Link bait is not a new concept; it is just a concise term that describes an effective search engine market-
ing technique. Although some search engine marketers shun the term as just another word for viral
marketing, we think the term and concept is quite useful. Deliberately creating link bait can provide
a large return on investment, and even learning to recognize link bait when it is created as a matter of
course is useful, because it can prompt a search engine marketer to provide hooks to services such as
social bookmarking services to aid in the propagation of the bait.
Chapter 10: Link Bait
c10.qxd:c10 10:44 218