Using Link Bait Successfully in Your Digital Marketing Strategy
What is Link Baiting?
Link baiting is an off-page SEO method of increasing traffic to your website; it is a commonly used and often successful technique. It is a similar to link building, but is often more of a short-term method.
Why is Link Building Important?
An article by Moz, ‘Growing Popularity and Links’, explains how search engines use links as votes to dictate what pages are important or popular. However, this doesn’t mean you need to start playing with black hat methods of SEO, i.e. paying for thousands of links. The aim is to get trustworthy sites to link back to yours, thus making your website seem more trusted.
What are the Different Types of Link Baiting?
The main purpose of this off-page SEO method, is to encourage websites to link to your site, because they want to, not because you ask them to. The content you create should be:
A Unique View
When creating content for your website you need to really think about why you’re writing it, or what purpose it holds for the user/reader. The idea is to produce something that people will want to share, possibly something they haven’t seen before. Ask yourself this; would you be willing to share the content (if you hadn’t created it, of course). It needs to stand out from the endless amounts of blogs or articles that your competitors push out, is there anything extra you can provide?
An example of great unique content is the ‘How Americans Die’ infographic by Bloomberg. There are loads and loads of statistics, charts and news articles informing people on death rates, but Bloomberg managed to make this, otherwise morbid information, interesting!
One of the best forms of link bait is creating your own widget or gadget. Making something that people will use regularly is a really effective way to generate links back to your site, an example of these could be industry-specific calculators, sidebar widgets or mobile applications.
Monterey Bay Aquarium have created there own gadget that helps users make better choices when deciding where to buy their fish from. The aim is to help select items that are fished or farmed in ways that have less impact on the environment.
The ‘gadget’ is a website app and mobile app that searches for the best type of seafood.
To have a look for yourself, click here.
Some of the best link baiting examples offer the customer a chance to interact with the content, and above anything, have some fun. A really good example of this, is Honda’s ‘Other Side’ video, which was released yesterday. It’s a really clever way to show the diversity of their products; whilst watching the video you can press the R button on the keyboard to swap between the stories. The trailers for the campaign combined, got approximately 200,000 views on YouTube, in one day alone.
Is Link Baiting Right for You?
The rewards of creating successful link bait can be long term and seen for months (or even years) after the release. The more people that see it; the more it gets shared, and vice versa! It really is worth thinking about link baiting techniques for your website.