Linkbait refers to content that is created with the aim of getting people to link to it. A component of search engine optimization and marketing, linkbaits work to increase search and referral traffic to a site and eventually sales or ad revenue, if it is monetized.

Usually developed in the form of a thought provoking or entertaining article, a useful application or a list of helpful resources, linkbaits work best when they add value to visitors to the web site.

This is because visitors are likely to link to something when the webpage is perceived as interesting or relevant to their own website or audience.

Four Characteristics of Successful Viral Linkbait

A viral linkbait is one that is designed with the aim of facilitating dissemination by visitors who come across it. It’s viral in the sense that its self-replicating and leverages existing social networks through the use of media like images or video.

I’ve previously listed several qualities of a good linkbait and now I’ll like to add three additional factors which will increase your linkbait’s potential for success.

1. Be Topical. Linkbaits work particularly well if they topical and relate to popular topics or cultural phenomenon at a specific time. This naturally appeals to most fans or enthusiasts of these topics and encourages links because the bait is fresh, new and relevant.

Topical linkbaits will also catch waves of search engine traffic as visitors are likely to be searching for the topic associated with the linkbait.

2. Be Natural. Good linkbait shouldn’t look like link bait. The link-getting motivation should be subdued to a point where it’s not apparent at all. You don’t want to look as if you’re trying too hard for links.

The entire linkbait should be a natural value-adding proposition that’s sold to the visitor from the moment he or she lands on your website.

3. Ease of Use. Linkbait will spread easier when it’s unique or easy to use, read or understand. While extensive resources and articles can provoke the bookmarking instinct, simple and user-friendly link bait may work better for viral dissemination.

Don’t assume that everyone is on the same cognitive level (some will shun over-complicated material) and try to appeal to a general audience.

4. Encourage Distribution. While it isn’t completely necessary, it might be useful to encourage visitors to spread your linkbait by linking to it. You can do this by providing html codes for videos or customized images.

You can also put up social bookmarking buttons, email forms or a simple one-liner to ask visitors to tell others about the website.

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