Link-baiting is a topic that makes some people snicker when they hear it. However, the complexities and subtleties are a fascinating combination of clever copywriting and strategic placement. Did you know that there are 12 types of links? Moreover, there are eight types of link bait to get those 12 types of links? That means there are 96 different strategies to get links. This session will look at the eight and the twelve.

Moderator: Andy Beal
Speakers:
Todd Malicoat, Independent Marketing Consultant, Meta4creations, LLC
Ian Ring, Application Developer, IGLOO Inc.
Bill Hartzer, Search Engine Optimization Manager, Vizion Interactive
Jane Copland, Search Marketing Consultant, SEOMoz

Bill Hartzer:

Link baiting specific sectors: target a group in your sector/topic, tell them what they want and what they need to know. Point out the industry problem (e.g. my funniest PPC mistake)
- search for “keyword” at search engine. Find companies biddibng on word “keyword.” Copy the list of keywords from the spreadsheet, paste into PPC program.

Target sites that link out - research those sites. Blogstorm tracker, Technorati, and more are good tools.

Find linkbait that worked. Don’t always reinvent the wheel. Research your topic in social media, find URLs that have gone popular, create a unique twist for similar linkbait, write an update to the previous article (link to the previous with new developments), watch for press releases in your industy for studies, research, and other news. Set up Google and Yahoo alerts for news.

News works well as linkbait: be able to respond to breaking news (set up a blog or page ready for the article). Post quickly. Submit to social sites. Go back and edit/update Add pictures/photos/logos/screen captures. This strategy helps you get the market share of links and is good for organic search.

Linkbaiting Techniques: problogger.net - tools, quizzes, contests, be first, scoops, expose, awards, lists, humor, make someone famous, create belonging/community, design, rants, controvesy, attack, shock, research and statts, give something away, resourcefulness, cool factors

Social media, linkbait, and search are all coming together. Create new linkbait on your site consistently. Participation is key - daily voting, commenting, and submitting.
Linkbait + social media = market share of links and getting noticed
If you get links when being noticed, you’ll be successful in organic search.

Jane Copland:

Everyone can publish content online. It’s low cost, high visibility, and easily digestible content.
Blogs imitate familiar old media - the banner, the sidebar, and the lead article. Their success is partly a result of the familiar nature.

Different types of blogged content achieve different results: shes shows illustration for some sites that have 2500+ digs with 27 external links. One had 900 diggs and 131 external links. It varies.

These multiple types of blogged linkworthy content exists as:
- “The Gimmick” - it helps to be drunk
- Light content lists - footer post - it’s easy
- The OMG ticket (URLs ending in 0 - see on seomoz.org) - it’s harder, and it doesn’t help to be drunk
- Heavier content lists - it doesn’t help to be drunk
- In-depth articles and case studies - which shouldn’t be launched on a blog.
It’s not a good idea to decide which type you’re working with before you start writing.

It’s never a good idea to launch viral content that isn’t in a visible area.

SEOmoz has rewritten blog posts and 301d past links over to the new page.

Enable comments, because sometimes your readers are more interesting than you are.
- However, disabling comments have its place where comments are inappropriate.

Link building achieves 3 main goals:
* it adheres to traditional ways that content is distributed
* it invites interaction
* it’s easy to spread becasue people can subscribe to blogs.

Todd Malicoat: awareness, sales, and revenue

Quick Digg primer: a lot of people read Digg and they have the power to put links to your site. You can either get a consultant or build up your own account.
- Get an optimal name - alpha sort organization
- Adding the right friends - they digg upcoming a lot, submit a lot, digg your stories. But don’t do more than 5-10 a day. You’ll want to reevaluate your friends.
- Find good stories quickly
- Submit good stories and ask for help

Some linkbait will bomb!

Have a friend submit your story.

Linkbaiting hooks: attack, humor, contrarian, news, resource, etc.

When you launch, if it doesn’t bomb and it hits Digg’s frontpage, you don’t want your server to melt. Cache your content, host images on another host, search for the Digg/slashdot effect (and fix your server). Email friends and allies. Use sites as “jump off” points for other sites.

