鏈接建設初學者指南：尋找鏈接目標

Finding link targets尋找鏈接目標

The first thing you need to think about is what types of people you should contact, as you want to make sure that you are contacting people who are likely to be interested in your content. If you contact people randomly, your response rate will be a lot lower, and you're likely to give yourself and your website a bad reputation.您需要考慮的第一件事是您應該聯系哪些類型的人，因為您想確保您正在聯系可能對您的內容感興趣的人。如果你隨意聯系別人，你的回復率會低很多，而且你很可能會給自己和你的網站帶來不好的聲譽。

Ideally, before you actually start a link building campaign, you should have a rough idea of who you think will care about what you're doing. If you create a piece of content that you want links to, such as an infographic, you should ask yourself right at the start of the process who will care about it. More importantly, who will care enough to actually link to it?理想情況下，在您實際開始鏈接建設活動之前，您應該大致了解您認為誰會關心您正在做的事情。如果您創建了想要鏈接的內容，例如信息圖，您應該在流程開始時問自己誰會關心它。更重要的是，誰會足夠關心實際鏈接到它？

This last bit is crucial. While you may find it quite easy to get people to look at your content, it’s a whole new level of engagement for them to actually link to it. Linking to something requires a bit of effort and time, so you need to make someone care enough for them to not mind doing this. The barrier for getting your content shared on social networks is much lower. More people have a Twitter or Facebook account than a website or blog, making it easier for them to share.最后一點至關重要。雖然您可能會發現讓人們查看您的內容很容易，但讓他們真正鏈接到內容是一種全新的參與度。鏈接到某事需要一些努力和時間，所以你需要讓某人足夠關心他們不介意這樣做。在社交網絡上共享您的內容的障礙要低得多。擁有 Twitter 或 Facebook 帳戶的人比擁有網站或博客的人更多，這讓他們更容易分享。

There is a big, big difference between a good idea and a good idea that gets links.一個好主意和一個獲得鏈接的好主意之間有很大的區別。

So how do you make people care enough to link?那么你如何讓人們足夠關心鏈接呢？

You need to find a hook that makes people care. You need to work this hook into your content right from the start. If you put off thinking about your hook until the moment you begin your outreach, you may discover that no one cares about the point of your content, the result being that you will have devoted a lot of time to crafting content no one wants to link to.你需要找到一個讓人們關心的鉤子。您需要從一開始就將這個鉤子應用到您的內容中。如果您推遲到開始外展的那一刻才考慮您的鉤子，您可能會發現沒有人關心您的內容的重點，結果是您將花費大量時間來制作沒有人想要鏈接的內容到。

Some hooks that you can think about may be:您可以考慮的一些鉤子可能是：

• News

• Funny

• Controversial有爭議的

• Data visualization數據可視化

• Competition?競賽

• Ego-bait自我誘餌

• Long-form, detailed content?長篇、詳細的內容

There are many kinds of hooks, but the ones above should at least get you thinking about what you can offer to people that will make them link to you.?有很多種鉤子，但上面的鉤子至少應該讓你思考你可以為人們提供什么，讓他們與你建立聯系。

There are a few simple ways to start working out what works and what doesn’t within your industry. Starting with the basics, just begin searching for topics that relate to your industry and let yourself get lost a little. Note down things that are interesting as you go and bookmark engaging content.?有一些簡單的方法可以開始確定在您的行業中哪些有效，哪些無效。從基礎開始，開始搜索與您的行業相關的主題，讓自己迷失一點。邊走邊記下有趣的事情，并為引人入勝的內容添加書簽。

You can even use the?MozBar?to see how many links interesting content has as you search Google, as seen in this example:?您甚至可以使用MozBar查看在搜索 Google 時有多少有趣內容的鏈接，如下例所示：

There are also research tools such as?Google Trends?or?Buzzsumo?that allow you to dive deep into what’s trending and what's being shared or linked to in your industry.還有一些研究工具，例如Google Trends或Buzzsumo，可讓您深入了解行業中的趨勢以及共享或鏈接的內容。

