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If search engines are the next great marketing machines, then links are the fuel that drives the mechanism of search engine optimization and rankings. Obtaining quality inbound links might seem like a daunting task, but in actuality there is an effectively simple element to linkbaiting that is often taken for granted.

Yesterday, we looked at link buying and the potential pitfalls that could ensue should one choose to pursue that method of obtaining links. If link buying isn’t the answer though, how does one go about gaining that ever elusive link love?

The adage that “content is king” is thrown around constantly, and with good reason. Anyone looking to promote a site should make it a primary goal to develop original and quality content in order to bring in the linkage. Not many people like to link to junk; and do you want inbound traffic from the kind of people who would link to junk?

The best content, however, can often go without ever being seen.

Let’s face it; the attention span of the average Internet user is minuscule at best. There are so many options anymore that people just don’t have the time, or the inclination, to read every piece of copy that comes across their virtual desks. That’s where the importance of an effective title comes into play.

Andy Hagan has one of the most comprehensive articles out there on the practice of linkbaiting, and he definitely sees the value of an effective title. Here’s what he had to say in his piece:The single most important aspect of a link bait piece is its title. On social bookmarking sites such as Delicious and Digg, the title is pretty much all people see before they decide to vote or bookmark. In a 1000-word article with a 10-word title, the 10 words in the title are probably more important than the next 1000.

Which title do you think would get more diggs? “Some ideas about linking” or “55 Surefire Link Baiting Tips”?

I have around 400 RSS feeds in my Google Reader. Obviously, I don’t time to read each and every item that comes rolling in throughout the day. Needless to say, the articles with the catchiest titles are the ones that demand my immediate attention.

Of course, I’m not telling you anything you probably don’t already know. The process of developing a catchy title, however, can be a difficult one for even the most seasoned of writers. How do you come up with that witty one-liner that draws in the links?

Copyblogger has a great “how to” resource in helping to overcome just such a dilemma. From the article, 10 Sure-Fire Headline Formulas That Work, here are a couple of notable approaches one could take when looking to come up with a great title:Get Rid of [problem] Once and For All

A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy.

•   Get Rid of Your Unproductive Work Habits Once and For All
•   Get Rid of That Carpet Stain Once and For All
•   Get Rid of That Lame Mullet Hairdo Once and For All

What Everybody Ought to Know About [blank]

Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something.

•   What Everybody Ought to Know About ASP
•   What Everybody Ought to Know About Adjustable Rate Mortgages
•   What Everybody Ought to Know About Writing Great Headlines

I highly recommend a thorough reading of both Andy’s Article and the Copyblogger piece in order to get a real understanding of linkbaiting, especially the importance of first impressions.

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