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Every reporter's call is a backlink

To own search for Tellus in Los Angeles, I answered every reporter who called, and the placements stacked up.

The goal at Tellus was to own search for its category in Los Angeles. My first and most important tactic was Cision, the network where reporters find sources, and I took every reporter's call.

My theory was backlinks and placement: the more of them, wherever they landed, the better. Breadth beat prestige.

A couple of construction reporters called all the time for comment. Once I found myself quoted on a local news station in Ohio, taken from something I had said in an article, and I had no idea how it got there. The relationships with those reporters, built through Cision, were the most effective thing we did. Tellus held page one for years.

Quotability works as a channel. Agree to talk with every credible reporter and the placements will stack up.

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