The Subtle Art of Linkbaiting

January 27, 2009 · Comments

fish hook If you don’t know the term, linkbaiting is when you write a blog post that causes people to generate links to it. For example, when I write a post like 27 Blogging Secrets to Power Your Community, I know that the post is at once useful, but also great linkbait. The thing is, I think it has to be a subtlety, not a hard press.

I read a great post somewhere (forget where) that said there are seven basic types of linkbait. I loved it so much that I wrote down all 7 types, but forgot to save the URL. So, whoever you are, sorry: you deserve credit.

7 Basic Types of Linkbaiting

  1. Attack Hook – “Why I’m Not Following Chris Brogan on Twitter Anymore”
  2. Humor Hook – Uncle! Why I Quit Following Chris Brogan (pretty good post)
  3. Contrary Hook – Chris Brogan might be wrong.
  4. Incentive Hook – Win an Hour with Chris Brogan (don’t ever try this)
  5. News Hook – Chris Brogan is in Billings, Montana. What?
  6. Ego Hook – Why Chris Brogan is so Awesome
  7. Resource Hook – 100 Blog Posts Mentioning Chris Brogan

Again, that’s not my list.

The thing is, it’s got to be subtle. The people who try the hardest always come off like they’re trying, and it’s just a loud clunking sound from over here. I mean, your audience realizes you’re doing linkbait. You know that, right?

And I’m talking to myself a bit here, too. I know the types of posts that I write that will draw links, and I use that tactic if I’m trying to grow my audience or shift the needle a bit. But if all I did was write posts that attempted to draw attention, it’s like hanging out with the really loud kid in High School. You know what I mean?

As a blogging tactic, relying on linkbait to keep your content relevant feels like cooking fajitas every night. It might sizzle, but is it still magic? You might disagree.

Photo credit L Marie

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  • Chris, I was doing a little research on what linkbait is and how it could be useful. I totally agree with what you said about being the loud kid, but understand that you do have to 'speak up' from time to time in order to be heard. Thanks for the post!
  • seolions
    you need to get natural links from visitors, great articles gets automatic recogination, without forcing them to a corner to do,
  • Sometimes, I can't think of anything to write about, so I go and read. Then, after reading, I find myself inspired. When I link back it's to give credit where credit is due.
  • Love that the 'humor hook' guy then linked back to your post on why people SHOULD follow you. Funny stuff.
  • Link bait? That's an actual thing that people do? Shit, where have I been? Not here, but nice to have found you.
  • Chris,

    I'd have to say this linkbaiting strategy has reached new heights with the emergence of the 140-character limit of Twitter. The good thing out of this is that we've been developing better copywriters.
  • no need to be mean Chris! I have a couple of 'Chris Brogan is an under-rated artist' posts but not to generate links.
  • Chris, it goes beyond linkbait. it makes the person seem desperate. When they are high profile bloggers it's even worse. What I love is the link bait headline that they port over to twitter and post it there. The headline never fits into 140 characters so the tweet look s like this at the end "if you have an opinion find out more about......."
    Chris, you know that people will link to your content but you put the value in your posts. We have come to expect that.

    Keith
  • You always need some type of hook to grab the readers attention and to hopefully get it linked out.
  • The posts that take off for me usually are the lists or the "this or that" post. it seems that when I don't over-think people really latch on.
  • Ben
    Good post. I think that your point about people trying to hard is a good one.
  • amurphy13
    Great list, thanks Chris. I'm curious - which type of linkbaiting have you personally found to be the most successful?
  • I like number 5, because the next email I read after my RSS of this, was an invite in march to 'Meet Chris Brogan in Irvine!!!"

    i thought it was funny at least.
  • Very useful post today Chris.. One add though, I think the link baiting techniques will only work if the content behind the titles are useful or spark discussion.

    The downside is that I think you only get a couple of opportunities per user with the baiting. If they check out a post because of the hook and gets burned with the content, the likelyhood they'll take the bait again or recommend your site is slim to none.
  • Imagine my surprise to learn Chris Brogan Demands Free Chocolate from his readers...

    And that 7 out of 10 American cannot spell 'YouTube' correctly.

    These are just two of the many reasons Chris Brogan will always be followed by Joe Mescher on Twitter.

    What a fun post! Thanks for the inspiration.
  • A high value list with valuable commentary will keep folks coming back for more... it is the sizzle. Sadly, too many link bait list authors seem to have never even evaluated whats on their list, and it ends up a huge waste of time and bandwidth. To me, such link baiting works in reverse, they get put on my blacklist to not follow.
  • Ivan L
    Why am I not following Chris Brogan anymore?
    because as soon as I hit follow on twitter, my entire history was filled with conversation spam with people I don't know with no context and I suddenly could not see any of my friends, and all those posts were only seconds apart! 5 seconds later I un-followed so I could re-enable visible friend updates :p

    I still read his blog through!
  • I absolutely LOVE that you don't take yourself too seriously and that you can have fun with a post like this, Chris. Thanks for always being a good sport ;)
  • val osowski
    Thanks for the tips! I enjoyed the read. So much "stuff," so little time . . .
  • mmmm, Fajitas :>

    I'm a sucker for this stuff, I'll admit.

