ikea for certain search terms. The speaker emphasizes the importance of consistent link velocity and the role of expert commentary and digital PR campaigns focused on sleep. They also demonstrate the types of links built, including mentions in major online publications, and explain the process of identifying and pitching to journalists effectively.
📰 The Art of Digital PR and Thought Leadership
This paragraph delves into the specifics of digital PR, highlighting the need to position clients as thought leaders rather than overtly promoting their products. The speaker discusses the importance of creating engaging, non-promotional content that journalists and the public find valuable, such as tips for better sleep. They also explain the process of crafting press releases and the importance of direct, no-fluff communication with journalists. The speaker shares insights on how to find the right journalists using tools like Roxhill Media and how to pitch stories that resonate with them.
🔍 Identifying Journalists and Crafting Engaging Campaigns
The speaker provides a detailed account of how to identify journalists who are relevant to a client's niche, using sleep as an example. They demonstrate how to use tools to filter and find journalists who consistently write about sleep-related topics. The importance of crafting campaigns that provide value to these journalists and their audience is underscored, with examples of successful campaigns that resulted in coverage from reputable sources. The speaker also hints at the potential for future campaigns based on the timing of the presentation, suggesting the flexibility and creativity involved in link-building strategies.
Mindmap
Keywords
💡Link Building
💡Sleep Niche
💡Expert Commentary
💡Digital PR Campaigns
💡Link Velocity
💡SEO (Search Engine Optimization)
💡Press Release
💡Journalist Outreach
💡Content Marketing
💡Bunk Beds
💡Bed Kingdom
Highlights
The speaker shares insights on building free links in the Sleep Niche without payment.
Emphasizes the importance of earning links through expert commentary and digital PR campaigns focused on sleep.
Demonstrates the impact of link building campaigns on a website's ranking, using Bed Kingdom as a case study.
Bed Kingdom's ranking as the top result for 'bunk beds' search, attributed to effective SEO and link building strategies.
Details the process of building hundreds of high-quality links for Bed Kingdom over two years.
Mentions the variety of media outlets linked to Bed Kingdom, including major publications like Express.co.uk and Huffington Post.
Explains the strategy of positioning clients as thought leaders in their niche rather than focusing on product promotion.
Discusses the importance of creating and pitching stories that journalists and the public find valuable and relevant.
Provides an example of a successful campaign about pets sleeping with owners, illustrating the expert commentary approach.
Outlines the structure of an effective press release, emphasizing brevity and directness in communication with journalists.
Introduces the use of tools like Roxhill Media for identifying journalists who cover topics related to the client's niche.
Describes the process of finding the right journalists by filtering for those who consistently write about sleep and related topics.
Advises on the ethical approach to pitching stories, discouraging spam and promoting value-driven content.
Shares creative campaign ideas, such as best wake-up songs and best songs to fall asleep to, that garnered media coverage.
Mentions the adaptability required in link building campaigns to ensure consistent link velocity and relevance.
Notes the challenges in building links in niches that are less flexible or have fewer opportunities for media coverage.
Concludes with an offer to provide more insights or cover link building in different niches, highlighting the versatility of the approach.
