why i am a link libertarian

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!)

Thank you!

Todd@stuntdubl.com

•Training

•Consulting

•Strategy