By Alan Graner
Link bait is any headline that encourages you to click on a link to access an article, blog, video or other media.
Good link bait
“Good” link bait consists of articles, blogs and other media with subjects so captivating, so interesting, so amazing, people can’t help but link to it.
- Better search rankings
- Increased traffic (and perhaps increased sales)
According to “The Marketer’s Ultimate Guide to Link Bait” http://blog.hubspot.com/blog/tabid/6307/bid/33393/The-Marketer-s-Ultimate-Guide-to-Link-Bait.aspx, good link bait is extremely beneficial for business blogging.
What link bait works best?
- Original data
- Controversial content
- Leadership on a popular topic
- Visual content
- Creative, fun content
- Captivating title
Bad link bait
“Bad” link bait commonly attracts attention through controversial or attention-grabbing headlines, the idea being the more provocative it is, the more people will link to it.
Typical headlines might be:
- “What the government doesn’t want you to know about social media.”
- “10 reasons why it’s dangerous to keep your life savings in a bank.”
- “How this one simple idea can add 20 years to your life.”
Of course the actual content may be a letdown or a sneaky method to attract viewers to material they wouldn’t ordinary access. But that’s OK. The authors got what they wanted: you linking to their site, getting a spike in their rankings and perhaps increasing sales.
Ugly link bait
“Ugly” link bait is boring headlines linked to boring content.
Because the technique is often abused by tricking people into linking to content they don’t want or like, “link bait” is becoming more of a negative and somewhat dubious term.
Agree or disagree?
Image: Len Matthews via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.