Transcripts
just before I leave home tonight it's uh
almost 9:00 in in the office I said why
not share some value with some people
why not um just show how you can build
links in the Sleep Niche and free links
by the way links that you don't pay for
how you can earn links I think that's a
more accurate uh statement how you can
earn links in the Sleep Niche I'll show
you how we build hundreds of links and
I'll show you exactly the campaigns that
we have done and also you know the
impact it had on the website um I'm not
saying if you build these links they
will always have the same impact on the
websites but if you know the client does
everything right then they might have
the same impact on the website I show
you many aspects of of of this um this
type of Link building so it's not just
the links but also the consistent link
velocity that you can generate with um
within the Sleep Niche by running expert
commentary digital PR campaigns that
revolve around sleep let's click on um
on on Google on the Google tab and see
uh what we have here for bunk beds
right we have the
ads and then we have um a few results
here we have Ikea we have happy beds we
have dream dreams. go. 2K quite big ones
argles quite big one but above
Ikea we have a little known website
called bed Kingdom and they're selling
bunk beds this is their main product
like bunk beds or one of the main
products of um bat Kingdom and they are
number one well I'm glad you asked why
they are number one of course I don't
want to say it's just our work I'm just
proud of the links that we have built
for them but they they have done great a
great SEO aside from you know from our
links right it's uh it's more uh it's
more than just links let me just share
the screen with you I'm going to present
the screen um let's see share
[Music]
screen share screen I'm going to
select this
one and you can see my stream yard now I
guess so if we click here on the bunk
beds
there you go I can see my screen on the
other and myself on the other screen as
well so this is how the search for that
look like for bnk bets right well we
have the ads that I said I I was
presenting the screen without realizing
I was not sharing it it it's fine it
happens right when Ikea happy beds
dreams Aros but then bad kingdom is
number one now let's see what kind of
links we have built to bad Kingdom we've
been working together with them and um
for about over 2 years now and we have
done lots and lots of uh campaigns let's
just see what types of links we have
buil for B Kingdom if you look here
there's hundreds and hundreds of links
that we built including you know Wells
Online daily record mirror express.co.uk
Huffington Post and hundreds and
hundreds of links I said in my in my
post uh life hacker right
um quite a few Life Hacker ones we've
done like um tech radar and lots of
other nice ones I'm going to show you
exactly how we've done it right I'm I'm
going to show you a a press release that
we have sent out to the journalist as
well as how we are looking for
journalists how we search for
journalists and how we pitch the stories
to them right look at this so we've
started working together with B Kingdom
and I mean we are proud of this work and
and Ash as well like he's hopefully he's
proud of of what we've done but he
should be proud of what they have built
not just like our links were just a
little fraction I don't want to sound
ever like I'm like taking credit I just
want to you know show how this plugged
into their their overall you know
organic and and and earn strategy right
so um November 2021 was the first link
and ever since then we've done lots and
lots and lots and lots of campaigns and
we still keep on doing lots of campaigns
for them uh this is how a links uh a
link looks like um expert reveals why
you should never let your pet sleep with
you in the bed right this is pretty cool
um asley of bad Kingdom um he said it's
it's mostly fine right so this was a
campaign
about expert reveals why should why you
should allow your pets to sleep with you
wow okay um right and this is how we'll
earn uh we have earned the links it's an
expert commentary campaign where we put
forth bad Kingdom as an expert in beds
and sleep um who shared advice why we
think why they think that they should
sleep with their animals right let me
show you the campaigns that we've done
for them so for for digital PR you can
never talk about your products I mean
you can sometimes but it will not get
you consistent links what you can do
with digital PR is you have to put your
clients forward as the thought leaders
and talk about something that's not
about their products because journalists
will will sniff they are clever people
they will sniff if you try to be too
promotional like our products are going
to resolve the world's every problem and
the Revolutionary Uber of whatever you
know feature on our website has been
launched last week nobody cares about
that you should write and you should
pitch some stories that people care
about that journalists care about
journalists need clicks to their website
and they know if they're right about
things that people care about like for
example sleep of course how to fall
asleep and sleep act reveals toopics to
make you bedom warmer in the winter a
pretty good one and most well rested EU
countries and so on these are the types
of campaigns that J care about right
share something with the press that they
love by the way these numbers here these
are not um the actual delivery links for
the campaign because every time a client
buys a campaign from us we run three
four five sometimes even six uh ideas
six different angles for them so um we
always you know deliver more than of
course Three Links it's usually 10 you
know 15 10 12 15 links per campaign so
we we add them together right these will
form a campaign and sometimes you have
to do that sometimes you have to launch
more um like more um campaigns in order
to get uh get the links that that you
want right that you promise for for your
clients so this is how this is how it
looks like these are the types of
campaigns that we have done now I'm
going to show you how a expert
commentary uh press relas look like I'm
going to click on this tab here so this
is how a typical um press list looks
like that we put in an email and we push
it out to and sometimes 100 200
sometimes 500 sometimes even a thousand
journalists this is how it looks like no
