How to Do Link Building Outreach: A Practical Guide to Earning Editorial Consideration
Successful outreach starts before the email. Build a relevant prospect list, understand the publication, offer a credible editorial reason to engage, and make each follow-up useful rather than repetitive.
What is How to Do Link Building Outreach?
A previously published internal benchmark on this page referenced an 8-15% response range for well-targeted outreach; that figure should be treated as historical context requiring source reconciliation, not as a guaranteed expectation.
The practical method is to qualify publications for topical and editorial fit, verify that the source adds something useful, contact the person responsible for the relevant coverage, and make the email easy to evaluate.
Follow-ups should add clarification or value rather than repeat the same request. Campaign review should separate delivery, replies, qualified interest, and placements so the team can identify whether the bottleneck is the list, the message, the asset, or the follow-through.
Key Takeaways
- Treat outreach as a relevance problem before a volume problem. Use the editorial judgment principles to avoid contacting publications that are a poor fit.
- Use the SEO workflow process to separate prospect research, asset review, message drafting, sending, follow-up, and measurement instead of collapsing them into one activity.
- Use genuine familiarity signals, including thoughtful participation where appropriate, before a high-priority pitch. The discussion guidance is useful when a publication actually supports reader interaction.
- Write the subject line as a precise description of why the message is relevant, not as a sales headline or a manufactured curiosity gap.
- Use the comparison of 20 carefully matched prospects and 200 generic contacts as a targeting illustration, not a universal performance promise.
- Follow up because a missed email is not the same as a rejection. If a placement is editorially appropriate, understand the difference between dofollow links and other link treatments without pressuring the editor.
- Keep anchor text descriptive and natural. Editors should be free to choose wording that fits their article and readers.
- Start with an asset that gives the publication a real editorial reason to care. The linkable asset guide explains how to make the underlying resource worth citing before outreach begins.
- Use editorial timing as context, not as a promised response-rate lever. Recent coverage, active assignments, and obvious content gaps can make a pitch more relevant.
- Track replies separately from placements so you can distinguish a targeting or message problem from an asset, editorial, or follow-through problem.
Introduction
Link building outreach is often taught as an email-copy exercise: personalize a line, keep the message short, send a follow-up, and repeat. That advice is incomplete because the email is only the visible end of a longer decision process.
Before an editor can consider a link, the publication needs a reason to care about the source, the page needs to fit the article, and the proposed reference needs to help readers rather than merely help the sender. A technically polished pitch cannot repair a weak asset or an obviously mismatched prospect list.
A better process begins with editorial fit. Identify publications that cover the subject, verify that they cite outside sources when those sources improve the piece, understand the writer or editor responsible for the topic, and decide what your page adds that their existing coverage does not.
Only then should you write the email. This shifts the objective from 'send outreach' to 'make a defensible editorial case.'
The guide below turns that idea into an operating sequence. It explains how to qualify prospects, establish familiarity without performative engagement, structure the pitch around reader value, choose or improve the asset before asking for attention, follow up without repeating the same request, think about anchor text and placement from an editorial perspective, and measure each stage separately.
None of these steps guarantees a link. They are controls that reduce avoidable mismatch and make the campaign easier to review and improve.
What Most Guides Get Wrong
The most common outreach mistake is treating scale as the first decision. A large list can look productive while hiding the fact that many recipients would never have a sensible reason to cite the page.
Outreach is constrained by relevance, editorial policy, source quality, and timing. If those conditions are poor, optimizing the subject line or automating a sequence simply makes an unsuitable message travel faster.
Another mistake is treating outreach as if it were synonymous with link building. Outreach is a communication channel. The editor is still deciding whether the source improves an article, whether the claim is supportable, whether the page is useful to readers, and whether the link fits the publication's standards.
If the asset is generic, commercial, unsupported, or redundant with stronger sources already available, the right fix is usually the page or the targeting - not more aggressive email copy.
Finally, many guides turn observations into rules. Send-day preferences, subject-line patterns, follow-up intervals, and list sizes can be useful operating practices, but they are not universal ranking factors or guaranteed conversion levers. Use them as testable choices inside a documented process, then judge them against your own campaign evidence.