Don’t have 25 social media buttons on the bottom of your blog post.

Reddit is similar to Digg - gives you less traffic but it’s valuable.
StumbleUpon has a toolbar and brings traffic.

Ian Ring: Optimizing Conversion using Genetics
CSS styling can affect the clickability of links. Testing and optimization will increase your site’s reevenue. Do you know if your current stylesheet is eleiciting optimzal user behavior?

Optimization algorithms: trial and errots, multivariate testing, hill climbing, simulated annealing (e.g. making the font size bigger, smaller, incrementally changing things until optimized), genetic algorithms

Introduction to genetic algiorthms - some are more optiized for environments.
- Metaphor: the page is the ecosystem, the page elements are living organizsms, a hyperlink is a species, a well-adapted organism thrives in its ecosystem. A healthy ecosystem is comprised of fit organisms.

How do you do it? Survival of the fittest.
- What is fitness? It’s anything you can measure: clicks, purchases, subscriptions, sales leads, registration - these are all measures of fitness.
- Fitness is easy to measure. It’s the number of times something good happens.

In biology, chromosomes affect fitness. Brown eyes are better optimized than blue/green eyes. On your website, you probably want to optimize for brown eyes.
- The chromosome that determines this is the CSS stylesheet.

CSS is a link’s DNA: it could be an image, a graph, a link.
You may have 3 bits for a font size or 24 bits - if you’re testing another interface element, you may have another set of genes - hue/saturation/etc. Properties of CSS stylesheets can be turned into a binary string that can be stored, manipulated, and moved back into a CSS stylesheet.

CSS can be expressed as a binary string:
A chromosome is a string of 1s and 0s. Define the genome: it’s the map of placement of the genes that appear in a chromosome. You’ll need a table to assign positions of the DNA to the genes in the CSS.

Create a template: inject genetic values into the template. You need functions to transalte binary chromosomes into CSS. Replace variables in the template with values from the DNA.

onPageLoad(): choose an organism; convert into CSS; if user clicks, increase organism’s fitness. Increment organism’s age. Do this until the end. After that, it’s time to mate, spawn, and die.

Genetic variance via mutation and crossover: flip from 0 to 1 or 1 to 0.

You need a lot of things - databases, web pages, server side languages, and more!

Conclusion: unpredictable successes, continuous optimization, and no maintenance.

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Following on from last weeks post, How To Be An SEO Service Provider, we’ll now take a look at the art of the SEO proposal.

Pitching and proposal writing is a time consuming business, so ideally you want to put your efforts where they will get the most reward. Here are a few tips on how to land the best clients, and how to avoid wasting your time.

It’s Not About You, It’s About Them

The first rule when pitching or writing a proposal is to put yourself in your clients shoes.

What would be your concerns? What would be holding you back from handing over thousands of dollars for SEO services? You’ll need to anticipate those concerns, and be able to counter them in order to win the job.

In my experience, here are the most common concerns you’ll come up against:

• Will it work?
• Is my money better spent elsewhere?
• How does this help me achieve my goals?
• Am I being ripped off?
• Will this make me look stupid?

To overcome these objections, it is a good idea to have case studies and references prepared. Use before and after scenarios which demonstrate how your skills solved a problem and added value. Here’s a great one by Jill Whalen.

The killer hook is at the end:

“High rankings are great, but what do they mean to a business? We talked to Doctor Bowler from Georgetown Surgical recently, and asked him, was he getting new business from the Internet? He was getting two to four new patients a week with his old website, and he’s currently getting 50 to 70 new patients a week. That’s a dramatic difference: he was nearly going bankrupt and was close to shutting up shop, and now he has to hire a new surgeon”.

Now, who wouldn’t buy that!

Demonstrate the value of your services over and above what your service costs to provide. For example, try to show revenue increases, as Jill did. You could also show traffic increases, and value these clicks against the PPC prices for these same keyword terms.

A variety of tools, including Google Traffic Estimator, can help you estimate the value of search traffic.

