Link bait? Not unlike fishing for the catch of the day, fishing for links that are one-way starts with providing the right bait. In terms of search engine marketing that means creating content that hooks naturally incoming links from other websites, blogs and even podcasts.

Simply stated, link bait is content that customers, bloggers, podcasters and webmasters want to relay to their own visitors.

Like any good fishing trip, it starts with taking the right approach. That means your search engine marketing should include two of the hottest current trends – blogging and podcasting. In both cases, content is key. Fortunately material for your blog can also form the basis of your podcast or vice versa. So your efforts finding the right subject matter can double your results. It's like having two fishing rods in the water at the same time. Chances of hooking the big one doubles.
But in order to get serious about inbound linkage to your corporate website, it starts with great postings. Uncover the right stuff to write and talk about in your blogs and podcasts. Find material that no other bloggers or podcasters provide. Whatever your area of expertise, maximize your wealth of knowledge by sharing it regularly … and your blog/podcast will become a sought after information source.

The result will be one-way incoming links as others discover your content is original, informative and interesting. Subsequently, your website will receive more visitors (make that potential customers) and elevated search engine positions for keyphrases in your particular industry.

Target your blog and podcast for a specific audience. If your work is seen often and consistently, bloggers and podcasters will take the link bait and provide the permanent one-way links that benefit your business website long-term.

There is really no short cut to this strategy. It takes patience and great content. But the results over time will be natural one-way links that the major search engines love to reward with higher rankings. So create your own link bait today by blogging and podcasting content that will hook other bloggers and podcasters.