Contacting editors, journalists and site owners to get a brand linked, mentioned or covered on their pages. It is the main way link building gets done.
Outreach is contacting the people who run other websites (editors, journalists, bloggers and site owners) to get a brand linked, mentioned or covered on their pages. It is the main way link building gets done, and digital PR uses the same process.
A campaign starts with a list of sites and contacts that publish on the topic. Each contact gets a pitch that offers their readers something they can use: original data, an expert quote, a resource that fills a gap on their page, or a replacement for a broken or outdated link. Offering payment or a link swap in return for a followed link breaches Google's spam policies, so the pitch has to stand on what it offers the page.
The target list changes. Citation mining records the domains and URLs AI systems already cite for a topic, which gives outreach targets tied to AI answers instead of link metrics alone. A placement on one of those pages puts the brand inside a source the model already retrieves, so a mention there can reach the answer with or without a link.
