Website owners looking to enhance their internet marketing campaigns via link bait should position the content in question in the same way as a paid-for product, according to one expert.
Peter Da Vanzo of SEO Book explained that creating the same branding for a free tool or article as for a paid product will create value for this link bait, thus raising it up in the eyes of the target audience.
He also advised conducting online PR via personalised emails to industry commentators asking for coverage of the content in question, as well as forming relationships with influential bloggers to spread the word that way.
It is also a good to create a specific website for the new offering rather than use a blog post, as blogs are generally seen as value, Mr Da Vanzo said.
"By all means create a blog post to link to your branded site or page, but try to make the presentation of your idea different that what you normally do," he recommended.
According to Smashing Magazine, good link bait must be useful, original and creative.