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Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
Economics of linkbaits   smx muc 2011 light
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Economics of linkbaits smx muc 2011 light

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Presentation held at SMX Munich

Presentation held at SMX Munich

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  • 1. Economics of link baits SMX Munich April, 6 th 2011 @ Munich
  • 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. <ul><li>Double masters degree in management and computer science @ TU Darmstadt </li></ul><ul><li>(parallel) Internships: Unilever, Rewe, Hawaii Yacht Charters &amp; 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. 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 <ul><li>Place bait </li></ul><ul><li>Attract links (not fish!) </li></ul>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 <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. 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. 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 &amp; Tweet baits instead? </li></ul>Andre Alpar – http://andre.fm – April, 06th 2011 – Munich
  • 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

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