In this WebProNews: The Insider video, Managing Editor Mike McDonald connects with Ward via webcam to discuss the finer points of link building today, what constitutes good link bait, and creating a good balance of organic and paid links.

What is linkbait?

Linkbait can be anything – anything that inspires somebody at another website or blog to link back to it. The only boundary is creativity.

What makes something linkable? We can only speak with examples and general guidance, but:

Whatever it is, it should be clever and useful to the end-user, either by “interestingness” or by its ability to solve a problem.

Widgets, then, make sense as great linkbait.

Good linkbait is pure, not coming off as “slimy” or “cheesy.”

“In the long run,” says Ward, “the end user votes with the mouse.”

How do you develop a linking strategy?

Strategies should mesh with the intent and market of the website being promoted.

Any link is not necessarily a good link. Quality links matter. The right audience matters.

Timing is important. If you want to promote something for next week, organic SEO isn’t going to work. You may need to buy some links or bid on some keywords.

Use organic SEO for promotions far in the future (if for the Christmas season, begin in September).

There is no optimal balance of paid and organic links. It depends on what the end goal is.

Get the content in front of the audience you care about.

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