How to Qualify Prospects Before You Write the Outreach Email
Prospecting is where a link building outreach campaign becomes either focused or noisy. Start by defining what would make a publication a legitimate editorial fit for the asset you want to promote. Look for topical overlap, evidence that the publication cites external sources when useful, a reachable person connected to the subject, and a specific article or recurring coverage area where your source could add context. Do not use a third-party authority score as a substitute for that review.
Recency is one useful signal, but it should be interpreted carefully. Review relevant coverage from the last 90 days to understand what the publication is actively discussing and whether your subject is current for them. Then organize the list so the team can make deliberate tradeoffs: Tier 1 for the hardest, highest-fit editorial opportunities; Tier 2 for strong topical matches where the publication clearly uses outside references; and Tier 3 for lower-priority opportunities that still pass your relevance checks. A practical sequence can begin with Tier 2 so you can validate the asset and the pitch before approaching Tier 1.
The important point is not the labels themselves. The point is to record why each prospect belongs on the list. A useful prospect row should explain the relevant page, the person likely to care, the editorial gap or citation opportunity, and any reason the site is unsuitable.
That evidence makes later personalization easier and gives you a defensible reason to remove weak prospects before sending.
Key Points
- Qualify a publication on editorial fit and demonstrated citation behavior, not on an authority score alone.
- Record the specific article, topic, or recurring coverage pattern that makes your source relevant.
- Use recent coverage to understand editorial context, but do not assume recency itself causes better outcomes.
- Tiering is a workflow tool for prioritization, not a claim that one class of site always converts better.
- Check whether your asset is credible and useful enough for the publication before spending time on personalization.
- A smaller verified list is easier to research, personalize, review, and learn from than a scraped list full of uncertain matches.
- A Tier 2 result can provide useful context for later Tier 1 outreach, but it should not be presented as proof that another editor will say yes.
💡 Pro Tip
Before adding a publication, read several recent pieces in the relevant section and inspect how outside sources are used. If external references are rare, limited to primary sources, or governed by a policy your asset does not meet, remove the prospect instead of trying to overcome that constraint with copy.
⚠️ Common Mistake
Using DR or DA as the main qualification rule. Those metrics can help describe a site's link profile, but they do not tell you whether a publication accepts outside references, whether your source is relevant, or whether a particular editor would find the page useful.
How to Build Familiarity Before a High-Priority Pitch
Cold outreach asks a recipient to evaluate a sender they may not know, often in an inbox full of competing requests. Familiarity can reduce that context gap, but only when it comes from real engagement rather than a staged sequence of likes and comments.
The operating principle is simple: learn the person's work, contribute where contribution is appropriate, and use that knowledge to make the later email more specific.
A useful pre-outreach pattern may include reading the writer's recent work, leaving a substantive comment where the publication genuinely invites discussion, sharing a piece because it is useful to your own audience, or responding to a public question when you have something relevant to add.
None of these actions creates an entitlement to a reply or link. Their value is that they force better research and can make your name less unfamiliar when the email arrives.
Do not manufacture interaction simply to create a reference for the pitch. A generic comment, irrelevant tag, or mass social engagement can make the outreach feel more automated rather than more personal.
If there is no natural public interaction available, the better choice is to rely on careful research and write a direct, respectful email that explains the editorial fit.
For high-priority prospects, keep notes on what you learned: the themes they cover, examples they have cited, questions left unresolved in recent work, and the language they use for the subject. Those notes should improve the pitch even if the recipient never notices any earlier interaction.
Key Points
- Use familiarity as a by-product of genuine research and contribution, not as a manipulation tactic.
- A useful public interaction should stand on its own even if you never send the outreach email.
- When no natural interaction exists, skip it rather than forcing a performative touchpoint.
- Sharing a prospect's work is appropriate only when you would have shared it without an outreach objective.
- Reference prior interaction only when the reference helps explain why your email is relevant.
- Reserve labor-intensive warming activity for Tier 1 prospects where the editorial fit is strong enough to justify deeper research.
- Track which research inputs make messages more specific, but do not convert a small campaign observation into a universal rule.
💡 Pro Tip
If you comment on an article, add something the author or readers can actually use: a clarifying example, a related source you can support, or a thoughtful question. Do not correct the author merely to create an interaction, and do not praise a piece you have not read.
⚠️ Common Mistake
Compressing several public interactions into an obviously coordinated burst. That behavior can look artificial and offers little editorial value. A better rule is to engage only when there is a natural reason, then let the eventual email stand on its own merits.
