Leveraging Current Events When Link Baiting

Building a legitimate, natural looking backlink portfolio is one of the hardest parts of SEO. It is especially hard when the website you are link building to lacks linkable content. When your site lacks linkable content, you have to force the backlinks coming into your site, which 9/10 times never looks natural. Now, I’m not saying that you can’t rank by forcing links, because you definitely can, but when you supplement your forced links with natural links, your website will rank faster and have staying power for years to come.

One of my favorite ways to generate natural links coming into a website is by creating and publishing link bait. One form of link bait that I really enjoy and have a lot of success with is being one of the first to blog about current events happening in your industry.

With the roll out of Google Instant, the almighty search engine has gotten pretty close to indexing new content published in as little as a few minutes. Add some Diggs, Stumbles, and Tweets within the first 30-60 minutes and you’ve got instant visibility!

You’re probably thinking… But Greg, my industry is so boring, there is no way for me to find things to blog about, let alone current events. I beg to differ… Your industry is not boring, you’re boring! And you’re not thinking outside the box.

For example, I have a client who manufacturers wood flooring used on college basketball courts. What could my client possibly blog about that would be interesting? Let me give you a hint… there was some sort of a basketball tournament that was wrapped up in the last week. Imagine if you were one of the first who published a blog post announcing the winner of the NCAA Final Four tournament? You would not only drive loads of traffic, but people will consider you as a resource and link to you. It’s really a beautiful thing.

Let’s consider another example. I also have a client who manufacturers and sells wedding dresses. Again, what could my client say about wedding dresses that hasn’t already been said thousands of times before? What if my client started to blog about celebrity weddings, providing details and photos, and was one of the first to publish these posts? Same scenario as above… You will drive loads of traffic and people will link to you.

As I shared in my webinar a few weeks back, I leverage this exact strategy on a website I own that sells tungsten wedding rings. I blog about recent celebrity engagements and provide pictures of their engagement/wedding ring and I see huge success. I know it’s kind of embarrassing to share, but I watch E! News & read US Weekly on a regular basis to get the scoop on engagements so I can post the content as soon as possible. It’s truly all about being smarter than the next guy!

So, to get started, I would first identify the types of people, businesses, organizations, etc who would use your product or service. Then, figure out how they use your product or service. Once you know this, you should be able to come up with some clever ways to produce content that would be interesting for people, especially if you can tie it back into a current event.

Good luck! Any questions/comments that add to the discussion are always encouraged and appreciated!

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  1. Dan says

    Shuey, it doesn’t surprise me you watch E! News and read US Weekly on a regular basis … Good stuff on real-time link building, and real-time marketing in general.

  2. says

    I really like this idea for linkbait. Many times linkbait recommendations (although effective) are expensive. This is a free idea even the smallest business can afford. Great advice.

    Question, did you start reading E! news and US Weekly because you have a wedding ring website, or did you create a wedding ring website because you enjoy reading E! News and US Weekly?

  3. Greg Shuey says

    I can tell this is going to be a blood bath with the whole E! News & US Weekly comment.

  4. Lyena Solomon says


    I completely agree with you that any business can find engaging topic to blog about. I think, the problem is to actually convince a client to blog. I would do it myself, but often I lack technical expertise in their field to write about their business. Therefore, as a consultant, my job is not only suggest topics, but get the client excited about writing. Tricky business.

  5. Greg Shuey says

    Lyena, thanks for sharing! It is definitely a struggle, but once clients see the benefit, they are sold for life!

  6. says

    The advantage of the linkbait methods Greg suggested is that they are easy. Unless you live in a cave, you’ve probably heard about some of the headlines circulating. News, entertainment, scandals, funny videos, sports…..if it’s being talked about, it’s fair game.

  7. Tom Shivers says

    “I beg to differ… Your industry is not boring, you’re boring!” Funny way to put it. I find many business executives are not very creative and if you can get them to admit that fact, you’re half way to the goal.

  8. Gareth says

    Excellent blog post Greg! I have found that this works for my blog as well. Like any marketing strategy it takes time, effort and a bit of creativity.