Jane Copland's Linkbait Presentation - SMX London 07

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Jane Copland's Linkbait Presentation - SMX London 07

  1. 1. Jane Copland, SEOmoz Linkbait and the Real World Conservative Industries and Viral Content
  2. 2. Link Linkbait and the Real World | Conservative Industries and Viral Content Linkbait Is: Linkbait Isn’t (necessarily): Web-based content created for the purpose of attracting attention and links. It can be presented in a variety of forms, from text to video, images, tools and badges. However, its goal is always somewhat the same. Inappropriate, Scandalous or Unethical Viral Content and Linkbait suffer from misconceptions
  3. 3. Linkbait and the Real World | Conservative Industries and Viral Content Social Networks spread Viral Content MySpace has its bulletin feature, Bebo has widgets and Facebook has posted and shared links.
  4. 4. Linkbait and the Real World | Conservative Industries and Viral Content Blogging communities read and link to each other’s content Livejournal is designed to develop relationships between bloggers.
  5. 5. Linkbait and the Real World | Conservative Industries and Viral Content Forums, both niche and general, are a great place to promote linkbait
  6. 6. Linkbait and the Real World | Conservative Industries and Viral Content Niche and General Social News sites are also exceedingly useful Industry-specific social news sites aren’t as common as specific forums.
  7. 7. Link Linkbait and the Real World | Conservative Industries and Viral Content “ Traditional” Linkbait is quite easy to produce... but it’s not so useful for conservative clients.
  8. 8. Linkbait and the Real World | Conservative Industries and Viral Content Everything on Cracked.com Goes Viral… And this is the reaction Cracked’s content will get from your customers, head of PR, Sales Manager and CEO.
  9. 9. Link Linkbait and the Real World | Conservative Industries and Viral Content It is possible to create linkbait for conservative companies… … but creating relevant content can be tough
  10. 10. Linkbait and the Real World | Conservative Industries and Viral Content Tactics for Creating Relevant Bait 1. Envision potential industry oddities.
  11. 11. Linkbait and the Real World | Conservative Industries and Viral Content 2. Consider the issues faced by your potential customers Tactics for Creating Relevant Bait Student Loans: people who are looking for student loans are concerned about money and about going to university.
  12. 12. Linkbait and the Real World | Conservative Industries and Viral Content 3. Subtly encourage the use of keywords... ... and people will link to you with the “ right” anchor text . Tactics for Creating Relevant Bait
  13. 13. Link Linkbait and the Real World | Conservative Industries and Viral Content Tactics for Creating Relevant Bait 4. Present your regular content, but in a creative, unique way. http://producten.hema.nl/
  14. 14. Link Linkbait and the Real World | Conservative Industries and Viral Content Want to “hide” your linkbait from regular users but still reap its benefits? You don’t need to link to the bait from the site’s homepage, but make sure to link to the homepage from the bait! One “danger”: your bait becoming an indented result in the SERPs. Corporate Homepage LINKBAIT!
  15. 15. Link Linkbait and the Real World | Conservative Industries and Viral Content And now for a real-life example WeddingPaperDivas.com got smart with this linkbait, featuring 9 “geeky” weddings. The site sells a range of wedding invitations, and everyone linking to this page will want to use the words “wedding” or “weddings.”
  16. 16. Link Linkbait and the Real World | Conservative Industries and Viral Content Another example… that could have been ever better than it was AlphaDictionary.com’s “Are you a Rebel or a Yankee?” speech test should have included a results badge that people could display. Instead, they opted for the very 1.0 “Send to Friend” option.
  17. 17. Linkbait and the Real World | Conservative Industries and Viral Content Linkbait noticed and written about Page redirected to company's most profitable page. All of page's links contain the word "limousine." omg {pic} linkbait!! Classic example of the “Bait and Switch”
  18. 18. Link Linkbait and the Real World | Conservative Industries and Viral Content And before I go, you should know… 1. Linkbait’s goal is to attract attention and not all attention is positive. 2. Of my dozen “real life” examples, seven of them were found by surfing Reddit and StumbleUpon. 3. Great linkbait will usually get the attention it deserves, but if it doesn’t, it still serves as fresh, unique content!

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