References are also valuable, because clients often seek out independent verification of what you’re saying. Treat every client you have as a potential future salesperson.

If you’re new to the game, and don’t yet have any case studies or references, then consider doing a few freebie jobs. Theses jobs are essentially a marketing spend i.e. you “spend” time, but in return you’ll be able to create case studies and get the references you need.

Don’t give away your services to just anyone. The bigger the names, the better. You’ll be associated with success. High profile charity organizations might be a good place to start.

Neil Patel got his start by giving free SEO tips to top tech bloggers. Bloggers have a big reach and lots of link equity that can be leveraged, so helping them can work just like helping a charity.

Probably the most valuable thing you can do, in terms of landing a sale, is to make a real effort to understand the clients business. Find out who their competition is, research their market sector, and ask questions. Most business people will appreciate you going the extra mile to truly understand them, and the issues they face.

It’s Not About Them, It’s About You

The flip-side of the argument is “is this pitch worth your time”?

The unfortunate reality is that some clients are not clients at all. They might be competitors trying to find out your pricing structures and strategic approach. They might be tire-kickers trying to scope the market. They could be bottom feeders who want the earth, yet are only willing to pay a few hundred dollars.

You need to quickly identify these people, for the sake of both your business, and your sanity. Make sure you’re only giving away detailed strategy and pricing information if you’re close to the sale. To exclude bottom feeders, mention a minimum starting price early on.

In my post “How To Be An SEO Service Provider”, I question if it’s a good idea to use the SEO client model at all:

Here is why I think some of you might be selling yourself short if you sell your hard won skills to clients.

If you can return real value to clients i.e. not just ranking and traffic, but real tangible, value - then why aren’t you keeping all that value for yourself? Why not compete with them instead? How about partnering with people so you get to keep an on-going share of their business? If you can position sites in lucrative keyword areas, that is a very valuable skill. Can clients even afford to pay what you’re really worth? If you’re really good at SEO, do you really need clients? ”

Unlike PPC, SEO is a strategy that requires significant client buy-in in order to work well. The reality is that the bigger the client, the less likely you are going to get your way until you’ve proven your worth. It’s a catch 22 situation.

Test the clients expectations early and be upfront about what it’s going to take. For example, who has control over the website? i.e. are you talking to the right person? How much are you going to be able to alter the website? Why do they deserve to be number one? What are they prepared to do to get there?

It’s About You And The Client

The happy medium is to land a client you can work with for mutual benefit.

When I was doing SEO for clients, I wrote up an ideal client profile. If the prospective client fell outside this profile, I wouldn’t take the proposal any further.

For me, the ideal SEO client:

• Has reasonable expectations
• Runs a profitable business
• Does not compete in saturated markets
• Is already ranking, but not near as well as they should
• Has some knowledge about SEO already
• Is a known brand

There are exceptions, of course, but clients who fit this profile were a lot easier to deal with, and a lot more profitable than the alternative.

One area I found that really makes a difference is how much the client knows about SEO. If a client has the wrong idea about SEO, then you’re going to be spending a lot of your time educating both them and their design teams. This can be a long, costly unproductive process.

One way to get around this is to start with PPC.

PPC is low impact. You can use PPC to demonstrate to the client that the traffic is there, and that s/he is missing out on it. If the PPC spend is high, you can then demonstrate how you can create cost efficiencies by getting that traffic at a lower cost, using SEO. It’s a good way to educate clients by showing, rather than telling.

Align Metrics With Business Goals

A lot of SEOs don’t do this, and I suspect it’s the prime reason the industry has earned a bad reputation.

For example, a lot of SEO is sold on the basis that the client will get an increase in rankings.

So what?

An increase in ranking is meaningless unless it translates to a desired action. Some clients will be fooled by such metrics for a while, but they are unlikely to remain so.

Eventually, they will look at their marketing spend, then look at their traffic numbers. If those referrals from search engines aren’t heading up, then you’re unlikely to get on-going work. If you’re not getting on-going work, then you’ll spend a lot of your time on the expensive sales process as you churn and burn your way through clients. Not that this isn’t a valid business model, but it can be a difficult way to go about things.

