Journalist Outreach Made Easy: HARO-Style Link Building for London SEO

Are you struggling to get quality backlinks for your website?

Journalist outreach, commonly known as “HARO link building” (named after the now-defunct Help A Reporter Out platform), might be the solution you’ve been looking for.

In this comprehensive guide, we’ll show you exactly how to implement effective journalist outreach to earn valuable backlinks from authoritative publications in London. We’ll cover everything from finding journalist queries to crafting winning pitches and building lasting relationships with media contacts.

By the end of this article, you’ll have all the tools and knowledge to implement an effective journalist outreach strategy that delivers real results for your website’s authority and visibility.

How HARO-Style Link Building Works

Step-by-step process of journalist outreach link building

While the original HARO (Help A Reporter Out) platform is no longer active, the term has become industry shorthand for connecting with journalists to secure valuable media mentions and backlinks.

Journalist outreach link building involves responding to media requests from writers looking for expert insights. These requests now come from newer platforms like Qwoted, Help a B2B Writer, and Source Bottle.

Find journalist query platforms: Sign up for journalist query services and media request platforms (we’ll recommend a good list in the next section).
Receive media opportunities: These platforms typically send regular emails containing journalist requests.
Find relevant queries: Scan through these opportunities to find those that match your expertise.
Craft and send pitches: Respond to queries with concise, valuable insights.
Journalists review submissions: You may be selected if your pitch stands out.
Get featured and earn backlinks: When published, you gain exposure and typically a link to your website.

The beauty of this system is its simplicity.

You’re providing value to journalists who need expert sources, and in return, you receive valuable backlinks and media exposure.

Though HARO itself is no longer available, this process remains highly effective across various journalist outreach platforms.

How journalists use HARO-style platforms to find expert sources in London

Journalists face tight deadlines and constant pressure to produce high-quality content.

Platforms similar to HARO serve as their lifeline when they need:

Expert quotes to add more value and credibility to their projects or articles
Real-world experiences from professionals in specific fields
Data, statistics, or research to support their stories
Diverse perspectives on trending topics

When a journalist submits a query, they typically include:

A brief description of the article they’re writing
Specific questions they need answered
Their deadline
Requirements for sources (expertise level, credentials, etc.)

Journalists often receive dozens or even hundreds of responses to their queries.

They look for sources that provide clear, quotable insights that enhance their stories, not promotional content or generic information they could find through a quick Google search.

HARO pitching tips to get featured

Successful pitching involves understanding what makes your response stand out:

Respond quickly: Journalists often work with the first quality responses they receive.
Follow instructions carefully: Address exactly what the journalist requested.
Provide unique insights: Share specific expertise or experiences that others can’t.
Keep it concise: Journalists don’t have time to read lengthy submissions.
Include credentials: Briefly establish your qualifications and credibility to speak on the topic.

Sources who consistently get featured are those who make the journalist’s job easier by providing ready-to-use quotes and information that adds genuine value to their stories.

What kind of backlinks can you expect from journalist outreach placements

Journalist link building outreach can deliver some of the most valuable backlinks available in London’s digital marketing:

High-authority domains: Opportunities from major publications like Forbes, Business Insider, and industry-specific leaders
Editorial backlinks: Natural, contextual links within article content (the most valuable type)
Dofollow links: Most publications provide dofollow links that pass SEO value
Brand mention links: Sometimes your name/brand is mentioned with a link to your homepage
Author bio links: Many publications include a link in your contributor profile

The quality of these backlinks typically exceeds what you might get through other link building methods.

A single journalist outreach placement on a high-authority site can sometimes deliver more SEO value than dozens of lower-quality links from other sources.

Setting Up for Success: Getting Started with Journalist Outreach

Since HARO is discontinued, you’ll want to explore modern alternatives.

Finding journalist query platforms and selecting relevant categories

While the original HARO platform is no longer available, several alternative journalist query services have emerged.

