Have you seen a change in the price in recent years? What do you think is happening?
The linkbuilding market has undergone many changes since we started in the sector. To be exact, in 2011 I began to collaborate with digital media. When I worked for the German company, we were challenged to get very high quality links and at that time the best metrics were from the newspapers. We contacted several Spanish media. My grandfather Andrés Travesí (now deceased), was director of ABC, so it was not very difficult for me to get some interviews in media with a link to the fashion pages we were managing and wanted to position better.
Later, we set up Intothe Marketing, and thanks to the relationships that Jesús Alfaro and I had established with the media, we began to publish articles for our SEO clients in newspapers with high metrics. These were completely free.
We ourselves were the ones who offered the media a remuneration for these publications, since we started offering this service to agencies and it did not seem ethical to charge for something that was free without the media knowing it. So we called and explained our new business model and we offered them a significant amount for it. The price, obviously, was reduced and symbolic.
Some time later, we decided to develop the LEOlytics platform in order to reach a wider audience and provide digital marketing agencies a reliable supplier for their campaigns. We were the first platform in Spain specialized in publications in high quality newspapers, a detail that is unknown to most since we have always taken our business with great caution and without massive advertising, except in interviews like this and industry events.
When we started with LEOlytics, it was not long before numerous platforms appeared that copied the business model, and the media began to raise prices due to the high demand.
Afterwards, more or less at the beginning of 2017, the situation was reversed, exclusive media that previously wanted to maintain their status and limit the volume of content, begin to sell by volume and lower their quality standards at any price, offering to publish in platforms of shared articles and daily deals that sell by volume, putting the market and the security of customers and suppliers at risk, even getting to advertise in Google Adwords as “sale of links to € 10”. It seems surreal truth?
The current result? Newspapers have a value much lower than specialized magazines or blogs that do maintain a quality and a maximum number of monthly articles. There are few exclusive media and quality linkbuilding is currently based on being able to publish on sites that can not be accessed by everyone. This is our objective, being different and achieving the impossible.