Link Bait is somewhat of a buzz word in the search engine optimization industry, but it’s really just the good practice of creating a linkable asset. It is one of the better ways to build the kind of links that the search engines give a lot of link juice to. It is considered a way of baiting other sites to link to you because of your content on your site. Matt Cutt’s from Google described it has something “interesting enough to catch people’s attention”.
To link bait, you literally put something on your site of such great value that it gets a lot of links to it. For example, creating an outstanding resource of a subject; running an event or competition that can be considered newsworthy; or writing something that is controversial. Jim Westergren has a more complete list of ideas (good link bait idea by him to get links!)
One example I came across recently was the media attention being given to barefoot running due to the publication of a book called Born to Run (I was interested in this as I am a runner). An anti-barefoot running website managed to get to lot of links by media interviews and comments from a number of mainstream news websites who wrote stories on barefoot running. They got the links from being controversial. They also got the attention by being somewhat cheeky in their approach to the negative side of barefoot running. Apart from a few doctors forums, there was really nothing negative about barefoot running, so they successfully got a lot of attention (ie link bait) and now rank high on the first page of Google.
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