Seven Important Qualities for Good Linkbait - Privileged Information
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It’s difficult to create content that is truly unique online. Nevertheless, if you’re trying to build successful linkbait, you should aim to create something that your target audience can’t find anywhere else. They’ll have to come to you for it, and that’s exactly what you want.
You can make strategic use of keywords to help you here. Suppose for a moment that you’re a seller of supplies for doing “forgotten crafts” such as bobbin lace (bear with me here; I know I’m getting a little esoteric). “Bobbin lace” is not that unusual a keyword; putting it into Google yields 173,000 results. But making bobbin lace requires a special pillow. What if you posted how-to directions for building your own bobbin lace making pillow? “Bobbin lace pillow” returns 22,500 results in Google; “bobbin lace making pillow” returns 8,120, and “bobbin lace making pillow construction” takes you down to 2,540. That’s a lot less competition! Please note that all of these searches were made without quotes, and it goes without saying that you'll want to try other key phrase variants to see what works best -- to say nothing of checking what keywords searchers are actually using.
In any case, anyone performing such a search would have a very good idea of what they’re looking for – and if you show them how to make a pillow, they may buy other bobbin lace making supplies from you. (Or, if you sell bobbin lace making pillows, they may even decide it’s too much trouble to make one and buy one from you instead!).
You might also want to make your linkbait comprehensive. Give your readers the sense that you’ve done complete research on the subject by including information from relevant studies and surveys, statistics, and resources for further reading. Creating good linkbait really is hard work; it goes without saying that you should actually DO the work.
The point is that someone who reads your linkbait should come away from it feeling like they’ve learned something substantial that they couldn’t find anywhere else. This should do good things for your reputation – and web surfers are more likely to visit a site if they consider its owner to be an authority on a topic that interests them.
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