Economics of linkbaits smx muc 2011 light

1,388 views
1,332 views

Published on

Presentation held at SMX Munich

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,388
On SlideShare
0
From Embeds
0
Number of Embeds
363
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Economics of linkbaits smx muc 2011 light

  1. 1. Economics of link baits SMX Munich April, 6 th 2011 @ Munich
  2. 2. Agenda <ul><li>Self introduction </li></ul><ul><li>Defining the topic </li></ul><ul><li>“ Explosive” link bait </li></ul><ul><li>Discussion </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  3. 3. <ul><li>Double masters degree in management and computer science @ TU Darmstadt </li></ul><ul><li>(parallel) Internships: Unilever, Rewe, Hawaii Yacht Charters & Sales </li></ul><ul><li>(parallel) Bachelor psychology @ TU Darmstadt </li></ul><ul><li>(parallel) Founding of first company: Smart Consult GmbH </li></ul><ul><ul><li>Web programing as a service since 1996 </li></ul></ul><ul><ul><li>SEO since 1998 </li></ul></ul><ul><ul><li>Affiliate Marketing since 1999 </li></ul></ul>Self introduction <ul><li>PhD student @ WHU / Uni Hamburg </li></ul><ul><li>(parallel) Founding of second company: audiobook publisher </li></ul><ul><li>Founding of third company: Hitflip Media Trading GmbH: hitflip.de, hitmeister.de </li></ul><ul><li>(parallel) First business angel investments </li></ul><ul><li>Working @ Rocket Internet GmbH - „Incubator of the Samwers“ </li></ul><ul><li>Shareholdings: Hitmeister, Learnship, FP Commerce, Ladenzeile, R2, eDarling, Verkehrsmittel-vergleich, SPC (other non official ones) </li></ul><ul><li>Selected own websites and online marketing activities ;-) </li></ul>1. 2. 3. Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  4. 4. Link baits are an element of offpage SEO SEO Onpage Offpage Relatively broadly available knowledge Shorthead Longtail Onpage is larger part of SEO work Passive Active “ Natural” Link buying, renting, exchange, “begging”, building, baiting Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  5. 5. Exemplary link bait to clarify topic <ul><li>Place bait </li></ul><ul><li>Attract links (not fish!) </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  6. 6. The attention for different offpage methods changes over time Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  7. 7. The target result of “active” offpage SEO must be “average” Average backlink structure Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  8. 8. Link bait fascinate because (if they work) they have great ROI  Slide missing  Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  9. 9. This presentation will focus on commercial “explosive” link bait Link baits International vs. German (or other target country). Intl. / English is a lot easier but what is the value? Heritage of Links Timeline Orientation Non-commercial vs. commercial. Non-commercial works better but what’s the use? Continuous With a “bang” Andre Alpar – http://andre.fm – 14/10/2010 – Berlin
  10. 10. Some examples for “continuous” link baits Online dating website Flight booking website Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  11. 11. Some examples for “explosive” link baits Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  12. 12. Seeding is the key success factor of good link baits Seeding <ul><li>Customers </li></ul><ul><li>Affiliates </li></ul><ul><li>Participants of previous similar events </li></ul>Who? How? <ul><li>Snail mail, E-mail, other? </li></ul><ul><li>Social Media Ads? </li></ul><ul><li>Time of day? Season? </li></ul><ul><li>“ Attract attention – but as little annoying as possible” </li></ul><ul><li>The “Haters“: </li></ul><ul><li>be proactive </li></ul><ul><li>„ Wo gehobelt wird fallen Späne“ </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  13. 13. Link baits are dead! (at least some kinds of link baits) <ul><li>People twitter etc. instead of blog </li></ul><ul><li>People are annoyed by seeding mails </li></ul><ul><li>Not scalable internationally (good personal network is an important factor) </li></ul><ul><li>Not scalable regarding frequency (one success factor for link baits is persons / personalities) </li></ul><ul><li>Declining participation of blogs and homepages with own domain due to risen consciousness of the value of links </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  14. 14. If you still want to link bait keep in mind: <ul><li>Seeding, seeding, seeding! Include well networked persons </li></ul><ul><li>Good brand (i.e. big and positive image) helps a lot </li></ul><ul><li>Thick-skinned C-level and responsible – there is no link bait without ”Haters” </li></ul><ul><li>Probably do not go for „explosive“ link baits </li></ul><ul><li>Money invested has to be regarded as “sunk” </li></ul><ul><li>Like & Tweet baits instead? </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  15. 15. Stay in touch <ul><li>http://andre.fm </li></ul><ul><li>Get RSS Feed! </li></ul><ul><li>http://twitter.com/andrealpar </li></ul><ul><li>Follow! </li></ul><ul><li>Facebook, Xing, LinkedIn </li></ul><ul><li> Add! </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich

×