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How To Make Fake News for Links

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Oliver Brett's BrightonSEO talk on behalf of Screaming Frog. April 2019.

Published in: Marketing
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How To Make Fake News for Links

  1. 1. bit.ly/SFbrighton2019 HOW TO MAKE FAKE NEWS FOR LINKS Oliver Brett // Screaming Frog // @OLIVERBRETT
  2. 2. @OliverBrett So it started in the pub… bit.ly/SFbrighton2019@OLIVERBRETT
  3. 3. bit.ly/SFbrighton2019@OLIVERBRETT
  4. 4. bit.ly/SFbrighton2019@OLIVERBRETT
  5. 5. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  6. 6. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  7. 7. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Dan has a problem…
  8. 8. @OliverBrett …Dan’s quite shy… bit.ly/SFbrighton2019@OLIVERBRETT
  9. 9. @OliverBrett Dan has a plan. bit.ly/SFbrighton2019@OLIVERBRETT
  10. 10. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  11. 11. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  12. 12. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  13. 13. bit.ly/SFbrighton2019@OLIVERBRETT Now Dan isn’t so shy.
  14. 14. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  15. 15. bit.ly/SFbrighton2019@OLIVERBRETT
  16. 16. bit.ly/SFbrighton2019@OLIVERBRETT
  17. 17. bit.ly/SFbrighton2019@OLIVERBRETT
  18. 18. bit.ly/SFbrighton2019@OLIVERBRETT
  19. 19. Then we got on the Today Show bit.ly/SFbrighton2019@OLIVERBRETT
  20. 20. bit.ly/SFbrighton2019@OLIVERBRETT
  21. 21. @OliverBrett
  22. 22. @OliverBrett
  23. 23. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Pee Cape=Links
  24. 24. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Links=Ranks
  25. 25. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Ranks=Traffic
  26. 26. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Traffic=£££
  27. 27. @OliverBrett Pee Cape = £ £ £ bit.ly/SFbrighton2019@OLIVERBRETT
  28. 28. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT
  29. 29. bit.ly/SFbrighton2019@OLIVERBRETT
  30. 30. bit.ly/SFbrighton2019@OLIVERBRETT
  31. 31. bit.ly/SFbrighton2019@OLIVERBRETT
  32. 32. bit.ly/SFbrighton2019@OLIVERBRETT
  33. 33. bit.ly/SFbrighton2019@OLIVERBRETT
  34. 34. @LordOfTheSERPs bit.ly/SFbrighton2019@OLIVERBRETT
  35. 35. bit.ly/SFbrighton2019@OLIVERBRETT
  36. 36. bit.ly/SFbrighton2019@OLIVERBRETT
  37. 37. bit.ly/SFbrighton2019@OLIVERBRETT
  38. 38. @OliverBrett Back to pee capes… bit.ly/SFbrighton2019@OLIVERBRETT
  39. 39. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Linkbait
  40. 40. bit.ly/SFbrighton2019@OLIVERBRETT What’s linkbait, precious?
  41. 41. bit.ly/SFbrighton2019@OLIVERBRETT
  42. 42. “…content designed to attract attention and encourage those viewing to create hyperlinks to the site…” bit.ly/SFbrighton2019@OLIVERBRETT
  43. 43. “At first, he tried creating linkbait to get his site noticed.” bit.ly/SFbrighton2019@OLIVERBRETT
  44. 44. They’re onto us… bit.ly/SFbrighton2019@OLIVERBRETT
  45. 45. bit.ly/SFbrighton2019@OLIVERBRETT News Jacking
  46. 46. bit.ly/SFbrighton2019@OLIVERBRETT
  47. 47. “…taking advantage of current events or news stories …to promote or advertise one’s product or brand.” bit.ly/SFbrighton2019@OLIVERBRETT
  48. 48. PR Stunts bit.ly/SFbrighton2019@OLIVERBRETT
  49. 49. bit.ly/SFbrighton2019@OLIVERBRETT
  50. 50. Fake News Fake News? bit.ly/SFbrighton2019@OLIVERBRETT
  51. 51. Sorry for clickbaiting you all <3 bit.ly/SFbrighton2019@OLIVERBRETT
  52. 52. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Super-Scientific My Graph
  53. 53. bit.ly/SFbrighton2019@OLIVERBRETT s
  54. 54. bit.ly/SFbrighton2019@OLIVERBRETT s
  55. 55. bit.ly/SFbrighton2019@OLIVERBRETT s
  56. 56. bit.ly/SFbrighton2019@OLIVERBRETT s
  57. 57. @OliverBrett 1. Will it give me a penalty? bit.ly/SFbrighton2019@OLIVERBRETT
  58. 58. @OliverBrett 2. How mad will people be if it flops? bit.ly/SFbrighton2019@OLIVERBRETT
  59. 59. bit.ly/SFbrighton2019@OLIVERBRETT s
  60. 60. bit.ly/SFbrighton2019@OLIVERBRETT s
  61. 61. bit.ly/SFbrighton2019@OLIVERBRETT s
  62. 62. Old School Tactics bit.ly/SFbrighton2019@OLIVERBRETT
  63. 63. bit.ly/SFbrighton2019@OLIVERBRETT Directory Links s
  64. 64. bit.ly/SFbrighton2019@OLIVERBRETT Blogger Outreach s
  65. 65. bit.ly/SFbrighton2019@OLIVERBRETT s
  66. 66. bit.ly/SFbrighton2019@OLIVERBRETT
  67. 67. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT WTF are you doing?