    Not enough hours in the day.
  • I agree with @The Lovable Rogue, linkbaits to attract traffic to poor content is eventually meant to fail. I can see why these lists/top something site do bring visitors and triggers curiosity, but a lot of the time these posts seem a bit "empty" in the end.
  • Tim
    Thanks for the tips Chris. I use link bait to help people move from my blog to my articles. Works great. These tips are great for blog titles too. You know when you get it right when your articles gets tons of traffic.
  • ah! Great post- and another linkbait piece is giving away anything free that is of extreme value- like "20 free social media ebooks" which is such a HUGE value to folks. great post and LOTS of ideas to ponder! fajitas? being from Texas- HOT analogy!
  • Ooo and don't forget using incendiary titles like "Seth Godin is a Big fat Idiot" http://gerardmclean.com/seth-godin-is-a-big-fat... I could have titled it something more banal, but then Mr. Godin himself would not have commented on the article. Pretty sure that was it.

    @sean808080 right there with you. I hate fajitas too.
  • I hate fajitas.
  • Dave
    Any usefulness aside, I really just enjoyed the fajitas analogy. That, to me, makes for quality writing in any form of media.

    And I still can't get the mobile (wap) version of your site on my BlackBerry.
  • If I write a post "Why I'm Not Following Chris Brogan On Twitter Anymore?", there will be like 600 posts named "Why I'm Not Following Sergey Smolin On Twitter Anymore".
  • Yeh, this totally works. I know that these tactics are effective in drawing me in. The title is the thing that tugs at me, and the content keeps me reading and makes me want to provide it as a resource for my readers. Good tips.
  • I've sat through three-hour seminars that had less to chew on than this. Great read. Thanks Chris for another great post.
  • There's link bait, yes--but there's also comment bait.

    For instance, Twitter Porn and Why I'd Like to Help is an ego hook for link bait.

    On the flip side, Beware Facebook Wall Messages About SinkStumble.com is a successful resource hook for comment bait.

    For bloggers who receive far less links than you, Chris, comments are equally as important and deserve as much subtle requests for action, don't you agree?
  • In my opinion, the acceptability of linkbaiting depends on where your priorities lie. If linkbaiting is employed as a means of encouraging links with little concern for the quality of the content, then criticism will invariably be drawn sooner or later. On the other hand, if you are using linkbaiting in an attempt to draw attention to high quality content, then arguably it is perfectly acceptable. The acceptability of linkbaiting revolves around whether your priority is in the provision of value to your community, or simply in the careless aggregration of numbers.

    As you suggest, Chris, linkbaiting is essentially the creation of content that incites a reaction from the community. As long as this is done subtly and the content remains strong, then linkbaiting as an activity doesn't seem overly questionable. I would suggest that as long as community and content remain the focus, encouraging visibility through link baiting seems like a viable option for drawing attention to content specifically designed to be developed by the community.

    TLR
  • I love this!

    Does writing a post that was inspired by another post count?

    Sometimes, I can't think of anything to write about, so I go and read. Then, after reading, I find myself inspired. When I link back it's to give credit where credit is due.

    I love the web!
  • I like that list - "7 Basic Types of Linkbaiting." Thanks for reposting it.

    Question: In what format did you write that note that you were able to find it and not find the link? Not a criticism, just a question - as I have lots of old "Black n' Red" type notebooks myself.

    Comment: I have a personal pet peeve when people use the "Resource Hook" and don't add value with opinions, commentary or original ideas. If you're going to take that approach, just tag the resource or start a wiki. IMO - it's not a blog if you don't include any original content. Add value.
  • Chris, I think Todd Malicoat's Link Baiting Playbook is what you were referring to. It's a great article!
  • Hmmm...Maybe that's why my last two weeks of posts, while generating readership haven't been linked - I'm not doing it properly - or too much.....

    As usual - thanks for the great insight and blog food for thought!
  • Nice write up Chris. But really at this point don't you think that everyone can smell the slightest hint of link bait? Each of the points above is a great way to create good link bait. Add brilliant content to the formula and you will have a ton of links.
  • See, you're writing this because you just posted a link to a guy most of your followers have never heard of, because he smacked you around. Did you did that on purpose, or does your lip hurt?
  • I think that 5 of the first 6 are good, but the 7th is great, and my least favorite. My Twitter stream and plenty of my feeds are filled with "27 Illustrative Icon Sets", "31 Fonts Every Designer Needs", and "25 Days of Christmas Deco". I am so tired of seeing this stuff, but they're always mixed in with other more useful posts.

    This is a really good list though, and will be tagged "7 Ways to Bait Your Posts for Linking".
  • Thanks for the tip. I figured you need a good headline to get people to come over!! Then you need to make sure that you have great content so that people believe what you have to say.
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