| |||
| |||
|
Case Study: White-Hat Link Building in the Gambling Industry |
Case Study: White-Hat Link Building in the Gambling Industry Posted: 29 Oct 2013 02:52 PM PDT Posted by sammiranda This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc. During 2012, Google clamped down on poor link building tactics, eliminating directories, article submission sites and adjusting the criteria for natural links. Consequently, the gambling industry has been facing the daunting task of restructuring its content marketing and SEO initiatives. Abusing article directories and paying for guest posts with keyword rich anchor text no longer cut the mustard. Alongside brand building through social media and delivering value-added content, white-hat link building is high on the agenda to restore rankings. But it's often dubbed mission impossible by gambling marketers. Traditionally, gambling websites are short of linkable assets. First-party games often constitute a casino's most valuable content, but they're developed infrequently and reputable websites are hesitant to link to gambling-related content because of the social stigma attached to the industry. White-hat link building (an admittedly contentious term) is possible. In this post I'm going to outline four strategies that I have obtained from my experiences of content marketingâ"specifically 'guest posting' for want of a better termâ"for a gambling affiliate website. To conclude, I'll also provide three examples of the valuable backlinks I've managed to obtain through using these tactics. 1. Lead generationGambling is a multi-faceted entity, incorporating psychology, legislation and social issues. It features heavily in sports, discourse surrounding marketing and advertising techniques, and even celebrity culture. Contrary to popular belief, the scope for gambling related content is massiveâ"it stretches far beyond the roulette guides and blackjack strategies found on poorly constructed, niche gambling websites. Content marketers let the stigma attached to gambling dictate their initiatives, saying "There's no way awesomedomain.com will link to a gambling website." But this blinkered outlook represents a wasted opportunity. Providing there's no explicit material, a website should link to any credible source that enhances reader understanding.
Note: I dislike the term guest posting as it's often (now) associated with systematic efforts to produce mediocre articles and place them on any website in a similar niche. I do not endorse, nor follow this churned approach to content production. However, we'll use the term to keep it simple! Finish by categorising your leads based on the subject (i.e. business, education, entertainment etc) and the website's SEO metrics (page rank, citation flow, trust flow, PA etc). Top takeaways
2: Topic generationMy topic generation tends to fit into three subject categories. GamblingThe first is gambling itself. You should aim to cover the full emotional spectrum, from negative articles surrounding consumer gambling addiction to more imaginative, uplifting pieces covering novelty bets and celebrity gamblers. You don't have to glorify gambling. For instance, you might want to take a critical standpoint towards PaddyPower's agreement with Facebook to launch a sports-betting app, highlighting the perils of social gambling. This would interest any gambling B2B website. Marketing and businessIronically, the second subject area is exactly what I'm doing now. When you're discussing anything business or marketing related, you can write objectively about the gambling sector. Gambling websites are known for audacious advertising, flashy design and clever conversion optimisation, making them perfect case studies for marketing and UX-related articles. Though valuable, deep-links to your gambling website's core landing pages are hard to embed as organic links within an article body. Rarely is it ever organic to link to a page full of gambling bonuses, but it is possible. If you're discussing website design and innovation, you can specify an excellent landing page, which gives you ammunition for an organic link in a user experience post. You can also look within for an engaging business story. Does your company have a colourful history? Is your CEO a budding Richard Branson? Entrepreneur websites love to feature original case studies, and should be happy linking to your website if it underlines an intriguing corporate venture. Shareable contentThe third area is shareable, viral content. The internet is awash with trend websites that disseminate funny and digestible content. You should be looking to jump in with a snappy, "Top 10 Amazing Bets" kind of list that incorporates a mix of images, videos and memes. I've hijacked a quirky "question asking" formula from viral scientist Jonah Berger to drill out facts and generate interesting ideas. Using 'roulette' for example⦠Who chooses to play roulette? Now to mix it up a bit⦠Where do those people come from? Now make it controversial⦠Are people from region X more prone to gambling? Are men playing the "live" version more? Is this because they are physically attracted to the croupier? As you can see, questioning your own topic triggers a web of interesting and contentious content - the kind of material which a much wider audience can relate to, enjoy and share. Another creative formula I use for topic generation is 'subject + random category or buzzword '. For instance: Roulette + films (which brings me to the iconic Russian roulette scene from The Deer Hunter). Roulette + social (which brings me to the webcam-based phenomenon Chat Roulette). Roulette + travel (which in the case of Heineken, brought them to a video whereby holiday makers were offered to play 'Departure Roulette' and board a flight to a random destination). Roulette + magic (which brings me to popular British mentalist Derren Brown's 'Russian Roulette' trick). WritingOnce you've seeded a topic and an angle, you should be looking to delegate the writing of an article to a crack in-house writerâ"someone with a passion for journalism and developing their online presence. In my experience, outsourcing to freelancers or an agency comprises quality and article authenticity. The work is thin on research, low on personality and possesses a 'churned' feel to it, which brings me back to my stereotypical guest post gripe. Make sure you leverage the knowledge of your internal teamâ"i.e. your designer for design-related materialâ"to cover all potential article bases. Top takeaways
3: Original and convincing outreachHere's a fantastic post entitled "Revealed: Outreach Campaigns from some of the Biggest SEO firms." It underlines just how useless some SEO agencies are at establishing credibility and building rapport with editors and webmasters. They have to resort to manufactured guest-post outreach. My outreach is far more tailored and elaborate. I throw in a bio, examples of my published work and a brief employment history. There really is no substitute for published work, and I'm fortunate enough to have articles on websites like Buzzfeed and The Bleacher Report. My emails will be personalised, complimentary and explain why my content is suitable for the website's target demographic. Email outreachâ"summarised perfectly by this infographicâ"is a science in its own right.