How to Structure a Link Building Outreach Email Around Editorial Value
A strong outreach email helps the recipient answer a narrow question quickly: why is this source relevant to my work or my readers? Build the message around that question instead of leading with your company, your need for a backlink, or generic compliments. A practical structure has four jobs even if you never give those jobs a branded name.
First, establish specific context. Mention the article, subject, or editorial problem that prompted the email. The detail should show that you understand the work, not merely that you found the recipient's name.
Next, state the value of the source in concrete terms. Explain what the page contributes: a primary reference, a clearer explanation, a documented example, a useful tool, or another form of information that genuinely supports the recipient's topic.
Then give the editor enough information to judge credibility without turning the message into a biography. Point to the qualities of the asset that matter for the decision, such as transparent sourcing, a clear methodology where relevant, original material you can substantiate, or a well-scoped explanation.
Avoid unverifiable superlatives and borrowed authority claims. Finally, make the next step easy. Ask whether the source is useful, whether they want the relevant section, or whether a short summary would help.
The objective of the first message is permission to continue the conversation, not pressure for a specific anchor or placement.
Write the subject line with the same discipline. A useful subject usually names the topic or editorial context directly. It should help the recipient classify the email accurately, not trick them into opening it.
Key Points
- Open with specific editorial context rather than a generic introduction or compliment.
- State exactly what the source adds for the recipient's article or readers.
- Use credibility details that are relevant to the asset and supportable from the page itself.
- Keep the first call to action low-friction and let the editor decide whether the source belongs in the article.
- Do not ask for exact-match anchor text or imply that the recipient owes you a link.
- Treat 150 words as a practical editing ceiling when brevity helps, not as a guaranteed response-rate formula.
- Draft the value statement before polishing the introduction. If the value is vague, improve the asset or targeting first.
💡 Pro Tip
Draft the single sentence that explains why this specific recipient should care before you write anything else. If that sentence could be sent unchanged to many unrelated publications, the message is not yet personalized enough.
⚠️ Common Mistake
Using the opening paragraphs for biography, praise, or company positioning while the actual editorial value appears near the end. The recipient should be able to understand the reason for the message from the opening lines without hunting for the point.
Choose or Build the Asset Before You Scale Outreach
The easiest outreach email to write is one attached to a source that clearly belongs in the conversation. That is why asset review should happen before list expansion. Instead of creating a broad article and later searching for anyone who might link to it, examine the publications you want to reach and identify the information their existing coverage is missing or repeatedly has to source elsewhere.
This does not mean manufacturing content for a single editor or copying another publication's agenda. It means using prospect research to decide whether your resource has a defensible citation use. Look for unresolved questions, thin explanations, recurring references to data without a clear primary source, outdated resources that need a current replacement, or practical gaps where readers would benefit from a better explanation. Then decide whether your existing page already fills that gap. If it does not, improve the page before outreach.
An asset can be useful because it contains original material, transparent synthesis, a well-scoped tutorial, a tool, a reference table, or another form of information that reduces the editor's research burden.
The key is evidence and fit, not format for its own sake. A generic long-form article is not automatically linkable, and a visual is not inherently valuable if it adds no information.
Once the asset is ready, the outreach can point to the exact gap it addresses. That makes the email easier to evaluate because the recipient can compare the source with a concrete editorial need instead of deciding whether a vague 'great resource' deserves attention.
Key Points
- Review likely citation use before committing to a large outreach list.
- Study gaps in relevant coverage without assuming every gap should become a new content asset.
- Use reader questions and recurring editorial needs as research inputs, not as proof that a link will be earned.
- A source is easier to pitch when its purpose, evidence, and relevance are obvious from the page itself.
- Make the outreach point to the specific editorial gap the source addresses instead of calling the page a generic resource.
- Use the deeper asset-first research effort for Tier 1 opportunities where fit is unusually strong and the work is justified.
- Judge the asset by usefulness and supportability, not by length, format, or how much effort it took to create.
💡 Pro Tip
When you find a promising article, note the exact claim or reader question your source can support. That note becomes both a quality-control test for the asset and the core of the later outreach message.
⚠️ Common Mistake
Finishing a content asset first and then forcing a prospect list around it. If the page has no clear citation role for the publications you want, expanding the list usually increases mismatch rather than solving it.
