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The Link Baiting Playbook: Hooks Revisited

Filed under: Blogger Theory, Link Development by Stuntdubl SEO at 9:30 pm, 1/12/2007

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Linkbaiting is all about the bait. In the same way that you can’t catch a giant tuna with a bag of doritos - you’re not going to get the attention of important bloggers, journalists, or other folks with some garbage content or news. Do YOU really like reading press releases anymore? Wouldn’t you rather spend that time reading something fun, entertaining, insightful, interesting, or informational? Let’s take a look at the different hooks available to linkbaiters (or viral marketer’s if you prefer that school of thought), and hope that you can find an angle to approach link acquisition for YOUR business.

In the original post that coined the term linkbaiting, Nick Wilson mentions 5 linkbaiting “hooks”:

  • News hook
  • Contrary Hook
  • Attack Hook
  • Resource Hook
  • Humour Hook

I’d like to add a few new hooks to Mr. Wilson’s fine original observations - the "ego hook", and the "incentive hook", which I’ll gladly review and exemplify below. The common thread with linkbaiting is that you MUST be remarkable ala Seth Godin’s Purple Cow - if you can’t bait with stuff that people will talk about, then go back to link begging. Make that top 10 list a top 100 list. Spend a few extra hours on research. Go the extra mile on something extraordinary, instead of just something good.

Introduction - A note on titles, target audience, and school of thought.

The importance of good titles cannot be underestimated. For folks take linkbaiting seriously take titlebaiting seriously as well, and understand that a great title is half the battle of a successful linkbait campaign. I suggest several reads and references to CopyBlogger’s headline formulas from his magnetic headlines series. Studying direct marketing headlines, as well as sales letters by Dan Kennedy will probably help as well. Create your own headline swipe file. Please don’t forget to include some quality anchor text if possible, since the goal is to have it linked to often, the title will be used as the link in many cases. Understanding your audience is critical to knowing what will succeed as well, but if you can’t figure that out, I would suggest you search for a different career path.

Linkbaiting IS NOT Viral Marketing

Linkbaiting and Viral Marketing have a lot in common, but I’m gonna let you in on a little secret - they’re NOT the same. The goal of viral marketing is exposure and branding. The goal of linkbaiting is links! The process may be very similar but the measurement of success is quite different. Exposure is great, branding is grand - but without successfully obtaining a quantity and quality of backlinks from a campaign linkbait is a failure. We MEASURE with technorati and yahoo, and an understanding of link value. The indirect value of these links for search rankings and targeted traffic from search engines is what linkbaiters crave. For more on the disconnects between marketing and SEO please see the stunt train seo marketing manifesto

Linkbaiting Hooks Revisited - with NEW Additions!

THE NEWS HOOK

Fast, up to date news on breaking topics with expert commentary on the topic.

Pros of this hook: It’s generally pretty easy to aggregate news and offer commentary. Doing so frequently and with dedication will establish you as an expert.

Cons of this hook: It can be quite time consuming and redundant. You can’t reinvent CNN without getting Doc Brown to help you invent time travel first. If you go too broad you won’t succeed. If you go too niche, you will have a hard time finding a substantial audience.

Ideas for this hook: Go niche. Don’t start another SEO news blog. Jen did it with contextual, Brian Mark is becoming the Oneboxer. Pick a small piece of growing real estate, and make it big by covering every piece of relevant news and nothing else (except your value add commentary). Be the first to report anything.

Examples of the resource hook in action:

 

THE CONTRARY HOOK

The contrary hook is generally in the spirit of traditional debate in a public forum. Smart folks can achieve success with the contrary hook debating with friends or associates without taking it to the level of the attack hook

Pros of this hook: People who respect your opinion, but disagree with you are very likely to link to you. People who find the debate interesting or insightful are likely to link to you.

Cons of this hook: You had better be right, or you’re going to take a public thrashing. Check your facts, or you’re going to get whipped like a red-headed stepchild, and have some serious reputation management issues to deal with.

Ideas for this hook: Read throughout your blogosphere, and make sure to have an opinion on everything. Take someone’s post, and become the counterpoint. It generally turns out better if you approach it in a respectful fashion - otherwise you risk running into attack hook territory.