fluff no you know hey journalist name
how is your how are you doing it's nice
and sunny outside oh it was rainy today
let me let me share something and don't
go into like fluff just go straight to
the point they don't have time to read
your your fluff you have to go straight
to the point right this is how it looks
like we and add a headline here right at
the opening of the email and a very bold
text and then you just start and like a
small intro and then you say who your
client is and and then you just
elaborate on the tips that you have
shared on behalf of your clients this
looks so simple so basic it's it's not
quite as simple because you have to
really identify uh the vibe of the press
right first of all but it looks simple
and a few really really useful tips and
then you say hey if you will use this
story please link back to our client Who
provided these
insights that's it this is why you put
in the email you don't have to share the
document you just copy paste this text
put it in the
email find the right journalist and push
it out to to them now um how do you find
the right journalist that's probably
everyone's you know we have like 70
people who watch live now on all
platforms throughout you know YouTube
and and Linkedin and I think Twitter as
well how would you find those
journalists well again I'm glad you
asked let's go let's go to Rox hill we
use Rock seal media and they are a tool
that we've been using for three years
now we um we spend um we have quite big
licenses with them we use two tools a
m.com and rock media we pay 100 th
£120,000 no sorry
$120,000 in yearly fees or like a larger
team for these two tools but they are
brilliant you know they are worth the
money don't don't panic you will not
have to pay
$100,000 if you want to try um you know
for try it out for a smaller team it's
going to be like you know six round a
year something like that um by the way
I'm I'm not selling any I'm not I'm I
don't own rocking media I've been
promoting them for like three years and
I don't own any of them and I have no
interest in promoting them I just
promote them because it's it's a good
tool so how do you find jours who talk
about sleep great let's let's say um
it's a country specific let's say us
United Kingdom client as bad Kingdom and
all we do is we just say give me all the
journalists who talk about sleep expert
reveals
check this
out we found 27 journalists who are
talking about sleep expert right
if if we even delete this so you can
play around with the filters sleep
expert 87 journalist and it's going to
show
you if you send a sleep expert a good
like a good sleep expert um campaign to
Steven any if it's good it provides
value to him I guarantee that he will
will cover your story right because he's
writing consistently about these topics
therefore he's a very good journalist if
you have something to share with him
something useful don't just Spam you
know these people with like bad bad
articles or like not not articles it's
not a right word with with bad pitches
because they will not you know they are
they are humans and they will not cover
it they they will sniff out if if
something not good but share something
that's useful to the audience right look
at this if you send something to Sarah
I I bet if the story is good she will
cover it and if you're are kind enough
to her and you ask her kindly hey would
you mind linking back to our client to
provideed the insights Sarah would would
would most likely link back to your
client because she appreciates your your
story so that's that's kind of how how
we do it that's how we do it we create
something useful we find the journalist
we push it out and then we
get lots of links to um our client's
website right this is what you know this
is what you can also do and you can
react to like you know hey fever and
whenever it's Christmas you can say how
to get your kids to follow on Christmas
the best wake up songs and um you know
let's just see most popular songs to
fall asleep so can you see this angle
best wake up songs but then the other
angle the best fall sleep songs right so
we we just flipped it around we've done
one for the evening we've done one for
the morning and we ended up on Bloomberg
with one of them and we ended up on
ble.com with the other one it's pretty
pretty good fun you know pretty pretty
good fun and just you know you can just
use unlimited creativity to do this well
I hope I hope this is helpful I hope you
find this useful I'm going to stop
sharing now I think that was my little
you know um 10minute takeaway before I
just leave leave home I think my wife is
just putting the kids to sleep now and
um I will have to
by the way putting the kids to sleep
right it's a it's a good sleep Story how
to um should you leave office before
your kids fall asleep or after uh expert
reveals let's see if this we can make
this as a campaign for you know for next
week or for this week right that would
be a good one so hopefully hopefully
this is useful hopefully you enjoyed
these little tips and let me know if you
want me to do more of these or let me
know if you want to find out how to
build links in in other niches by the
way there are some NES they are very
difficult to build consistent links in
right they are like if if you try to
keep it very Niche then then the time to
build the links is going to take you
know is going to be longer for example
if you want to go like very you know sus
and and you or the client are not like
flexible on like on the topics then the
campaigns will take longer for sleep
when whenever we got an we got an email
in the inbox like hey I've got a like a
sleep related you know website can you
help us with links we we actually have
quite quite a few sleep lines we are
always like yes sleep is amazing or
whenever we have um sleep Fitness
fashion entertainment uh travel these
are like super hot um niches and I can I
can do another video for all of them
even for ey gaming or um we we have like
300 clients in probably like over 100
niches so some of them are more
difficult they take more longer to their
earings and some of them are not as
difficult like the sleep and the travel
and the other bonds that I've said so
hopefully this is helpful and insightful
and um have a lovely night and hopefully
see you tomorrow with another
interesting topic
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