Clickbait

Definition

Clickbait is a term used to describe a type of online content designed to entice users to click on a hyperlink. This is typically achieved by using a provocative, intriguing, or over-exaggerated headline or thumb image. While not always the case, clickbait content often under-delivers on its promise once clicked, as its primary purpose is to draw traffic rather than provide valuable content.

Clickbait Relevance For SEO

Clickbait emerged as a way to drive more traffic to websites. While it can help increase clicks and visibility, it risks damaging credibility and user experience. For SEO, ethical clickbait that delivers on headline promises can attract visitors and improve rankings for valuable keywords. However, misleading clickbait often leads to high bounce rates and poor dwell time metrics which can negatively impact search rankings.

Brief Clickbait History and Evolution

Clickbait originated in 19th century tabloid newspapers competing for readers¹. It has become widespread online with the growth of digital advertising, social media, and metrics like clicks and views driving content creation. While once a mainstream practice, many major platforms now aim to limit misleading clickbait which has developed a negative reputation.

Clickbait Best Practices for SEO

• Accurate, ethical headlines: Headlines should accurately reflect content while remaining compelling. Avoid exaggeration or deception.
• Deliver on headline promise: Content must match what headlines imply. Don’t over promise and under deliver.
• Optimize for user experience: Focus on value, engagement and time on site over clicks alone. Quality content retains visitors.
• Monitor metrics: Analyze bounce rate, dwell time, CTR for headlines. Change underperforming clickbait to improve user experience.
• Use selectively: Reserve clickbait for when it aligns with valuable content. Overuse will damage credibility and rankings.