Here’s how to get started:

Create accounts on platforms such as:

Primary Journalist Query Platforms:

Qwoted: User-friendly interface with robust filtering options
ProfNet: Owned by Cision, tends to attract more traditional media
SourceBottle: Popular in Australia but with a growing global reach
JournoRequests: Twitter-based service that aggregates journalist requests

Complementary Media Outreach Platforms:

ResponseSource: UK-focused journalist requests service
MuckRack: Relationship-building platform with journalists
Telum Media: Focused on Asia-Pacific media connections
Prowly: Media database and press release distribution

Platform Name	Type	Region Focus	Key Features/Notes
Qwoted	Primary	Global	Robust filtering, user-friendly
ProfNet	Primary	US/Global	Traditional media, owned by Cision
SourceBottle	Primary	Australia/Global	Free and paid options
JournoRequests	Primary	UK/Global	Twitter-based, real-time requests
ResponseSource	Complementary	UK	Strong UK media connections
MuckRack	Complementary	Global	Journalist relationship building
Telum Media	Complementary	Asia-Pacific	APAC-focused media connections
Prowly	Complementary	Global	Media database, press releases

Most common categories asked in journalist outreach platforms

When selecting topic categories, focus on areas where you have genuine expertise.

Most platforms offer categories, including:

Category	Example Niches Covered
Business and Finance	Accounting, Investing, FinTech
Technology	IT, SaaS, Startups
Healthcare	Medicine, Wellness, Nutrition
Lifestyle and Fitness	Fitness, Wellbeing, Fashion
Education	EdTech, Schools, Training
Entertainment and Media	TV, Film, Music, Publishing
Public Policy/Government	Law, Politics, Nonprofits
Travel	Tourism, Hospitality, Events

Choose only categories relevant to your expertise. Receiving irrelevant queries will waste your time and decrease your response efficiency.

Special Note for London-Based Companies:

London-based businesses have a distinct advantage in journalist outreach due to the city’s status as a major media hub.

When setting up your profiles:

Specifically mention your London location in your bio (journalists often need UK/London perspectives)
Select UK-specific categories when available (many platforms have region-specific options)
Highlight any connections to London’s prominent industry sectors (finance, tech, creative industries)
Consider time zone advantages for responding to both UK- and US-based journalist queries

London companies would greatly benefit from paying particular attention to UK-focused platforms like ResponseSource, which has strong connections with British media outlets.

Tips to streamline setup

Use a dedicated email and filters for query alerts.
Set up Gmail labels like “High Priority” or “Submitted.”
Use a tracking sheet (Google Sheets or Airtable) to track:
- Query source
- Response date
- Outcome
- Link obtained (Y/N)

For Gmail users, create filters using “from:[email protected]” as the search criteria and apply labels or forwarding rules based on your workflow preferences.

Finding and Selecting the Best Queries

How to identify queries that align with your expertise and SEO goals

Not all HARO queries are worth your time.

Look for these qualities in potential opportunities:

Expertise match: Can you provide genuine insight on this topic?
Website relevance: Is the topic related to your website’s content and audience?
SEO alignment: Would a link from this piece support your keyword strategy?
Response requirements: Do you have the time and resources to provide what’s requested?

The ideal query sits at the intersection of your expertise, website content focus, and SEO goals.

For example, if you run a financial planning website and target keywords related to retirement planning, a HARO query from a financial publication about “expert tips for retirement savings” would be perfect.

Prioritizing queries based on publication authority and relevance

Not all publications offer equal value.

Prioritize queries using these factors:

Domain Authority Considerations:

Check the publication’s domain authority using tools like Moz or Ahrefs
Prioritize publications with DA 50+ for maximum SEO impact
Don’t ignore mid-range publications (DA 30-50) in your specific niche

Relevance Factors:

Topic relevance to your business
Audience alignment with your target market
Potential for referral traffic beyond just SEO value
Opportunity for relationship building with key publications

Create a simple scoring system (1-5) for both authority and relevance, then focus on opportunities that score high in both categories.