Examples of the contrary hook in action:

Top 10 reasons PPC is better than SEO vs.
Top 11 reasons SEO is better than PPC

11 Rising Barriers To Entry for Small Businesses on the Web vs.
Barriers…or Opportunities?

Nofollow - the leper of blogging vs.
5 Reasons I like the nofollow tag

 

THE ATTACK HOOK

Pros of this hook:Lots of links are given from controversy. The cliche "there’s no such thing as bad press" can certainly be applied to links as well - there’s no such thing as a bad link (okay - for this discussion anyhow wiseguys)

Cons of this hook:It’s not generally fun to make enemies - I don’t really want to sleep with one eye open for some extra links (unless it’s a helluva LOT of links:)

Ideas for this hook: Generally dishonoring some type of closely held belief system works pretty well. You’re on your own here - If you really want to piss people off - I’m sure you can find a way - just make sure you have some good anchor text in your title if you’re gonna sell your soul.

Examples of the attack hook in action:

 

THE RESOURCE HOOK

This is my favorite hook. There are plenty of ways you can truly be a resource. In any industry there is a lot of opportunity for conducting ground breaking research, aggregating important information, filtering important information, increasing productivity, creating widgets, creating tools, and a variety of other things that can establish you as an expert and attract a whole bunch of links at the same time.

Pros of this hook- You can build something useful that you will be referenced for often.

Cons of this hook-
- It can be very time consuming and monotonous aggregating information into a single source.
Someone may figure out a better way to do it
whil you are in the process. Gaining critical mass and acceptance as the expert may be difficult. It can take a lot of work to do something truly resourceful.

Ideas for this hook: Eric Enge agreed to conduct research based on Rand’s idea for creating a web analytics comparison - and is currently working on it. You can bet it will be one of the most well linked marketing documents of 2007. Eric also did a nice job creating a SEO search, based on Google custom search, which is a great way to approach the resource hook.
Write an extensive guide to anything, and spend some time on the research, and delivery format of your research. There’s opportunity for this everywhere.

Examples of the resource hook in action:

 

THE HUMOR HOOK

Write something funny about your industry or the people in it.

Pros of this hook: It’s fun to be the class clown. Everybody needs a good laugh now and then. A little self deprecation is great to show people you don’t really take yourself too seriously.

Cons of this hook: Sometimes a hard sell with higher ups. The likelihood to have a sense of humor is inversely proportional to the size of a company. Everyone may not share your sense of humor.

Ideas for this hook:

  • Poke fun at yourself or your company
  • Poke fun at the industry
  • Jokes about industry slang
  • Jokes about common problems in the industry

Examples of the humor hook in action:

 

NEW! THE EGO HOOK

Everyone loves to talk about themself or read about themself. I think the old saying goes “the sweetest word in any language is the sound of your own name”. I certainly like hearing when people say nice things about me. Offering people significant exposure to express their ideas (IE - giving them a soapbox where people might listen) is a common component of the ego hook. Letting people talk about themselves, their ideas, or their company with your assistance.

Pros of this hook: You can sometimes get links and exposure from big bloggers. Everyone likes to talk about themselves.

Cons of this hook: Some folks have been baited one too many times, and may just ignore you. Nobody really likes a brown noser.

Ideas for this hook: Awards, interviews, sucking up.

Examples of this hook:

 

NEW! THE INCENTIVE HOOK

Pros of this hook: If you give people a motive to talk about you they likely will. Contests have worked for ages.

Cons of this hook: Getting the idea past the legal team. Bloggers sometimes don’t like to be bought (or so they say). Folks on the web are pretty good at sniffing out ulterior motives, and then it turns into trouble.

Ideas for this hook: Scholarships, contests, awards

Examples of this hook:

Closing Notes

  • EDIT. EDIT. EDIT.
  • Categorize your content into readable well chunked content that folks that skim can read and decide to re-read.
  • I can assure you that not very much great bait is written in just a few hours.
  • Descriptive pictures certainly help to emphasize the points made in your content.
  • TIME your launch effectively with social media submissions

More baity goodness:

Shameless self promotion: linkbaiting service

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81 Comments Leave a comment »

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Anonymous
January 12th, 2007,
9:53 pm

The Link Baiting Playbook: Hooks Revisited…

Todd Malicoat (a.k.a. Stuntdubl) has a great article on linkbaiting. He outline the main categories of linkbait and throws in some great tips along the way….

caveman
January 12th, 2007,
10:29 pm

The hits just keep on coming. :P In fact, I don’t even bother checking my stuntdubl feeds anymore. I just start and end my day over here. ;-)

scoreboard
January 12th, 2007,
10:32 pm

A certain piece of contest bait got me a nice phone call from the Chairman of one of the Big 4 Internet Co’s. :)

But I guess that could have also been called attack bait, lawsuit bait, and charity bait. Damn, I’m slutty.

Chris Hooley
January 13th, 2007,
1:45 am

Sweet post honkey. And FYI- I love the ego hook!

