Link Baiting is the process of redesigning content to get it linked to other content producers. The main purpose of this is to increase the number of inbound links on the content and thus, improve its ranking on search engines.
A Link Bait is content available on a website, which other sites link to on request. This can be in the form of a blog post, an e-Book or a viral video the linkable asset may come in various forms. Some of the types of link bait and their purposes are defined below:
Types of Link Bait –
- Content – Content that is good and informative serve as link bait, thus while creating blog posts care should be taken if the content is link-worthy or not. Though, social media does not have the same advantages of an anchored link, it does provide content exposure by sharing.
Though, there is no rules for content being linkable, it should be an attention grabber and engage the audience enough to get them to share it. This can be in the form of a unique insight, display of useful information or hilarious pictures or videos. Knowing what the target audience likes is the key to link baits.
- Breaking News – This acts as the link bait of timeliness. When one writes an article about a particular product launch or software update or event, it is common that relevant articles that support such information are linked. This is supportive linking that happens in such highlighted events all the time.
Social sharing is integral when timely content is created to obtain links. It is very seldom for such events to stay relevant, so ensuring that the audience gets the link bait while the event is still in the news, this is extremely crucial. Involving social media like Twitter and Facebook are effective ways to engage the audience.
- Timeless Content – This is an everlasting link bait that talks on relevant content or history, which will always be link worthy such as fundamentals of accounting, etc. One must consider various qualifiers before selecting an idea to pursue as such – Check the Google AdWords Keyword Planner to see if people are searching for such contents, check Google Trends to see if the topic is popular, measure and analyze the importance of the topic post a year, etc.
Marketing the Link Bait –
Though, link bait is majorly about natural links, there is a need to market the linkable assets to ensure its success. This may be done by sharing the content through the right channels to ensure that the pivotal steps taken guarantee the discovery and growth of the content.
At times, the right publishing method may include uploading on blogs or websites, and thereafter sharing the same through other outlets such as YouTube, Facebook, Twitter, etc. The social post in this regard must be made as attractive as possible by using twitter cards, images, videos and other social features. It is essential that the content exists on the website in order to attract links.
Only when the audience is built with great content, marketing the link bait becomes easier.