What Is Link Bait?
Link bait refers to content created with the primary goal of attracting backlinks from other websites. It’s any article, graphic, tool, or other media so compelling and valuable that people naturally want to link to it.
It’s important to clarify that link bait is different from clickbait.
Clickbait usually means sensational or misleading content/headlines just to get clicks; it often sacrifices accuracy or depth for shock value.
Link bait, on the other hand, emphasizes real value. The goal is to earn links because the content is genuinely useful, informative, or entertaining. In practice, successful link bait often does have catchy headlines and appealing presentations (to get initial attention), but it delivers substantive content that others find worth linking to.
Types of Link Bait Content
Link bait can take many forms in SaaS SEO. Some of the most common types of link bait include:
Data Studies and Original Research
Original research is one of the most effective ways to attract backlinks. People love referencing fresh stats, especially when it saves them from doing their own research.
ArborXR’s VR Training Statistics page is a great example. They compiled dozens of real-world stats about VR in training, learning, and workforce development, and it's now a go-to reference for journalists, L&D professionals, and tech bloggers alike.
Infographics and Visual Content
Infographics are still one of the most shareable formats out there. They break down complex information into something quick and easy to digest.
If your infographic offers something useful, like stats, comparisons, or process breakdowns—there’s a good chance others will embed or link to it.
Just make sure to include embed code, so they link to your hosted version (not just take the image).
Interactive Tools and Calculators
If you’ve built something genuinely useful, people will link to it instead of building their own. That’s why tools like Growform’s interactive form templates get shared a lot.
Instead of starting from scratch, marketers and agencies can grab pre-built forms for lead gen, customer feedback, or bookings, and recommend them in forums or blog posts. It’s practical, so it earns links organically.
“Ego Bait” Listicles or Awards
This one plays into a simple truth: people like being recognised.
If you publish something like “Top 30 Customer Success Experts” or “Best SaaS Startups in 2025,” chances are a few of them will proudly share and link to the article.
It works especially well when the list is well-curated and feels genuinely thoughtful—not just a random roundup.
Comprehensive Guides and How-Tos
In-depth guides become reference content when they’re actually helpful. A solid example is Bluetally’s Essential Guide for Effective Non-Profit Asset Management.
It’s detailed, easy to follow, and solves a clear pain point. When a guide like that becomes the go-to resource in its space, other blogs, resource pages, and communities are naturally going to link to it.
Controversial or Strong Opinion Pieces
Sometimes a strong take is what cuts through the noise. Articles like “Why Traditional Training is Failing Remote Teams” or “Google Is Getting Worse at Surfacing Quality Content” can spark debate, which leads to links.
Just be sure your argument is solid, and avoid being controversial for the sake of it. There’s a fine line between bold and baiting.
Quizzes and Entertaining Content
Sometimes fun content can be link bait. Think quizzes (“What Type of Investor Are You?”), interactive maps (“Explore Coffee Consumption by Country”), or even memes – if they go viral, other sites will link to the source. These rely on shareability; they might not get as many editorial “references” in articles, but they can generate buzz and social shares which indirectly leads to links (e.g., a popular quiz might get written up in an article about internet trends, with a link).
How to Create Effective Link Bait
Creating link bait requires a mix of creativity, value, and strategic promotion. Here are key strategies and tips for making link bait that succeeds:
1. Offer Unique Value: Something Others Can’t Easily Replicate
If your content can be easily reproduced, others might just make their own version instead of linking to you. So focus on unique assets: exclusive data, proprietary tools, or original insights. For instance, leverage internal data no one else has.
If you run a platform, analyze your user behavior for trends. If you don’t have data, consider running a survey or study.
Original research is hard to copy and thus must be referenced back to you. Tools also fit this rule – not everyone can build a functioning calculator or generator, so they’ll link to yours instead. In short, uniqueness is your competitive advantage.
2. Know Your Audience (and What Their Audience Wants)
The best link bait often targets a broader or adjacent audience than just your customers. Remember, link bait’s main ROI is backlinks/SEO, not immediate sales. Don’t be afraid to stray slightly from your core content focus for a highly linkable topic.
For example, an e-commerce software company might publish a study on “Internet usage statistics” – not directly about e-commerce, but very linkable and of interest to many bloggers/journalists.
3. Evoke Emotion or Surprise
Content that triggers a strong emotional response (awe, anger, joy, surprise) gets people talking and sharing.
A classic link bait tactic is to find an angle that’s surprising or counter-intuitive. E.g., a headline like “Study: Working Less Hours Increases Productivity” might shock and spark discussion, leading many to link it in debates. Or a controversial piece (tactfully done) can ignite passion.