How to Follow Up Without Repeating the Same Ask
A first email can be missed for many ordinary reasons, so a non-response should not automatically be treated as a rejection. At the same time, follow-up is not permission to keep sending the same request until the recipient answers.
The purpose of a follow-up is to make the decision easier or to add information that was not clear in the original message.
Before following up, review the original email and ask what useful context is missing. You might clarify the exact section of the article your source supports, provide the relevant passage from your asset, explain a sourcing detail, or ask a narrow question the recipient can answer quickly.
If you have nothing new to add, a brief reminder can still be reasonable, but repeated 'checking in' messages create friction without improving the editorial case.
Use timing as an operating choice rather than a universal formula. Give recipients enough space to work through their inbox, vary follow-up timing when appropriate, and stop when continued contact would become intrusive.
Publication schedules, time zones, travel, deadlines, and individual preferences all matter. If the recipient declines, close the thread politely. If there is no response after a sensible sequence, archive the contact and reconsider later only when you have a genuinely new reason to reach out.
A good campaign log records the message, the follow-up reason, and the eventual outcome. That makes it possible to see whether follow-ups are recovering missed opportunities or merely extending conversations that were never relevant.
Key Points
- Treat silence as an unknown state, not as proof of interest or rejection.
- Use follow-ups to clarify or add value rather than to restate the original request.
- Stop immediately after a clear decline or an explicit request not to contact the recipient.
- Use a limited sequence and document the reason for each additional message.
- A new editorial angle is useful only when it is genuinely relevant, not when it is invented to justify another send.
- Ask a narrow question when that makes the next action easier for the recipient.
- Archive unresponsive contacts rather than letting automation continue indefinitely.
💡 Pro Tip
Make the follow-up self-contained enough that the recipient can understand the value without rereading a long thread. A concise reminder plus one useful new detail is usually more respectful than another full pitch.
⚠️ Common Mistake
Scheduling follow-ups mechanically and allowing the sequence to continue regardless of context. Review replies, bounces, role changes, and publication changes before each send so the campaign does not create unnecessary contact.
Let Editorial Context Drive Anchor Text and Link Placement
Anchor text matters to the reading experience before it matters to an outreach spreadsheet. The wording should tell readers what they will find when they follow the link, and the destination should deliver on that expectation.
Because the editor controls the article, the safest first-contact approach is to explain the source and its relevance rather than prescribe an exact phrase.
An exact-match commercial anchor request can make an editorial pitch look transactional, especially when the proposed wording is more promotional than the surrounding sentence. Instead, show the recipient where the source is useful.
Point to a claim, explanation, comparison, or reference need in the article and let the publication choose wording that fits its style. If an editor asks for your preference, suggest descriptive language that accurately represents the destination rather than language engineered solely for search visibility.
Placement should be evaluated the same way. A contextual link in the body can be useful when it directly supports the surrounding point, but there is no reason to force body placement if the publication has a different editorial convention.
Resource sections, citations, notes, and other placements can be legitimate when they match reader expectations and site policy. The outreach goal is an appropriate editorial reference, not a particular placement at any cost.
After a link is published, confirm that the destination is correct, the context is accurate, and the page still supports the statement around it. Do not ask for unnecessary edits merely to optimize the link for your own reporting.
Key Points
- Do not prescribe exact-match commercial anchor text in the first outreach message.
- Descriptive anchor text should match the destination and make sense in the sentence around it.
- Explain the citation use case and let the publication apply its own style and editorial judgment.
- Contextual body placement can be valuable when it naturally supports a claim, but it is not the only legitimate placement.
- If asked for anchor suggestions, prioritize accuracy and reader clarity over keyword targeting.
- Check that the destination supports the surrounding claim so the editor is not left with a misleading citation.
- Reference the relevant passage in the target article when that helps the editor evaluate where your source fits.
💡 Pro Tip
In the outreach note, point to the sentence or idea your source supports and explain the connection in plain language. That is more useful to an editor than dictating the wording of the link.
⚠️ Common Mistake
Scoring every placement by a single SEO preference while ignoring editorial context. The first quality test is whether the citation is accurate, useful, and appropriate for the publication's readers and standards.
