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How to make fake news for links (SearchLeeds 2019 Extended Edition)

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Tired of infographics? Got a bunch of clients nobody’s ever heard of? Got no budget, but need top-level links? Why not orchestrate your own hilarious viral news stories for great exposure. All you need is photoshop and a good idea.

Published in: Marketing
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How to make fake news for links (SearchLeeds 2019 Extended Edition)

  1. 1. HOW TO MAKE FAKE NEWS FOR LINKS Oliver Brett // Screaming Frog // fro.gg/Leeds19@OLIVERBRETT
  2. 2. @OliverBrett So it started in the pub… fro.gg/Leeds19@OLIVERBRETT
  3. 3. fro.gg/Leeds19@OLIVERBRETT
  4. 4. fro.gg/Leeds19@OLIVERBRETT
  5. 5. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  6. 6. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  7. 7. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Dan has a problem…
  8. 8. @OliverBrett …Dan’s quite shy… fro.gg/Leeds19@OLIVERBRETT
  9. 9. @OliverBrett Dan has a plan. fro.gg/Leeds19@OLIVERBRETT
  10. 10. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  11. 11. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  12. 12. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  13. 13. fro.gg/Leeds19@OLIVERBRETT Now Dan isn’t so shy.
  14. 14. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  15. 15. fro.gg/Leeds19@OLIVERBRETT
  16. 16. fro.gg/Leeds19@OLIVERBRETT
  17. 17. fro.gg/Leeds19@OLIVERBRETT
  18. 18. fro.gg/Leeds19@OLIVERBRETT
  19. 19. Then we got on the Today Show… fro.gg/Leeds19@OLIVERBRETT
  20. 20. fro.gg/Leeds19@OLIVERBRETT
  21. 21. @OliverBrett
  22. 22. @OliverBrett
  23. 23. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Pee Cape=Links
  24. 24. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Links=Ranks
  25. 25. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Ranks=Traffic
  26. 26. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Traffic=£££
  27. 27. @OliverBrett Pee Cape = £ £ £ fro.gg/Leeds19@OLIVERBRETT
  28. 28. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  29. 29. fro.gg/Leeds19@OLIVERBRETT
  30. 30. fro.gg/Leeds19@OLIVERBRETT
  31. 31. fro.gg/Leeds19@OLIVERBRETT
  32. 32. fro.gg/Leeds19@OLIVERBRETT
  33. 33. fro.gg/Leeds19@OLIVERBRETT
  34. 34. @LordOfTheSERPs fro.gg/Leeds19@OLIVERBRETT
  35. 35. fro.gg/Leeds19@OLIVERBRETT
  36. 36. fro.gg/Leeds19@OLIVERBRETT
  37. 37. fro.gg/Leeds19@OLIVERBRETT
  38. 38. @OliverBrett Back to pee capes… fro.gg/Leeds19@OLIVERBRETT
  39. 39. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Linkbait
  40. 40. fro.gg/Leeds19@OLIVERBRETT What’s linkbait, precious?
  41. 41. fro.gg/Leeds19@OLIVERBRETT
  42. 42. “…content designed to attract attention and encourage those viewing to create hyperlinks to the site…” fro.gg/Leeds19@OLIVERBRETT
  43. 43. “At first, he tried creating linkbait to get his site noticed.” fro.gg/Leeds19@OLIVERBRETT
  44. 44. They’re onto us… fro.gg/Leeds19@OLIVERBRETT
  45. 45. fro.gg/Leeds19@OLIVERBRETT News Jacking
  46. 46. fro.gg/Leeds19@OLIVERBRETT
  47. 47. “…taking advantage of current events or news stories …to promote or advertise one’s product or brand.” fro.gg/Leeds19@OLIVERBRETT
  48. 48. PR Stunts fro.gg/Leeds19@OLIVERBRETT
  49. 49. fro.gg/Leeds19@OLIVERBRETT
  50. 50. Fake News Fake News? fro.gg/Leeds19@OLIVERBRETT
  51. 51. Sorry for clickbaiting you all <3 fro.gg/Leeds19@OLIVERBRETT
  52. 52. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Super-Scientific My Graph
  53. 53. fro.gg/Leeds19@OLIVERBRETT s
  54. 54. fro.gg/Leeds19@OLIVERBRETT s
  55. 55. fro.gg/Leeds19@OLIVERBRETT s
  56. 56. fro.gg/Leeds19@OLIVERBRETT s
  57. 57. @OliverBrett 1. Will it give me a penalty? fro.gg/Leeds19@OLIVERBRETT
  58. 58. @OliverBrett 2. How mad will people be if it flops? fro.gg/Leeds19@OLIVERBRETT
  59. 59. fro.gg/Leeds19@OLIVERBRETT s
  60. 60. fro.gg/Leeds19@OLIVERBRETT s
  61. 61. fro.gg/Leeds19@OLIVERBRETT s
  62. 62. Old School Tactics fro.gg/Leeds19@OLIVERBRETT
  63. 63. fro.gg/Leeds19@OLIVERBRETT Directory Links s
  64. 64. fro.gg/Leeds19@OLIVERBRETT Blogger Outreach s
  65. 65. fro.gg/Leeds19@OLIVERBRETT s
  66. 66. fro.gg/Leeds19@OLIVERBRETT
  67. 67. @OliverBrett fro.gg/Leeds19@OLIVERBRETT WTF are you doing?