I sugar-coat my job role (senior editor at a gaming information portal) and justify my outreach on the grounds of a writer wanting to broaden his horizons and bolster his portfolio. For the most covert infiltrations, I pose as a journalist looking for an actual job as a remote freelancer. Though I'm approaching these websites for a link to my company website, it's not always at the forefront of my agenda. I want to diversify my writing portfolio and elevate my own online presence to establish regular writing gigs in the future. For first time contact with an editor, I always include an article attachment. I've enjoyed a lot more traction with this tactic. Editors receive and reject an inordinate number of pitches, but are far more likely to respond if you've gone to the effort of constructing an original article. Another top tip is when I've linked to a business or website in a previous article, I'll approach them for a guest post later down the line so they can return the favour. This is a great way to break the ice simply by letting them know you mentioned their insightful article. Top takeaways
4: Build your website's linkable assetsSuccessful link building means working with the internal content team to develop linkable assets. This can be a mix of ephemeral news content, infotainment articles and more academic, educational resources. Across our websites, we've covered the whole spectrumâ"from a Vegas-themed HTML5 puzzle game that amassed 1,000 shares, to a serious investigation into casino design. One of my company's more ambitious projects was the creation of an infographic documenting the probability of stumbling upon any given piece of image-based web content. The luck factor prevalent in gambling was a springboard for our tagline, "How Lucky Are You To be Reading This Infographic?" The outreach campaign went far beyond standard infographic "directories," earning us links from the likes of Cheezburger.com (the heart of many viral pieces), Shortlist.com (known for their magazines in the UK), and even a Mashable.com editor's personal blog. Top takeaways
Three "guest post" examplesHere are three examples of the aforementioned tactics being put into practice. Naturally, I can't divulge too many leads! 1: The Bleacher Report: "Should Gambling Be Given The Boot From English Football?"
2: Growth Business: "Five Reasons To Start An Affiliate Business"
3: Grads Blog: "Gibraltar: An Opportunity For Graduates?"
ConclusionIt's worth noting that the aforementioned tips shouldn't necessarily be followed in order. Topic generation might be the last thing I do if I've forged an editorial contact and secured a regular writing gig. I might publish an internal article on a whim to establish a relevant backlink, or build a whole guest posting campaign around a static, linkable asset. I've written this post with reference to the gambling industry. However, it can be applied to any difficult niche. Left-field topic generation, skilled feature writing and tailored outreach can generate sterling results. Finally, I want to stress that these guest posting tactics are more than a link building exercise. They're something we tie into an overall, content marketing strategy to drive referral traffic and social shares. After a three-month implementation period, we recorded an overall referral traffic increase of 45.54% on the previous three months. The majority of this came from social websites, with overall social referral traffic increasing 247.98% in the same period. Do you agree with these tactics? Have you devised your own, unique outreach plan? I'd love to hear the Moz community's thoughts on link building for difficult niches! Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
You are subscribed to email updates from Moz Blog To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
Google Inc., 20 West Kinzie, Chicago IL USA 60610 |
If you announce what you want, if you are clear about what's on offer, if you set goals...
For many people, apparently, it's better to not get what you want than it is to be disappointed. The resistance is powerful indeed.
