Companies investing in search engine optimisation (SEO) could improve their success by developing a linkbaiting strategy, according to one expert.

Writing on the Econsultancy blog, editor in chief Chris Lake explained that linkbaiting can boost search rankings by attracting inbound links.

He said it also focuses the minds of internet marketing teams and prompts them to think about what constitutes engaging content.

"Everyone involved in SEO (and marketing, and content creation) should constantly be thinking about new opportunities for linkbait which will work best in their marketplace," Mr Lake remarked.

He said linkbait often consists of content that will be useful to the target audience, such as informative articles, free tools and lists of links.

It may also come in the form of how to guides, viral marketing, reviews and comparisons and blogs.

Research carried out recently by Guava and Econsultancy revealed that 55 per cent of firms plan to increase their spending on SEO this year.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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