In SEO, a backlink is an inbound link to your website or blog. In other words, when someone else links to your content, it's a backlink. Backlinks are important because they're a signal to Google that your content is high-quality and informative.
In this blog, we'll discuss who you should contact with your link outreach to get the most out of backlinking. In most cases, you will want to get in touch with one of the four mentioned below:
- Marketing or content marketing manager
Sometimes you may not be able to find contacts of these people directly, the last resort would be to connect via generic emails like contact@, support@, or help@, etc.
To understand who should be contacted, you must consider these two factors first:
- What is your goal?
- Size of the company
What is your goal?
Let’s understand how your goals can impact your contact. Let us assume you are pitching a guest post. Your goal here will be to get someone within a company to give you the "go ahead" to publish your content on their website.
In this case, you would not want to contact an author or a webmaster as they won’t be the decision makers when it comes to approving guest posts. So you could contact the editor.
Size of the company
The size of the company also has an impact on who you contact. Let's take the guest posting example again. Assuming you wanted to guest post for TypeStack’s Blog, contacting the editor wouldn't be effective. As, we have a team of seven in-house writers. It is our editor's job to make sure that our posts are grammatically correct, look perfect, and have a good flow to them. Here, you would have to contact the Content Head, as that would be the person who can give you a yes or no on a guest posting opportunity.
The next thing we would like to cover is requesting edits to an existing post. In this case getting in touch with the author would be perfectly reasonable as they are the writers of the content and would know the piece the best. Contacting the editor could also be helpful as they will have the power to link and if they are given a good enough reason, they might just do it.
Here’s an example to understand how important it is to contact the right person. In a link building campaign, where the goal of the company was to get links for their existing posts, they kept track of the titles of the people who they sent pitches to and their link acquisition rates.
Here are the results:
- 7.56% of authors linked to the company
- 7.55% of editors linked to the company
- 4% of generic emails linked to the company – most of these were small companies
- 1.64% of others like webmaster or content marketing manager linked
Bottomline, who you contact really matters. It is imperative that you contact people who can actually add your link to their page. If they do not have the authority to do it, then your outreach will be more or less pointless. Identifying who you should contact is pretty quick and easy. The most time-consuming part of this whole link building process is finding the emails of these people. But once you have that in place, you are set to get some really good backlinks.