Every time you use waffle words, back off from a clear statement of values and priorities and most of all, think about what's likely instead of what's possible, you are selling yourself out. Not just selling yourself out, but doing it too cheaply.
Own your dreams. There is no better way to make them happen.
[You're getting this note because you subscribed to Seth Godin's blog.]
Don't want to get this email anymore? Click the link below to unsubscribe.
Your requested content delivery powered by FeedBlitz, LLC, 9 Thoreau Way, Sudbury, MA 01776, USA. +1.978.776.9498 |
Mish's Global Economic Trend Analysis |
Four New Challenges to Obamacare: Can Any of Them Possibly Work? Posted: 29 Oct 2013 07:03 PM PDT A few days ago an article the LA Times announced LA Times More legal trouble for Affordable Care Act. The Affordable Care Act proposes to make health insurance affordable to millions of low-income Americans by offering them tax credits to help cover the cost. To receive the credit, the law twice says they must buy insurance "through an exchange established by the state."Might Such a Challenge Work? After reading the LA Times article, I pinged a couple of very bright lawyers and asked if there was any chance such a strategy might work. One of them replied .... Hello MishMore Constitutional Challenges In addition to the above legal challenge, the Constitution Daily discusses three additional complications. Please consider Is Obamacare's legality still in doubt? From the very day in March 2010 that the President signed that measure into law, it has been under assault on three fronts: in the courts, in Congress, and in nearly three dozen states. Its central feature is a mandate that individuals obtain health insurance, or pay a penalty to the Internal Revenue Service. Many Americans believe, and even President Obama has been known to say, that the Supreme Court has upheld that mandate. Perhaps only lawyers and judges can draw a point so finely, but the Court last year actually upheld the penalty without explicitly upholding the duty to obtain insurance, and now both are scheduled to go into effect next year.Will Any Challenges Work? I am not a lawyer, but the first two attacks presented in the Constitution Daily seem narrow enough in scope the court could easily uphold Obamacare but allow individuals to opt out of aspects of the law for documented religious beliefs. If someone has no insurance now, corporate or otherwise, and can prove on religious grounds that religion is the reason, let those persons opt out, under the proviso they never take medical care at taxpayer expense. How many individuals will that be? The second attack is even sillier. After all, the law does not force anyone to take birth-control pills or undergo pregnancy screening. If a person does not want those procedures, the remedy is easy: Don't take birth control pills and don't undergo medical procedures you don't want! The second challenge is so ridiculous it's no wonder Obama actually wants as Supreme Court ruling. The fourth challenge is the same one presented by the LA Times. My friend offered an educated guess worth repeating "This is highly political charged and tight legal analysis goes out the window when politics enters the room." I suggest the same may apply to the third argument "Obamacare is invalid because it originated in the Senate". It is the third and fourth challenges that may have legs. Second Thoughts? One California resident with second thoughts says "I was all for Obamacare until I got the bill". Recall that the Supreme court ruling was 5-4. Is it inconceivable that one of the 5 has second thoughts? If so, Obamacare may die a sudden death and we can start all over. Let's hope so. This law, as passed is a clear boondoggle in more ways than one. As many as 16 million Americans will lose their existing coverage that they want to keep. For details, please see More Obamashock! Glitches Hit Paper, Phone Applications; Obamacare Glitch Great Quotes. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Need a Hand? Boy Gets Prosthetic Hand Made by 3-D Printer (Cost $5 vs. $30K Medical Device) Posted: 29 Oct 2013 02:02 PM PDT What do you do when you cannot afford a $30,000 prosthetic hand that your son needs? Two years ago, Paul McCarthy began searching for an inexpensive yet functional prosthetic hand for his son Leon, who was born without fingers on one of his hands. McCarthy came across a video online with detailed instruction on how to use a 3-D printer to make a prosthetic hand for his son. McCarthy made a prosthetic hand for his son for a cost of $5 and free time on a 3D printer. Link if video does not play: prosthetic hand made by 3-D printer Large Mechanical Hand A "large mechanical hand" invention by Ivan Owen is what kicked off the technological progression to "Robohand". Here is an interesting, 49 second Video on Owen's Mechanical Hand Dexterity To Children With No Fingers As noted by NPR, 3-D Printer Brings Dexterity To Children With No Fingers followed "Mechanical Hand". Here are a couple of images. From NPR ... Richard Van As was working in his home near Johannesburg, South Africa, in May of 2011, when he lost control of his table saw.Need a Hand? If you literally "need a hand" you can Download the Plans and Instructions for Robohand on Thingiverse. With a 3-D printer and about $150 in parts, you can make a hand. It will work better than the $30,000 prosthetic hands you can get from medical sources. Strike that. 3-D printers can now make a newer "Lego-style" Snap Together Hand for about $5. Here is an image. Before any insurance companies approve $30,000 devices, they ought to look into what they can get for $5. