When Are SEO Firms Going to Offer Link Baiting Services?
By Andy Hagans
With link baiting now widely considered to be one of the most effective SEO tactics, why isn't it offered as a service by SEO firms? Link building expert Andy Hagans explains the challenges a client faces in obtaining link baiting services.
September 14, 2006
In case you've been in hibernation for the past 12 months, let me fill you in on the latest (and greatest) SEO tactic--link baiting. Yes, it's just a new term for an old concept, but in light of its status as Matt Cutts-approved, and with the current popularity and power of social bookmarking sites, there is no other tactic that's as effective in the current link building landscape. In fact, I believe that link baiting has become a critical success factor in succeeding with organic search, especially with a new site.
This leaves me with one question: since link baiting is among the favorite methods used by SEOs to promote their own sites, why isn't it being offered by SEO firms as a service to clients? Now, I'm sure it is being offered by some SEOs, but a quick browsing of the blue-chip SEO firms' sites yields very few mentions of the phrase "link bait." (You can still find the phrase "meta tags" though!)
Admittedly, a more thorough search reveals a few firms that appear to have a link bait offering. The most prominent one among them is SEOmoz, which offers a full link baiting service for $20,000–$50,000. (Components of the service, such as link bait design without the promotion, start at $5,000–$10,000.) You can also find firms offering "viral marketing" or "buzz marketing" services; although I question if SEO is among these firms' expertise. The Viral & Buzz Marketing Association maintains a list of member firms at http://www.vbma.net/members.html.
That's all well and good, but the slim pickings still begs the question: why don't more firms offer a link bait service of some type? I think one reason is simply that link baiting is hard. Many firms outsource or ignore link building altogether as it has a reputation as being "tedious", and if you throw "extremely challenging" into the fray, it's even less attractive from a service provider's point of view.
Secondly, SEO services are very slow moving. Considering how many firms still offer "meta tag optimization" in 2006, it may be 2013 before these same firms offer any effective form of link building, let alone link baiting. Too bad for their clients! But I do think a lot of independent consultants and the nimbler, smaller SEO firms will get into offering this service shortly, if they aren't already.
Another important question: what form should a link baiting service take? What can and should an SEO firm offer in this regard? Unfortunately, in light of the chaotic nature of the blogosphere and social bookmarking sites, the success of any given link baiting effort is very hard to predict. Thus, a guarantee is probably out of the question. The next best thing a client could (and probably should) consider is the SEO firm's track record and expertise with link baiting.
And of course methodology is important, too. Mainly, a successful link baiting campaign is going to need not only valuable and remarkable content, but also a thorough, well-planned promotional campaign. You're all familiar with the chicken and egg dilemma. Which should come first--content or links? The answer lies somewhere in between. Exceptional content is a must, but if no one sees it, no one can link to it!
The SEO services industry is growing up, and there is already a wide variation in the types of organic search services offered. It will be interesting to see how link baiting is integrated into the provider environment in the coming year.
Andy Hagans is a search engine optimization consultant who specializes in link building. Visit http://www.andyhagans.com/link-baiting.php for more information on Mr. Hagans' link baiting services.
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