So you already know that the secret to getting lots and lots of search engine traffic today is to build high-quality links to your site from relevant sites. But the question is how do you do it. Well you’re in luck, because today I’m going to walk you through something I like to call ‘the moving man method’, which is one of my all-time favorite link building strategies. The place where marketers turn for higher rankings and more traffic.
So your first step is to find resources in your industry that have either shut down or changed names or moved urls or are no longer being updated.
So how do you find these resources that are no longer up? Well, you can use something like Google News and type in your keyword that describes your industry plus ‘out of business’ plus ‘shut down’ plus ‘rebranded’, right? That’s a great way to find them. You can also type Google, just put a keyword plus ‘service no longer available’ or + ‘this resource no longer updated’ or basically anything to help you find resources in your industry that are shut down and not providing value and even though they used to and generated links. So how about a couple of examples from real life. Well you probably heard that Borders, a massive national chain bookstore went out of business. And even though there’s no such thing as Borders anymore, Borders.com still has over 180,000 links pointing to it. So if you ran a site about book publishing or writing or becoming a fiction author, this would be a great opportunity for you. Because a vast majority of sites that are linking to Borders are about that. So if you reached out to those people and said ‘Hey, I noticed that you linked to Borders, as you may have heard, there’s no such thing as Borders.com anymore, I have something similar on my site that Borders used to have, maybe you want to consider replacing the Borders link with my link.’
Okay, so another example – Blockbuster. Another huge national chain that went out of business somewhat suddenly and has all sorts of links pointing to it. So if you had a site about video production, or movies, or video editing, this would be a great opportunity for you, because just like with Borders, Blockbuster tends to get links from sites that are about those things. So you could find very easily using a program like MajesticSEO or OpenSite Explore and A-Hrefs whether or not the pages that are relevant on Blockbuster to your site have a lot of links pointing to them. And if they did, reach out to those people and say hey, you have a link that’s not working pointing to Blockbuster, I have something really similar on my site, you might want to consider replacing the Blockbuster link with a link to my content. Okay, so once you’ve found these resources or entire sites that aren’t up anymore and you notice that they have a lot of links pointing to them, it’s time to dig in and find out who exactly is linking to them, and that’s where you can use a program like I mentioned before like A-Hrefs, MajesticSEO or OpenSite Explore to find specifically what pages on the web are pointing to these out of date resources. And then you want to download those into an Excel spreadsheet and find the contact information for all the people that run high quality sites that are linking to these out of date resources.
Now, the last step is to reach out to these people, and as I mentioned before let them know about the link that is pointing to a resource that is no longer there or outdated or whatever, and then pitching your resource as a replacement. Here’s the exact word-for-word script that you can use. “Hey there, I found your page about [whatever] today, and noticed that you had a link to [whatever outdated resource there is, like Blockbuster], so as you may have heard, Blockbuster shut down and went out of business, you might want to remove that link. Also, I recently published a resource about the same thing. Might make a nice addition to your page. Either way, love the article, keep up the good work.” Now that’s really all there is to it. You’re just basically giving them a heads-up about the outdated resource and then offering something similar or better on your site as a replacement. So, that’s all there is to the moving man method. As you can see, it’s a great way to get high quality links at scale that your competitors probably aren’t using.