  68. 68. fro.gg/Leeds19@OLIVERBRETT Buying 50,000 links for £5 s
  69. 69. fro.gg/Leeds19@OLIVERBRETT Private Blog Networks s
  70. 70. fro.gg/Leeds19@OLIVERBRETT s
  71. 71. fro.gg/Leeds19@OLIVERBRETT Public Relations
  72. 72. fro.gg/Leeds19@OLIVERBRETT Unlinked Mentions s
  73. 73. fro.gg/Leeds19@OLIVERBRETT Press Requests s
  74. 74. fro.gg/Leeds19@OLIVERBRETT Press Releases s
  75. 75. fro.gg/Leeds19@OLIVERBRETT Surveys s
  76. 76. fro.gg/Leeds19@OLIVERBRETT Egobait s
  77. 77. fro.gg/Leeds19@OLIVERBRETT
  78. 78. fro.gg/Leeds19@OLIVERBRETT s
  79. 79. Con tent Marketing fro.gg/Leeds19@OLIVERBRETT
  80. 80. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Infographics
  81. 81. PR fro.gg/Leeds19@OLIVERBRETT Infographics s
  82. 82. fro.gg/Leeds19@OLIVERBRETT
  83. 83. fro.gg/Leeds19@OLIVERBRETT
  84. 84. fro.gg/Leeds19@OLIVERBRETT
  85. 85. fro.gg/Leeds19@OLIVERBRETT
  86. 86. fro.gg/Leeds19@OLIVERBRETT INFOGRAPHICS 2011-2016 RIP
  87. 87. PR fro.gg/Leeds19@OLIVERBRETT Data-Driven Pieces s
  88. 88. fro.gg/Leeds19@OLIVERBRETT Interactives s
  89. 89. fro.gg/Leeds19@OLIVERBRETT s
  90. 90. fro.gg/Leeds19@OLIVERBRETT
  91. 91. fro.gg/Leeds19@OLIVERBRETT
  92. 92. fro.gg/Leeds19@OLIVERBRETT getrevue.co/profile/content/ @markcporter
  93. 93. fro.gg/Leeds19@OLIVERBRETT
  94. 94. fro.gg/Leeds19@OLIVERBRETT
  95. 95. @OliverBrett fro.gg/Leeds19@OLIVERBRETT
  96. 96. fro.gg/Leeds19@OLIVERBRETT What about linkbait?
  97. 97. fro.gg/Leeds19@OLIVERBRETT Linkbait s
  98. 98. fro.gg/Leeds19@OLIVERBRETT How to Linkbait
  99. 99. Ideas fro.gg/Leeds19@OLIVERBRETT
  100. 100. • Fake product fro.gg/Leeds19@OLIVERBRETT
  101. 101. fro.gg/Leeds19@OLIVERBRETT
  102. 102. fro.gg/Leeds19@OLIVERBRETT
  103. 103. fro.gg/Leeds19@OLIVERBRETT
  104. 104. fro.gg/Leeds19@OLIVERBRETT
  105. 105. fro.gg/Leeds19@OLIVERBRETT
  106. 106. fro.gg/Leeds19@OLIVERBRETT
  107. 107. fro.gg/Leeds19@OLIVERBRETT 609 LRD!!!
