链接建设初学者指南：寻找链接目标

Finding link targets寻找链接目标

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.您需要考虑的第一件事是您应该联系哪些类型的人，因为您想确保您正在联系可能对您的内容感兴趣的人。如果你随意联系别人，你的回复率会低很多，而且你很可能会给自己和你的网站带来不好的声誉。

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?理想情况下，在您实际开始链接建设活动之前，您应该大致了解您认为谁会关心您正在做的事情。如果您创建了想要链接的内容，例如信息图，您应该在流程开始时问自己谁会关心它。更重要的是，谁会足够关心实际链接到它？

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.最后一点至关重要。虽然您可能会发现让人们查看您的内容很容易，但让他们真正链接到内容是一种全新的参与度。链接到某事需要一些努力和时间，所以你需要让某人足够关心他们不介意这样做。在社交网络上共享您的内容的障碍要低得多。拥有 Twitter 或 Facebook 帐户的人比拥有网站或博客的人更多，这让他们更容易分享。

There is a big, big difference between a good idea and a good idea that gets links.一个好主意和一个获得链接的好主意之间有很大的区别。

So how do you make people care enough to link?那么你如何让人们足够关心链接呢？

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.你需要找到一个让人们关心的钩子。您需要从一开始就将这个钩子应用到您的内容中。如果您推迟到开始外展的那一刻才考虑您的钩子，您可能会发现没有人关心您的内容的重点，结果是您将花费大量时间来制作没有人想要链接的内容到。

Some hooks that you can think about may be:您可以考虑的一些钩子可能是：

• News

• Funny

• Controversial有争议的

• Data visualization数据可视化

• Competition 竞赛

• Ego-bait自我诱饵

• Long-form, detailed content 长篇、详细的内容

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. 有很多种钩子，但上面的钩子至少应该让你思考你可以为人们提供什么，让他们与你建立联系。

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. 有一些简单的方法可以开始确定在您的行业中哪些有效，哪些无效。从基础开始，开始搜索与您的行业相关的主题，让自己迷失一点。边走边记下有趣的事情，并为引人入胜的内容添加书签。

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 时有多少有趣内容的链接，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.还有一些研究工具，例如Google Trends或Buzzsumo，可让您深入了解行业中的趋势以及共享或链接的内容。

Identifying your target audience for links确定链接的目标受众

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，就应该不难找出谁将属于您的目标受众。通常，您只需要对与您的内容相关的主题进行头脑风暴。让我们看一个例子。

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，您正在整理一篇题为“烘焙完美纸杯蛋糕的权威指南”的内容。您制作此内容是因为您在当地拥有一家出售纸杯蛋糕以及许多其他可爱烘焙食品的面包店。

Who would be interested in this guide? 谁会对本指南感兴趣？

• Food bloggers: The obvious choice!  美食博主：显而易见的选择！

• Parent bloggers: They may want to teach their kids how to make cupcakes and your guide will show them how to do this. 家长博主：他们可能想教他们的孩子如何制作纸杯蛋糕，您的向导会向他们展示如何做到这一点。

• Recipe websites: Because your guide will contain great recipes for different types of cupcakes. 食谱网站：因为您的指南将包含适用于不同类型纸杯蛋糕的出色食谱。

• Party websites: No party is complete without a plate of cupcakes!派对网站：没有一盘纸杯蛋糕的派对是不完整的！

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. 只需一两分钟的思考，我们就可以轻松找到可能对您的纸杯蛋糕指南感兴趣的四种类型的网站。现在，您可以开始更详细地研究这些内容，以更好地了解您是否有机会从他们那里获得链接。

AOIFE O'CONNOR, AIRA 奥菲奥康纳，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!"“了解您的客户是为任何建立链接的活动寻找目标受众的第一道难题。您想真正了解他们所做的事情、他们提供的产品和服务以及他们展示自己的方式世界。作为从事这些活动的机构，与内部团队合作，了解他们的客户是什么样的——这是他们的生计，他们将比任何人都更了解他们的受众。尽管我们希望记者报道我们的故事，我们希望故事对最终消费者来说很有趣！”

Techniques for finding link targets寻找链接目标的技巧

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.在本节中，我们将概述一些简单的技巧，您可以使用这些技巧将“美食博主”的想法转变为您可以联系的完整网站列表。

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:到目前为止，最简单的起点是像这样在 Google 上进行搜索：

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. 这个单一的搜索为我们提供了几个很好的搜索列表。使用这种技术的一大优势是其他人已经通过策划列表为您完成了艰苦的工作。

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."找到这样的列表后，您可以使用Scraper 等工具快速从页面中获取所有 URL，该工具是 Google Chrome 插件。您只需右键单击其中一个 URL，然后单击“抓取类似内容”。