Identifying your target audience for links確定鏈接的目標受眾

Once you have your idea mapped out, it shouldn't be too hard to find out who will fall within your target audience. Generally, you just need to brainstorm subjects related to your content. Let's take a look at an example.一旦您制定了您的想法，就應該不難找出誰將屬于您的目標受眾。通常，您只需要對與您的內容相關的主題進行頭腦風暴。讓我們看一個例子。

Imagine you’re putting together a piece of content entitled, “The Definitive Guide to Baking the Perfect Cupcakes.” You’re producing this content because you own a local bakery that sells cupcakes as well as many other lovely baked goods.?想象一下，您正在整理一篇題為“烘焙完美紙杯蛋糕的權威指南”的內容。您制作此內容是因為您在當地擁有一家出售紙杯蛋糕以及許多其他可愛烘焙食品的面包店。

Who would be interested in this guide??誰會對本指南感興趣？

• Food bloggers:?The obvious choice!??美食博主：顯而易見的選擇！

• Parent bloggers:?They may want to teach their kids how to make cupcakes and your guide will show them how to do this.?家長博主：他們可能想教他們的孩子如何制作紙杯蛋糕，您的向導會向他們展示如何做到這一點。

• Recipe websites:?Because your guide will contain great recipes for different types of cupcakes.?食譜網站：因為您的指南將包含適用于不同類型紙杯蛋糕的出色食譜。

• Party websites:?No party is complete without a plate of cupcakes!派對網站：沒有一盤紙杯蛋糕的派對是不完整的！

With just a minute or two of thinking, we've easily come up with four types of websites that may be interested in your cupcake guide. Now you can start researching these in more detail to get a better idea of whether or not you stand a good chance of getting a link from them.?只需一兩分鐘的思考，我們就可以輕松找到可能對您的紙杯蛋糕指南感興趣的四種類型的網站。現在，您可以開始更詳細地研究這些內容，以更好地了解您是否有機會從他們那里獲得鏈接。

AOIFE O'CONNOR, AIRA?奧菲奧康納，艾拉

"Understanding your client is the first piece of the puzzle in finding your target audience for any link-building campaign. You want to really get under the skin of what they do, the products and services they offer, and the way they present themselves to the world. As an agency working on these campaigns, work with the in-house team to find out what their customers look like — this is their bread and butter, and they will know their audience better than anyone. Although we want journalists to cover our stories, we want the stories to be interesting to the end consumer!"“了解您的客戶是為任何建立鏈接的活動尋找目標受眾的第一道難題。您想真正了解他們所做的事情、他們提供的產品和服務以及他們展示自己的方式世界。作為從事這些活動的機構，與內部團隊合作，了解他們的客戶是什么樣的——這是他們的生計，他們將比任何人都更了解他們的受眾。盡管我們希望記者報道我們的故事，我們希望故事對最終消費者來說很有趣！”

Techniques for finding link targets尋找鏈接目標的技巧

In this section we’ll outline a few simple techniques that you can use to turn your idea of "food bloggers" into a full list of websites that you can contact.在本節中，我們將概述一些簡單的技巧，您可以使用這些技巧將“美食博主”的想法轉變為您可以聯系的完整網站列表。

Find lists of bloggers查找博主列表

By far the most simple place to start is a search on Google like this:到目前為止，最簡單的起點是像這樣在 Google 上進行搜索：

This single search gave us several great lists to search through. The big advantage of using this technique is that someone else has already done the hard work for you by curating the list.?這個單一的搜索為我們提供了幾個很好的搜索列表。使用這種技術的一大優勢是其他人已經通過策劃列表為您完成了艱苦的工作。

Once you've found a list like this, you can quickly grab all of the URLs from the page using a tool like?Scraper, which is a Google Chrome plugin. You simply right-click on one of the URLs and click on "Scrape similar."找到這樣的列表后，您可以使用Scraper 等工具快速從頁面中獲取所有 URL，該工具是 Google Chrome 插件。您只需右鍵單擊其中一個 URL，然后單擊“抓取類似內容”。