Avoiding common pitfalls: queries to skip

Save time by recognizing these red flags:

Vague queries with minimal details about the article’s focus
Unreasonable deadlines (less than 24 hours unless you’re immediately available)
Excessive requirements like custom graphics or extensive research
Anonymous publications that don’t disclose where the content will appear
Promotional requests that are clearly looking for free product mentions
Queries with 100+ word requirements when you don’t have time to craft lengthy responses

Remember that your time is valuable—crafting excellent responses to a few high-quality opportunities is better than sending rushed pitches to dozens of queries.

Crafting Winning Pitches

How to write concise, compelling, and relevant responses

You’re competing with dozens of other sources, so your pitch needs to be clear, fast, and valuable.

Key elements of a strong pitch:

Clear subject line: Include the query headline and your key credentials

Example: “Response: Financial Planning Tips – CFP with 15 Years Experience”

Brief introduction: 1-2 sentences establishing your relevance

Example: “I’m Jane Smith, a Certified Financial Planner with 15 years of experience helping clients prepare for retirement. I’ve managed over $50M in assets and specialize in early retirement strategies.”

Direct answers: Address their specific questions with quotable content

Use bullet points for clarity
Keep each point to 2-3 sentences
Make each point stand alone as a potential quote

Brief conclusion: Thank them and indicate availability for follow-up
Professional signature: Include your name, title, company, website, and contact information

Pitch template sample:

Hi [Journalist’s First Name],

Here’s my quote for your piece on [Topic]:

[Insert 2–4 sentence quote with practical advice or a strong opinion.]

I’m [Your Full Name], [Title] at [Company Name] – we specialize in [Industry/Niche].

Happy to provide more details if needed. Thanks for considering!

[Your Website or LinkedIn]

Pro tip: Submit within 1–2 hours of receiving the query for best results.

What journalists want: credibility, expertise, and clear value

Journalists evaluate outreach pitches based on these key factors:

Credibility Signals:

Relevant credentials and experience
Specific examples rather than generalities
Data or research to support your points
Clear articulation of complex ideas

Expertise Indicators:

Unique insights not found in other responses
Insider perspective on industry trends
Practical examples from your experience
Appropriate technical language balanced with accessibility

Value Elements:

Ready-to-use quotes that require minimal editing
Perspectives that enhance their story angle
Timeliness and relevance to current trends
Information that serves their readers’ needs

Remember: journalists aren’t looking for the most qualified expert—they’re looking for the most quotable expert who makes their job easier.

Including your backlink naturally without being promotional

The art of securing HARO backlinks through journalist outreach requires subtlety:

Do:

Include your website in your signature
Mention relevant content when directly applicable

Example: “We recently published research on this topic at [website] that found…”

Reference your company when establishing credentials

Example: “As the founder of XYZ Financial, I’ve observed…”

Don’t:

Ask directly for a link
Include promotional language about your business
Send attachments unless requested
Include multiple links to different pages

The key is to position yourself as a helpful expert first and foremost. The backlink should come as a natural attribution of your expertise rather than feeling like the main purpose of your response.

Following Up and Building Relationships

When and how to follow up professionally without being pushy

Following up requires balancing persistence with professionalism:

Timing Guidelines:

Initial follow-up: 3-5 business days after submission if the deadline has passed
Secondary follow-up: 1-2 weeks after publication deadline
Publication check-in: If selected, 1 week after the expected publication date (if not published)

Effective Follow-up Approach:

Subject: Quick follow-up: [Original Query Title] – [Your Name]

Hi [Journalist Name],

I submitted a response to your Qwoted query about [topic] on [date] and wanted to check if you needed any additional information or clarification for your piece.

I understand you likely received many responses and have a busy schedule. If my input could still be valuable for this or future articles, I’m happy to provide further insights.

Best regards,

[Your Signature]

Keep follow-ups brief and always acknowledge the journalist’s busy schedule. Never express disappointment or frustration if not selected.