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，您可以将该列表复制到 Google 文档或您自己的电子表格中。从这里，您可以将所有 URL 复制并粘贴到URL opener 之类的工具中，该工具将一键打开所有 URL。然后，您可以浏览所有内容，了解它们是否与您的内容相关，如果是，请找到他们的联系方式，我们将在稍后讨论。

Advanced search operators高级搜索运算符

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.有许多搜索 Google 的方法对我们这些用户来说并不是很明显。我们习惯于搜索关键字字符串，这也是 99% 的 Google 用户搜索的方式。但是，有一组搜索工具可供我们使用，它们可以使我们的结果更加集中和具体地满足我们的需要：它们被称为高级搜索运算符。

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:对于链接构建，这意味着我们可以过滤掉可能对我们没有用的网站，并花时间浏览那些有用的网站。以下是一些使用不同高级搜索的示例：

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”位了吗？这告诉 Google 仅显示 URL 中包含“资源”一词的结果。以下是 Google 提供给我们的一个结果示例：

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. 这是一个很好的潜在链接目标，因为您的纸杯蛋糕权威指南是纸杯蛋糕博客访问者可能感兴趣的资源。因此，联系此博客的所有者并要求他们将您的指南列为资源可能会为您提供链接。

Let's take a look at another example:让我们再看一个例子：

We have combined two advanced searches here.我们在这里结合了两个高级搜索。

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，我们使用了“intitle:resources”修饰符，它告诉 Google 只显示页面标题中包含“资源”一词的结果。这很有用，因为有时 URL 中可能不使用该词，因此我们之前的高级搜索（使用 inurl:）找不到它们。

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.我们还在“cupcakes”这个词周围使用了引号。这告诉谷歌只返回在页面上提到纸杯蛋糕这个词的结果。这在这种情况下很有用，因为搜索美食博主可能有点太广泛了，我们必须挖掘一堆可能与纸杯蛋糕主题无关的网站。

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.现在，您拥有了三种用于查找相关链接目标的可靠方法，此时，您可能会在电子表格中列出一个不错的大列表。但是，在联系网站所有者之前，您需要做更多的工作。

NORM VOGELE, SENIOR SEO CONTENT STRATEGIST

NORM VOGELE，高级 SEO 内容策略师

"My strategy is, essentially, 'Long-time listener, first-time caller.'“从本质上讲，我的策略是'长期倾听者，第一次来电者。'
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."我通过将自己置于我想要扩展的目标网站的受众中，在找到受众方面取得了巨大成功。我采取了一种逆向方法：我查看网站上的文章，直到我找到一个帖子，甚至是作者，足够的声音，我可以不同意他们写的东西。然后，我写信给编辑并详细告诉他们我是如何以及为什么不同意的——关于一个观点，关于哪些事实要强调，关于一个没有得到足够的观点在他们之前的报道中引起了人们的注意——无论需要什么来建立一个反驳，我都可以使用我自己的一项资产作为引文。”

Finding out more about the personas you're targeting详细了解您的目标角色

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.如果您想获得较高的外展响应率，则需要花一些时间确保您找到的网站尽可能相关。

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.您可以通过花时间了解您的目标博主来做到这一点。访问他们的网站，通读他们的内容，尝试了解他们喜欢什么和不喜欢什么。查看他们的社交网络（例如 Twitter），了解他们最近分享了哪些链接。

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.尤其要密切注意他们是否分享其他人的内容，或者他们是否只宣传自己的内容。理想情况下，您希望找到一些他们共享外部资源的证据，因为这就是您要求他们做的事情。

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.当您浏览每个网站时，记下他们分享的内容以及他们感兴趣的内容。这很重要，因为稍后您联系他们时将需要这些信息。否则，您只会向他们发送一封通用的、模板化的电子邮件，而这些电子邮件根本不会针对他们进行个性化。

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.您可以在此处使用的一个小技巧是将博客的 URL 放入TagCrowd 之类的工具中，该工具将分析页面内容并显示哪些词被提及最多。

Finding contact details查找联系方式

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.一旦您确定该博客属于您的目标受众并且看起来很相关，您就需要找到联系方式。这通常非常简单，但这里有一些技巧可以加快速度。

Check the header and footer first首先检查页眉和页脚

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.大多数情况下，您会在网站的页眉或页脚中找到指向联系页面的链接，因此请先检查这些区域。如果您看不到联系方式页面，请尝试“关于”页面，该页面通常会列出联系方式。

Check social media accounts检查社交媒体帐户

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.博主通常会在某处列出他们的社交媒体帐户。点击他们，看看他们是否列出了联系信息。有些人会在他们的简历中提供他们的电子邮件地址。

