Link bait refers to online content that encourages other websites to link to it, improving search engine rankings. The document discusses strategies for creating effective link bait, including defining the target audience, promotion methods, content location, and types of content with the most impact, such as lists, images, videos, current events, and controversy. It provides tips for making link bait relatable, researching past successes, using images and titles, limiting ads, and considering timing and traffic sources.