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

1. HOW TO MAKE FAKE NEWS FOR LINKS Oliver Brett // Screaming Frog // fro.gg/Leeds19@OLIVERBRETT

2. @OliverBrett So it started in the pub… fro.gg/Leeds19@OLIVERBRETT

3. fro.gg/Leeds19@OLIVERBRETT

5. @OliverBrett fro.gg/Leeds19@OLIVERBRETT

7. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Dan has a problem…

8. @OliverBrett …Dan’s quite shy… fro.gg/Leeds19@OLIVERBRETT

9. @OliverBrett Dan has a plan. fro.gg/Leeds19@OLIVERBRETT

13. fro.gg/Leeds19@OLIVERBRETT Now Dan isn’t so shy.

19. Then we got on the Today Show… fro.gg/Leeds19@OLIVERBRETT

21. @OliverBrett

22. @OliverBrett

23. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Pee Cape=Links

24. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Links=Ranks

25. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Ranks=Traffic

26. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Traffic=£££

27. @OliverBrett Pee Cape = £ £ £ fro.gg/Leeds19@OLIVERBRETT

34. @LordOfTheSERPs fro.gg/Leeds19@OLIVERBRETT

38. @OliverBrett Back to pee capes… fro.gg/Leeds19@OLIVERBRETT

39. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Linkbait

40. fro.gg/Leeds19@OLIVERBRETT What’s linkbait, precious?

42. “…content designed to attract attention and encourage those viewing to create hyperlinks to the site…” fro.gg/Leeds19@OLIVERBRETT

43. “At first, he tried creating linkbait to get his site noticed.” fro.gg/Leeds19@OLIVERBRETT

44. They’re onto us… fro.gg/Leeds19@OLIVERBRETT

45. fro.gg/Leeds19@OLIVERBRETT News Jacking

47. “…taking advantage of current events or news stories …to promote or advertise one’s product or brand.” fro.gg/Leeds19@OLIVERBRETT

48. PR Stunts fro.gg/Leeds19@OLIVERBRETT

50. Fake News Fake News? fro.gg/Leeds19@OLIVERBRETT

51. Sorry for clickbaiting you all <3 fro.gg/Leeds19@OLIVERBRETT

52. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Super-Scientific My Graph

53. fro.gg/Leeds19@OLIVERBRETT s

57. @OliverBrett 1. Will it give me a penalty? fro.gg/Leeds19@OLIVERBRETT

58. @OliverBrett 2. How mad will people be if it flops? fro.gg/Leeds19@OLIVERBRETT

62. Old School Tactics fro.gg/Leeds19@OLIVERBRETT

63. fro.gg/Leeds19@OLIVERBRETT Directory Links s

64. fro.gg/Leeds19@OLIVERBRETT Blogger Outreach s

67. @OliverBrett fro.gg/Leeds19@OLIVERBRETT WTF are you doing?

68. fro.gg/Leeds19@OLIVERBRETT Buying 50,000 links for £5 s

69. fro.gg/Leeds19@OLIVERBRETT Private Blog Networks s

71. fro.gg/Leeds19@OLIVERBRETT Public Relations

72. fro.gg/Leeds19@OLIVERBRETT Unlinked Mentions s

73. fro.gg/Leeds19@OLIVERBRETT Press Requests s

74. fro.gg/Leeds19@OLIVERBRETT Press Releases s

75. fro.gg/Leeds19@OLIVERBRETT Surveys s

76. fro.gg/Leeds19@OLIVERBRETT Egobait s

79. Con tent Marketing fro.gg/Leeds19@OLIVERBRETT

80. @OliverBrett fro.gg/Leeds19@OLIVERBRETT Infographics

81. PR fro.gg/Leeds19@OLIVERBRETT Infographics s

86. fro.gg/Leeds19@OLIVERBRETT INFOGRAPHICS 2011-2016 RIP

87. PR fro.gg/Leeds19@OLIVERBRETT Data-Driven Pieces s

88. fro.gg/Leeds19@OLIVERBRETT Interactives s

92. fro.gg/Leeds19@OLIVERBRETT getrevue.co/profile/content/ @markcporter

96. fro.gg/Leeds19@OLIVERBRETT What about linkbait?