You can then copy the list into Google Docs or your own spreadsheet. From here, you can copy and paste all the URLs into a tool like?URL opener, which will open all the URLs for you with one click. You can then go through them all, find out if they're relevant to your content, and if so, find their contact details, which we’ll talk about shortly.然后，您可以將該列表復制到 Google 文檔或您自己的電子表格中。從這里，您可以將所有 URL 復制并粘貼到URL opener 之類的工具中，該工具將一鍵打開所有 URL。然后，您可以瀏覽所有內容，了解它們是否與您的內容相關，如果是，請找到他們的聯系方式，我們將在稍后討論。

Advanced search operators高級搜索運算符

There are a number of ways to search Google that are not immediately obvious to us as users. We’re accustomed to searching for strings of keywords and this is how 99% of Google users search too. But, there is a set of search tools available to us that can make our results much more focused and specific to what we need: they’re called?advanced search operators.有許多搜索 Google 的方法對我們這些用戶來說并不是很明顯。我們習慣于搜索關鍵字字符串，這也是 99% 的 Google 用戶搜索的方式。但是，有一組搜索工具可供我們使用，它們可以使我們的結果更加集中和具體地滿足我們的需要：它們被稱為高級搜索運算符。

For link building, this means we can filter out websites that may not be useful for us and spend our time looking through ones that are. Here are a few examples using different advanced searches:對于鏈接構建，這意味著我們可以過濾掉可能對我們沒有用的網站，并花時間瀏覽那些有用的網站。以下是一些使用不同高級搜索的示例：

Notice the "inurl:resources" bit? This tells Google to only show results that have the word "resources" within the URL. Here is an example of one result that Google gives us:注意到“inurl:resources”位了嗎？這告訴 Google 僅顯示 URL 中包含“資源”一詞的結果。以下是 Google 提供給我們的一個結果示例：

https://findyourcakeinspiration.com/cake-resources/

This is a good potential link target, because your definitive guide to cupcakes is a resource that could be of interest to visitors to a cupcake blog. Therefore, contacting the owner of this blog and asking them to list your guide as a resource could result in a link for you.?這是一個很好的潛在鏈接目標，因為您的紙杯蛋糕權威指南是紙杯蛋糕博客訪問者可能感興趣的資源。因此，聯系此博客的所有者并要求他們將您的指南列為資源可能會為您提供鏈接。

Let's take a look at another example:讓我們再看一個例子：

We have combined two advanced searches here.我們在這里結合了兩個高級搜索。

First, we used the "intitle:resources" modifier, which tells Google to only show results that have the word "resources" within the page title. This is useful because sometimes the word may not be used in the URL, so our previous advanced search (with inurl:) wouldn’t find them.?首先，我們使用了“intitle:resources”修飾符，它告訴 Google 只顯示頁面標題中包含“資源”一詞的結果。這很有用，因為有時 URL 中可能不使用該詞，因此我們之前的高級搜索（使用 inurl:）找不到它們。

We have also used quotation marks around the word “cupcakes.” This tells Google to only return results that mention the word cupcakes on the page. This is useful in this case because searching for food bloggers would probably be a bit too broad, and we'd have to dig through a bunch of websites that may not be relevant to the topic of cupcakes.我們還在“cupcakes”這個詞周圍使用了引號。這告訴谷歌只返回在頁面上提到紙杯蛋糕這個詞的結果。這在這種情況下很有用，因為搜索美食博主可能有點太廣泛了，我們必須挖掘一堆可能與紙杯蛋糕主題無關的網站。

Now you have three solid methods for finding relevant link targets and, at this point, you’ll probably have a nice big list of them in a spreadsheet. But, you need to do a bit more work before contacting the site owners.現在，您擁有了三種用于查找相關鏈接目標的可靠方法，此時，您可能會在電子表格中列出一個不錯的大列表。但是，在聯系網站所有者之前，您需要做更多的工作。