Lyndoman
January 13th, 2007,
3:44 am

Also the ridiculous hook, who can resist an article titled “Buy Eats Own Head”.

Pros of this hook: Few people can resist

Cons of this hook: You end up addicted to the National Enquirer

Nick Wilson
January 13th, 2007,
6:00 am

Well done on identifying the incentive hook there Todd. There’s a little more I might add to your explanation:

If you build tools, widgets or really anything other than a post for linkbait, you can embed the incentive to link back to you in the very idea.

We did it with PFF, now ScribeFire, do a search for “powered by performancing firefox”

:)

Joe Williams
January 13th, 2007,
8:19 am

Hit the linkbait nail on the head with that one.

Peter van der Graaf
January 13th, 2007,
9:21 am

I tried and used all these Hooks succesfully. So far the one that worked best was reaching the global media by using controversy or even an attack hook with some humor in it. So I suggest mixing up these hooks and combining them.

Attack/controversy hooks can get you into trouble, don’t link them directly to your main website or make them traceable to you. Make sure you benefit whichever way the story goes, so represent both sides of the story, and attack the other side from them. Just remember: You can never control the entire discussion, so don’t even try.

Cornwall SEO » Why Linkbait is a waste of time
January 13th, 2007,
11:55 am

[...] Sources Stundbl Nick Wilson Problogger Graywolf seomoz Share and Enjoy:These icons link to social bookmarking sites where readers can share and discover new web pages. [...]

Dave White
January 13th, 2007,
12:47 pm

Yes link baiting has been in the news for quite a some time. Initially people thought it to be black hat SEO but it is gaining popularity day by day.

Macalua.com
January 13th, 2007,
10:26 pm

Hit the Ego Take Out the Wallet…

Refresh your linkbait knowhow for 2007 via Todd’s The Link Baiting Playbook: Hooks Revisited post. The two notable additions to the seminal Nick Wilson list are the Ego Hook and the Incentive Hook which work perfectly for gurus/rockstars/sneezers and …

AhmedF
January 14th, 2007,
2:20 pm

I would argue that ’soy is gay’ is far less attackbait and more idiotbait.

Web Glad.Com » Blog Archive » More On Linkbait
January 14th, 2007,
4:28 pm

[...] most folks still haven’t figured out how to rank in competitive fields with minimal ibls …… for them, here’s this: (i do like the title observations): http://www.stuntdubl.com/2007/01/12/linkbaiting-hooks/ [...]

Jeff Hinds
January 18th, 2007,
11:03 am

This is one of the best linkbaiting resources available. Great Job Todd!

MFA (Made for AdSense) is the past. Say hullo to MFL (Made for Linkbait) - Tech Soapbox
January 18th, 2007,
10:51 pm

[...] This has been happening for a while. But in the last month it has gotten worse, and it is really starting to appear everywhere now. All these sites follow classic linkbaiting hooks. And while the three links I mentioned were all from Digg, Reddit, Delicious, and the rest all suffer from the same problem. [...]

» Social Media Marketing, Baiting and SEO - » Blog Yack Yack
January 19th, 2007,
11:02 am

[...] Before it was coined, no one really had any kind of label for it. You were either that educational person over there in the corner, that rude controversial person, that wisen sage, that idiot or whatever other singular label you had the displeasure to be slapped with. The very term linkbait is now recognised as the umbrella for the tactics used, or hooks that grab peoples attention. By seeing it for the broad strategy it is, it really does help in any strategic thinking process. Just go and look at the link data for his 1st ever post on the topic. Then go and look at all the varying conversations it stimulated ha, google even has a little fun by asking, did you mean linkabit? [...]

Lateral Th(L)ink(bait)ing: >-)))’> ?________||== .:. Joe’s Sem Blog
January 21st, 2007,
8:15 pm

[...] January has been a great month for forward-thinking linkbaiting ideas.  Two posts that really stood out for me are Todd Malicoat’s Linkbaiting Playbook and Nick Wilson’s 2007 Guide to Linkbaiting. [...]

bob
January 22nd, 2007,
10:34 am

I find a viral component in Terry Ng’s site and I bookmarked it and made it viral.. Is it linkbaiting or viral marketing?

Igor M.
January 22nd, 2007,
4:40 pm

Excellent post Todd.

This one would be called the “compilation Hook”. Create a list of things to do or not do.

What’s in a name? That which we call LINKBAIT; By any other name would read as sweet
January 25th, 2007,
2:02 am

[...] …OK, so I guess I’ll elaborate. For those who don’t know linkbait is, check out Wikipedia’s entry (this link nofollowed for those paying attention) or better yet SEOmoz’s definition or Todd’s definitive guide to linkbait. [...]

