What Is Link Baiting and How Can It Be Used for Effective Marketing?

October 13, 2023

The term link baiting doesn’t conjure up the most pleasant of images, personally the term implies trickery, manipulation, and thoughts of the evil bait-and-switch advertising schemes. In the ever-evolving world of digital marketing, however, link baiting today doesn’t have the negative connotations attached to it as it used to, and it can be a valuable tool in your marketing toolkit to drive more traffic without alienation and enhance your marketing efforts and business.

Let’s take a look at what link baiting is and how it can work for you.

What is Link Baiting and Why Does it Have Such a Bad Rep?


If the word “bait” conjures an image of luring in potential “victims” with a dangling carrot, then you wouldn’t be the only one. Better terminology could be found but it’s important to understand that link baiting can be used in both a positive and negative way. 

Used in a positive way, Link Baiting is a content marketing strategy that involves creating high-quality, engaging, and shareable content with the primary goal of attracting natural backlinks from other websites. Link Baiting can get murky when marketers use deceptive tactics to drive clicks to content that lacks genuine value.

If you’re creating valuable content that is engaging and of use, benefitting both you and the reader, then that is almost definitely not a bad thing.

Why Link Baiting Works.


Engaging, credible, and high-value content that benefits both parties is the main aim of link baiting and perhaps one of the main factors of why it works is because genuine heart and soul have gone into creating it for the good of the public. There are several ways that link baiting can be beneficial to your marketing, including: 

Quality Content Connection.

Link baiting relies on the creation of exceptional content. When you provide valuable information, entertainment, or solutions, other websites in your niche are more likely to link to your content as a reference or resource, increasing your reach and visibility.

Increased Visibility & Conversion Opportunities.

Backlinks from reputable websites can significantly improve your search engine rankings. When you have more quality backlinks pointing to your site, search engines like Google see it as a vote of confidence, which can result in higher visibility in search results.

Building Authority.

Link baiting allows you to establish yourself as an authority in your industry. When others reference your content, it signifies that you have valuable insights, which can help build trust with your audience and with Google.

Targeted Traffic & New Audience Exposure.

Not only do backlinks improve your SEO, but they also bring in targeted traffic. When other websites link to your content, their audience may click through to learn more, potentially converting into loyal customers. 

How to Correctly Use Link Baiting in Your Marketing.


Link bait varies from industry to industry, business to business, and audience to audience so the key takeaway here is to experiment with ideas and conduct regular analysis to see what type of link performs the best for you and your business. Keep in mind what value you intend to add with your content rather than the idea of “going viral” and regularly check your analytics to see which type of content has led to increased inbound links and traffic for you in the past.

Let’s take a look at some ways in which you can implement link baiting effectively into your marketing strategies.

  • Exceptional Content – your content is the foundation of link baiting. It should be unique, well-researched, and highly informative, considering the pain points and questions your target audience has, and craft content that addresses these issues comprehensively.
  • Identify Your Target Audience – to create content that resonates, you need to know your target audience inside out and upside down. Understand their interests, preferences, and pain points as this knowledge will help you tailor your content to their needs.
  • Engaging Formats – content comes in various formats, from blog posts and infographics to videos and podcasts. Experiment with different formats to see what resonates best with your audience and keep in mind that visual content like infographics and videos often have a high potential for sharing.
  • Promote Promote Promote – even the most exceptional content won’t attract links if no one sees it. Promote your content through your social media channels, email newsletters, and outreach to influencers in your industry who might be interested in sharing it.
  • Engage in Outreach – don’t wait for others to discover your content; actively reach out to websites and individuals in your niche who might find your content valuable. Personalised outreach can lead to more natural backlinks.
  • Monitor and Measure – use tools like Google Analytics and backlink analysis tools to monitor the performance of your link-baiting efforts. Identify which pieces of content are attracting the most links and refine your strategy accordingly.
  • Stay Ethical. Always – remember that link baiting should be an ethical practice. Avoid black-hat SEO techniques like buying links or using clickbait headlines and focus on creating value for your audience and the websites linking to you.

Valuable Marketing Advice from an Expert Digital Marketing Consultant in Manchester.


We hope that this article has changed your view on link baiting. Sure, it can be used as a black-hat marketing tactic, which is where the negative connotations of the term come from but more so, link baiting can be used as an extremely useful and honest marketing tool. 

Run2 is your unfair advantage when it comes to digital marketing. We are a full-service, digital marketing agency in Manchester, offering effective digital strategies from building brand awareness to conversion-led campaigns. Our in-house team of digital marketing consultants, project managers, designers, and developers can support your brand from defining goals and objectives through to complete campaign execution.

So, if you’re looking to boost your online presence, improve search rankings, and establish authority within your niche then Run2, digital marketing consultant in Manchester, can be your partner in business growth. Contact us today.