PHP SEO

Two scalable branded link reclamation tactics

This post is a work in progress. It requires more images and maybe a video tutorial!

There are a lot of tutorials and bloggers that state branded link reclamation is really easy. According to these SEOs, all you need to do is follow these 4 simple steps:

  1. Navigate to Google
  2. Search for your brand
  3. Find a non-linking brand mention
  4. Send an email

The four step process is a lie. Combing through your brand mentions like this takes time and isn’t scalable if your working for Toyota or any other large brand.

These types of businesses get mentioned multiple times everyday and often own a large number of other brands. By taking a look at all these mentions manually, not only will you encounter a high number of linking mentions, but a high number of unusable ones will also show in search results.

This means countless hours are wasted just to turn one mention into a link. You’ll be wasting your time for a very low return. In this post, I’ll show two branded link reclamation tactics that I have used with great success. I’ll also explain how to check for non-linking mentions as well as an easy way to find contact information in order to tell them what’s up.

Reclaiming Branded Links with Scrapebox

If you aren’t using Scrapebox because you’ve heard it’s a blackhat too, you need to wisen up. While some people like to use it for comment spam, it’s actually a great tool for uncovering guest posting opportunities, eliminating dead links from your Ahref or Majestic backlink exports, verifying DA of a huge number of domains and a lot of other everyday SEO tasks. I’m going to assume readers of this blog know their Scrapebox basics or have at least read Jacob King’s Ultimate Guide.

Setting Up Your Scrape

Personally, I don’t think you need to do much here. If you have a list of the branded terms you’re looking for it should be enough. The reason why I don’t suggest using the Scarpebox Keyword Scraper is that you might end up having to waste some time cleaning it up.

Due the fact that I work mainly with Canadian brands, I will merge a list of footprints tied to site: queries with country, province and city name mentions within my keyword list. Lastly, I’ll ensure to have -site:brand.com in my global footprint.

After that’s done, you really just need to stat harvesting. It’s really that easy to get more than a thousand URLs that have potentially mentioned your brand.

Cleaning Your Results

One of the main issues with a Scrapebox harvest is that it tends to be very dirty. If you were looking for brand mentions of a Jeep Grand Cherokee, you’ll definitely get some sites that are actually about Native Americans instead. An easy way to eliminate those sites is by cleaning your harvest into Excel.

Using Seo Tools for Excel, it’s extremely easy to check if pages mention any potential keywords that would signify a scrape error. In our example, I’d most likely run a similar but more complex regex to this =IFERROR(RegexpFindOnUrl("http://www.brandmention.com","Native"), TRUE). I’d keep all TRUE URLs and manually check the others if I have the time or motivation.

Monitoring Brand Mentions for Link Reclamation

Now if you aren’t comfortable getting your hands a bit dirty with some PHP code, you won’t be able to actually use this second link reclamation tactic. It’s a more scalable version of Moz’s Fresh Web Explorer and services like Mention.net.

Creating a Huge Number Number of Google Alerts

You’ll be wanting to set up a lot of Google Alerts. I’m talking 20 to 50 alert different types of alerts. The easiest way to do this without getting suicidal thoughts is to automate it. A easy and efficient solution is to just create a ReMouse macro using your browser and excel columns with each alert.

Setting Up SimplePie

SimplePie is a great tool for filtering out useless mentions. I’m working on getting it to do the actual link verification for me. Until then, here’s my two introductory posts on Simple Pie:

How to merge your Google Alerts RSS feeds and filtering out items

Removing duplicate items and an another method to filter out items

Once you’ve set this up. all you will need to do is hit your page up once every few days to find new brand mentions.

Finding Non-Linking Brand Mentions

After getting our leads using either Scrapebox or our custom monitoring system built with SimplePie, we need to start turning those non-linking brand mentions into links.

This is fairly easy. Just install the Link Checker add-on. You’ll need to create two text file. One will contain the list of sites you scraped using one of the two methods bellow. The other must contain the list of domains you are interested in checking.

I suggest running the link checker multiple times while cleaning out positive hits. Depending on the number of URLs on the same domain and other factors, I tend to get a few false negatives on my first link checker runs.

Scraping Emails for Mass Mailing

While I know there are some other tools that will scrape email address from sites. I haven’t had the budget to invest in any of them yet. My current technique is to just use Scrapebox. I take the list of non-linking URLs and trim to root. I move this list to excel and create a list where I concatenate “/about” and another where I concatenate “/contact”. These three lists paired with Scrapebox Email Grabber tends to give me great results.

If you can suggest a great email scraper in the comments, I’d be enormously grateful.

Remember to have “Email Grabber: Save url with emails” enable in options.

Preventing Spam Accusations

Now you got your emails, you just need to start sending out some messages. The best way to prevent spam accusations is not to mass mail the list of emails you just got and be polite…

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2 Comments

  • Reply
    SEO Arbiter
    March 27, 2014 at 8:23 pm

    Hi Phil,

    Wow, thanks for that “SEO tools for Excel” link. I do something similar, but that will make things much easier.

    John.

  • Reply
    Antoine
    April 2, 2014 at 2:38 pm

    Great tips Phil, keep up the great work!

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