Last Updated on December 28, 2021 by Scott Charleboix
In this post, Build your press coverage with Google Alert, press coverage can be a major boon to your Website Strength, especially if a high-quality media site or blog includes a link to your website in the article.
Unfortunately when you’re not a mega-corporation it can be difficult to get media to write about your company. Fortunately, there’s a shortcut that anyone can use: piggybacking on other company’s stories!
Journalists (and especially bloggers) often include links to helpful resources at the end of their article. Not surprisingly, these links are pure gold to search engines. So how can you make sure you’re included?
In this post, I’ll go through a 3-step process, which while not infallible, does manage to get your link added remarkably often.
Build your press coverage with Google Alert
Set up a Google Alert for your keyword
Google Alerts is a free service that notifies you whenever new content is posted about a topic anywhere on the web — blogs, newspaper websites, even videos. Create a Google Alert for your keyword so that you’ll be notified as soon as new content is posted. If your keyword is very narrowly-focused, you may also want to create an alert for a couple of related keywords. In our example, we set up a Google alert to notify us whenever someone posts content about “marathon training”.
Create a kick-ass reference resource related to the keyword
This is the most important step! Journalists generally won’t link to your website just because you’re a company that operates in this space. No, they’re looking for something else: reference material. But not just any reference material. Rather, a resource that is both 100% unique and so incredibly useful they would be doing a horrible disservice to their readers it they did NOT include a link to it. Some examples include original research, interactive widgets, a collection of video tutorials, or a free e-Book.
Without a genuinely valuable piece of reference content, you’ll just be wasting your time. With a GREAT piece of reference content, this one strategy can fuel your link building efforts for a year.
Using this example, Hal Higdon has created an incredibly useful collection of 13 different Marathon training programs for every type of runner.
Wait for the right opportunity
Now that everything is in place, you’re ready to strike: the next time you receive a Google Alert about your keyword, check out the article to see if it’s a good fit. Make sure it’s not a competing site, and if it’s a newspaper, that the newspaper does include reference links in some of their articles.
Last but not least, make sure that your reference content actually would add value to the article, and doesn’t just cover the same information. If everything looks good, move on to the next step…
Write the journalist/ blogger and mention your reference content
This is the most delicate phase. Remember that journalists get tons of pitches, and they HATE being treated like an advertising channel. Be genuine, be succinct, and focus on what’s so great about your reference and how it can help their readers.
Here’s what the mail might look like for our (hypothetical) example:
Enjoyed the article about your marathon prep routine– New York was my first marathon too. 🙂 I thought your readers might like to have a downloadable, week-by-week training plan that they can use to follow along with the advice in your article. I have some free plans on my website (http://halhigdon.com/training/) that I developed in combination with the head coach of the Princeton Cross Country team. Runners who follow one of these plans see on average an 18% improvement in their marathon times! Thanks again for the great article! – Scott | PinArtwork
Suggested link for you to take a look at on my website: