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How To Unleash The Power Of Pre-Outreach Strategy

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How To Unleash The Power Of Pre-Outreach Strategy

In the world of digital marketing, traffic is the name of the game. And generating a lot of traffic usually means successfully promoting your content to get links and social media shares.

But even the most popular bloggers sometimes struggle with this. Seriously. Believe it or not, sometimes, even the most established digital content creators with the most engaged audiences struggle with getting the interaction they need.

If you’re running a smaller blog, this is probably disheartening.

After all, if Seth Godin has posts that aren’t getting shared, what hope do you have of going viral with your grandma’s cheesecake recipe?

Sure, it’s the best cheesecake in the history of the world, but how do you get people excited about it and share it in their social circle?

Let me introduce you to a little tactic known as a pre-outreach strategy.

What’s that, you ask? Your work ahead of content drops pays dividends after your release. It’s establishing relationships with industry players, journalists, editors, and other bloggers.

Usually, this is a two-way street, where you’ll partner with someone to promote their content, and in return, they’ll promote yours.

And the truly remarkable thing about it is that it’s not limited to blogging. You can also use pre-outreach to link email marketing, search engine optimization (SEO), influencer marketing, and social media marketing campaigns.

If your pre-outreach strategy is effective, your traffic increase will be consistent, even when you’re not releasing new content.

Sounds great, right? Then let’s dive right into how to create and implement a pre-outreach strategy that can generate links and shares for all your content.

Before we jump in, there is one thing you need to know: If your business lacks visibility, using a pre-outreach strategy may not be the best use of your time.

Instead, it would be best if you first focused on improving your profile. Once you’ve done that, you should revisit your pre-outreach plan.

Start By Checking Your Circles

I always start all my pre-outreach campaigns by pulling together a list of experts and partners I regularly collaborate with on content promotion.

This is a quick and easy task if you use CRM systems like Nimble or Pitchbox or have a spreadsheet with their names and contact info.

I recommend reviewing your current list of subscribers and social media followers. There’s a good chance that among them, there are some people that might be interested in sharing your content.

After creating this spreadsheet, I separate all my contacts into two lists.

  • The first list is the people I will ask to give my piece some love and endorsement across their channels.
  • The second list of people is those to whom I will reach out about the possibility of linking back.

In both cases, I never forget that I’m asking for a favor, so I need to make sure it’s going to be easy and beneficial for them to help me out. No one likes doing a favor for someone who makes it difficult or offers nothing in return. I always ask whether they want me to promote anything.

Some people think the best way to get links is to email blast people you might not know. I would not recommend this.

A recent study showed that cold outreach emails have a response rate of just 1-5%. My personal experience confirms that number. It took me about 40 cold emails to get one link.

My rule of thumb is only to ask people whether they could refer to my piece if I know them and have previously partnered with them on a link-building side.

Thanks to Pitchbox, I can easily filter out contacts I’ve never built links with from my pre-outreach list.

Even though I sometimes use automated email outreach funnels for pre-outreach, I prefer to do it manually. This allows me to double-check that I am sending it to the right person and add a bit of personalization to each email.

One more thing that is good to mention is that – thanks to the Digital Olympus conference – I have a good number of digital marketing influencers that are always willing to help me spread the word once my post goes live.

So, launching your event or even podcast is a great idea, as this can help you build relationships with industry leaders.

One more example I’ll give you is Jason Barnard’s podcast. This platform, from which he covers SEO, copywriting, and more, allows him to promote his content effectively by involving the people he invites as guests to his show.

Finally, if you’re lucky enough to have close ties with companies that send out mass emails to their subscribers, this could be a gold mine.

The logic is pretty simple: Ask to be featured in their mass emails and, in return, offer to mention their post in your email marketing campaign.

As you can probably tell, the more people you have established a good working relationship with, the better your chances of getting links and social shares are.

Now let’s see what to do next after you have reached out to all your contacts.

Going Beyond Your Circles To Secure Links

Reaching out to people beyond your contacts is essential to get enough links. This is a great time to use pre-outreach to “warm up” people and build relationships with them.

The trick here is to provide contacts you’ll pre-outreach with value and benefits first, so they feel like they owe you.

However, it’s worth mentioning that if you aren’t familiar with your industry experts, this might become a time-consuming exercise.

Those are the steps you should take:

Find Experts That Regularly Publish Guest Posts Across Various Blogs

To put together a list of contributors, you could start by checking sites that accept guest post opportunities.

Optionally, you could go to BuzzSumo and run a report with the “Top Authors” tool, where you could search via any keyword related to your pre-outreach content.

Then, you need to look at the list of authors and find contributors that write across multiple blogs.

Craft A Powerful Value Proposition

Most of us are not as popular as Rand Fishkin or Matthew Woodward, so creating a powerful value proposition is essential.

In our case, the most straightforward ways are to ask potential linkers to:

  • Add their quotes (if they’re interested and have time for that).
  • Share your final draft and see if they have a post they’d like to refer to.

Both options provide them with value and help you establish a beneficial relationship.

Also, I highly recommend checking this post, which can help you increase your email outreach response rates.

Hint: Quite recently, I was doing a roundup with many experts when I realized my new post would be published shortly. So, I asked the contributors to consider linking to my recent article. I immediately got ten links because they wanted to be helpful, which would continue our collaborative relationship.

The secret of working with people you don’t know is to provide them with value.

Cold mass emails might sound more accessible, but investing your time and energy into building relationships with experts will pay off. And you might even become link-building partners in the future.

Start Building Rewarding Relationships

So, now that you know exactly what a pre-outreach strategy is, all you have to do is put it into effect.

Unfortunately, as you’ll soon discover, it’s not quite as easy as it sounds. In reality, you’re going to run into a lot of dead ends, where seemingly perfect linking partners don’t respond to your emails, or you don’t get the shares you were expecting.

Don’t get discouraged. You’re playing the long game. And provided you approach each person with a proposition that will benefit them, you will build the network and generate the exposure you need.

Good luck.

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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

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