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bit.ly/SFbrighton2019
HOW TO MAKE
FAKE NEWS FOR LINKS
Oliver Brett // Screaming Frog //
@OLIVERBRETT
@OliverBrett
So it started
in the pub…
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Dan has a
problem…
@OliverBrett
…Dan’s
quite shy…
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
Dan has a plan.
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Now Dan isn’t so shy.
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Then
we got
on the
Today
Show
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
@OliverBrett
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Pee Cape=Links
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Links=Ranks
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Ranks=Traffic
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Traffic=£££
@OliverBrett
Pee Cape = £ £ £
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
@LordOfTheSERPs
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
Back to
pee capes…
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Linkbait
bit.ly/SFbrighton2019@OLIVERBRETT
What’s
linkbait,
precious?
bit.ly/SFbrighton2019@OLIVERBRETT
“…content designed to attract attention
and encourage those viewing to create
hyperlinks to the site…”
bit.ly/SFbrighton2019@OLIVERBRETT
“At first, he tried creating linkbait to get
his site noticed.”
bit.ly/SFbrighton2019@OLIVERBRETT
They’re
onto
us…
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
News
Jacking
bit.ly/SFbrighton2019@OLIVERBRETT
“…taking advantage of current events or
news stories …to promote or advertise
one’s product or brand.”
bit.ly/SFbrighton2019@OLIVERBRETT
PR Stunts
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Fake News
Fake
News?
bit.ly/SFbrighton2019@OLIVERBRETT
Sorry for
clickbaiting
you all <3
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Super-Scientific
My
Graph
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
@OliverBrett
1. Will it give me a
penalty?
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
2. How mad will
people be
if it flops?
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
Old
School
Tactics
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Directory
Links
s
bit.ly/SFbrighton2019@OLIVERBRETT
Blogger
Outreach
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
WTF are you doing?
bit.ly/SFbrighton2019@OLIVERBRETT
Buying
50,000 links
for £5
s
bit.ly/SFbrighton2019@OLIVERBRETT
Private Blog
Networks
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
Public Relations
bit.ly/SFbrighton2019@OLIVERBRETT
Unlinked
Mentions
s
bit.ly/SFbrighton2019@OLIVERBRETT
Press
Requests
s
bit.ly/SFbrighton2019@OLIVERBRETT
Press
Releases
s
bit.ly/SFbrighton2019@OLIVERBRETT
Surveys
s
bit.ly/SFbrighton2019@OLIVERBRETT
Egobait
s
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
s
Con tent Marketing
bit.ly/SFbrighton2019@OLIVERBRETT
@OliverBrett
bit.ly/SFbrighton2019@OLIVERBRETT
Infographics
PR
bit.ly/SFbrighton2019@OLIVERBRETT
Infographics
s
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
INFOGRAPHICS
2011-2016
RIP
PR
bit.ly/SFbrighton2019@OLIVERBRETT
Data-Driven
Pieces
s
bit.ly/SFbrighton2019@OLIVERBRETT
Interactives
s
bit.ly/SFbrighton2019@OLIVERBRETT
s
bit.ly/SFbrighton2019@OLIVERBRETT
What about
linkbait?
bit.ly/SFbrighton2019@OLIVERBRETT
Linkbait
s
bit.ly/SFbrighton2019@OLIVERBRETT
How to Linkbait
Ideas
bit.ly/SFbrighton2019@OLIVERBRETT
• Fake product
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Writing
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Remember to be
funny
Never promise anything
bit.ly/SFbrighton2019@OLIVERBRETT
Never
promise
anything
Mark as ‘out of stock’
bit.ly/SFbrighton2019@OLIVERBRETT
Don’t be too obvious though
bit.ly/SFbrighton2019@OLIVERBRETT
Don’t be
too
obvious
Graphics
bit.ly/SFbrighton2019@OLIVERBRETT
Photoshops
have to be
realistic
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Fake
branding
adds
authenticity
bit.ly/SFbrighton2019@OLIVERBRETT
Outreach
bit.ly/SFbrighton2019@OLIVERBRETT
Stealth
bit.ly/SFbrighton2019@OLIVERBRETT
Case Study 1
Attack of the poorly
made clones
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Picture of Metro
print coverage
bit.ly/SFbrighton2019@OLIVERBRETT
Main lesson:
Make it funny
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Case Study 2
LED World Cup
T-shirt
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
(Mitch Zachi
is a lie)
bit.ly/SFbrighton2019@OLIVERBRETT
Daily Star
bit.ly/SFbrighton2019@OLIVERBRETT
Radio coverage
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Main lesson:
Go for live blogs
Case Study 3
Edit My Ex
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Timing with Valentines Day
Good images
Seemingly legit
bit.ly/SFbrighton2019@OLIVERBRETT
Main lesson:
Timing
bit.ly/SFbrighton2019@OLIVERBRETT
Case Study 4
Royal Baby
princess plates
So
royal baby
mania is
at an all
time high…
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Main lesson:
Continue the
Opportunities
bit.ly/SFbrighton2019@OLIVERBRETT
Case Study 5
7,000 lance
armstrong dvds
bit.ly/SFbrighton2019@OLIVERBRETT
So Lance
Armstrong
admits to
cheating…
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Main lesson
It’s super easy
to do!
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Pros of Linkbait
Linkbait
is quick
bit.ly/SFbrighton2019@OLIVERBRETT
Linkbait
is cheap
bit.ly/SFbrighton2019@OLIVERBRETT
Linkbait
can win
big links!
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
Cons of Linkbait
you need
the right
client
bit.ly/SFbrighton2019@OLIVERBRETT
you need
client
trust
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
bit.ly/SFbrighton2019@OLIVERBRETT
you need
to move
quickly
bit.ly/SFbrighton2019@OLIVERBRETT
Don’t do
it too
much
bit.ly/SFbrighton2019@OLIVERBRETT
It is good fun…
bit.ly/SFbrighton2019@OLIVERBRETT
“If you get away with
something on this scale,
for God's sake don't tell
anyone.”
Jane Copland, 2008
End screen
bit.ly/SFbrighton2019@OLIVERBRETT
Thanks for
listening!

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How To Make Fake News for Links