This blog isn’t about Kimye. Cue either relief or disappointment (but if you really need your Kardashian fix, check out Hollywood Life).
Here’s the thing about clickbait: You kind of need to do it, because otherwise even the best content won’t get as many clicks, as much exposure, or as many shares. That being said, there’s a big gray area when it comes to clickbait. There’s sensationalism, and then there’s marketing standard highlighting. Obviously if you choose a title like, “Kim Kardashian Releases New Sex Tape” and the content is jibberish, a sales pitch for a hair transplant company, or features a clip of Kim K. talking about her efforts to get pregnant again in her new season, you’re not just committing libel. You’re also seriously taking “clickbait” too far.
It’s a catch-22 because your clients (and your SEO rankings) want your headlines to draw people in. Unfortunately, in an era where news is reported in real-time and the idea of breaking a story has pretty much died, how can you come out on top? Yes, you need a catchy headline with SEO elements, but what else? Getting someone to click on a link is just part of the process. If you’re offering up offensive clickbait, you’re also going to get a slew of bouncebacks. Ultimately, your SEO won’t improve from such a shortcut.
Walking the Line
Writing great headlines and titles have a lot of “rules” or best practices. You want it short and sweet enough that it won’t get cropped in search results (both on major search engines and on whatever website the story is being hosted on). For awhile people loved lists, even dubbing them listicles. Now a lot of people hate them, so you have a 50/50 split. You also need to create or curate images that are high quality, have SEO elements themselves, and won’t get you into trouble (copyright infringement, anyone?).
Unfortunately for those looking for a shortcut, they simply don’t exist. You might experience short term gains with clickbait and other gray hat tricks (since some clickbait strategies aren’t quite blackhat), but it won’t last forever.
Plus, the average content consumer is getting savvier with clickbait, and they know how to identify it and what it’s called. If you get “caught” by one viewer, your credibility and reputation may get marred. Leave the hyperbole to your fiction pieces. It’s a world where news happens and is reported nearly simultaneously, so it’s not a race to be first or the most outlandish. It’s a competition to see who can offer the best, most thorough, fact checked, edited content with (legal) complementary images.