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I don't always buy links, but when I do I make sure they are relevant, and call it "business development".
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7 Reasons I am a Paid Link LibertarianBy: Todd Malicoat
1. Semantics• “Paid” links is ambigous• Every link has a relative value and cost
2. Incentive – blame the Algo• Yes it’s true! They help your rankings• Top rankings are worth $$$$$$• The Algo encourages linking• Off-page relevance detection was lacking• Pretty green pixel price point indicator
3. Economics•The Indifference Principle•Efficient Markets Hypothesis
4. Transparency and Relevance•As a consumer I like it•As a marketer, I love it•As a SEO – it’s not my responsibility•Paid links help with traffic.•Bill Gross proved paid advertising
was MORE relevant
5. Fear, Uncertainty, and DoubtVs. Transparency
•Buying time for the algo flaw?
6. Competition is GOOD
•Fuels advancement•Keeps advertising creative•Adsense competitor
A Note On Buying LinksPlaces to buy links
Wholesale – Individual deals with sites
Retail Networks: Google, Text Link Ads, Yahoo Search Marketing, Text Link Brokers
A Note On Buying LinksPlaces to buy links
Wholesale – Individual deals with sites
Retail Networks: Google, Text Link Ads, Yahoo Search Marketing, Text Link Brokers
7. There IS such a thing as SE’s1. Trade Links With Sites That Benefit My Users.
2. Buy Links To Increase My Site's Visibility 3. Never Use nofollow Because It Wouldn't Exist
Diplomatic and Good for Google vs. Optimal
Risks?
• Backlink Mining by Competitors
While you sit here watching this presentation, I’m mining all your paid back links with Yahoo Site Explorer
Your Competitor
Risks?
Rising Link Costs
Risks?
“Invisible” No follow
Looks like:
Passes link love like:
Risks?
Manual Review?
Risks?
Penalties
RewardsIncreased:
•Rankings
•Traffic
•Sales
Caution: Size Matters
Big Brand – Strategic Media Placement
Small Brand – Link BUYING
Caution: Size Matters
Big Brand – Cross Promoting
Small Brand – Cross Linking
Caution: Size MattersWhen is Black Really White?
Caution to Buying Links
Don’t Fish with DynamiteIntent and Extent
Cautions to Buying Links
Stay Under the Radar!
Why I will never report paid links•My competitors teach me a lot•I doubt much would get done•I buy links too, and think it’s okay
There are many moral philosophies to choose among, and I believe that economic reasoning is the most powerful tool we have for evaluating their merits.-Steven E. Landsburg - “Armchair Economics”
A Modest Proposal(aka the “if I was Google game”)
•Links should not hurt (but perhaps not help)•Sellers should be responsible for off topic links•FUD should not be spread for short term gain•Let the Market Calibrate itself
Takeaways - Rules for buyers
•Stay Relevant•Don’t talk about it•Don’t make it obvious•Don’t include disclosure•Understand what works and why•Accept the risks
Other Resources
•http://www.wolf-howl.com/seo/ses-paid-link-presentation/•http://www.seroundtable.com/archives/014573.html •http://www.mattcutts.com/blog/how-to-report-paid-links/ (please don’t report paid links!)
