LinkBait - What is it? What Does Google Think?
Posted by Steve Lazuka on Wed, Jan 07, 2009
What is Linkbait?
Linkbaiting involves the creation of content that, by its nature, entices people to link to it. One could argue that all content you write is linkbait, since the goal is always to hope that someone out there will appreciate it and will link to it. However, linkbaiting usually takes it one step further.
When writing linkbait, you try to take on a more "extreme" writing style. This could mean discussing something controversial, giving an alternative opinion to a hot topic of debate, or stirring up a heated debate in other creative ways. It could also mean just being funny in a way that no one has thought of before.
Build Credibility With Your Readers…
Think of it this way. With 80% of your content, you want to provide interesting, yet useful information to your readers. The goal is to build CREDIBILITY with your readers.
... but Don't Bore Them to Death Either!
However, once in awhile, you also want to shake things up! Everyone is human, so your readers will understand if every now and then, you say or do something a bit "off the wall" or funny, or creative. This will make your site seem more personable and human in the long run.
In fact, its the 80% of your content that is useful that will add to the appeal of the 20% that is more extreme or controversial. If you always were saying off-the-wall stuff, you would quickly lose credibility with your readers.
Not Always Appropriate
As always, this strategy is not always right for every situation. You have to consider the topic your site is about to make sure that there is room to get creative once in awhile. A site about cancer leaves little room to be anything other than professional and provide useful information. However, we've helped several sites with serious topics find creative ways to stay credible and respectful, but still stir up some interest and generate lots of links.
What Does Google Say?
LinkBait sounds like something that the search engines might have a problem with. It has connotations of trying to lure someone in and manipulate them. Google is known for always promoting total honesty and integrity when developing content for users, so one might think that they might have a problem with linkbating as a strategy to build links.
The truth is, Google has no problem with linkbaiting. Matt Cutts, Senior Engineer at Google and their designated public spokesperson for many years, says the following on his blog:
"On a meta-level, I think of “linkbait” as something interesting enough to catch people’s attention, and that doesn’t have to be a bad thing... Linkbaiting sounds like a bad thing, but especially if it’s interesting information or fun, it doesn’t have to have negative connotations."
http://www.mattcutts.com/blog/seo-advice-linkbait-and-linkbaiting