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Presentation held at SMX Munich

Presentation held at SMX Munich

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Economics of linkbaits smx muc 2011 light Presentation Transcript

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