How to get quoted as an SEO expert

Being quoted in a publication your clients read does more for your credibility than almost anything you can say about yourself. And it is more achievable than it looks: journalists and writers need expert comment constantly, often at short notice.

Find the requests

Writers looking for sources post requests in several places:

• Journalist request services and newsletters that collect requests and send them to subscribers.
• Social media, where journalists post requests, often with hashtags such as #JournoRequest.
• Your own network: writers you already know, and the publications your clients read.

Set aside a few minutes a day to check them. Speed matters: writers often work to tight deadlines.

Answer the actual question

Most pitches fail because they do not answer what was asked. Read the request twice, then:

• Lead with the answer, in one or two sentences the writer could paste straight in.
• Add one specific detail: a number from your experience (that you can stand behind), a short example, or a clear recommendation.
• Keep it short. A writer needs a quote, not an article.
• Say who you are in one line: name, role, company, and why you know this.

Make it quotable

Quotes that get used are specific and a little opinionated. "It depends on many factors" will not be printed. "Most small sites should fix their internal linking before they spend anything on links" might be.

Only say what you would be comfortable seeing in print with your name next to it.

Make it easy to say yes

• Include a short bio and a link to a page that backs it up, such as your profile or your company's about page.
• Have a decent headshot ready.
• Reply quickly to follow-up questions.
• Respect deadlines; after the deadline, do not chase.

Build relationships, not just placements

When a writer uses your quote, thank them and share the article. Follow their work. The next time they need an SEO source, you want to be the person they think of first, without a request going out at all.

Expect links sometimes, not always

Some publications link to their sources, many do not, and links in quotes are often marked nofollow. That is fine: the value is being seen as an expert by the people who read the publication. If you want to understand why that still matters, see Do nofollow links help SEO?.

Practise where it is low-stakes

Answering questions well in communities is good training for answering journalists. The SEOgenz communities are a good place to practise explaining things clearly and briefly.

Have you been quoted somewhere that brought you work? Tell us how it happened in the comments.