Using Controversy for Linkbaiting

People swear by “linkbaiting” as a means of traffic generation (and, as the name suggests, SERP-assisting backlink creation).  The idea is simple:  provide some form of content that people find irresistible.

Linkbait can take many forms.  Some swear by the creation of something unique and funny.  Others trust in the power of building a solid and useful list of resources.  There are those who are true believers in writing a “list”.  They maintain that a “Top 50 _____” list will draw traffic like nobody’s business.

There’s another strategy out there, too.  Controversy.  If you come out loudly and strongly in defense of an unpopular position or aggressively criticizing some well-recognized individual, site, product or strategy you can get a lot of attention in a very short period of time.  Some maintain that controversial content is THE best way to up your numbers.

Relying on controversy, however, involves some risks.  You can brand yourself as an antagonistic figure, which probably won’t help your site’s long term prospects.  You can block the development of potentially valuable relationships.  If you’re on the wrong side of an argument, those efforts at stirring the pot can come back to haunt you as embarrassments.

So, if you do want to use controversy as part of your linkbaiting effort, keep these guidelines in mind.

Be Right. If you’re going to start an argument, make darn sure you’re on the stronger side of the issue.  You don’t want to be carrying the banner for the inferior position.  Do your homework, do your research, and construct a credible argument.  You can’t rely purely on smarminess to pull off the controversy angle successfully.

Stay Balanced. When trafficking in controversy, there’s a certain balance you need to strike.  If you go to far over-the-top you can actually decrease people’s interest  If you’re too soft, you don’t reap the benefits of controversy.  You have to find and “hit” that “sweet spot” where you’re attracting attention.

Use the Mama Test. Before you publish an intentionally controversial piece of linkbait, ask yourself whether your mother would approve of what you were writing.  If she wouldn’t, take a moment to reconsider.  You might be able to grab some short-term gains with something extra incendiary, but it’s not in your best long-term interests.  And, just as importantly, it’s not very nice.

Controversy can be a good thing.  Vigorous debate can be outstanding.  You can make controversy work as a traffic-driving strategy.  It just requires a little extra care and attention to do it the right way.