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The Mean Girls Principle Of Prospecting

The Mean Girls Principle Of Prospecting

Are you having domain deja vu? Whether working in link building or digital PR, after spending a long time working within the same niche, it can feel like you're seeing the same sites over and over. However, that doesn't have to be the case.

In this deck created by Sinead McLarty, you will find out why you are seeing the same sites and how to locate some fresh ones. Plus it's pink and sparkly. What's not to love?

Sinead Mclarty

September 15, 2023
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  1. The “Mean Girls” Principle Of
    Prospecting: Finding Suitable
    Sites When It Feels Like There
    Are None Left
    Sinead McLarty
    SEEKER DIGITAL
    speakerdeck.com/smclarty1
    @SineadM_PR

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  2. Sinead McLarty
    Digital PR Specialist at Seeker Digital.
    Has been in both the link building and digital
    PR teams at Seeker.
    I’m constantly in the process of making
    something: Cakes, earrings, bags, jackets,
    questionable fashion choices...
    This is my first time speaking at a conference
    (please be gentle.)
    What Would The Burn Book
    Say About Me?

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  3. Early noughties high school film
    about a new transfer student being
    initiated into a ploy to bring the
    popular girls, unaffectionately known
    as the plastics, down a peg or two
    Hierarchy, social groups and a
    master plan to end the reign of the
    current leader > SERPs, niches and
    link-building strategy
    What Is Mean Girls?
    Regina
    Gretchen
    Karen

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  4. WHAT IS LINK PROSPECTING

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  5. Link prospecting is the process of finding and evaluating
    potential sites to acquire links from.
    This means identifying potential sites depending on the type of
    link building strategy you are using, checking the quality of that
    site, and finding the appropriate people to reach out to as part of
    your outreach campaign.
    - ahrefs


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  6. SOMETIMES YOUR WELL RUNS DRY

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  7. Digital PR
    Working with a database has limits
    Struggling to find journalists that cover
    your niche.
    Link building
    Just running out of ideas.
    Using methods that rely on the SERPs.
    SOMETIMES YOUR
    WELL RUNS DRY

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  8. I conducted a study to assess the
    variation in the domains that rank for
    different keywords within the same niche.
    For this study, I used the interiors niche
    as an example. I selected 111
    informational keywords, targeting
    articles featuring content relevant to
    interiors rather than product pages.
    SOMETIMES YOUR
    WELL RUNS DRY

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  9. 49,191
    Unique URLs
    7,685
    Unique domains
    5,316
    Unique domains after
    metrics cuts

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  10. @seekerdigital
    @SineadM_PR seeker.digital

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  11. @seekerdigital
    @SineadM_PR seeker.digital

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  12. @seekerdigital
    @SineadM_PR seeker.digital

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  13. This
    is us
    @seekerdigital
    @SineadM_PR seeker.digital

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  14. THE MEAN GIRLS PRINCIPLE

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  15. Identify the sources which only
    the relevant sites want to gather
    around. The ‘tables’, if you will.
    It shows or proves something to
    customers/readers.
    Its creator has authority.
    It’s unique and specific.
    The following three qualities indicate that
    there are relevant sites gathered around
    your source:
    1.
    2.
    3.
    the mean girls
    principle

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  16. That they are better than their competitors
    That you can trust them
    That they are competitively priced
    That they are experts in their fields
    That they are up to date with the latest industry
    knowledge
    That they are good people
    That they are a relevant solution to your problem
    Is this source being
    used by the site to
    show/prove
    something?

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  17. Industry-specific awards
    Industry specific review sites
    Skill/industry-specific accreditation
    Authoritative and singular emails/sources
    Governing bodies
    Industry-specific tools
    Directories (including government registers)
    Industry/tool/service-specific comparison sites
    Industry reports/data
    Industry-specific events
    Leading industry figures
    Industry-specific schemes/charities
    Is this source being
    used by the site
    to show/prove
    something?

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  18. Does the creator of
    this source have
    enough authorty?
    Do people outside the niche know that the
    creator of this source exists?
    Is this source made by an entity that
    governs the industry?
    Do most people within the niche know
    about the entity that created this source?
    When something new happens involving
    the creator of this source, is it featured in
    the news?

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  19. is this source
    unique and
    specific? Is this the primary source/is this source
    one of a kind?
    If not, how many other places can I find this
    information?
    Is it specific to one industry? Is it likely to
    be referenced by more than one niche?
    Is this source used in the kind of content
    you want your link to be featured on?
    Category,
    A+ links,
    that’s the bar

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  20. Client 1:
    Website builder
    Your client, a website builder, is
    looking to create a campaign to
    introduce a new product. They want
    to win links in tech publications.
    Option 1:
    Competitor backlinks - Wordpress
    Option 2:
    Industry leader press release
    backlinks - Bard announcement

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  21. Bard announcement - 1,699 domains
    Wordpress - 19,431
    Bard - tech and business sites. Higher
    concentration of tech.
    Wordpress - some tech and business, but
    many sites that don’t fit either niche.
    OBSERVATIONS
    TOOLS USED
    The same for both:
    ahrefs site explorer

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  22. Option 1:
    ‘black friday scams‘ - content explorer
    pull
    Client 2:
    an online bank
    Your client, an online bank, wants to
    run a thought leadership campaign
    on the most common Black Friday
    scams in the UK.
    Option 2:
    [email protected] - content
    explorer pull

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  23. Both are good in their own ways. It
    depends on whether you want UK-
    specific outreach or a global campaign.
    Higher concentration of good quality
    metrics using the email address
    “Black Friday scams” - 1,003 results,
    reporting email - 458 results
    OBSERVATIONS
    TOOLS USED
    The same for both:
    ahrefs content explorer

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  24. There’s nothing wrong
    with how you’ve been
    prospecting thusfar
    Let’s not throw the baby out with the bath water
    You’re doing
    amazing sweetie

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  25. HOW DO I PUT ALL OF THIS
    INTO ACTION

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  26. putting
    the
    principle
    into action
    Identify the type of site you want links on
    What are businesses/publications like
    this trying to show or prove?
    Which sources would they use to
    achieve this?
    1.
    2. Ask yourself
    a.
    b.

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  27. Industry-specific awards
    Industry specific review sites
    Skill/industry-specific accreditation
    Authoritative and singular emails/sources
    Governing bodies
    Industry-specific tools
    Directories (including government registers)
    Industry/tool/service-specific comparison sites
    Industry reports/data
    Industry-specific events
    Leading industry figures
    Industry-specific schemes/charities
    Is this source being
    used by the site
    to show/prove
    something?

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  28. 3. Determine whether or not these sources are
    authoritative enough to gather enough sites.
    4. Check that source is specific enough to only
    interest the right type of site
    5. Inspect, find contacts, write templates and
    outreach. You’ve got this!
    putting
    the
    principle
    into action

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  29. final tips!
    Segment via metrics for link building and Digital PR
    campaigns to allow for the right type of outreach
    email.
    Filter your results as much as possible.
    If you’re stuck for sources, have a look at articles
    reporting on your site’s niche. What are they linking
    to?
    If you ‘re in a small niche with little coverage, look at
    industries adjacent to you.
    1.
    2.
    3.
    4.

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  30. @seekerdigital
    @SineadM_PR seeker.digital

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  31. THANKS FOR
    LISTENING
    The fact that you’ve paid attention for this long is so fetch.
    @seekerdigital
    @SineadM_PR seeker.digital

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