Even positive emotions work – a heartwarming interactive story or a delightful infographic (think “50 Happiest Dog Breeds – Illustrated”) can charm its way to backlinks.
The psychology behind sharing: people share things that support their beliefs or make them feel something strongly. Ensure your content has a hook – a compelling element that grabs attention and doesn’t let go.
4. Craft a Great Headline and Presentation
First impressions matter. A strong, clear headline that highlights the content’s value is key to get initial clicks and shares. Techniques include using numbers (e.g., “10 Ways to …”), posing questions, or emphasizing newness (“New Study: …”).
As advertising legend David Ogilvy’s rule suggests, spend time perfecting your headline – if it’s dull, even amazing content might be ignored.
Moreover, format the content for easy consumption: use clear subheadings, visuals, and summaries. Visual appeal (images, clean layout) increases the likelihood people read and feel confident linking to it (it looks professional and trustworthy).
For example, ToolTester’s ChatGPT stats post not only had timely info but also “slick infographics” to illustrate key stats, making it more link-worthy.
5. Promote Your Content to Gain Initial Traction
Link bait isn’t truly “build it and they will come.”
Often, you need to actively put it in front of people. Share it across social media, especially platforms where your industry hangs out (Twitter, LinkedIn for professional content; Reddit or niche forums if relevant).
Consider emailing influencers or websites that might find it useful – but do so tactfully. For instance, if you made a great infographic, you might reach out to a few industry blogs offering them to share it (with credit). Initial momentum is crucial.
Sometimes running a short social media ad campaign to get eyes on it can help. The goal is to seed the content with the right people. Once a few authoritative sites link to it, others often follow (links beget links, as content gets discovered).
As an example, if you created a brilliant free tool, you might post it on communities like Product Hunt or relevant subreddits to generate buzz and organic pickups.
Frequently Asked Questions
How can SEO boost the performance of link bait content?
Even if your goal is backlinks, treating your link bait like any other SEO asset gives it more visibility. When optimized around keywords like “email usage stats 2025” or “best onboarding tools,” your content can rank for search queries journalists and content creators actually use.
Add a strong title tag, compelling meta description, and sprinkle relevant keywords naturally throughout. Make the page fast and easy to navigate. Google notices, and so do readers. The better your SEO, the more people discover your content, increasing the odds it gets referenced and linked.
What types of link bait content should be updated regularly?
Data-driven content, especially statistics pages, market insights, and reports, need regular updates. A page titled “Remote Work Trends 2022” will quickly lose value as newer data emerges.
Updating it not only helps you keep rankings in search but also gives you an opportunity to re-promote the piece. Add a visible note like “Updated for 2025” in the headline or intro so visitors know it’s fresh. That update can also attract new backlinks, as writers and researchers prefer citing the latest version.
Evergreen formats like tools or how-to guides need fewer updates, but periodic check-ins are still worth it.
What are the ethical boundaries when creating link bait?
Effective link bait should earn links through real value, not manipulation. Don’t promise one thing in the headline and deliver something unrelated in the content.
Be accurate with your data, cite sources properly, and avoid deceptive tactics like forcing backlinks through embed code or spamming forums with links. Stay away from black-hat strategies like buying links or mass link exchanges. Google will catch up eventually.
Ethical link bait succeeds by being genuinely useful, credible, and well-presented. It’s about building long-term trust with your audience and earning links naturally because the content is worth sharing.
Can you share examples of link bait that attracted high-quality backlinks?
Yes. A standout example is ToolTester’s ChatGPT Stats article. It gathered timely, in-demand stats just as the AI boom was gaining momentum.
Journalists needed a single source of truth, and ToolTester delivered, earning links from TechRadar, ComputerWorld, and dozens more.
Another great case is Rover’s Top Dog Names Report, which uses exclusive user data and fun trends to create a yearly roundup that pet sites and news outlets love to cite.
Both pieces worked because they offered something original, useful, and highly relevant to what other creators were already looking for.
Why do some link bait campaigns flop while others go viral?
Link bait success isn’t guaranteed. Timing, relevance, and audience fit all play a role. Sometimes, the idea is solid but doesn’t get in front of the right people at the right moment.
Other times, the content might be too broad or not helpful enough to attract attention. That’s why it’s important to monitor results, analyze what earned links, and double down on what worked. Did people link because of your stats? Your free tool? A compelling visual?
Use those insights to shape future campaigns. Link bait often requires testing and iteration. Rarely does it go viral on the first try.
