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Link Baiting

Monday, December 11, 2006

Link Bait

When attempting to create the most link-worthy content, thinking outside the box and creating a document, tool or service that's truly revolutionary can provide a necessary boost. Even on corporate image or branding sites for small companies, a single, exciting piece of content that gets picked up en masse by your web community is worth a small fortune in public relations and exposure. Better still, the links you earn with an exciting release stay with your site for a long time, providing search visibility long after the event itself has been forgotten.

With content that generates links becoming such a valuable commodity, creating solely for the purpose of gaining links has become a popular practice for talented SEOs. In order to capitalize on this phenomenon, it's necessary to brainstorm. Below are some initial ideas that can help you build the content you need to generate great links.

* Free Tools
Automated tools that query data sources, combine information or conduct useful calculations are eminently link worthy. Think along the lines of mortgage calculators and site-checking tools, then expand into your particular area of business/operation.

* Web 2.0 Applications
Although the term Web 2.0 is more of a buzzword than a technicality, applications that fit the feature set described by the O'Reilly document do get a fantastic number of links from the web community and followers of this trend. Think mashups, maps, communities, sharing, tagging, RSS, and blogs.

* Collaborative Work Documents
Working in concert with others is a good way to produce content more quickly and with generally higher quality. If you can get high-profile insiders or several known persons in an industry to collaborate, your chances for developing "link-bait" substantially increase.

* Exposes of Nefarious Deeds
Writing a journalistic-style exposé detailing the misdeeds of others (be they organizations, websites, individuals or companies) can generate a lot of links and traffic if done in a professional manner (and before anyone else). Make sure you're very careful with these types of actions, however, as the backlash can be worse than the benefit if your actions provoke the wrong type of response.

* Top 10 Lists
Numbered lists (of tips, links, resources, etc.), particularly those that rank items, can be a great way to generate buzz. These lists often promote discussion and thus, referencing.

* Industry-Related Humor
Even the most serious of industries can use a bit of humor now and again. As with exposés, be cautious not to offend (although that too can merit mentions) - use your knowledge of stereotypes and history inside your market to get topical laughs and the links will be yours.

* Reviews of Events
Industry gatherings, from pubcrawls to conferences to speeches and seminars, can all garner great links with a well-done review. Write professionally, as a journalist, and attempt to use as many full names as possible. It's also wise to link out to all the folks you mention, as they will see the links in their referral logs and come check you out.

* Interviews with Well-Known Insiders
Anyone inside an industry whose name frequently appears in that industry's internal press is a great candidate for an interview. Even if it's a few short questions over email, a revealing interview can be a great source of links, and esteemed professionals are likely to answer requests even from smaller sources, as they can benefit from the attention, too.

* Surveys or Collections of Data
Offering large collections of industry data culled from polling individuals, an online survey, or simply researching and aggregating data can provide a very link-worthy resource.

* Film or Animation
Particularly in industries where video clips or animations are rare (i.e. Geology, not Movie Reviews), a high quality, entertaining, or informative video or animation can get more than a few folks interested.

* Charts, Graphs, or Spreadsheets
These standard business graphics should certainly include analysis and dissection, but can provide a good source of links if promoted and built properly.

* High Profile Criticism
Similar to the exposé system, well-written critiques of popular products, companies, sites, or individuals in a sector have the ability to pull in quite a few links from folks who agree and disagree.

* Contests, Giveaways, and Competitions
Giving away prizes or public awards (even if they're just website graphics) can get a lot of online folks interested and linking.

* Trend-Spotting
Identifying a story ahead of the crowd is commonly called "scooping" in journalism. Do this online, and all (or many) blog posts on the subject will reference your site as the first to "call it."

* Advice from Multiple Experts
If you're creating an article that offers advice, pulling opinions from the well-known experts in the industry is a great way to make sure links flow your way. The experts themselves will often be inclined to link.

There are dozens of other great ways to get bloggers, writers, and website editors in your field to add links to your site. Imagine yourself as an industry blogger, seeking to cover the most exciting, unique trends and pages in the sector. If this individual stumbled across your content, would they be likely to write about it? If the answer is yes, it qualifies as link-bait.

posted by GaryTheScubaGuy @ Monday, December 11, 2006

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