Clickbait Definition: Clickbait refers to online content designed to draw traffic and increase page views. Its primary function is to prompt users to click on headlines and thumbnail links, enticing them to engage with the content.While clickbait might seem like a tempting content marketing technique, its purpose is to captivate users and drive them to your link. After all, you want to see the fruits of your labor in the form of increased website traffic and viewer numbers!However, clickbait is a contentious term that can be interpreted in various ways, from beneficial to detrimental. This blog post aims to explore these aspects, providing you with a clearer understanding of what clickbait entails:
What is clickbait?
Is clickbait beneficial or harmful?
Example of clickbait content
What makes effective clickbait?
For the latest digital marketing insights delivered to your inbox, subscribe to our free newsletter, Revenue Weekly. Join the 200,000 marketers who stay informed about the latest marketing intelligence!Clickbait is online content crafted to entice visits and boost page views. Its catchy headlines and thumbnail links are designed to lure internet users to click and engage with the content. Additionally, clickbait content is highly shareable due to its emotive language.Clickbait is often associated with deceptive or exaggerated online content, including fake news, which has earned it a negative reputation.Various entities use clickbait for different reasons:
Businesses: Companies looking to boost website activity may publish blog posts and videos with eye-catching headlines, which some content marketers consider a form of effective clickbait.
Publishers: Some publishers leverage clickbait to increase site traffic and generate more advertising revenue, clicks, or conversions.
Unscrupulous individuals and groups: These entities tarnish clickbait’s reputation by using it to direct users to phishing and malicious sites, fake news, or irrelevant content.
In its essence, clickbait is not inherently negative. However, it can be misused for harmful purposes.”Good” clickbait involves a compelling headline and thumbnail that lead users to the expected content.”Bad” clickbait, on the other hand, tempts users to click without delivering on the promise of the headline and image. Furthermore, it can lead to irrelevant or malicious websites.You may have heard that all clickbait is bad. Why is clickbait considered bad then?Google may penalize your website if it detects misleading headlines and URLs that are irrelevant to your page content. This could negatively impact your rankings. Additionally, if your site visitors notice that you consistently use superlatives and exaggerated claims, they may lose trust in your content and stop clicking on your links.You may have encountered online content with headlines reminiscent of yellow journalism. Here are some common “bad” clickbait examples:
_____ did _____. You won’t believe what happened next.
This bizarre trick did ____.
They didn’t know that ____. What happened next shocked them.
On the flip side, there’s “good” clickbait. These are content pieces that use engaging headlines or thumbnails to draw readers in, then provide relevant articles or videos. They often include useful how-to blog posts and listicles that offer valuable tips.
Content creators aim to have their work read and watched, and for their webpages to rank. However, employing poor clickbait practices can be counterproductive, damaging your reputation and rankings.Instead, follow these tips to ensure your content resonates with your target audience:Keyword research is essential for identifying target keywords that should be included in your page’s title, headings, and on-page content. Incorporate these keywords throughout your content to increase its relevance to search engines like Google. Tools like KeywordsFX can assist you in your keyword research endeavors.
Keyword research will also aid in your content marketing strategy and help answer questions such as:
What blog posts or videos should I publish?
Which existing pages should I optimize for specific popular keywords?
Search intent is the underlying reason behind a user’s search query. To provide value, create or optimize content that addresses a user’s problem. There are four common types of intent:
Informational: This is the most common intent, as users seek to learn about a particular topic or subject during the discovery phase. For instance, those who search “what’s a good road bike” are looking for information about road bikes without the intention to purchase one immediately.
Navigational: This type of search occurs when a user has a specific brand in mind but requires a search engine’s assistance to reach the product page. For example, a user might search “pinarello road bikes” to find Pinarello’s webpage featuring all their road bike models.
Transactional: These searches have a high purchase intent, with queries often including terms like “price,” “sale,” or “pricing,” indicating that the user is nearly ready to make a purchase.
Commercial: A blend of informational and transactional intent, commercial searches involve users ready to buy but seeking additional information to guide their decision. In our road bike example, a user might conduct further research by searching “pinarello dogma f8 vs. canyon aeroad.”
Optimize your existing price page if internet users are looking for your product’s price list. Ensure your product pages are optimized for searches related to “product x features” if searchers are seeking your product’s specifications.Creating headlines that convince users that your page has the answer to their questions is crucial in a competitive digital landscape. Sometimes, this requires testing several headline options.Consider partnering with an experienced copywriter in your industry to craft headlines that attract clicks without compromising your reputation or rankings.For assistance with your digital marketing strategy, avoiding bad clickbait practices, and creating compelling headlines, turn to WebFX. We’ve helped our clients generate over 24 million qualified leads.Our team is ready to help you develop a digital marketing strategy that drives leads, sales, and revenue. Contact us online or call us at 888-601-5359 to speak with a strategist about our digital marketing services.
