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7 Reasons I am a Paid Link Libertarian               By: Todd Malicoat
1. Semantics• “Paid” links is ambigous• Every link has a relative value and cost
2. Incentive – blame the Algo•   Yes it’s true! They help your rankings•   Top rankings are worth $$$$$$•   The Algo encou...
3. Economics•The Indifference Principle•Efficient Markets Hypothesis
4. Transparency and Relevance•As a consumer I like it•As a marketer, I love it•As a SEO – it’s not my responsibility•Paid ...
5. Fear, Uncertainty, and Doubt          Vs. Transparency•Buying time for the algo flaw?
6. Competition is GOOD•Fuels advancement•Keeps advertising creative•Adsense competitor
A Note On Buying Links                          Places to buy links             Wholesale – Individual deals with sites   ...
A Note On Buying Links                          Places to buy links             Wholesale – Individual deals with sites   ...
7. There IS such a thing as SE’s1. Trade Links With Sites That Benefit My Users.   2. Buy Links To Increase My Sites Visib...
Your Competitor    Risks?                   While you sit here watching                   this presentation, I’m mining   ...
Risks?   Rising Link Costs
Risks?                              Looks like:“Invisible” No follow                        Passes link love like:
Risks?Manual Review?
Risks?Penalties
Rewards            Increased:•Rankings•Traffic•Sales
Caution: Size MattersBig Brand – Strategic Media PlacementSmall Brand – Link BUYING
Caution: Size MattersBig Brand – Cross PromotingSmall Brand – Cross Linking
Caution: Size MattersWhen is Black Really White?
Caution to Buying LinksIntent and Extent      Don’t Fish with Dynamite
Cautions to Buying LinksStay Under the Radar!
Why I will never report paid links•My competitors teach me a lot•I doubt much would get done•I buy links too, and think it...
A Modest Proposal        (aka the “if I was Google game”)•Links should not hurt (but perhaps not help)•Sellers should be r...
Takeaways - Rules for buyers•Stay Relevant•Don’t talk about it•Don’t make it obvious•Don’t include disclosure•Understand w...
Other Resources•http://www.wolf-howl.com/seo/ses-paid-link-presentation/•http://www.seroundtable.com/archives/014573.html•...
Thank you! •Training •Consulting •StrategyTodd@stuntdubl.com
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Why I am a Link Libertarian

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I don't always buy links, but when I do I make sure they are relevant, and call it "business development".

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Transcript of "Why I am a Link Libertarian"

  1. 1. 7 Reasons I am a Paid Link Libertarian By: Todd Malicoat
  2. 2. 1. Semantics• “Paid” links is ambigous• Every link has a relative value and cost
  3. 3. 2. Incentive – blame the Algo• Yes it’s true! They help your rankings• Top rankings are worth $$$$$$• The Algo encourages linking• Off-page relevance detection was lacking• Pretty green pixel price point indicator
  4. 4. 3. Economics•The Indifference Principle•Efficient Markets Hypothesis
  5. 5. 4. Transparency and Relevance•As a consumer I like it•As a marketer, I love it•As a SEO – it’s not my responsibility•Paid links help with traffic.•Bill Gross proved paid advertising was MORE relevant
  6. 6. 5. Fear, Uncertainty, and Doubt Vs. Transparency•Buying time for the algo flaw?
  7. 7. 6. Competition is GOOD•Fuels advancement•Keeps advertising creative•Adsense competitor
  8. 8. A Note On Buying Links Places to buy links Wholesale – Individual deals with sites Retail Networks:Google, Text Link Ads, Yahoo Search Marketing, Text Link Brokers
  9. 9. A Note On Buying Links Places to buy links Wholesale – Individual deals with sites Retail Networks:Google, Text Link Ads, Yahoo Search Marketing, Text Link Brokers
  10. 10. 7. There IS such a thing as SE’s1. Trade Links With Sites That Benefit My Users. 2. Buy Links To Increase My Sites Visibility 3. Never Use nofollow Because It Wouldnt ExistDiplomatic and Good for Google vs. Optimal
  11. 11. Your Competitor Risks? While you sit here watching this presentation, I’m mining all your paid back links with Yahoo Site Explorer • Backlink Mining by Competitors
  12. 12. Risks? Rising Link Costs
  13. 13. Risks? Looks like:“Invisible” No follow Passes link love like:
  14. 14. Risks?Manual Review?
  15. 15. Risks?Penalties
  16. 16. Rewards Increased:•Rankings•Traffic•Sales
  17. 17. Caution: Size MattersBig Brand – Strategic Media PlacementSmall Brand – Link BUYING
  18. 18. Caution: Size MattersBig Brand – Cross PromotingSmall Brand – Cross Linking
  19. 19. Caution: Size MattersWhen is Black Really White?
  20. 20. Caution to Buying LinksIntent and Extent Don’t Fish with Dynamite
  21. 21. Cautions to Buying LinksStay Under the Radar!
  22. 22. Why I will never report paid links•My competitors teach me a lot•I doubt much would get done•I buy links too, and think it’s okay There are many moral philosophies to choose among, and I believe that economic reasoning is the most powerful tool we have for evaluating their merits. -Steven E. Landsburg - “Armchair Economics”
  23. 23. A Modest Proposal (aka the “if I was Google game”)•Links should not hurt (but perhaps not help)•Sellers should be responsible for off topic links•FUD should not be spread for short term gain•Let the Market Calibrate itself
  24. 24. Takeaways - Rules for buyers•Stay Relevant•Don’t talk about it•Don’t make it obvious•Don’t include disclosure•Understand what works and why•Accept the risks
  25. 25. Other Resources•http://www.wolf-howl.com/seo/ses-paid-link-presentation/•http://www.seroundtable.com/archives/014573.html•http://www.mattcutts.com/blog/how-to-report-paid-links/(please don’t report paid links!)
  26. 26. Thank you! •Training •Consulting •StrategyTodd@stuntdubl.com
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