Likewise, traffic can be a poor metric.

It works for a while, but unless the client is solely preoccupied with traffic numbers i.e. sites that sell advertising based on page view numbers tend to focus a lot on pure traffic volume, then you’re unlikely to get long term business. The traffic needs to turn into a relationship, a sale, or an inquiry. Marketing spend, in all businesses, needs to be justified in terms of the bottom line. Everything, eventually, comes back to revenue.

If you can help the client increase revenue, then you’ll make yourself indispensable. Show how SEO fits into their business objectives, which is why making an effort to understand their business is so important. At that point, you can start to reorient their web strategy around SEO.

Not only does this give you more sway, but it increases the chances of future work. For example, you could turn a brochure-web strategy into a publication strategy, which then opens up more content writing opportunities. The client is not going to be able to change a thing until they talk to you first.

If you’re in it for the long term, then that’s where you want to be.

Further Reading

• Selling SEO Services Membership Area
• Writing A Business Proposal
• Example Of SEO RFP

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Deanna Writes…
"Seeing as how we are currently in a serious economic recession, more and more major companies are relying on what is known as "word of mouth" advertising to generate buzz for their products. These techniques are a cheap and effec

37 Vote(s)

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Check it owwwwwwwwwwt!!!

1. Custom Reports
2. Audience Segmentation
3. AdSense integration
4. API
5. Bubble Charts
6. User Interface Tweaks:

74 Vote(s)

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The short answer is that Jim made me QualityGal. After he offered me the job, I asked a quick "What’s my job title?" before he left the room. He didn’t know and said he’d think about it. On my first day, my name tag said "Qualitygirl." The handle wa

29 Vote(s)

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Donna does a great job explaining the 5 goals of SEO. It’s easy to read and understand for even those not in our field. If you’re trying to get people to understand why SEO is important, this article is a good place to start.

51 Vote(s)

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Today’s search engine marketing news and opinion: Obama is Winning the Internet War; Content Promotion for Link Marketing; Google Releases Display Ad Builder; and more.
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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

Today’s search engine marketing news and opinion: Killer PPC Ads: The Final Word; Association of National Advertisers Opposes Yahoo-Google Deal; Zillow Launches New Ad Network with Consortium of Newspapers; and more.
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Google has released a new Java Client Library for the AdWords API. In version 2.1.0, minor fixes have been made which include removing j2ee dependencies, fixing dependencies in build.xml, and reducing the size of the jar by 3 times.

You can download the new library here.

Forum discussion continues at Google Groups.

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Murtle took a walk with an aligator
I shouted “Murtle took a walk with an aligator” out on my digg shout box to see what would happen, then set up a Google alert for it. Sure enough it popped up in the SERPS, but not on my shout page, on Aldomatic’s and Obeezy’s. Which is interesting, […]
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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

Posted by Danny Dover

Disclaimer: This post doesn’t include any information about SEO. If you are looking for SEO related content, please read the normal search related posts on this blog.

We recently gained control to the twitter usename seomoz which had been registered by a hijacker. Rand (@randfish), and I (@dannydover) each tried unsuccessfully to claim the username. Eventually, it was Jane (@coplandmj) with the help of @djpaisley that were able to claim what was rightfully ours.

Now that we have the username, how can we use it to best serve all of you? Reply in the comments or hit us up @seomoz on twitter.

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When the many strands of social media take over your brain while you sleep, you might dream thusly…

38 Vote(s)

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Posted by KeyPractices

One of the challenges that small businesses have is being found in local search. I have a chart based on some studies that I share with prospective clients to show them the importance of optimizing their whole site - not just buying PPC and some keywords. When we optimize a business site, we like to look at all aspects and fine tune from messaging to sales conversions. We ask the customer to open their kimono, so to speak. Many times, they are just running AdWords campaigns and not watching what is bringing in sales. Just because Google recommends spending double what your budget is, does not mean you will convert more business when you get the clicks.

Optimizing for local business is also important - even if you are a global provider. It’s like they say in real estate: location, location, location.

