Debate and Attack Link Bait

 Similar to a political debate, the debate hook offers respectful discussion of the pros and cons around an issue. An attack hook offers the same opinions without the respectful tone or balanced viewpoint of the debate hook. The appeal of these hooks lies in the strength of the response they tend to generate in the audience. The stronger the agreement or disagreement each individual visitor feels, the more links this hook is likely to generate.

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Few ecommerce sites are likely to risk tarnishing their brand with the attack hook, as effective as it can be from a pure link-building standpoint. Even the debate hook may feel too risky for management, legal and other internal teams. But, for those companies that do back an ideology strongly, this hook can be very effective.

Baiting the Hook and Casting the Line

Choose the hook most consistent with your site’s goals, branding, and business processes. Brainstorm link bait campaign ideas, and develop the best with as much visual or interactive appeal as possible.

Link bait, like all content, requires promotion to meet its goals. Target link bait promotion to the areas most likely to convert to links, such as:

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Blogging. Promote the link bait on your company’s own blog, and network with other topically relevant sites. The blog can specialize in humor or contests and sales, or can be focused on the industry your site sells in.

Social Networks. Social networking sites can be excellent promotional vehicles. Consider Twitter, Facebook, LinkedIn, Digg, YouTube, Flickr, StumbleUpon, Yahoo! Answers and others, depending on the targeted demographic.

Other Online and Offline Media. Be sure to also include link bait on the ecommerce site itself, as well as in press relations, email marketing, pay-per-click ad campaigns, and other forms of advertising.

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Article by: Jill Kocher

Jill Kocher is the manager of Covario’s Madison-based search consulting services team and a senior SEO strategist. Covario, the leader in SEM and SEO software and services, provides global organizations with robust interactive and search marketing analytics solutions for paid search advertising and organic search engine optimization (SEO).

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Jill began her internet marketing career in 1996 with Intel Corp. before immersing herself in SEO at Netconcepts, which was subsequently acquired by Covario.

If you’d like to read more frequent musings, Jill blogs at Web PieRat (http://webpierat.com): Surfing the Seven Seas for Buried SEO, Social Media & Internet Marketing Treasure.