Posted by Brad Beiter, Senior Program Manager (Natural Search)
theLadders.com, the job site that only posts $100,000/year or higher jobs, recently created the perfect link bait video. They left $100,000 cash in Central Park and recorded people’s reactions on hidden camera. They posted the video on their site, sent out a few messages, and watched the Web’s reaction.
In less than one month, theLadders.com was able to earn 1,000 external links pointing to its site.
Assuming they spent $50,000 on the production of the video, that comes out to a one-time cost of $50 per link. Compared to the prices some advertisers are paying for individual links these days, this link building method is both cost-effective and extremely scalable.
Don’t forget the branding value created from the “buzz” of this video as well, which is harder to quantify yet undeniably valuable to a brand.
So does link bait work? Well, we just created a link.
You can see all the links created here.
A perfect example of link baiting. Unfortunately, many smaller sites/companies (those in dire need of more inbound links) can't afford a $50K gamble.
That being said, creativity can lead to tactics that cost very little in hard dollars.
An excellent example nonetheless.
Posted by: George Ajazi | November 13, 2008 at 02:03 PM
You hit the nail right on the head with the part about buzz and branding. Those 2 things alone are worth it. I have seen the ladders commercials and now will always associate this story with them. COOL
Cheers,
Kevin
Posted by: Kevin | February 08, 2010 at 02:44 AM