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January 29th, 2007,
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[...] You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site. Leave aReply [...]

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[...] Todd/Stuntdubl: The Link Baiting Playbook: Hooks Revisited [...]

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February 6th, 2007,
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[...] Whew. With all the hooks available to you (Todd Malicoat’s listed even more of them here), and your handy-dandy title cheat sheet, you have no excuse now! Go forth and create content, and the InterWebs will reward you… or will it? [...]

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[...] You really should read the whole Link Baiting Playbook post, but in case you’re pressed for time here is a fantastic sentence that I hope reminds folks of the seriousness with which one must approach creating link-worthy content: In the same way that you can’t catch a giant tuna with a bag of doritos - you’re not going to get the attention of important bloggers, journalists, or other folks with some garbage content or news. [...]

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[...] The Link Baiting Playbook: Hooks Revisited [...]

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[...] Stuntdubl - The Link Baiting Playbook: Hooks Revisited “Linkbaiting is all about the bait. In the same way that you can’t catch a giant tuna with a bag of doritos…” [...]

Linkjockey - The Best Site for Cool Daily Links
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Net Surfin’ ain’t easy!…

Man, surfing the net for links CAN be hard work. My favourite site of 2006, my favorite news site, and my best site for links is popurls. They have tons of the best fresh, fresh links, but I’ve talked about them before. Fantastic! It just takes TIME t…

ilker
March 25th, 2007,
3:04 pm

Great article Todd.. Keep it up, I’m subscribing your RSS! :D

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[...] 2. Write great linkbait. (This is the ultimate for 2007.) The Link Baiting Playbook: Hooks Revisited Andy Hagan’s Ultimate Guide to Linkbaiting and Social Media Marketing How To: Linkbait Your Blog [...]

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[...] This isn’t a story about how to create good linkbait, but how I attempted to apply what I learned from linkbait masters like Todd Malicoat & Nick Wilson. [...]

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April 5th, 2007,
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[...] Lee Odden at Online Marketing Blog talks about the difference between Link Bait vs. Digg Bait. Jennifer Slegg discusses whether or not link bait is dying as a search optimization technique. Todd Malicoat at Stuntdubl.com outlines the list of link baiting hooks I listed above, and adds two of his own: the Ego Hook and the Incentive Hook. Peter Da Vanzo at the V7 Network expands on the value-added approach of link baiting. [...]

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[...] The Link Baiting Playbook: Hooks Revisited - Stuntdubl - Search Engine Marketing Consultant [...]

Improve the Web
May 23rd, 2007,
10:23 pm

Create link-worthy content to get more visitors and links…

Lately, I’ve been re-reading the masterpieces about creating link-worthy content. It is sometimes useful to recall what you know to be more efficient. Thus, you may as well either remember what you’ve heard about linkbait or learn new things from the…

Golden Rules of Linkbaiting | Smashing Magazine
May 28th, 2007,
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[...] News Hook. “Fast, up to date news on breaking topics with expert commentary on the topic. Selecting topics, use niches to write about.” [Linkbaiting Hooks]. The news hook is when you are the first to scoop a story; everyone who carries the story will then (theoretically) link to you as the original source. [...]

Tekjuice.com » Blog Archive » Golden Rules of Linkbaiting
May 29th, 2007,
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[...] News Hook. “Fast, up to date news on breaking topics with expert commentary on the topic. Selecting topics, use niches to write about.” [Linkbaiting Hooks]. The news hook is when you are the first to scoop a story; everyone who carries the story will then (theoretically) link to you as the original source. [...]

San Diego SEO
May 31st, 2007,
1:09 pm

Very interesting article. It makes me want to learn more. Thanks for taking the time to write it.

Shaun Apple
June 7th, 2007,
4:04 pm

Wow! This article really helped to clear many things up.

For Poets and Poetry Lovers
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[...] (2) Viral Marketing: The use of social media sites such as Reddit.com, Digg.com, StumbleUpon.com, and more are all on the rise. By creating blogs and submitting your articles to these websites, you are making your information readily available to their community of users. Better yet, by creating articles that are interesting, unique, funny, or just downright valuable, these social media sites’ users can rate and share your articles with other users, with the potential for your article to be exposed to thousands of readers daily. With the proper content, blogging can be one of the most cost-effective forms of online marketing. [...]

Sucker
July 3rd, 2007,
3:12 pm

Haha… I’m all about the “humor hook” :)

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July 13th, 2007,
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[...] LinkBait. You would start with how to make sure fire headlines . You proceed to creating contents with hooks. 7 More Sure-Fire Headline Templates That Work 10 Sure-Fire Headline Formulas That Work The Link Baiting Playbook: Hooks Revisited Andy Hagans’ Ultimate Guide to Linkbaiting and SMM [...]