  68. 68. bit.ly/SFbrighton2019@OLIVERBRETT Buying 50,000 links for £5 s
  69. 69. bit.ly/SFbrighton2019@OLIVERBRETT Private Blog Networks s
  70. 70. bit.ly/SFbrighton2019@OLIVERBRETT s
  71. 71. bit.ly/SFbrighton2019@OLIVERBRETT Public Relations
  72. 72. bit.ly/SFbrighton2019@OLIVERBRETT Unlinked Mentions s
  73. 73. bit.ly/SFbrighton2019@OLIVERBRETT Press Requests s
  74. 74. bit.ly/SFbrighton2019@OLIVERBRETT Press Releases s
  75. 75. bit.ly/SFbrighton2019@OLIVERBRETT Surveys s
  76. 76. bit.ly/SFbrighton2019@OLIVERBRETT Egobait s
  77. 77. bit.ly/SFbrighton2019@OLIVERBRETT
  78. 78. bit.ly/SFbrighton2019@OLIVERBRETT s
  79. 79. Con tent Marketing bit.ly/SFbrighton2019@OLIVERBRETT
  80. 80. @OliverBrett bit.ly/SFbrighton2019@OLIVERBRETT Infographics
  81. 81. PR bit.ly/SFbrighton2019@OLIVERBRETT Infographics s
  82. 82. bit.ly/SFbrighton2019@OLIVERBRETT
  83. 83. bit.ly/SFbrighton2019@OLIVERBRETT
  84. 84. bit.ly/SFbrighton2019@OLIVERBRETT INFOGRAPHICS 2011-2016 RIP
  85. 85. PR bit.ly/SFbrighton2019@OLIVERBRETT Data-Driven Pieces s
  86. 86. bit.ly/SFbrighton2019@OLIVERBRETT Interactives s
  87. 87. bit.ly/SFbrighton2019@OLIVERBRETT s
  88. 88. bit.ly/SFbrighton2019@OLIVERBRETT What about linkbait?
  89. 89. bit.ly/SFbrighton2019@OLIVERBRETT Linkbait s
  90. 90. bit.ly/SFbrighton2019@OLIVERBRETT How to Linkbait
  91. 91. Ideas bit.ly/SFbrighton2019@OLIVERBRETT
  92. 92. • Fake product bit.ly/SFbrighton2019@OLIVERBRETT
  93. 93. bit.ly/SFbrighton2019@OLIVERBRETT
  94. 94. bit.ly/SFbrighton2019@OLIVERBRETT
  95. 95. bit.ly/SFbrighton2019@OLIVERBRETT
  96. 96. Writing bit.ly/SFbrighton2019@OLIVERBRETT
  97. 97. bit.ly/SFbrighton2019@OLIVERBRETT Remember to be funny
  98. 98. Never promise anything bit.ly/SFbrighton2019@OLIVERBRETT Never promise anything
  99. 99. Mark as ‘out of stock’ bit.ly/SFbrighton2019@OLIVERBRETT
  100. 100. Don’t be too obvious though bit.ly/SFbrighton2019@OLIVERBRETT Don’t be too obvious
  101. 101. Graphics bit.ly/SFbrighton2019@OLIVERBRETT
  102. 102. Photoshops have to be realistic bit.ly/SFbrighton2019@OLIVERBRETT
  103. 103. bit.ly/SFbrighton2019@OLIVERBRETT Fake branding adds authenticity
  104. 104. bit.ly/SFbrighton2019@OLIVERBRETT Outreach
  105. 105. bit.ly/SFbrighton2019@OLIVERBRETT
  106. 106. Stealth bit.ly/SFbrighton2019@OLIVERBRETT
  107. 107. Case Study 1 Attack of the poorly made clones bit.ly/SFbrighton2019@OLIVERBRETT
  108. 108. bit.ly/SFbrighton2019@OLIVERBRETT
  109. 109. bit.ly/SFbrighton2019@OLIVERBRETT
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  114. 114. bit.ly/SFbrighton2019@OLIVERBRETT
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  116. 116. bit.ly/SFbrighton2019@OLIVERBRETT
  117. 117. bit.ly/SFbrighton2019@OLIVERBRETT
  118. 118. Picture of Metro print coverage bit.ly/SFbrighton2019@OLIVERBRETT
  119. 119. Main lesson: Make it funny bit.ly/SFbrighton2019@OLIVERBRETT