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Did you know that Google has a search engine related to governmental queries? Google’s Uncle Sam search engine includes White House news, top governmental stories, American Forces Information Services, the Washington Post, and more. The search engine also searches .gov sites only.

It’s pretty useful for “official” information, and one forum member who is a political science student is particularly thankful for a search engine that is targeted to such queries that are related to official government pages.

Forum discussion continues at DigitalPoint Forums.

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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

Google announced AdPlanner, a tool to help ad agencies find where desired demographic audiences are active online. The WSJ highlighted how the new Google tool can help make the ad marketplace more efficient:

The Web-audience data could be combined with the ad-serving system, so that advertisers would be able to find out whether they would reach the right audience before they committed to placing an ad.

In addition to AdPlanner, Google will launch another tool that compares consumer response to ads against a control group of users who did not see the ad:

Separately, Google this week is expected to roll out a new tool aimed at showing how Web surfers respond to online ads. It will compare groups of people who are exposed to an ad with others who haven’t seen it, taking into account such factors as search activity and site visitation.

Update: Search Engine Land Reviewed AdPlanner.

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In this week’s video recap, I announced the special Father’s Day winner of the schwag, plus told you how to win this week (it’s easy). I showed off the Father’s Day logos from Google, Yahoo, Ask.com, Dogpile and others. I discussed the Google Webmaster Live Chat event. Did you know Page Load Time is now a factor in AdWords? I got into the topic of Google Bowling and ended it off with don’t make Matt Cutts mad. If your server doesn’t respond with a server status code for your robots.txt file, then you are in trouble. Finally, I mentioned the crazy AdSense fonts we have been noticing. Watch it below or on iTunes and you can win Google schwag this week!

Make sure to subscribe to our video feed or subscribe directly on iTunes to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:

For the original iTunes version, click here

Some Of The Topics Discussed:

• Father’s Day ‘08 Logos from Google, Yahoo, Ask.com, Dogpile & Search Community
• Recording & Coverage of Google’s Second Live Chat Session
• Did Google Really Launch The Page Load Time Factor in AdWords Quality Score?
• Google Defends Bad Link Theory & Repeats That Competitors Can’t Hurt You
• Matt Cutts Warns Against Lying in a Reconsideration Request
• Will Google Crawl Your Site Without a Robots.txt File? It Depends
• Google Sitemaps: Are They Really Important for SEO?
• Google AdSense Wacky Font Tests Continue

Please do subscribe via iTunes or on your favorite RSS reader. Don’t forget to comment below with the right answer and good luck!

I may not be able to mail schwag outside of the United States.

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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

Scott Hendison’s Top Ten Things he learned at SMX Advanced. Whether you attended the show or not, Scott’s gleaned some good nuggets that are worth highlighting and examining closely.

45 Vote(s)

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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

I have worked with some large multi-national brands who had multi-lingual sites, but they typically hired us for English optimization, and never really asked for much more than general advice and strategies (internal link flow, subdomains vs unique domains, etc.) when it came to other languages and cultures. I noticed a few differences between Google.com & International Google results while traveling, but I still only analyzed stuff that was published in English.

What are the best informational sources for SEO in Japanese? SEO in Chinese? SEO in Spanish? SEO in your language or region? How do you feel SEO in your area differs from the SEO advice you read from those of us who operate in the English US marketplace? I also would love to publish a guest article for each language.

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Search Engine Optimization is not an exact science. It takes lot’s of work and research. Trial and Error. Read through our posts here and try to learn from our experience. We offer some of our insight… news and comment. Please feel free to share your thoughts, and ideas. The site does allow "follows" so post your links.

More SEO News…. (CLICK HERE)
Tags: SEO SEO Tools Social Marketing StumbleUpon Google

Social Media Marketing is sweeping the ‘Net now as the best way to market. Sites like Digg and StumbleUpon are helping sites get additional traffic, and working to achieve a better backlink strategy. Search Engine Optimization techniques vary greatly, and you should research the company you hire to help you with this. Make sure everything that is promised to you is in the form of a contract.

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