Link bait is content created to draw attention and links, often quickly. Classic examples include surprising studies, strong opinions, provocative rankings, interactive pieces and striking visuals. The term once carried a negative ring, implying sensationalism, but now it is mostly used neutrally for content with high link potential.
Common forms
Link bait works by giving writers a story or a reaction to share.
- Surprising findings from original research
- Rankings or indexes that people want to see themselves in
- Contrarian opinion pieces from credible experts
- Interactive tools and visualizations
- Humor or creative pieces that spread on social platforms
Risks
Content built only for attention can backfire. Sensational claims attract criticism, and links from coverage of a mistake are not the kind you want. Topics far from your product can earn links that do little to connect your site with what you sell.
Google does not penalize content for earning links, but misleading claims undercut trust with readers, journalists and search systems alike.
Keeping it relevant
The best link bait for a SaaS company sits close to its expertise: a finding about the problem the product solves, an index of something the product measures, or an opinion only an experienced practitioner could hold. That way the coverage reinforces what the company is known for.
Example
A ranking with a hook
An illustrative website performance tool, Pagebrisk, publishes a ranking of how fast the homepages of major public sector sites load, using public testing tools and a documented method. Local news sites and government tech blogs cover the results. The topic sits squarely in Pagebrisk's expertise, so the coverage also builds its reputation.
Common mistakes
Chasing virality over relevance
Links to an unrelated viral piece rarely help the pages that matter to the business.
Overstating findings
Headlines that the data does not support invite corrections and damage credibility.
Questions
No. Creating content that people want to link to is what Google encourages. Deceptive content is the issue, not attention.