NORM VOGELE, SENIOR SEO CONTENT STRATEGIST

NORM VOGELE，高級 SEO 內容策略師

"My strategy is, essentially, 'Long-time listener, first-time caller.'“從本質上講，我的策略是'長期傾聽者，第一次來電者。'
I've had great success finding an audience by putting myself into the audience of a target site I want to outreach. I take a contrarian approach: I review articles on the site until I find a post, or even an author, with a strong enough voice that I can disagree with something they've written. Then, I write to the editor and tell them in detail how and why I disagree — on an opinion, on which facts to emphasize, on a perspective that didn't get enough attention in their prior coverage — whatever it takes to set up a counterargument in which I can use one of my own assets as a citation."我通過將自己置于我想要擴展的目標網站的受眾中，在找到受眾方面取得了巨大成功。我采取了一種逆向方法：我查看網站上的文章，直到我找到一個帖子，甚至是作者，足夠的聲音，我可以不同意他們寫的東西。然后，我寫信給編輯并詳細告訴他們我是如何以及為什么不同意的——關于一個觀點，關于哪些事實要強調，關于一個沒有得到足夠的觀點在他們之前的報道中引起了人們的注意——無論需要什么來建立一個反駁，我都可以使用我自己的一項資產作為引文。”

Finding out more about the personas you're targeting詳細了解您的目標角色

If you want to have a high response rate with your outreach, you need to spend a bit of time making sure that the websites you've found are as relevant as possible.如果您想獲得較高的外展響應率，則需要花一些時間確保您找到的網站盡可能相關。

You can do this by spending time learning about your target bloggers. Visit their websites, read through their content, try to get a feel for what they like and what they don't like. Take a look through their social networks, such as Twitter, to see what links they’ve shared recently.您可以通過花時間了解您的目標博主來做到這一點。訪問他們的網站，通讀他們的內容，嘗試了解他們喜歡什么和不喜歡什么。查看他們的社交網絡（例如 Twitter），了解他們最近分享了哪些鏈接。

In particular, pay close attention to whether or not they share other people's content or if they only promote their own. Ideally, you want to find some evidence of them sharing external resources, because that's what you'll be asking them to do.尤其要密切注意他們是否分享其他人的內容，或者他們是否只宣傳自己的內容。理想情況下，您希望找到一些他們共享外部資源的證據，因為這就是您要求他們做的事情。

As you go through each website, make some notes about what they've shared and what interests them. This is crucial because you'll need this information later when you contact them. Otherwise, you'll just be sending them a generic, templated email that won't be personalized to them at all.當您瀏覽每個網站時，記下他們分享的內容以及他們感興趣的內容。這很重要，因為稍后您聯系他們時將需要這些信息。否則，您只會向他們發送一封通用的、模板化的電子郵件，而這些電子郵件根本不會針對他們進行個性化。

A nice little trick you can use here is to put the blog's URL into a tool like?TagCrowd, which will analyze the content of the page and show you which words are mentioned the most.您可以在此處使用的一個小技巧是將博客的 URL 放入TagCrowd 之類的工具中，該工具將分析頁面內容并顯示哪些詞被提及最多。

Finding contact details查找聯系方式

Once you've decided that the blog is within your target audience and seems relevant, you'll need to find contact details. This is usually pretty straightforward, but here are a few tips that may speed things up a little.一旦您確定該博客屬于您的目標受眾并且看起來很相關，您就需要找到聯系方式。這通常非常簡單，但這里有一些技巧可以加快速度。

Check the header and footer first首先檢查頁眉和頁腳

Most of the time, you’ll find a link to a contact page in the header or the footer of a website, so check these areas first. If you can't see a contact page, try an "about" page, which often lists contact details.大多數情況下，您會在網站的頁眉或頁腳中找到指向聯系頁面的鏈接，因此請先檢查這些區域。如果您看不到聯系方式頁面，請嘗試“關于”頁面，該頁面通常會列出聯系方式。

Check social media accounts檢查社交媒體帳戶

Bloggers will often have their social media accounts listed somewhere. Click through to them and see if they have contact information listed at all. Some will have their email address in their bio.博主通常會在某處列出他們的社交媒體帳戶。點擊他們，看看他們是否列出了聯系信息。有些人會在他們的簡歷中提供他們的電子郵件地址。

