Honest Marketing Secrets

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A couple weeks ago I seriously riled some folks up. It was fun, but now I want to show you why I did it and how perfectly my fiendish blog-traffic-linking plan has unfolded so far. If you haven’t yet, definitely read my recent post about misusing five words. If you’ve already been there, you know there was a little controversy stirred up, but otherwise, a lot of fun talking about the idea. If you hadn’t guessed yet, that post was not really about screwing up the English language at all. In fact, it was an experiment in linkbait. What is linkbait? Oh my, where have you been? Please allow me to refer you to the number one Google result for the term linkbait by Matt Cutts (at least it’s number one as I write this).  

It Sounds a Little Dirty

The word linkbait sounds like it could be a bad thing, or at least, it could have a few negative connotations. In fact, it’s not bad at all if you do it right. Linkbait is essentially nothing more than writing a great headline that attracts a reader to click your link and commit to reading your article. And if the article is good enough, they cannot resist bookmarking it, or linking to it on either social media sites, their own blog, or their website.

When newspaper, or magazine editors select a headline, they’re creating the equivalent of linkbait. They make the headline as compelling as possible and attach it to a phenomenal article. And the best articles are passed around by friends who may eventually subscribe to the publication, if they like the article enough. This is offline linkbait. More like, readbait, or make-you-not-able-to-put-the-magazine-down-and-also-insist-your-friends-read-it bait. You get the picture. If you want your blog, or web site (or printed ad, for that matter) to attract and keep readers, you must learn how to write headlines and posts (articles) that are so compelling that a majority of casual observers click through and commit to spending a little time with you and then even bookmark you for reference and sharing. A curious thing about this:

The headline is useless if you write a terrible article and the article is useless if you write a terrible headline.  

Doing it Wrong Can Hurt You

If you’re just writing a snappy headline and it has a crappy article behind it, you probably just lost yourself a whole mess of readers. You made a great promise with the headline, but failed to deliver with the article. There’s good linkbait and bad linkbait and if your article is weak, or an obvious attempt to linkbait-and-switch, you will get what you deserve: a bad reputation and no catch-of-the-day, AKA link love. I’ve already written a post about how to write great headlines and there are some good references there to get you started. That post, by the way, had a terrible headline and is a perfect example of how to fail epically at writing a linkbait headline. I got almost zero readers for that post, although it did have some good info in it. Word to the wise—seriously consider your headlines.  

So, Does Linkbait Work?

I’ve been practicing and diligently doing the training in the Social Power Linking program and my last, best attempt at a linkbait piece succeeded better than I could have expected in my wildest dreams. I spent probably five hours on that post, whittling away every non-esssential word and making sure it flowed smoothly, etc. I also spent a good 30 minutes on the title alone, to which I grant the most credit for having made that post so popular. My post on five misused words got more traffic than any other post I’ve ever made.  

In fact, during the two days following my linkbait post, this blog received over 1800 pageviews and is now up to approximately 4870 pageviews at the time of this post. Unique visitors climbed to over 900 during those two days and have continued to flow in ever since. I got more unique visitors and overall traffic from that one post than all my other posts combined to date. 

A Few Resources

If you want to learn more about the fine art of linkbaiting, the following resources will really cover almost everything. I owe a lot to SPL, but I also spent a lot of time reading the posts linked below and I want to thank the authors for taking the time to put that information together. I’d also love to hear about your own experiments in linkbaiting as well as any advice that the resources below may have left out.  Andy Hagans’ Ultimate Guide to Linkbaiting and SMM The Link Baiting Playbook: Hooks Revisited

And if you don’t feel like reading right now, check out Aaron Wall’s video on linkbaiting, How to: Create Linkbait Every Day:

And finally, here are just a few more linkbait resources you might find useful:

• 5 Linkbait Ideas Any Blog Can Use
• Linkbait in difficult industries
• Beyond Linkbait with Media and Blogger Relations - SES NY
• Productivity, How-to and Advice Sites: Making Linkbait Useful Again
• Five Simple Linkbait Metrics (& How To Measure Them Cheaply)

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