Building long-term relationships with journalists and editors

The real value of journalist outreach extends beyond one-time mentions:

Relationship Development Tactics:

Connect on LinkedIn: After being featured, send a personalized connection request
Share their content: Promote articles that feature you through your social channels
Provide value first: Send relevant resources or data points without expecting immediate coverage
Comment thoughtfully: Engage with their published works with insightful comments
Remember personal details: Note topics they cover frequently or personal interests they mention

Leveraging outreach responses into future PR and guest posting opportunities

Successful placements can open doors to expanded media presence:

Strategic Next Steps:

Suggest related topics: After being published, propose complementary article ideas
Offer guest content: For publications that accept guest posts, suggest full articles you could contribute
Create a media kit: Compile your journalist outreach placements into a media sheet that establishes credibility
Develop a targeted pitch list: Identify journalists who cover your topic area based on interactions
Reference previous coverage: When reaching out directly, mention your previous contributions

Tracking and Measuring HARO-style Outreach Success

If you don’t track, you can’t improve.

Here’s how to do it easily.

Basic spreadsheet columns:

Date sent
Journalist name & publication
Query topic
Response link (if published)
DA (domain authority) of placement
Anchor text used
Outcome: Pending / Rejected / Live

Tools for monitoring backlinks and domain authority improvements

Track the SEO impact of your journalist outreach efforts with these tools:

Free Options:

Google Search Console: Monitor referral traffic and indexing status
Bing Webmaster Tools: Track visibility in Microsoft’s search ecosystem
Ahrefs Webmaster Tools: Free limited version of their backlink analysis
Google Alerts: Set up notifications for your brand mentions

Paid Solutions:

Ahrefs: Comprehensive backlink tracking and domain authority monitoring
SEMrush: Competitive analysis and position tracking
Moz Pro: Domain authority tracking and link quality assessment
Majestic: In-depth link profile analysis
BuzzStream: Relationship management for digital PR

For most businesses, combining Google Search Console (free) and one paid tool provides sufficient insight into their journalist outreach campaign performance.

Measuring ROI: SEO impact vs. time investment

Calculate the true value of your outreach efforts using these metrics:

Time Investment Tracking:

Average minutes spent reviewing each journalist outreach email (typically 5-10 minutes)
Average time per pitch (typically 15-30 minutes)
Follow-up time (typically 5 minutes per follow-up)
Total weekly time investment

Value Assessment:

Domain authority improvement over time
Keyword ranking improvements for targeted terms
Referral traffic from placements
Conversion rate from referral traffic
Equivalent cost of paid link acquisition for similar sites

ROI Calculation Example:

Monthly Journalist Outreach Time Investment:

– Review time: 30 days × 3 emails × 7 minutes = 630 minutes

– Pitch creation: 20 pitches × 25 minutes = 500 minutes

– Follow-ups: 10 follow-ups × 5 minutes = 50 minutes

Total time: 1,180 minutes (19.7 hours)

Monthly Results:

– 3 placements on DA 60+ sites

– Estimated equivalent cost for similar placements: $1,500 each

Total equivalent value: $4,500

ROI Calculation:

– If the team member’s cost is $50/hour: 19.7 hours × $50 = $985 cost

$4,500 value / $985 cost = 4.57× ROI

Once businesses refine their process, most find that journalist outreach delivers significantly higher ROI than other link building for SEO methods.

Advanced HARO Link Building Tactics (Your Competitive Edge)

Take things to the next level with these advanced plays:

1. Use responses as social content

Turn your quote into a LinkedIn or Twitter post
Mention the journalist or publication to get engagement

2. Turn your quote into blog content

Expand on your response and publish it on your site
Internal link to it for added SEO value

3. Create a public “As Seen On” section

Display your top features on your homepage for authority and trust

4. Use responses to build your personal brand

Show off expertise in public channels
Make you a go-to expert journalists remember

Common Challenges and How to Overcome Them

Handling rejection or no responses

Rejection is a normal part of the journalist outreach process—even experts with perfect pitches don’t get selected every time:

Constructive Approaches:

Analyze successful vs. rejected pitches: Look for patterns in what works
Refine your unique angle: Develop more distinctive perspectives
Improve response quality: Focus on better examples and clearer writing
Adjust your query selection: You may be targeting overly competitive opportunities
See rejection as data: Each “no” provides information to improve your process

Remember that journalists often receive 50+ responses per query. Even excellent pitches sometimes get overlooked due to volume or timing.