DANICA BARNACK, PAGE ONE POWER

丹妮卡·巴纳克，第一页的力量

"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."“轻松浏览网站的员工目录。希望 'webmaster@website.com' 可以成为您祈祷的答案的日子已经结束。深入了解您的目标组织，以确定谁最有可能接受你的请求。确保你花时间研究你的目标人，而不仅仅是你的目标页面。”

Prioritizing link targets优先链接目标

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.此时，您可能有一个很大的链接目标列表，您需要对它们进行优先级排序并将它们分组到存储桶中，以便您可以以最大的效率自定义发送给它们的消息。

There are many ways to prioritize link targets for outreach. Here are some examples:有很多方法可以确定外展链接目标的优先级。这里有些例子：

• By domain metrics, like Domain Authority按域指标，例如域权限

• By blogger influence, like number of Twitter followers受博主影响，例如 Twitter 关注者的数量

• By the likelihood of linking, like a cupcake blogger vs. a generic food blogger通过链接的可能性，例如纸杯蛋糕博主与普通美食博主

Let's look at these in more detail. 让我们更详细地看看这些。

Domain metrics 域名指标

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.我们将在第 6 章详细讨论域度量。现在，您需要知道的是，这些度量可以衡量链接目标的价值，就像它们可以衡量单个链接的价值一样。

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.您可以使用域权限来衡量特定域的强度，因此，来自该域的链接有助于影响您的自然搜索排名的可能性有多大。该MozBar可以给你页管理局和域管理局速度非常快，而且还允许您在搜索结果中如果你想让他们相互比较。

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.获得这些指标后，您可以在 Excel 或 Google 表格中从高到低进行简单排序，如果您愿意，还可以删除 DA 不够高的链接目标。如果您拥有大量网站并且您觉得没有时间联系所有网站，这将特别有用。

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.我按域权限排序，如果我有一个很大的列表，通常会删除 DA30 或 DA35 以下的任何内容。然而，这不是一门精确的科学，因为一个可能非常好且相关的新网站可能还没有积累足够的 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，如果您有大量潜在链接目标列表，您确实希望非常积极地缩小范围，以便您拥有一组高质量的剩余网站可供使用。您也可以决定保留较低的 DA 网站，但在完成对较高 DA 网站的外展后，稍后再返回。

Blogger influence博主影响力

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.让尽可能多的访问者访问您的内容的一个关键部分是让有影响力的人分享它。让一个有影响力的人分享您的内容可能会产生巨大的连锁反应，因为他们的许多追随者也会分享它。因此，即使博主似乎没有与特别强大的域相关联，也不要在查看他们在社交网络上的影响力之前对其打折扣。您可以简单地一一访问他们的社交资料，了解他们有多少粉丝。

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.知名的顶级报纸或杂志的记者也是如此。从高流量的知名报纸获取一个链接有时会导致其他网站也选择该文章，从而导致更多链接。因此，优先考虑这些可以为您带来更大的收益。

Likelihood of linking链接的可能性

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.这是您的手动研究重新发挥作用的地方。当您浏览潜在的链接目标时，您应该尝试评估它们链接到您的内容的可能性。没有任何工具可以为您做到这一点，您需要想出自己的定义方式。一种简单的方法是按照 1-5 的等级对它们进行评分，1 表示根本不可能链接，5 表示非常可能链接。

Questions you should ask yourself when giving them a score are:给他们打分时你应该问自己的问题是：

• Have they shared external content before?他们以前分享过外部内容吗？

• Are they super relevant to my content (e.g. a cupcake blogger should score higher than a generic food blogger)?它们是否与我的内容非常相关（例如，纸杯蛋糕博主的得分应该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?他们的博客是否活跃，即他们是否在上个月内写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.这些问题应该为您提供一个指标，表明它们与您链接的可能性有多大。

Once you've gathered all this information, you should sort it all so that you have a list of bloggers who:一旦你收集了所有这些信息，你应该对它们进行排序，以便你有一个博客列表，他们：

• Are likely to link to you很可能链接到你

• Have high domain metrics具有高域指标

• Have good social followings有良好的社会追随者

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.这些是您应该首先联系的网站，并提供高度定制和为他们量身定制的消息。再看看他们的网站，并尝试找出可以指导您在电子邮件中包含哪些内容的线索。这将有助于您的邮件看起来真实，并避免被视为另一封非个性化的外展电子邮件。

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.这些网站还可以“播种”您的内容，这意味着它们可以从自己的网站链接到该内容并与受众共享。这可能会导致其他网站了解您的内容并可能链接到它，而您无需直接与他们交谈。

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.此时，您应该有一份不错的优质网站列表，这些网站可能对您创建的内容或正在运行的广告系列感兴趣。你有他们的联系方式，并优先考虑哪些是最重要的。现在是时候开始联系他们了。

翻译来源：https://moz.com/