DANICA BARNACK, PAGE ONE POWER

丹妮卡·巴納克，第一頁的力量

"Get comfortable digging through a site’s employee directory. The days of hoping that 'webmaster@website.com' can be the answer to your prayers are over. Take a deep dive into the organization you're targeting to determine who is the most likely to be receptive to your request. Make sure you take the time to research your target person and not just your target page."“輕松瀏覽網站的員工目錄。希望 'webmaster@website.com' 可以成為您祈禱的答案的日子已經結束。深入了解您的目標組織，以確定誰最有可能接受你的請求。確保你花時間研究你的目標人，而不僅僅是你的目標頁面。”

Prioritizing link targets優先鏈接目標

By this point, you probably have a big list of link targets, and you need to prioritize them and group them into buckets so that you can customize your message to them with the greatest efficiency.此時，您可能有一個很大的鏈接目標列表，您需要對它們進行優先級排序并將它們分組到存儲桶中，以便您可以以最大的效率自定義發送給它們的消息。

There are many ways to prioritize link targets for outreach. Here are some examples:有很多方法可以確定外展鏈接目標的優先級。這里有些例子：

• By domain metrics, like Domain Authority按域指標，例如域權限

• By blogger influence, like number of Twitter followers受博主影響，例如 Twitter 關注者的數量

• By the likelihood of linking, like a cupcake blogger vs. a generic food blogger通過鏈接的可能性，例如紙杯蛋糕博主與普通美食博主

Let's look at these in more detail.?讓我們更詳細地看看這些。

Domain metrics?域名指標

We'll talk in detail about domain metrics in Chapter 6. For now, all you need to know is that these metrics can measure the value of link targets just as well as they can measure the value of individual links.我們將在第 6 章詳細討論域度量。現在，您需要知道的是，這些度量可以衡量鏈接目標的價值，就像它們可以衡量單個鏈接的價值一樣。

You can use?Domain Authority?to gauge how strong a particular domain is and therefore, how likely a link from it helps influence your organic search rankings. The?MozBar?can give you Page Authority and Domain Authority very quickly, and also allows you to compare them to each other in search results if you want.您可以使用域權限來衡量特定域的強度，因此，來自該域的鏈接有助于影響您的自然搜索排名的可能性有多大。該MozBar可以給你頁管理局和域管理局速度非常快，而且還允許您在搜索結果中如果你想讓他們相互比較。

Once you have these metrics, you can do a simple sort in Excel or Google Sheets from highest to lowest and, if you choose, you can remove link targets that don’t have high enough DA. This particularly helps if you have a very large set of websites and you don't feel that you have the time to contact them all.獲得這些指標后，您可以在 Excel 或 Google 表格中從高到低進行簡單排序，如果您愿意，還可以刪除 DA 不夠高的鏈接目標。如果您擁有大量網站并且您覺得沒有時間聯系所有網站，這將特別有用。

I sort by Domain Authority and will generally get rid of anything below DA30 or DA35, if I have a very big list. This isn't an exact science, however, because a new website that may be very good and relevant may not have accumulated enough DA yet.我按域權限排序，如果我有一個很大的列表，通常會刪除 DA30 或 DA35 以下的任何內容。然而，這不是一門精確的科學，因為一個可能非常好且相關的新網站可能還沒有積累足夠的 DA。

However, if you have a large list of potential link targets, you do want to be quite aggressive in narrowing it down so that you have a good quality set of remaining websites to work with. You could also decide to keep the lower DA websites but come back to them later once you’ve completed outreach on the higher DA websites.但是，如果您有大量潛在鏈接目標列表，您確實希望非常積極地縮小范圍，以便您擁有一組高質量的剩余網站可供使用。您也可以決定保留較低的 DA 網站，但在完成對較高 DA 網站的外展后，稍后再返回。

