Most of you know the importance of links when it comes to respectable search engine rankings. You need one to get the other. However, how do you go about attracting these prospective linkers? If you talk to the search engine gurus, one thing they tell is produce content others will want to link to.
Another name for this type of content is link bait and thanks to Andy Beal, we now have a guideline telling us how to make content attractive enough to garner links. The way this list came about was through some consulting Andy did for a real estate website. The siteowners took the information and formulated it into a helpful link bait guide, which I will highlight below. Before I do that, I would like to point out a quote from Bruce Clay that provides the perfect definition for link bait, courtesy of the aforementioned guide:
Link Bait is more or less anything you create anywhere on the Web that inspires other people to link to it. They can link to it via a Web page, a blog, social bookmark site, tagging site, e-zine, newsletter, IM, email or any other method that tells others about the bait.
As you can see, it doesn’t really matter where the links come from, just as long you get them. Of course, some in bound links may be disregarded by the various search algorithms, but you shouldn’t be penalized even if unsavory characters link to your site. Now for some link bait pointers. The article indicates there are four hooks “link baiters” should be masters at:
1. NEWS
Learning and expanding what we know is what drives the perpetual exploration on the Internet. Make your site a reliable source for news-seekers.2. CONTRARY
A contrary hook can be slightly trickier, but when you can pull it off, your site will benefit immensely. The hook revolves around the contradiction of something done or said by someone else in your field. Don’t be afraid to start a debate about a contested hot topic.
3. ATTACK
The attack hook is linked directly to the contrary hook addressed above. Attack, however, takes the contradiction one step further, and ultimately lives up to its name.
4. RESOURCE
A resource hook lives up to its name and leaves little to the imagination.
The article goes on to list 21 tips and tricks that, if applied correctly, should improve you sites “linkability”. Some of these highlights include:
1. Don’t Self-Indulge
Although it may be tempting to place other advertisements on your home page and other high-traffic areas – DON’T. Avoid the temptation, and it will undoubtedly make your site more link-worthy.3. Become a Blogging Aficionado
Post quality content frequently and consistently. This is how you develop a following…7. Reach a Nationwide Audience
You may be tempted to focus all of the attention on your site to your local prospective clients. Do not, however, discount the benefits of writing for a national audience.14. Real World Relationships
Develop real relationships with your peers when you have the opportunity. At conferences and training sessions, meet as many people as possible, and begin communicating with them on a regular basis. Then, take a good look at their site. If it’s something you want to be associated with, link to it.
Those are just an example of the tips the article provides. There are a number of simple adjustments (not really an adjustment per se, more of a awareness) that, if followed, can make a big difference in your site’s search ranking, something most of us are dying to improve.
Chris Richardson
Staff Writer | Murdok Blog
