2 builders who never spoke to each other

Let press coverage carry links into your domain

Build small standalone side projects, keep them on a path of your main site rather than a separate domain, and put them in front of journalists. Coverage lands you on domains outreach would never open, and the yield is not comparable: one good idea can produce hundreds of links where a fortnight of guest posting produces a dozen. The write-up of a stunt usually out-links your ordinary posts.

The method

1. 01

   Build small standalone side projects, keep them on your main domain, and put them in front of press so the resulting coverage links back into the site.

2. 02

   Go after press-driven links specifically for their quality, since coverage puts you on domains that no amount of outreach would otherwise open.

3. 03

   Compare the yield honestly before choosing a link strategy: a good idea covered by press produces links at a rate guest posting cannot approach.

4. 04

   Prefer tactics where one good idea can yield hundreds of results over tactics where output scales one-for-one with hours worked - and note this one needs no capital and no existing domain strength.

5. 05

   Expect the write-up of a stunt to earn more backlinks than your ordinary content, which then helps you rank for competitive commercial keywords.

What it returned

• 480

  Kapwing accumulated more than 480 unique dofollow backlinks this way and now sees an estimated 1.8M organic visits a month.

• 481

  Across ten side projects: 481 links total, 106 of them from domains rated above 60, and 106 links inside 15 days - where a guest post programme would be doing well to clear 15 links in the same 15 days.

• Links landed from Wired, Huffington Post, The Verge and Mercury News.

• Author calls it permissionless leverage: fifteen days of guest posting gets you fifteen links, while one project can get hundreds.

Sources

• The “best sales email ever” from a personalised t-shirt companyHarry Dry · Marketing Examples · SEO - 3rd Order Benefits · undated
• SEO project marketingHarry Dry · Marketing Examples · SEO project marketing · undated
• Week 23 RetrospectiveCory Zue · coryzue.com · Comments · 2017-08-28