From today’s Wall Street Journal:
Here’s a new catchphrase in search-engine optimization these days: Link baiting.
The term may sound shady, but link baiting is an aboveboard tactic that calls for generating new or particularly interesting content on a Web site in hopes that a popular Web site links to it. Having well-ranked Web sites link to yours boosts your site’s search-engine results, because most major search engines — including Google and Yahoo — consider the number and “quality” of links when generating their rankings. And, having your site linked to a popular site likely will prompt other sites to link to your site as well.
Suppose, for instance, you’d love to have a blogger who’s well-known in your industry link to your Web site. You notice this blogger frequently highlights interesting strategies for funding a start-up business. So in hopes of piquing that blogger’s interest, you add well-written, interesting content to your site about new trends in start-up financing. Then you conveniently shoot an email to that blogger with a link to the post.
Good for the WSJ for actually getting it right. More than just great content, it’s strategic content that is also of very high quality.
And these days, it has very little to do with trolling and flame wars. Authority sites won’t squander reader equity to link to that garbage.
Via Marketing Pilgrim.