Longterm Linkbait – Avoid Peaks & Valleys
I’ve been reading about the tactics and benefits of creating linkbait for a while now. I’ve come to the conclusion that linkbait is good, for the most part. Linkbait is good because you want to write something that other people feel is interesting enough to link to. Linkbait is also good because it supports the very backbone of the internet…linking. I think if you want to create something for the sole purpose of having people link to it, then go right ahead, nothing wrong with that. If it motivates you to write or build or create, then so much the better.
But here is where the line blurs, where the light moves to the dark, where angles fear to tread, so to speak. I don’t support the idea of creating poorly thought-out, duplicated information or junky linkbait. If you are going to create something for the sole purpose of increasing your link popularity then be sure it is worth linking to. This usually means it is something that you have put some time and thought into. It should be an investment of both. It isn’t natural to create a new linkbait page everyday. This is bordering on spam. One of my favorite blogs comes from the mind of Steve Pavlina and is chock full of great linkbait, but he writes what he does for the sake of creating interesting and creative ideas. The linkbait part is just a natural extension of his excellent writing.
Topical linkbaiting is falling out of favor recently, with users and search engines. Topical linkbaiting is the tactic of writing about something that is topical and hoping the buzz around it will have people linking to you. This is good marketing and shouldn’t be abandoned, but I wouldn’t rely on this for my search engine marketing strategy. Usually this type of linkbaiting looks like a series of peaks and valleys in your site’s analytics, which Google views as temporary popularity and not sustained popularity, thereby devaluing the links and the content. By all means, ride the current waves, but be sure you have a good stable of linkbait that provides a solid base of constant viewers and steady link building. Look to create helpful information that doesn’t have a shelf life – how-to articles and tips are good way to do this.
I suppose linkbaiting has been more on my mind as my SEO Company, Big Oak, creates a monster linkbait initiative. I hope it will be longstanding and provide increased readership and link popularity. I think you will find it follows my rules. It isn’t topical and I don’t believe it will only provide a one-time spike. It is a monthly comic, and probably too much thought and too much time has been put towards it, but I think you will agree that the quality of the product is there because of our care. So while you mull over your linkbait strategy, and you should have one, take a moment to read Ranked Hard, our SEO Comic. Oh, and if you want to link to it, who am I to stop you.