Seven Important Qualities for Good Linkbait
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I wanted to call this article “Seven Habits of Highly Successful Linkbait,” but I didn’t put in the survey work involved. I have seen and read a lot of linkbait, though, to say nothing of the number of articles I’ve read about creating linkbait. As near as I can tell, linkbait that does well for the site owner that originates it often has seven specific qualities.
Before I get into those qualities, let me review what linkbait is for those of you who are new to search engine optimization. Linkbait is nothing more than a specialized form of content, though it could also be a widget or other small application. It is designed to attract visitors and get them to link to your site, thus raising your standing in the search engine results page. Links to linkbait are usually posted through social media websites, blog comments, etc. in the hope of creating some kind of buzz.
Most linkbait creators also hope it will increase general interest in their site. The idea is that visitors will come to check out the linkbait, but stay when they see other content that intrigues them, and maybe convert (subscribe to a newsletter, buy a product, etc). In other words, while linkbait will generate a spike of visitors, most site owners hope for a lasting increase in the number of visitors, and that the drop-off at the other end of the spike doesn’t go all the way back down to pre-linkbait levels. That’s a tall order. How do you accomplish this?
Start with relevance. If you want the visitors who are attracted to the linkbait on your site to stay on your site, then it should be dealing with a topic that is of a piece with the rest. Is your site for a dental practice? Try writing an article about “Five Ways to Make Your Teeth Last For a Lifetime.”
Your linkbait’s relevance to your own site is not the only factor to consider. Think about where you are posting links to your linkbait. What is the demographic of the social media web site? Slashdot, Reddit, Fark and Searchles all have very different demographics. Sure, there’s some overlap, but the point is this: if you want visitors to bite your linkbait, you have to give them something that they find relevant. Appeal to your audience – and appeal to the right audience.
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