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Beyond Linkbait: Getting
Authoritative Mentions Online
Greg Jarboe
SEO-PR
Feb. 19, 2009
Can linkbait tactics that worked last
year be as effective this year?
• They can if you focus on
the underlying quality as
well as ingenuity needed
to get other websites to
link to you early and often
• So, how should you
approach journalists,
bloggers and other
authoritative sources to
enhance your company’s
online reputation, whether
or not you get links?
We used old fashioned news hook
with new fangled linkbait in 2007
• We used optimized
press release and
blog outreach about
survey results which
found 55% of
American men and
41% of American
women had said “I
love you” in hopes it
would lead to sex
“Looks like the optimized release
got some great pick up!”
• Optimized press
release: 1
• News stories: 11
• Influential bloggers: 80
• Blog posts: 190
• Inbound links: 202
• Ranking in Google for
romance report: #2 & #3
• Mention in Jay Leno’s
monologue: Priceless
Source: Tonight Show with Jay Leno on NBC, May 16, 2007
We used a similar news hook as
well as fresh linkbait ideas in 2008
• 65% of New York women
have told a lie to get out of
a bad date vs. 53% of
American women
• 62% of New York women
have had a one night
stand vs. 51% of American
women
• 59% of New York women
have taken office supplies
home from work vs. 49%
of American women
Optimized press release ranked #1
in Google News for New Yorkers
Source: Google News, May 15, 2008
Optimized release ranked #1 in
Yahoo! News for lie cheat and steal
Source: Yahoo! News, May 15, 2008
Reuters story (without links) picked
up by 10 news sources worldwide
Source: Reuters, May 16, 2008
News hook generated buzz in
blogger community (and links)
Source: Burnettiquette, May 22, 2008
368 inlinks to Harlequin report from
authoritative sources in two weeks
Source: Yahoo! Site Explorer, May 29, 2008
Harlequin ranked #1 & #2 in Google
for romance report in two weeks
Source: Google, May 29, 2008
“Content can be both white-hat and
yet still be wonderful ‘bait’ for links”
• “On a meta-level, I think
of ‘linkbait’ as something
interesting enough to
catch people’s attention,
and that doesn’t have to
be a bad thing. There are
a lot of ways to do that,
including putting in sweat-
of-the-brow work to
generate data or insights,
or it can be as simple as
being creative.”
Source: Matt Cutts: Gadgets, Google and SEO, Jan. 24, 2006
Can linkbait tactics that worked in
2007-2008 be as effective in 2009?
• Tell us your favorite
thing about your
partner/past
partner/current crush
• If you could change
something about them,
what would it be? And
why?
• Tell us about your best
and worst dating
experiences
Harlequin experimenting with other
tactics called “Bodice Ripping 2.0”
• Web 2.0 tactics
include book readings in
Second Life, MySpace
pages and Paranormal
Romance Blog
• Some engage its
community of 50 million
readers and others are
“bait” for links
Source: Fast Company, February 2008

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SES London 2009 Beyond Linkbait Greg Jarboe.ppt

  • 1. Beyond Linkbait: Getting Authoritative Mentions Online Greg Jarboe SEO-PR Feb. 19, 2009
  • 2. Can linkbait tactics that worked last year be as effective this year? • They can if you focus on the underlying quality as well as ingenuity needed to get other websites to link to you early and often • So, how should you approach journalists, bloggers and other authoritative sources to enhance your company’s online reputation, whether or not you get links?
  • 3. We used old fashioned news hook with new fangled linkbait in 2007 • We used optimized press release and blog outreach about survey results which found 55% of American men and 41% of American women had said “I love you” in hopes it would lead to sex
  • 4. “Looks like the optimized release got some great pick up!” • Optimized press release: 1 • News stories: 11 • Influential bloggers: 80 • Blog posts: 190 • Inbound links: 202 • Ranking in Google for romance report: #2 & #3 • Mention in Jay Leno’s monologue: Priceless Source: Tonight Show with Jay Leno on NBC, May 16, 2007
  • 5. We used a similar news hook as well as fresh linkbait ideas in 2008 • 65% of New York women have told a lie to get out of a bad date vs. 53% of American women • 62% of New York women have had a one night stand vs. 51% of American women • 59% of New York women have taken office supplies home from work vs. 49% of American women
  • 6. Optimized press release ranked #1 in Google News for New Yorkers Source: Google News, May 15, 2008
  • 7. Optimized release ranked #1 in Yahoo! News for lie cheat and steal Source: Yahoo! News, May 15, 2008
  • 8. Reuters story (without links) picked up by 10 news sources worldwide Source: Reuters, May 16, 2008
  • 9. News hook generated buzz in blogger community (and links) Source: Burnettiquette, May 22, 2008
  • 10. 368 inlinks to Harlequin report from authoritative sources in two weeks Source: Yahoo! Site Explorer, May 29, 2008
  • 11. Harlequin ranked #1 & #2 in Google for romance report in two weeks Source: Google, May 29, 2008
  • 12. “Content can be both white-hat and yet still be wonderful ‘bait’ for links” • “On a meta-level, I think of ‘linkbait’ as something interesting enough to catch people’s attention, and that doesn’t have to be a bad thing. There are a lot of ways to do that, including putting in sweat- of-the-brow work to generate data or insights, or it can be as simple as being creative.” Source: Matt Cutts: Gadgets, Google and SEO, Jan. 24, 2006
  • 13. Can linkbait tactics that worked in 2007-2008 be as effective in 2009? • Tell us your favorite thing about your partner/past partner/current crush • If you could change something about them, what would it be? And why? • Tell us about your best and worst dating experiences
  • 14. Harlequin experimenting with other tactics called “Bodice Ripping 2.0” • Web 2.0 tactics include book readings in Second Life, MySpace pages and Paranormal Romance Blog • Some engage its community of 50 million readers and others are “bait” for links Source: Fast Company, February 2008