Link building in the sleep niche (links on Bloomberg, Techradar, LifeHacker)

Summary

In 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.