Link Bait for Link Building

An important aspect of offsite search engine optimisation is link building; trying to get as many backlinks, or inbound links, to your site as possible. The idea of “link bait” simply involves thinking of creative ways to get these backlinks.

Link building is an important aspect of SEO as the amount of quality backlinks that a page has influences its PageRank; the measure that Google uses in order to assess the trustworthiness, relevance and popularity of a page. This in turn affects the position in the search results where the page is returned by Google for a specific search query. By catching the attention of a user with fresh, interesting and engaging content and causing a reaction, this form of viral marketing will increase the number of important natural links to your site.

Examples of link bait topics that help create new content include:
-    News reporting on latest industry events
-    New resources that provide unique, quality information
-    Controversial stories that cause a reaction from users
-    Attacks on a person’s opinion or an industry procedure
-    Humorous pictures/opinions that act as a viral marketing tool

Content that covers the news or contains industry resources will undoubtedly be relevant to the industry in which the company operates, and will result in content for their targeted customers being produced. The last three however, might not directly relate to the company, even though it is easy to see how they will be great link bait topics that attract inbound links.

It is important to understand how these differences impact the type of links that the page will receive. Do you want links because people truly find your content interesting and they might return to your site, or are your links purely from users that are “wowed” by the content, and are probably not interested in what your company does at all?

At the end of the day, whatever the type of content, the aim is to get other sites to link to yours, whether it is in the hope of a conversion, high rankings in the search results, or simply as brand awareness.

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