Local SEO · Backlink Outreach Kit
5 Outreach Templates That Actually Get Replies
Proven templates to build authority, earn quality backlinks, and outrank local competitors — 100% Google-compliant.
⚠ Avoid paid links
Paying websites directly for link insertions violates Google's Webmaster Guidelines and can result in a manual penalty. Every template in this guide is based on legitimate value exchange only.
Before you copy a single word, do your homework. The difference between a 2% reply rate and a 43% reply rate isn't the template — it's the personalisation layer on top of it.
Before You Send: Personalisation Checklist
- Find the right contact — Look for the editor, content manager, or owner. Never a generic info@ address.
- Use their real name — A first name in the greeting triples open rates. Check LinkedIn or the About page.
- Reference specific content — Mention a real article, guide, or page from their site. Shows you actually read it.
- State your value clearly — Be specific about what you're offering and why their audience benefits.
- Keep it under 150 words — Short, scannable emails get more replies. Remove anything that isn't essential.
- One ask per email — Don't pitch multiple ideas at once. One clear call to action only.
The 5 Outreach Templates
Never copy-paste without personalising. Replace every [bracketed field] with real information.
01
Subject
Your [City] [Industry] guide — one business worth adding
Hi [First Name],
I came across your guide on [City] [Industry] businesses — it's a genuinely useful resource and clearly well-researched.
I noticed [Business Name] wasn't included. We're a local [industry type] that [one sentence: what makes you different or notable].
I think your readers would find us a useful addition — particularly for [specific reason relevant to their audience].
Happy to send over any details that would make it easy to add. No pressure either way.
Thanks for putting the guide together,
[Your Name]
[Business Name] | [Website URL]
Pro tips
- Link to the specific page you want them to add you to — don't make them guess.
- Only pitch this if your business genuinely fits their guide. Irrelevant pitches damage your reputation.
- If they have a submission form, use it instead — it signals you've done your homework.
02
Subject
Broken link on your [page title or topic] page
Hi [First Name],
I was reading your article on [specific page/topic] — great piece, especially the section on [specific section you liked].
I noticed one of the links appears to be broken: the link to [description of broken link] is returning a 404 error.
We actually have a resource that covers the same topic: [Your Page Title] at [Your URL]. It might work as a replacement if you're looking to update the page.
Either way, thought it was worth flagging.
Best,
[Your Name]
[Business Name] | [Website URL]
Pro tips
- Verify the link is actually broken before sending — use a tool or check manually.
- Your replacement content must be genuinely relevant. Don't force a connection.
- This template works at scale — run it across multiple sites in your niche.
03
Subject
Guest post idea for [Website/Blog Name] — [Proposed Article Title]
Hi [First Name],
I've been following [Website Name] for a while — your recent piece on [specific article] was particularly good.
I run [Business Name], a [industry] business based in [City]. We've been operating for [X years] and I spend a lot of time in the weeds on [relevant topic area].
I'd love to contribute a guest article if you accept them. Here's an idea I think would resonate with your readers:
'[Proposed Article Title]'
[2–3 sentence summary: what the article covers and why readers will find it valuable]
I'd write it entirely, deliver it ready to publish, and wouldn't require anything beyond a brief author bio with a link back to our site.
Would this be something you'd be open to? Happy to adjust the angle if there's a topic that fits better.
Best,
[Your Name]
[Business Name] | [Website URL]
Pro tips
- Pitch a specific article idea — never just "I'd like to write a guest post for you".
- Match their content style and depth. Review 3–4 of their posts before writing your pitch.
- Offer to write about something genuinely useful to their audience, not just your services.
04
Subject
Expert comment on [topic] — local [industry] perspective
Hi [First Name],
I saw you're covering [topic or article they are writing] — it's a subject I work with closely every day.
I'm the [Your Title] at [Business Name], a [City]-based [industry] with [X years] of local experience.
Happy to offer a comment if it would be useful for your piece:
"[Your expert quote or insight — 2–4 sentences, specific and useful]"
I can also share [any data, statistics, or local insights you have] if that would help strengthen the article.
Feel free to use or adapt as needed. If you'd like a different angle, just let me know.
[Your Name], [Your Title]
[Business Name] | [Website URL] | [Phone]
Pro tips
- Make your quote specific and actionable — vague quotes don't get used.
- Respond quickly. Journalists often work to tight deadlines.
- HARO (helpareporter.com) sends free daily journalist requests by industry — sign up.
05
Subject
Partnering on local content for [City] [industry/niche] customers
Hi [First Name],
I run [Business Name], a [your service] business in [City]. I came across [Their Business Name] while researching local [industry] providers and your reputation is clearly strong.
We serve a similar customer base — [describe shared customer type] — though in a complementary way. I'd love to explore whether there's an opportunity to collaborate on something useful for our shared audience.
A few ideas that might work:
· A short joint local guide or resource page for [City] residents
· A mention on each other's 'Trusted Local Partners' or resources page
· A co-authored tip list or FAQ for [shared topic area]
No hard sell — just wanted to open the conversation. Does any of that sound interesting to you?
Best,
[Your Name]
[Business Name] | [Website URL] | [Phone]
Pro tips
- Only approach businesses that genuinely serve the same customer — the connection must make sense.
- Check that they already have a resources or partners page before pitching this angle.
- Local community websites, chambers of commerce, and neighbourhood blogs are great targets.
Follow-Up Sequence
Most replies come from follow-ups — not the first email. Use this sequence across all 5 templates.
| Day | Stage | Action |
|---|---|---|
| 1 | Send | Send your initial email. Keep it under 150 words. |
| 5 | Follow-up 1 | Reply to your own email thread (don't start a new one). One sentence: "Just wanted to make sure this didn't get buried — happy to chat if useful." |
| 12 | Follow-up 2 | Add a small new reason to reconnect: a new piece of your content, a recent mention, or a fresh angle on your original pitch. |
| 20 | Follow-up 3 | Final touch. Keep it light: "I'll leave it here — but if timing ever works, feel free to reach out." Then move on. |
| 20+ | Archive | If no reply after 3 follow-ups, add to a 6-month re-engage list. Circumstances change — a no now can be a yes later. |
What to Avoid
- ✗ Paying for links — Violates Google's guidelines. Can result in a manual penalty that tanks your rankings.
- ✗ Bulk automated outreach — Mass-blasted emails with no personalisation have near-zero reply rates and damage your domain reputation.
- ✗ Link exchanges — "I'll link to you if you link to me" is a manipulation tactic Google actively devalues.
- ✗ Irrelevant targets — A backlink from an unrelated website adds little value and can look manipulative to Google.
- ✗ Vague pitches — "I'd love to work with you" without a specific offer gets ignored. Always lead with value.
- ✗ No follow-up — 70% of replies come from follow-ups. Sending once and moving on leaves most opportunities on the table.
"Always lead with value. Ask yourself — 'What does the person receiving this email get out of saying yes?' If you can't answer that clearly, rewrite the email before sending."The Golden Rule of Backlink Outreach
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