Blogger influence博主影響力

A crucial part of getting as many visitors to your content as possible is getting influential people to share it. Getting just one influential person to share your content can lead to a big ripple effect, as many of their followers will also share it. So, even if a blogger doesn't appear to be associated with a particularly strong domain, don't discount them before you've checked to see how influential they are on social networks. You can simply go to their social profiles one by one to find out how many followers they have.讓盡可能多的訪問者訪問您的內容的一個關鍵部分是讓有影響力的人分享它。讓一個有影響力的人分享您的內容可能會產生巨大的連鎖反應，因為他們的許多追隨者也會分享它。因此，即使博主似乎沒有與特別強大的域相關聯，也不要在查看他們在社交網絡上的影響力之前對其打折扣。您可以簡單地一一訪問他們的社交資料，了解他們有多少粉絲。

The same goes for journalists at well-known, top-tier newspapers or magazines. Getting one link from a high-traffic, well-known newspaper can sometimes lead to other websites picking up on the article, too, which leads to more links. Therefore, prioritizing these can give you more bang for your buck.知名的頂級報紙或雜志的記者也是如此。從高流量的知名報紙獲取一個鏈接有時會導致其他網站也選擇該文章，從而導致更多鏈接。因此，優先考慮這些可以為您帶來更大的收益。

Likelihood of linking鏈接的可能性

This is where your manual research comes back into play. As you browse the potential link targets, you should try to assess how likely they are to link to your content. There isn't a tool that can do this for you and you’ll need to come up with your own way of defining this. One simple way could be to score them on a scale of 1-5, with 1 being not at all likely to link and 5 being very likely to link.這是您的手動研究重新發揮作用的地方。當您瀏覽潛在的鏈接目標時，您應該嘗試評估它們鏈接到您的內容的可能性。沒有任何工具可以為您做到這一點，您需要想出自己的定義方式。一種簡單的方法是按照 1-5 的等級對它們進行評分，1 表示根本不可能鏈接，5 表示非常可能鏈接。

Questions you should ask yourself when giving them a score are:給他們打分時你應該問自己的問題是：

• Have they shared external content before?他們以前分享過外部內容嗎？

• Are they super relevant to my content (e.g. a cupcake blogger should score higher than a generic food blogger)?它們是否與我的內容非常相關（例如，紙杯蛋糕博主的得分應該高于一般的美食博主）？

• Is their blog active, i.e. have they written a new blog post within the last month?他們的博客是否活躍，即他們是否在上個月內寫了一篇新的博客文章？

These questions should give you an indicator of how likely they are to link to you.這些問題應該為您提供一個指標，表明它們與您鏈接的可能性有多大。

Once you've gathered all this information, you should sort it all so that you have a list of bloggers who:一旦你收集了所有這些信息，你應該對它們進行排序，以便你有一個博客列表，他們：

• Are likely to link to you很可能鏈接到你

• Have high domain metrics具有高域指標

• Have good social followings有良好的社會追隨者

These are the websites that you should contact first and with messages that are highly customized and tailored to them. Take another look at their website and try to pick up clues that can guide you in what to include in your email. This will help your message look genuine and avoid coming across as just another outreach email that isn't personalized.這些是您應該首先聯系的網站，并提供高度定制和為他們量身定制的消息。再看看他們的網站，并嘗試找出可以指導您在電子郵件中包含哪些內容的線索。這將有助于您的郵件看起來真實，并避免被視為另一封非個性化的外展電子郵件。

These websites also have the power to "seed" your content, which means that they link to it from their website and share it with their audiences. This can lead to other websites becoming aware of your content and perhaps also linking to it, without you having to speak to them directly.這些網站還可以“播種”您的內容，這意味著它們可以從自己的網站鏈接到該內容并與受眾共享。這可能會導致其他網站了解您的內容并可能鏈接到它，而您無需直接與他們交談。

At this point, you should have a nice list of quality websites that are likely to be interested in the content you've created or the campaign you're running. You have their contact details and have prioritized which ones are most important. Now it’s time to start contacting them.此時，您應該有一份不錯的優質網站列表，這些網站可能對您創建的內容或正在運行的廣告系列感興趣。你有他們的聯系方式，并優先考慮哪些是最重要的。現在是時候開始聯系他們了。

翻譯來源：https://moz.com/