Content
How to Use HARO for Effective Link Building and Media Placement
February 14, 2024
4 min
HARO (Help a Reporter Out) is an online service where journalists request expert commentary for articles in professional publications such as Forbes or TIME. Alongside the commentary, media outlets may publish a link to the company. As a result, HARO is an effective and efficient SEO tool that is also used by Promodo’s link-building specialists.
In our new article, we share Promodo's experience working with the HARO link-building platform and explain how we assist clients in securing links in influential media outlets.
The platform's primary goal is reflected in its full name – Help a Reporter Out. It efficiently and cost-effectively assists journalists in obtaining expert commentary for their articles. In return, the company or brand receives media coverage and a link to their website, if media policies allow.
HARO facilitates swift, convenient, and free interaction between journalists seeking expertise and businesses willing to provide it. This results in expanded visibility and authoritative presence in the target market.
Utilizing HARO not only enhances a business's search engine optimization (SEO) but also directs valuable traffic to the desired website. This dual benefit contributes to a more robust online presence.
Engaging with HARO enables companies to establish enduring relationships with journalists. This collaboration extends beyond a single article, fostering ongoing connections that can benefit future media interactions.
Obtaining links in reputable publications is either impossible or comes at a high cost, often with the publication tagged as "sponsored." On the contrary, HARO collaborates with well-known media outlets like Forbes, The New York Times, HuffPost, Business Insider, Mashable, and others, addressing this challenge for businesses. However, a new challenge arises — acquiring a link requires substantial time and effort.
The process involves continual analysis of journalist queries, with responses needing to be prepared rapidly. Questions often require additional resources and extensive research to find suitable experts. Despite the significant potential for link acquisition, many nuances become apparent only through experience. This is well understood by Promodo specialists who leverage HARO for link building.
Navigating the intricacies of HARO involves a constant evaluation of journalist requests, requiring quick responses, and questions frequently demand additional resources and specialized expertise. While the potential for link acquisition is substantial, the process involves a significant investment of time and effort. This nuanced understanding comes from the experience of Promodo specialists who effectively utilize HARO for their link-building strategies.
The potential of link building depends on the niche — the more queries related to a specific topic, the greater the possibility of obtaining links. Some niches are more popular (e.g., Pets), some less (e.g., Music), while others, like Gambling and Adult, have the least chance of success.
A client's website may represent multiple experts. For example, a finance website can maximize its potential by working on behalf of two experts:
In 90% of cases, journalist queries on HARO are from the United States, occasionally from British sites. If the client's website is in a European language, links can be built to the /en version.
HARO backlinks can be both dofollow and nofollow, typically distributed approximately 50-50. In 95% of cases, links go to the homepage, occasionally to the /about page. The anchor can be either branded or the website URL. The Domain Rating (DR) of sites may vary, and the link's cost depends on the DR level.
The platform's limited use can be a competitive advantage for businesses. Research on 1500 journalist queries on HARO yielded the following insights:
According to HARO research, approximately 33% of queries are published, meaning three out of every ten journalist requests are accepted and featured. The business and finance categories tend to receive the highest number of queries, indicating a greater opportunity for participation and publication in these areas. The time it takes to have a response accepted and published can vary, but understanding the competition and demand in the respective business and finance categories can provide insights into the overall timeframe for successful HARO SEO placements.
From the moment a journalist receives a response to their query to the point when the link is published, it can take anywhere from 1 day to 9 months. Consequently, guaranteeing a specific number of links per month is challenging, and constant analysis of business opportunities and their experts is necessary to enhance the chances of success.
At Promodo, we monitor all journalist queries and craft comments on the most relevant topics for the client. This is an ongoing process, as numerous journalist queries are received, but only a small percentage of submitted comments are published in the media according to statistics. The smallest details, from a poorly taken expert photo to the formatting of the response, can influence publication. We have formulated tactics that help us secure links in authoritative media outlets and have made this process comfortable for our clients.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
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