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.

Outlines

00:00

🛌 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.

05:00

📰 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.

10:00

🔍 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.

Keywords

💡Link Building

Link building is the process of acquiring hyperlinks from other websites to your own. It is a key aspect of search engine optimization (SEO) and helps to increase the authority and visibility of a website. In the video's context, the speaker discusses strategies for earning these links in the Sleep Niche without payment, emphasizing the importance of building hundreds of links to improve a website's ranking.

💡Sleep Niche

The term 'Sleep Niche' refers to a specific market segment focused on products and services related to sleep, such as mattresses, sleep aids, and sleep-related information. The video's theme revolves around leveraging this niche to build valuable links that can enhance a website's SEO.

💡Expert Commentary

Expert commentary is a form of content where an individual or company provides insights or advice on a particular subject, positioning themselves as authorities in their field. In the script, the speaker uses expert commentary as a strategy to earn links by presenting their client, Bed Kingdom, as an expert in sleep and beds.

💡Digital PR Campaigns

Digital PR campaigns are promotional efforts conducted online to increase brand awareness and credibility. The speaker mentions these campaigns as a method to generate consistent link velocity within the Sleep Niche, by creating and sharing valuable content related to sleep.

💡Link Velocity

Link velocity refers to the rate at which a website gains new backlinks over time. The video emphasizes the importance of maintaining a consistent link velocity as part of a successful link-building strategy, which can contribute to better search engine rankings.

💡SEO (Search Engine Optimization)

SEO is the practice of improving and promoting a website to increase its visibility in search engine results. The entire video is centered around SEO strategies, particularly link building, as a means to enhance a website's performance in search results, with a focus on the Sleep Niche.

💡Press Release

A press release is a written statement distributed to the media to announce something newsworthy. In the script, the speaker discusses using press releases to pitch stories to journalists, which is a method to earn links by presenting valuable and newsworthy information.

💡Journalist Outreach

Journalist outreach involves contacting journalists to share information or pitch stories with the hope of gaining media coverage. The video describes how the speaker finds and communicates with journalists who cover sleep-related topics to build links for their client.

💡Content Marketing

Content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. The speaker uses content marketing in the form of expert commentary and digital PR campaigns to attract links and improve SEO.

💡Bunk Beds

Bunk beds are a type of bed designed for two people, with one bed stacked above the other. In the video, the speaker uses bunk beds as an example product for their client, Bed Kingdom, which ranks number one in search results due to effective link-building strategies.

💡Bed Kingdom

Bed Kingdom is the client's website mentioned in the script, which specializes in bunk beds and other sleep-related products. The speaker discusses the successful link-building campaigns they have conducted for Bed Kingdom, highlighting the impact on the website's search ranking.

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