97. fro.gg/Leeds19@OLIVERBRETT Linkbait s

98. fro.gg/Leeds19@OLIVERBRETT How to Linkbait

99. Ideas fro.gg/Leeds19@OLIVERBRETT

100. • Fake product fro.gg/Leeds19@OLIVERBRETT

107. fro.gg/Leeds19@OLIVERBRETT 609 LRD!!!

108. Writing fro.gg/Leeds19@OLIVERBRETT

109. fro.gg/Leeds19@OLIVERBRETT Remember to be funny

110. Never promise anything fro.gg/Leeds19@OLIVERBRETT Never promise anything

111. Mark as ‘out of stock’ fro.gg/Leeds19@OLIVERBRETT

112. Don’t be too obvious though fro.gg/Leeds19@OLIVERBRETT Don’t be too obvious

113. Graphics fro.gg/Leeds19@OLIVERBRETT

114. Photoshops have to be realistic fro.gg/Leeds19@OLIVERBRETT

115. fro.gg/Leeds19@OLIVERBRETT Fake branding adds authenticity

116. fro.gg/Leeds19@OLIVERBRETT Outreach

118. Stealth fro.gg/Leeds19@OLIVERBRETT

119. Case Study 1 Attack of the poorly made clones fro.gg/Leeds19@OLIVERBRETT

130. Picture of Metro print coverage fro.gg/Leeds19@OLIVERBRETT

131. Main lesson: Make it funny fro.gg/Leeds19@OLIVERBRETT

132. fro.gg/Leeds19@OLIVERBRETT Case Study 2 LED World Cup T-shirt

139. (Mitch Zachi is a lie) fro.gg/Leeds19@OLIVERBRETT

140. Daily Star fro.gg/Leeds19@OLIVERBRETT

141. Radio coverage fro.gg/Leeds19@OLIVERBRETT

142. fro.gg/Leeds19@OLIVERBRETT Main lesson: Go for live blogs

143. Case Study 3 Edit My Ex fro.gg/Leeds19@OLIVERBRETT

153. Timing with Valentines Day Good images Seemingly legit fro.gg/Leeds19@OLIVERBRETT Main lesson: Timing

154. fro.gg/Leeds19@OLIVERBRETT Case Study 4 Royal Baby princess plates

155. So royal baby mania is at an all time high… fro.gg/Leeds19@OLIVERBRETT

158. fro.gg/Leeds19@OLIVERBRETT Main lesson: Continue the Opportunities

159. fro.gg/Leeds19@OLIVERBRETT Case Study 5 7,000 lance armstrong dvds

160. fro.gg/Leeds19@OLIVERBRETT So Lance Armstrong admits to cheating…

164. Main lesson It’s super easy to do! fro.gg/Leeds19@OLIVERBRETT

165. fro.gg/Leeds19@OLIVERBRETT Pros of Linkbait

166. Linkbait is quick fro.gg/Leeds19@OLIVERBRETT

167. Linkbait is cheap fro.gg/Leeds19@OLIVERBRETT

168. Linkbait can win big links! fro.gg/Leeds19@OLIVERBRETT

169. fro.gg/Leeds19@OLIVERBRETT Cons of Linkbait

170. you need the right client fro.gg/Leeds19@OLIVERBRETT

171. you need client trust fro.gg/Leeds19@OLIVERBRETT

173. fro.gg/Leeds19@OLIVERBRETT you need to move quickly

174. fro.gg/Leeds19@OLIVERBRETT Don’t do it too much

175. fro.gg/Leeds19@OLIVERBRETT It is good fun…

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. End screen fro.gg/Leeds19@OLIVERBRETT Thanks for listening!

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

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