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Attract, compel and engage is the ACE of Online marketing. Glue it to link building (not in the literary sense) and you would have a scenario wherein link building exercise would not entail sending out countless link requests and the hassle of reciprocating an inbound link to your website.

Traditional link building is labor intensive and demands patience and perseverance. One way thematic link building exercise comprise of activities like compilation of relevant database of webmasters having website semantically related to your website and sending out large volume of link request mails. The difficulty of this task is further compounded by the fact that all of this needs to be done manually in order to achieve the desired result.

On the other hand we have a phenomena called link baiting, a byproduct of ACE. Link baiting, as the name suggests is luring a webmaster or an individual to link to your content – be it a blog, article, quiz, contest or anything that qualifies to be classified as content. However it is not as easy as it sounds and if link baiting is indeed as 'easy as pie', then we would all be out business. Link baiting mandates a content worthy enough to force someone to edit the source code to include a link to your content.

Not long ago link baiting was a technical jargon used by a select few but has slowly emerged as the lingua franca of SEO experts worldwide. The concept of creating compelling content that would entice tons of links is not unheard off. The term 'Link baiting' made this concept popular and gave it a new lease of life. The advent of bookmarking websites and explosion in the blogosphere arena added fuel to this fire. People started linking to each other voluntarily and the clamoring for links took a back seat. Link building added a new dimension in the form of link baiting and was once again propelled to the forefront of search engine marketing.

Link baiting is not a resource guzzler and neither does it require a reputable brand name and/or exorbitant amount of money. An ingenious idea which can be deemed as useful, funny or even controversial will do the trick. It's all about generating buzz or making the headlines and the rest would take care of itself. Now herein lies the catch. Writing content that would catch the attention of millions Online (keeping in mind that the average attention span of an individual is 5 seconds) is not an 'easy nut to crack'. This is the juncture where some people shun ethics and take the easy way out - they create hoax. Such people portray link baiting in a negative limelight, something that is desisted by people who indulge in ethical practices religiously.

As always, the Online community is divided in its opinion about link baiting. Some of them project it with a negative connotation while others do the contrary. Content, as long as it is true to its core, is considered white hat and works as a wonderful bait. There are infinite ways of link baiting and is only limited by one's imagination. Getting it to work in favor of you is where the challenge lies.

I am sure Larry Page and Sergey Brin would not have envisioned link building to rise to such dramatic heights, when they first came up with the idea of Page Rank (PR). Link baiting has changed the World Wide Web in many more ways than we can possibly fathom.

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