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[...] News Hook. “Fast, up to date news on breaking topics with expert commentary on the topic. Selecting topics, use niches to write about.” [Linkbaiting Hooks]. The news hook is when you are the first to scoop a story; everyone who carries the story will then (theoretically) link to you as the original source. [...]

Arizona SEO Blog Archive » How Personality Plays a Role in Link Baiting
August 10th, 2007,
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[...] After reading a link baiting article written by Todd Malicoat (stuntdubl), I started thinking about how one’s personality plays a roll in how they write their link baiting approach. Let’s be real here. There are more factors than just choice alone that play into how we link bait. Embedded from birth, our personalities influence the way we write and come across through the screen. Words without personality lack hook potential. It’s the guy (or gal) behind the monitor that places the worm on that hook. [...]

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LinkJuicy » Blog Archive » Oh No! A "Ten Killer Link Building Posts" Post
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[...] The Link Baiting Playbook: Hooks Revisited - Stutdbl [...]

What is linkbaiting | Link Bait Me
September 18th, 2007,
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[...] According to Wikipedia, link bait as “any content or feature within a website that somehow baits viewers to place links to it from other websites.” Links back to your site or blog from reputable sources are like gold and can really boost your search engine rankings and, ultimately, incoming traffic. Search Engine Land wrote the 2007 Guide to Linkbaiting, which is a great read for anyone interested in turning this tactic to their favor, and even a better read for those interested in turning it into a freelancing gig. As you read, you learn a lot about the various aspects of linkbaiting, such as hooks, widgettailing, etc.  I’ll save more of those details for a later post. [...]

Buying Yourself A Front Page Digg » Webomatica - Technology and Entertainment Digest
September 22nd, 2007,
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[...] And then you’re out $450, which could have been better spent learning how to write linkbait, improving your service you’re promoting… or here’s a novel idea: paying a writer to compose interesting, Digg-worthy content for your site or about your service. [...]

s_jenkins
November 14th, 2007,
2:52 am

given the fact that linkbaiting creates a network of sorts, does google have any actions against linkbaiting?

What Does Google Think About Linkbait? » Small Business SEM
November 14th, 2007,
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[...] Plus, linkbait isn’t really new. Linkbait is all about the hooks, and the offline media have known that for ages. Listen to the first 30 seconds of tonight’s news — that’s their version of linkbait. Think back to the kid selling papers on the street corner, shouting a headline for all to hear; that kid was baiting people to buy a paper. Look at the magazine rack next time you’re shopping and you’ll see they all do their own version of linkbait: [...]

bloggerdollar
November 21st, 2007,
5:52 am

Thanks for the inf man. I hope I can implement those methods for my blog wisely.

First method : Attach Hook. I will write a post about how I hate your blog :)

Dr Farrukh Malik
December 5th, 2007,
11:55 am

I like the post and I don’t know at the moment to how I will do it but I feel it worth trying so I am going ahead lets see the response. I have been doing few hooks without knowing it but having read your post I will definitely have a clearer view of zone in linkbaiting!!!

Buzz around me-2 | Silence
December 5th, 2007,
4:13 pm

[...] As blogging are increasing day after day the competition to find some place for yours is really getting tough. For that matter different strategies are applied and one such strategy is link baiting. I found this post by Stuntdubl SEO and felt like sharing with you. To me it is worth trying, I don’t know about you. Have a nice time experimenting. Click here [...]

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[...] Create an outstanding link bait to drive interest and traffic to your blog. [...]

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[...] Spend a few days creating one spectacular link bait. [...]

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December 22nd, 2007,
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[...] 2. 写有关链接诱饵的内容 (2007年特别有效) The Link Baiting Playbook: Hooks Revisited Andy Hagan’s Ultimate Guide to Linkbaiting and Social Media Marketing How To: Linkbait Your Blog [...]

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[...] The Link Baiting Playbook: Hooks Revisited (Stuntdubl): Todd looks at the variety of link baiting hooks (news, controversy, attacks, resources, humor, ego, and incentive) and explains their pros and cons. [...]

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Zoekmachine Optimalisatie
January 11th, 2008,
10:12 am

Yes, that’s true. Linkbaitng is all about writing that’s worth linking to. With my dutch blog zoekmachine optimalisatieI am trying to creat valuable content for visitors so they come back.

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January 15th, 2008,
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markneal
March 14th, 2008,
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does google have any actions against linkbaiting?

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May 3rd, 2008,
7:31 am

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