Measure Each Outreach Stage Separately
A final link count is an outcome, not a diagnosis. If a campaign produces few placements, you still need to know whether messages bounced, went unopened, reached the wrong people, attracted replies that went nowhere, or exposed weaknesses in the asset itself. Separate the process into stages so the next change addresses the actual bottleneck.
Start with delivery quality. Track hard bounces, obvious invalid addresses, and sending issues that prevent the message from reaching the intended mailbox. Open data can be directionally useful when available, but privacy protections and email-client behavior can make it incomplete or misleading, so do not treat it as a perfect measure of attention.
Reply rate is more informative about whether the message reached a person willing to engage, but replies must be classified. A polite rejection, an unsubscribe request, a request for more information, and an editorial acceptance are different outcomes.
Then track placement conversion from genuinely positive conversations. If recipients show interest but links rarely appear, inspect the asset, source quality, requested use, publication policy, and follow-through.
If few suitable prospects reply at all, inspect targeting, contact selection, subject clarity, and the opening value statement. If delivery is poor, fix the sending process before testing copy.
Record enough context to compare campaigns responsibly: asset, prospect category, publication type, message version, and any major changes in the process. Change one meaningful variable at a time when possible. Otherwise an apparent improvement cannot be traced to a specific decision.
Key Points
- Use placement count as an outcome metric, then diagnose earlier stages separately.
- Track delivery quality, replies, qualified positive responses, and eventual placements as distinct states.
- Treat open tracking cautiously because technical and privacy factors can make the data incomplete.
- Classify replies so rejections and requests to stop are not counted as positive engagement.
- If positive conversations do not become placements, review the asset and follow-through before rewriting the subject line.
- Review campaign evidence before changing several parts of the process at once.
- Fix delivery or list-quality problems before drawing conclusions about message copy.
💡 Pro Tip
Keep a campaign log with the asset, prospect rationale, message version, reply classification, and placement status. The log is most useful when it preserves context rather than reducing the campaign to a single conversion percentage.
⚠️ Common Mistake
Changing the prospect list, subject line, email body, asset, and follow-up sequence at the same time. Even if results move, you cannot tell which decision mattered. Use controlled iteration where practical.
Build Source Relationships Instead of Treating Every Pitch as a Transaction
The most sustainable outreach relationships are built when editors learn that you are a useful source, not merely a sender asking for links. That reputation develops through reliable information, clear communication, respect for deadlines, and a willingness to be useful even when no placement is on the table. It cannot be automated convincingly because the value comes from judgment and continuity.
After a positive interaction, keep notes on the editor's subject area and the kind of evidence they use. If you later have a genuinely relevant source, update, or expert contribution, you can contact them with context instead of starting from zero.
If you have nothing useful, do not send a relationship-maintenance email just to stay visible. Unnecessary touchpoints can be as transactional as an obvious link request.
When a link is published, thank the editor briefly and make sure the destination remains available and accurate. Do not immediately ask for another link, a different anchor, or an introduction. When a pitch is declined, preserve the relationship by accepting the decision and avoiding pressure. A respectful rejection today can still leave the door open for a future topic that is a better fit.
The strategic objective is to become easy to work with and trustworthy within your area of expertise. That can create future editorial opportunities, including requests for context or sources, but it should never be represented as a guaranteed repeat-link system.
Key Points
- Treat a positive editor interaction as the start of useful context, not as permission for repeated pitches.
- Stay useful by sending relevant information only when it genuinely matches the recipient's work.
- If an editor later asks you for context or sources, respond accurately and promptly without assuming a link is owed.
- Relationship quality depends on judgment and reliability, not on automated touch frequency.
- After a placement, thank the editor and maintain the destination rather than immediately optimizing for another request.
- Track relationship notes separately from campaign metrics so future contact can be relevant and respectful.
- Do not claim referrals, repeat placements, or introductions as an expected outcome; they depend on editorial choice and trust.
💡 Pro Tip
A simple CRM can record subject interests, previous conversations, publication preferences, and the sources you have already sent. The purpose is to avoid repetitive or irrelevant contact, not to manufacture familiarity.
⚠️ Common Mistake
Treating a published link as a trigger for another ask. The better follow-up is a concise thank-you and ongoing responsibility for keeping the cited page accurate and available.
Your 30-Day Link Building Outreach Action Plan
Audit the content you could realistically promote. Choose the strongest asset only after confirming that it has a clear citation use, accurate claims, visible sourcing where needed, and a reader benefit that can be explained without hype.
