I've seen quite a few people lately talking about the "art of link baiting". If you've never heard of it before, link baiting is when you post something (content or feature) on a website that somehow "baits" viewers/readers to place links to it from other websites. Why would you want to do this? In the short term, it will likely generate you some quick traffic or referrals from the sites that have taken the bait. Secondly, and arguably most importantly, link baiting can create a number of inbound links to your site, which helps a site rank better in organic (non-paid) search engine results.Link baiting isn't really a new concept, and you could argue that it's existed as long as the web itself. Everyone that runs a site or blog engages in a little bit of link baiting. Any one that tries to tell you otherwise is taking liberties with the truth. People place things on the world wide web for a variety of reasons, to educate, to inform, to make money. But there is always one common thread. People place things online because they want others to see and/or read it, if they didn't they would keep it to themselves.

Link bait is designed to stand out from the crowd. It's the post that kicks and screams to be heard above everything else. If your able to raise your voice above all others, then your link bait has been taken successfully.

What are the hallmarks of link bait?

If it's funny, people will link to it! Anything that has the ability to make people wet their pants with laughter will make for good link bait. Combine that with originality and you have yourself a winner.

If it's useful, people will link to it! Providing readers with information, tips, tricks or tools that they will find useful is another sure fire link baiting winner. Give them something they can use, something they think their own readers can use, and your onto a good thing.

If it's newsworthy, people will link to it! Probably one of the hardest ways to link bait, for the newsworthy angle to work you really need to get your news out there quickly. Be the first to get a good newsworthy story out, and you'll see quick rewards. Imagine being the first site to post pictures of Britney post head shave for example, gold!

If it's controversial, people will link to it! This is probably the easiest of the main link bait methods. Everyone has an opinion, this is your chance to share yours. Just make sure your opinion goes against the grain and give strong reasons for it. Write about a popular product, TV show or band that you just can't stand. When you think about it, writing a CD or film review could really be viewed as link baiting in some respects. No matter whether the review is positive or negative, chances are you'll find someone that opposes your view. If you want to take the gloves off you can always resort to letting people know how much you dislike Blogger X's blog.

Whoever your target is, you'll find most success when you strongly disagree with the masses.

Personally, I'm not convinced courting controversy is a wise long term method for building back links. It's one of those things that will generate a quick buzz and then drop off, and has the potential to alienate your own audience. If your after a quick boost, and are running a "fly by night" operation, then slag off the big names as much as you like. You'll see a spike in your traffic. However, it's unlikely to last, and even more unlikely to convert.

Link baiting is not new, and for that matter, it's not complicated. It isn't something you should bother forking out bucket loads of cash for consultants to do for you. Chances are your already dangling the line somewhat. To get a decent bite though, you may just need to fine tune your approach.

BONUS LINK BAIT TIP

If it includes Paris Hilton, people will link to it!