If you use Site Info during outreach research, you need to understand where its contact details come from and what still requires checking. Site Info returns contact information gathered from large-scale web collections: the contact methods a website publishes about itself. The collection contains records for around 40 million sites.
What is returned
For a site you look up, the report returns the contact routes found on that website: contact pages, email addresses, phone numbers and social profiles, as stored when the site was collected.
You can look a site up on its own. It does not require a campaign, so a site encountered anywhere, including one from a link gap report or a prospect search, can be checked directly.
What the contact data excludes
Three distinctions decide whether this data is the right tool for your task, and getting them wrong wastes outreach.
It is not verified for deliverability. An address appears because it was published on the website. Nothing tests whether it still accepts mail. A service that verifies addresses performs a different operation and answers a different question. If your campaigns fail because emails bounce, that is the tool to add.
It is not a journalist database. There are no reporter profiles, no beats, no publication rosters and no editorial contacts assembled by a research team. If your work is pitching a named writer at a title, a media database is the tool and this is not a substitute for one.
It is not a person-level contact record. What a site publishes is usually a role or a route: an editorial address, a submissions form, a general enquiries line. That is often exactly what you need, and it is not the same as an individual's address.
Why a published route is frequently better
The instinct when contacting a publisher is to find a named person. For the placements these reports support, that instinct is often wrong.
Sites that accept contributions, listings, submissions or corrections usually say how they want to be approached, and following the stated route is more likely to reach whoever handles it. A guest contribution page that names a submissions address and states its requirements has told you both where to write and what to send.
Reaching past that to an individual can be slower, and on a site with a stated process it can read as having ignored the instructions.
So read what the site publishes before deciding you need something else. Where the site names no route and your work requires an individual, that is the point to bring in a verification service.
Missing details, and what an absence means
Some sites return few details or none. An absence means no contact route was found on the site when it was collected. It does not establish that the site has no contact route.
Common causes are a form-only contact page with no address in the markup, details rendered by script, contact information published as an image, or a site that has changed since collection.
When a site matters and the record is thin, open it. A missing record is a reason to look rather than a reason to skip a prospect that is otherwise a good fit.
Freshness
No fixed rebuild or refresh interval is promised. Stored contact data describes a site as it was when collected, not a live verification of its current contact details.
Websites change their contact arrangements often, and staff change more often than that. Confirm stored contact details on the current site before using them. There is no separate correction channel for customers or site owners; the current published site remains the source to check.
Using it responsibly
These are contact routes a business published so that people could contact it. That is not the same as consent to receive bulk messages, and the obligations that apply to your outreach come from the law of your jurisdiction and the recipient's, not from this report.
The practical version: contact people about things relevant to what they publish, follow the route they asked for, and stop when asked. That is also what produces replies.
Use the contact record after deciding the site is relevant. Verify the current published instructions so your request follows the route the site asks you to use.
See Site Info, whether contact details are always available, or assessing contact availability before outreach.