Building Authority for Review Brands using PR-Style Outreach

The clients run several content brands specializing in reviews. I worked with two of their websites:

cloudwards.net - a high-quality review website focused on VPNs, cloud storage, and management software

coffeeness.de/en - a brand focused on reviewing coffee gear, which also sells its own coffee, sourced from Brazil.

Both websites had several key pages they needed to drive links to. The niches they operate in are extremely competitive and the only way for your reviews to rank is to have hundreds of high-quality backlinks pointing to them.

Along with their team of link builders, we set about making outreach campaigns for their content. They involved:

Researching, preparing and executing the outreach campaigns to build links to key pieces of content

Connecting with journalists and pitching promotional pieces

A/B testing of email scripts, headlines

Assessing potential websites for backlink placing

Negotiating the best price for link placement

Coordinating three-way link exchanges

One of my most successful campaigns was for an article on their coffee website: How Much Caffeine is in Your Coffee? where they had done a lab study on the caffeine content in coffee.

Typically, for these types of campaigns, you need to reach out to all the website linking out to your competition. Usually, this means writing hundreds of emails to website owners in the hopes that a couple of them link out to your article.

What I did instead, was to research the reason why all those websites had linked out to our competitors. It turned out that many of them had done so because our competitors had a wrong statistic in their article. So, I reached out to those websites and pointed out that they were linking out to data that was wrong. This resulted in a much better-than-average success rate for the campaigns I did for that article.

I did that for several of their resources and the results were very good.

I landed over 70 links for them, nearly half of which were free. Out of the paid links, I managed to negotiate a 45% discount on average across all of them.