Linkbait may be created intentionally or it may be an unintended consequence of making a specific piece of content available on the Web. Intentionally created linkbait may include an outlandish, controversial or attention getting title or subject. In most cases, the more controversial or anger-inspiring the message, the more likely it is to succeed as linkbait.
Because unpaid incoming links to a website are highly valued by search engines when determining a site's position in natural search results, linkbait can result in both traffic and rankings boosts for a website. Generally, search engines frown upon the practice of creating content to deliberately act as a linkbait. However, these same search engines believe that increases in incoming links that appear "natural" - occurring over time and not directly intended - are one of the best factors to determine if a specific website or page is acting as an authority on a subject. Therefore, unintentional linkbait - content that is extremely noteworthy and of interest to many that results in other sites and bloggers linking to the piece because it provides valuable information or a unique point of view - can be a very effective Website promotion tool.