  120. 120. bit.ly/SFbrighton2019@OLIVERBRETT Case Study 2 LED World Cup T-shirt
  121. 121. bit.ly/SFbrighton2019@OLIVERBRETT
  122. 122. bit.ly/SFbrighton2019@OLIVERBRETT
  123. 123. bit.ly/SFbrighton2019@OLIVERBRETT
  124. 124. bit.ly/SFbrighton2019@OLIVERBRETT
  125. 125. bit.ly/SFbrighton2019@OLIVERBRETT
  126. 126. bit.ly/SFbrighton2019@OLIVERBRETT
  127. 127. (Mitch Zachi is a lie) bit.ly/SFbrighton2019@OLIVERBRETT
  128. 128. Daily Star bit.ly/SFbrighton2019@OLIVERBRETT
  129. 129. Radio coverage bit.ly/SFbrighton2019@OLIVERBRETT
  130. 130. bit.ly/SFbrighton2019@OLIVERBRETT Main lesson: Go for live blogs
  131. 131. Case Study 3 Edit My Ex bit.ly/SFbrighton2019@OLIVERBRETT
  132. 132. bit.ly/SFbrighton2019@OLIVERBRETT
  133. 133. bit.ly/SFbrighton2019@OLIVERBRETT
  134. 134. bit.ly/SFbrighton2019@OLIVERBRETT
  135. 135. bit.ly/SFbrighton2019@OLIVERBRETT
  136. 136. bit.ly/SFbrighton2019@OLIVERBRETT
  137. 137. bit.ly/SFbrighton2019@OLIVERBRETT
  138. 138. bit.ly/SFbrighton2019@OLIVERBRETT
  139. 139. bit.ly/SFbrighton2019@OLIVERBRETT
  140. 140. bit.ly/SFbrighton2019@OLIVERBRETT
  141. 141. Timing with Valentines Day Good images Seemingly legit bit.ly/SFbrighton2019@OLIVERBRETT Main lesson: Timing
  142. 142. bit.ly/SFbrighton2019@OLIVERBRETT Case Study 4 Royal Baby princess plates
  143. 143. So royal baby mania is at an all time high… bit.ly/SFbrighton2019@OLIVERBRETT
  144. 144. bit.ly/SFbrighton2019@OLIVERBRETT
  145. 145. bit.ly/SFbrighton2019@OLIVERBRETT
  146. 146. bit.ly/SFbrighton2019@OLIVERBRETT Main lesson: Continue the Opportunities
  147. 147. bit.ly/SFbrighton2019@OLIVERBRETT Case Study 5 7,000 lance armstrong dvds
  148. 148. bit.ly/SFbrighton2019@OLIVERBRETT So Lance Armstrong admits to cheating…
  149. 149. bit.ly/SFbrighton2019@OLIVERBRETT
  150. 150. bit.ly/SFbrighton2019@OLIVERBRETT
  151. 151. bit.ly/SFbrighton2019@OLIVERBRETT
  152. 152. Main lesson It’s super easy to do! bit.ly/SFbrighton2019@OLIVERBRETT
  153. 153. bit.ly/SFbrighton2019@OLIVERBRETT Pros of Linkbait
  154. 154. Linkbait is quick bit.ly/SFbrighton2019@OLIVERBRETT
  155. 155. Linkbait is cheap bit.ly/SFbrighton2019@OLIVERBRETT
  156. 156. Linkbait can win big links! bit.ly/SFbrighton2019@OLIVERBRETT
  157. 157. bit.ly/SFbrighton2019@OLIVERBRETT Cons of Linkbait
  158. 158. you need the right client bit.ly/SFbrighton2019@OLIVERBRETT
  159. 159. you need client trust bit.ly/SFbrighton2019@OLIVERBRETT
  160. 160. bit.ly/SFbrighton2019@OLIVERBRETT
  161. 161. bit.ly/SFbrighton2019@OLIVERBRETT you need to move quickly
  162. 162. bit.ly/SFbrighton2019@OLIVERBRETT Don’t do it too much
  163. 163. bit.ly/SFbrighton2019@OLIVERBRETT It is good fun…
  164. 164. bit.ly/SFbrighton2019@OLIVERBRETT “If you get away with something on this scale, for God's sake don't tell anyone.” Jane Copland, 2008
  165. 165. End screen bit.ly/SFbrighton2019@OLIVERBRETT Thanks for listening!

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