Standing Out in a Competitive London Market

London-based businesses face unique challenges:

High competition: London has numerous experts in most fields competing for the same opportunities
Cutting through the noise: The concentration of PR agencies and media-savvy businesses in London means journalists are bombarded with pitches

Solutions for London Companies:

Hyper-local focus: Emphasize specific London neighborhoods or communities where you have special expertise (East London tech scene, City financial experience, etc.)
London industry niches: Identify micro-niches within your London industry sector
London connections: Mention notable London clients, partners, or projects that add credibility
UK-specific certifications: Highlight British certifications or memberships that international competitors won’t have

For example, rather than positioning as “a London marketing agency,” specify that you’re “a Shoreditch-based agency specializing in marketing for London’s sustainable fashion brands.”

Managing time effectively with multiple daily emails

Outreach can quickly consume your schedule without proper boundaries:

Time Management Strategies:

Set strict time limits: Allocate specific blocks (15-30 minutes) for journalist outreach review
Use the 2-minute rule: If you can’t identify relevant queries within 2 minutes, move on
Create response templates: Build frameworks that speed up your writing process
Delegate initial screening: Have team members flag potential opportunities
Implement query scoring: Rate opportunities 1-5 based on potential value

Avoiding spammy or irrelevant queries

Not all HARO SEO opportunities are legitimate or valuable:

Red Flags to Watch For:

Queries seeking product recommendations without disclosure of promotional intent
Requests for extensive free consulting disguised as interviews
Anonymous queries that don’t specify the publication
Extremely broad topics that suggest the journalist hasn’t focused their article
Requests that seem designed to gather marketing data rather than expert insights

When in doubt, a quick Google search of the journalist’s name and publication can help verify legitimacy before you invest time in a response.

Maintaining professionalism under tight deadlines

Rush situations can lead to mistakes that damage your credibility:

Quality Control Checklist:

Proofread all responses before sending
Verify that you’ve answered the specific questions asked
Check that your credentials are accurately represented
Ensure your contact information is complete and correct
Confirm that any data or statistics cited are accurate
Review for any potentially controversial statements

If a deadline is too tight to maintain quality, skipping the opportunity is better than sending a rushed, error-filled response that could harm your reputation.

Wrapping Up

Journalist outreach (often still called “HARO link building” in the industry despite the original platform no longer active) represents one of the most sustainable, high-value approaches to earning quality backlinks in London’s digital landscape.

Unlike many SEO tactics that fade in effectiveness over time, the fundamental value proposition remains strong: connecting journalists who need expert insights with sources who can provide them.

The key to success with journalist outreach lies in understanding that this is fundamentally a relationship-building strategy, not just a link acquisition tactic. By focusing on providing genuine value to journalists and their audiences, you earn valuable backlinks and establish yourself as a recognized authority in your field.

Start small, perhaps responding to 3-5 media queries per week, and gradually refine your process based on results. Over time, you’ll develop a sustainable system that delivers consistent, high-quality backlinks that genuinely move the needle on your website’s authority and visibility.

Remember that patience and persistence are essential—the most valuable media opportunities often go to sources who have demonstrated reliability and expertise over time.

By implementing the link building strategies outlined in this guide and maintaining a long-term perspective, you’ll build a backlink profile that enhances your search rankings and generates valuable referral traffic and brand exposure.

What journalist outreach tactic will you implement first?

Whether you’re just starting or looking to optimize an existing process, this guide’s strategies will help you maximize your media relationship-building results in London.

If you want expert guidance on building high authority backlinks through journalist outreach—even without HARO—book a free consultation with Daryl.

Daryl has years of experience in link building and can create a custom roadmap for your brand, whether you’re just getting started or want to scale your HARO-style outreach to the next level.

👉 Book your free link building consultation here

No sales pitch—just practical advice tailored to your goals.