As part of Mucker’s ongoing Growth Series Webinars, we recently invited Eric Carrell, founder of, to dig into the world of SEO, especially in the link-building space. A recap of the conversation is listed below, as well as the full webinar recording.

The Importance of Links in Ranking

Links are often considered the infrastructure of the internet. Their significance in SEO is immense, acting as pathways that help search engines discover and prioritize content. Without links, attaining a high rank on search engine result pages becomes not just difficult, but often impossible.

Why is this the case? Links function as endorsements, reflecting the credibility and relevance of a webpage. A website with more high-quality links pointing to it is viewed by search engines as more authoritative and trustworthy, boosting its chances of ranking higher. It's a dynamic aspect of SEO that continues to hold sway, even with constant changes in search engine algorithms.

The Fine Line Between Good and Bad Links

The art of link building is nuanced and complex. Not all links carry the same weight, and there are marked differences between good and bad links. Good links come from reputable sources and contribute positively to your site's ranking, while bad links can have the opposite effect, even leading to penalties from search engines.

Navigating this delicate balance, especially when starting, can be tricky. Knowing where to find quality links and how to engage in ethical link-building practices requires understanding, experience, and ongoing vigilance. Mistakes can be costly, emphasizing why link building is often described as mission-critical.

A Prediction: The Rising Importance of Links

The future of link building is poised to become even more crucial. As technology advances and tools like AI make content creation easier and more accessible, the ability to stand out and signal quality will increasingly hinge on strong link-building strategies.

Building links from trustworthy media outlets is not an easy task. These links act as strong endorsements, and acquiring them requires effort, creativity, and persistence. The anticipated increase in the importance of link building offers a clear message: mastering this skill will likely become even more essential for online success.

Ground Zero Link Building: A Tactical Approach

Ground zero link building refers to the fundamental and immediate link building tactics that can be employed by anyone, from founders to small marketing teams. These strategies lay the groundwork for an effective backlink foundation and extend beyond mere SEO; they can also serve a valuable PR purpose. Let's delve into the distinct aspects of ground zero link building:

Building a Solid Backlink Foundation

At the core of ground zero link building is the idea of constructing a solid foundation of backlinks. These are the essential links that a website must have to establish its presence in the online space. Even without extensive resources, founders or small marketing teams can focus on building these fundamental links, creating a robust base that supports all other SEO efforts.

Connecting with Different Audiences

Ground zero link building isn't just about SEO. These tactics also provide an opportunity to reach new audiences and connect with people in various ways. By strategically choosing where and how to build links, businesses can create connections with different communities, tap into new markets, and extend their reach in meaningful ways.

Topically Relevant Backlinks

The emphasis in ground zero link building is also on obtaining topically relevant backlinks. These are links from sites that are closely related to your field or industry. Such backlinks are highly valuable, signaling to search engines that your site is not only reputable but also an authority in your specific domain. This relevance amplifies the effectiveness of your link-building efforts, enhancing your site's ranking potential.

Ground zero link building isn't a one-size-fits-all approach; it encompasses a variety of strategies tailored to different needs and objectives. In the next section, we will explore four specific methods that illustrate this diversity: HARO link building, podcasts, brand mentions, and networking. Each of these approaches offers unique benefits and plays a critical role in building a robust and effective backlink foundation.

HARO (Help a Reporter Out): A Unique Approach to Link Building

Alongside podcasts, HARO represents another innovative method for building backlinks and boosting SEO. A platform connecting journalists with industry experts, HARO enables businesses to gain media coverage and foster authoritative links.

Understanding HARO's Relevance

HARO is a matchmaking service between reporters and sources. If a journalist needs insight on a specific topic, you can respond with your expertise. Not only does this enhance your credibility but can also result in backlinks from reputable media outlets.

How to Utilize HARO

Sign Up: Register with HARO and choose the categories that align with your expertise.

Monitor Requests: Regularly check for queries from journalists that match your niche.

Respond Thoughtfully: Craft a well-thought-out response, showcasing your knowledge.

Provide Additional Value: Include unique insights, quotes, or data to stand out.

Follow Up: If selected, maintain communication with the journalist.

Keys to Success with HARO

Timeliness: Many queries have tight deadlines, so quick responses are essential.

Relevance: Only respond to queries that genuinely align with your expertise.

Professionalism: Maintain a professional tone and provide valuable insights.

Why HARO Matters for SEO

HARO provides a pathway to earn links from well-established media outlets, which can significantly boost your website's authority. Unlike traditional link-building strategies, HARO enables you to position yourself as an industry expert and gain organic, high-quality links.

Podcasts: A Powerful Tool for SEO Link Building

Podcasts have rapidly evolved from mere entertainment to a formidable tool in the digital marketing arsenal. For businesses looking to expand their reach and build strong backlinks, podcasts hold immense potential. 

Understanding the Potential of Podcasts

Podcasts offer more than just audio entertainment; they're a pathway to enhance online visibility. A strategy that has proven successful for some involves integrating podcasts into a comprehensive backlink-building plan. The benefits extend beyond SEO, potentially doubling business growth and reaching new audiences.

The Four-Part Strategy

Utilizing podcasts for backlink building requires a deliberate approach:

Finding Relevant Shows: Use Google or platforms like Apple Podcasts to discover shows relevant to your industry.

Vetting the Shows: Ensure the podcasts have good metrics and are worth the investment of time.

Reaching Out: Compile a vetted list and reach out to hosts or managers, showcasing your expertise.

Getting on Podcasts: Engage with the community by featuring as a guest on selected podcasts.

Streamlining the Process

Podcast outreach may sound time-consuming, especially for busy founders. However, utilizing these two tips can make it more manageable:

Create a Media Kit: This kit can contain essential information about your expertise, past features, and topics you want to discuss.

Use Booking Services: Platforms like Kit Caster can handle outreach, letting you focus on your content.

Quality Over Quantity

Remember, it's not just about the link, but the contextual relevance. Whether a podcast links through a transcription or a description, the connection to your industry matters. Tools like spreadsheets for tracking can guide you to find the podcasts that best align with your business goals.

Brand Mentions and Link Reclamation: A Systemized Approach

The strategies we have laid out so far – HARO, podcasting – have powerful compounding effects over time. This leads to the next essential technique: Brand Mention and Link Reclamation Strategy. Here's a breakdown of this approach:

Understanding Brand Mentions and Link Reclamation

As you gain momentum through HARO and podcasting, brand mentions will increase. Some people refer to this as a link reclamation strategy, where you systematically track where your brand is being mentioned and follow up for possible linking.

Monitoring Tools for Brand Mentions

Google Alerts: A free tool that allows you to set up alerts for mentions of your name, your partner's name, your brand, and even competitors. It's excellent for tracking mentions and opportunities for links.

Ahrefs: This is an SEO research tool that provides more advanced features. The Content Explorer feature allows you to search for specific mentions and even find places where you're mentioned but not linked.

Capitalizing on Brand Mentions

Stay In Tune: Continuously monitor brand mentions to get the most out of your outreach and PR efforts.

Get Aggressive: Take a proactive approach in reaching out to sites mentioning your brand but not linking. There's a good chance they will add a link if they're already mentioning you.

The Power of Link Reclamation

Reclaiming links is about going on the offense. When you find where you're being mentioned, you can reach out and request proper attribution. It's a proactive way to build your backlink profile and enhance your brand's online presence.


Thanks to Eric Carrell with for sharing this information.


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