Everyone has the desire to feel validated, admired and praised from time to time, even industry influencers. And there’s one particular SEO strategy that revolves around fulfilling that desire. It’s called ego bait.
For this post, I’ll discuss the basics of how it works, why it works and how to work it into your law firm’s SEO campaign.
What Exactly is Ego Bait?
“Ego bait is any type of content that’s designed to get attention from the people, companies or groups mentioned in the content,” explains digital marketer, Andrej Ilisin. “That content is then amplified by the targets it mentions for the benefit of the organization making the content.”
Here’s an example of how it might work in a legal marketing context. You write an article on how to get the best possible claim settlement for a personal injury case. To provide your audience with valuable information, you use several quotes from top legal experts where they offer advice on the matter.
Once you’ve published the article, you reach out to each of the experts you quoted, provide them with a link to your article and politely ask if they would be willing to share it by linking to the article or posting it on their social media accounts.
The Law of Reciprocity
This technique relies on a very simple element of human psychology. As SEO content writer, Jessica Foster puts it, “Influencers and website owners alike want to be recognized for their accomplishments, products, and skills.” Ego bait focuses on that aspect of psychology and incorporates the law of reciprocity where “you scratch an influencer’s back and they scratch yours.”
So don’t mistake it for merely being some manipulative technique that’s trying to take advantage of someone’s need for approval. It’s simply a way to put the spotlight on key influencers who have something valuable to say, while at the same time building more backlinks for your legal site.
Types of Ego Bait Content
Although there are multiple ways to go about it, there are three main forms of content I suggest. One is to incorporate quotes into your articles like I mentioned in the example above. That way you can use ego bait in virtually every post you create.
Another is to create a list that features top influencers for the subject you’re writing about. For instance, it could be “Legal Advice on Handling Your Personal Injury Case from 10 of the Country’s Top Attorneys.”
There’s also interviews where you reach out to a few influencers, get their take on a topic and work it into your content. Besides the initial link you receive, this can be a good way to establish long-term relationships, which can potentially pay off again in the future.
One Final Point
Ego bait is a proven SEO strategy that can get big results. However, it’s important to keep in mind that it’s a numbers game, and not everyone will reciprocate.
Ilisin adds, “You should be happy if about 25 percent of your winners link (if you have a decent sized brand/site) and 15 percent if you have a smaller/unremarkable site just doing this to get links.” So keep this in mind when using this technique.