  108. 108. Writing fro.gg/Leeds19@OLIVERBRETT
  109. 109. fro.gg/Leeds19@OLIVERBRETT Remember to be funny
  110. 110. Never promise anything fro.gg/Leeds19@OLIVERBRETT Never promise anything
  111. 111. Mark as ‘out of stock’ fro.gg/Leeds19@OLIVERBRETT
  112. 112. Don’t be too obvious though fro.gg/Leeds19@OLIVERBRETT Don’t be too obvious
  113. 113. Graphics fro.gg/Leeds19@OLIVERBRETT
  114. 114. Photoshops have to be realistic fro.gg/Leeds19@OLIVERBRETT
  115. 115. fro.gg/Leeds19@OLIVERBRETT Fake branding adds authenticity
  116. 116. fro.gg/Leeds19@OLIVERBRETT Outreach
  117. 117. fro.gg/Leeds19@OLIVERBRETT
  118. 118. Stealth fro.gg/Leeds19@OLIVERBRETT
  119. 119. Case Study 1 Attack of the poorly made clones fro.gg/Leeds19@OLIVERBRETT
  120. 120. fro.gg/Leeds19@OLIVERBRETT
  121. 121. fro.gg/Leeds19@OLIVERBRETT
  122. 122. fro.gg/Leeds19@OLIVERBRETT
  123. 123. fro.gg/Leeds19@OLIVERBRETT
  124. 124. fro.gg/Leeds19@OLIVERBRETT
  125. 125. fro.gg/Leeds19@OLIVERBRETT
  126. 126. fro.gg/Leeds19@OLIVERBRETT
  127. 127. fro.gg/Leeds19@OLIVERBRETT
  128. 128. fro.gg/Leeds19@OLIVERBRETT
  129. 129. fro.gg/Leeds19@OLIVERBRETT
  130. 130. Picture of Metro print coverage fro.gg/Leeds19@OLIVERBRETT
  131. 131. Main lesson: Make it funny fro.gg/Leeds19@OLIVERBRETT
  132. 132. fro.gg/Leeds19@OLIVERBRETT Case Study 2 LED World Cup T-shirt
  133. 133. fro.gg/Leeds19@OLIVERBRETT
  134. 134. fro.gg/Leeds19@OLIVERBRETT
  135. 135. fro.gg/Leeds19@OLIVERBRETT
  136. 136. fro.gg/Leeds19@OLIVERBRETT
  137. 137. fro.gg/Leeds19@OLIVERBRETT
  138. 138. fro.gg/Leeds19@OLIVERBRETT
  139. 139. (Mitch Zachi is a lie) fro.gg/Leeds19@OLIVERBRETT
  140. 140. Daily Star fro.gg/Leeds19@OLIVERBRETT
  141. 141. Radio coverage fro.gg/Leeds19@OLIVERBRETT
  142. 142. fro.gg/Leeds19@OLIVERBRETT Main lesson: Go for live blogs
  143. 143. Case Study 3 Edit My Ex fro.gg/Leeds19@OLIVERBRETT
  144. 144. fro.gg/Leeds19@OLIVERBRETT
  145. 145. fro.gg/Leeds19@OLIVERBRETT
  146. 146. fro.gg/Leeds19@OLIVERBRETT
  147. 147. fro.gg/Leeds19@OLIVERBRETT
  148. 148. fro.gg/Leeds19@OLIVERBRETT
  149. 149. fro.gg/Leeds19@OLIVERBRETT
  150. 150. fro.gg/Leeds19@OLIVERBRETT
  151. 151. fro.gg/Leeds19@OLIVERBRETT
  152. 152. fro.gg/Leeds19@OLIVERBRETT
  153. 153. Timing with Valentines Day Good images Seemingly legit fro.gg/Leeds19@OLIVERBRETT Main lesson: Timing
  154. 154. fro.gg/Leeds19@OLIVERBRETT Case Study 4 Royal Baby princess plates
  155. 155. So royal baby mania is at an all time high… fro.gg/Leeds19@OLIVERBRETT
  156. 156. fro.gg/Leeds19@OLIVERBRETT
  157. 157. fro.gg/Leeds19@OLIVERBRETT
  158. 158. fro.gg/Leeds19@OLIVERBRETT Main lesson: Continue the Opportunities
  159. 159. fro.gg/Leeds19@OLIVERBRETT Case Study 5 7,000 lance armstrong dvds
  160. 160. fro.gg/Leeds19@OLIVERBRETT So Lance Armstrong admits to cheating…
  161. 161. fro.gg/Leeds19@OLIVERBRETT
  162. 162. fro.gg/Leeds19@OLIVERBRETT
  163. 163. fro.gg/Leeds19@OLIVERBRETT
  164. 164. Main lesson It’s super easy to do! fro.gg/Leeds19@OLIVERBRETT
  165. 165. fro.gg/Leeds19@OLIVERBRETT Pros of Linkbait
  166. 166. Linkbait is quick fro.gg/Leeds19@OLIVERBRETT
  167. 167. Linkbait is cheap fro.gg/Leeds19@OLIVERBRETT
  168. 168. Linkbait can win big links! fro.gg/Leeds19@OLIVERBRETT
  169. 169. fro.gg/Leeds19@OLIVERBRETT Cons of Linkbait
  170. 170. you need the right client fro.gg/Leeds19@OLIVERBRETT
  171. 171. you need client trust fro.gg/Leeds19@OLIVERBRETT
  172. 172. fro.gg/Leeds19@OLIVERBRETT
  173. 173. fro.gg/Leeds19@OLIVERBRETT you need to move quickly
  174. 174. fro.gg/Leeds19@OLIVERBRETT Don’t do it too much
  175. 175. fro.gg/Leeds19@OLIVERBRETT It is good fun…
  176. 176. fro.gg/Leeds19@OLIVERBRETT “If you get away with something on this scale, for God's sake don't tell anyone.” Jane Copland, 2008
  177. 177. End screen fro.gg/Leeds19@OLIVERBRETT Thanks for listening!

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