Expected Outcome
One outreach-ready asset or a documented decision to improve the asset before prospecting further.
Build a working prospect list with 10 Tier 2 prospects and 5 Tier 1 prospects. Confirm the editorial fit, identify the relevant writer or editor, and record the specific article or coverage gap that makes each prospect worth contacting.
Expected Outcome
A verified list of 15 prospects with a written relevance reason for every entry.
Research all 15 prospects deeply enough to understand recent coverage, sourcing patterns, and the likely citation use for your asset. Engage publicly only where you have a genuine reason to contribute.
Expected Outcome
Prospect notes detailed enough to support specific outreach without manufactured familiarity.
Draft tailored outreach for all 15 prospects. Lead with the editorial context, explain what the source adds, include only supportable credibility details, and finish with a low-friction next step.
Expected Outcome
A reviewed set of outreach messages with a clear relevance and value statement for each prospect.
Send in manageable batches after verifying contact details and reviewing each message. Log delivery issues, replies, and any request to stop so later sends can be adjusted responsibly.
Expected Outcome
The initial campaign is live with clean tracking and enough context to interpret replies accurately.
Follow up only with appropriate non-responders. Add clarification or genuinely useful context where possible, stop after a clear decline, and avoid sending another message merely because automation says it is due.
Expected Outcome
A controlled follow-up pass that respects recipient context and preserves clean campaign data.
Review all 15 prospects by stage: delivery, response, qualified interest, and placement. Identify the most likely bottleneck and separate evidence from assumptions before choosing what to change.
Expected Outcome
A campaign diagnosis that identifies where attention should go in the next iteration.
Close the loop on every active conversation, record useful relationship context, maintain any cited destinations, and choose one meaningful process change for the next campaign rather than changing everything at once.
Expected Outcome
A documented learning cycle and a cleaner starting point for the next outreach campaign.
Frequently Asked Questions
How much link building outreach should I send each week?
Set volume from research capacity and list quality rather than from an arbitrary quota. The practical ceiling is the amount of outreach your team can research, personalize, review, send, and follow up without turning relevant contacts into a generic sequence.
If message quality drops as the list grows, reduce the batch size. The goal is a repeatable process with defensible prospect selection, not the largest possible send count.
What makes a good subject line for link building outreach?
A good subject line helps the recipient classify the message accurately. Reference the relevant topic, article, source, or editorial gap when that can be done naturally. Avoid false urgency, misleading curiosity, or vague marketing language. The subject should be consistent with the body of the email so an open does not create disappointment or distrust.
How should I find the right outreach contact?
Start with the publication itself: editorial pages, contributor information, author bios, and the byline on the relevant article. Use public professional profiles only to confirm role and subject responsibility when appropriate.
Contact discovery tools can help with logistics, but any address should be checked before sending. A correct person with a clear topical connection is more important than simply finding any mailbox on the domain.
Should I automate link building outreach?
Automation can help with logistics such as reminders, status tracking, deduplication, and stopping sequences when someone replies. It should not replace the editorial judgment required to qualify prospects or the research required to explain why a specific source belongs in a specific context. Keep human review anywhere the task depends on understanding the publication, the recipient, or the asset.
When should I follow up on a link building outreach email?
Follow up after giving the recipient a reasonable opportunity to see and assess the message, taking publication schedules and normal inbox load into account. The exact timing is an operating choice rather than a universal rule.
Use each follow-up to clarify the editorial fit, add useful context, or ask a narrow question. Stop after a clear decline or a request not to be contacted.
What content assets are easiest to pitch for links?
The easiest asset to pitch is the one with a clear citation use for the target publication. Original material can be valuable when it is transparent and supportable, but a well-sourced guide, tool, reference, visual explanation, or carefully scoped synthesis can also be useful.
Do not choose a format because it is said to attract links. Choose it because it gives the editor something accurate and relevant that existing coverage does not already provide well.
Should I pitch an editor or the individual writer?
Pitch the person who is most clearly responsible for the relevant subject or article, provided the publication's contact guidance allows it. On some sites that is an individual writer; on others it is an assigning editor or a shared editorial address.
Use the publication structure as the deciding factor. A named contact is useful only when that person actually has a reason to evaluate the source.
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