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Senator Harry Reid Supports Giving Illegal Aliens Tax Credits for Kids Not Even Living in US Posted: 29 Oct 2013 11:09 AM PDT U.S. Rep. Sam Johnson, R-Texas, left, wants to end the practice of giving illegal immigrants tax credits for kids, but U.S. Sen. Harry Reid, D-Nev., won't let the House-approved measure H.R. 556 through the Senate. "The System is Working Fine" says Senator Harry Reid, even though the Joint Committee on Taxation calculates that enactment of H.R. 556 would save taxpayers $24.4 billion over the next decade. The House of Representatives repeatedly has passed an IRS bill that could save U.S. taxpayers up to $24.4 billion over the next 10 years — but Harry Reid's Democratic Senate will not hear it.Better Ideas Johnson's bill would impose a 10-year ban on tax filers who commit fraud and a $500 penalty on tax preparers who "knowingly" bilk taxpayers through the ACTC program. Proving that a tax preparer "knowingly" sent in a fraudulent return would be next to impossible. What if we paid tax preparers $250 for every illegal immigrant removed from the system? Active incentives to weed out existing fraud would certainly work better than passive incentives to stop further abuse. If Johnson's bill would save $24 billion, my idea would surely save more. One could reasonably go further and kill the program in entirety. Hypocricy and Partisan Politics One would hope that with budget deficits wildly out of control and with interest on the nation's debt piling up even with historic low interest rates, that common sense measures to save $24 billion would get easy passage. But such hopes are dashed on the hard rocks of partisan politics. What one party wants, the other doesn't. Moreover, I am quite sure enough Democrats would vote for this bill if they were allowed. But they aren't. Reid has blocked the measure. Recall the outrage by Senator Reid, the media, and the Democrats when House Speaker John Boehner would not allow a vote on a clean budget resolution bill. Now Reid is doing the same thing, and it's costing taxpayers $24 billion. Where's the media outrage? Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 28 Oct 2013 11:16 PM PDT There is little to no incentive in the healthcare industry to hold down costs. Worse yet, the rewards for performing unnecessary surgeries is huge, while the risks of doing them are essentially nonexistent. Here are a couple of articles that show what I mean. Prostate Cancer Radiation Therapy Rises as Doctors Profit Bloomberg reports Prostate Cancer Radiation Therapy Rises as Doctors Profit. Urologists who buy their own equipment to provide expensive radiation treatment are more likely to use it to treat prostate cancer even when the benefit for patients is unclear, research shows.Spinal Fusion Cash Cow The Washington Post reports Spinal fusions serve as case study for debate over when certain surgeries are necessary. By some measures, Federico C. Vinas was a star surgeon. He performed three or four surgeries on a typical weekday at the Daytona Beach, Fla., hospital that employed him, and a review showed him to be nearly five times as busy as other neurosurgeons. The hospital paid him hundreds of thousands in incentive pay. In all, he earned as much as $1.9 million a year.above emphasis mine US Healthcare System Greased for Fraud Medicare pays contractors based on how many claims they approve. Good grief! Very expensive prostate radiation therapy is conveniently exempt from self-referral laws. Although physicians in general aren't allowed to refer their patients for treatment in facilities that they also own (with the exception of radiation therapies), the problem of incentives is universal, across the board. Physicians paid on an incentive model, like spinal fusion star surgeon Federico C. Vinas, have every financial incentive to perform needless operations. Every step of the way, the US medical system is greased to perpetuate fraud against taxpayers, against patients, against insurers. US Healthcare System Explained in Six Succinct Points
Obamacare Failings It would have been nice if Obamacare fixed some of the above problems. Unfortunately, Obamacare did not fix any of them. Fraud, ridiculous amounts of paperwork, and incentives to do the wrong thing were everywhere you looked before Obamacare. The same problems exist now. Worse yet, Obamacare added to the mess by over-charging millennials and their kids, and undercharging smokers and others with unhealthy lifestyles. Except for those below certain wage thresholds, insurance costs are likely to increase. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
You are subscribed to email updates from Mish's Global Economic Trend Analysis To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
Google Inc., 20 West Kinzie, Chicago IL USA 60610 |
Facebook Twitter | More Ways to Engage