They have developed some useful free documents for business in the past, but on this occasion they have specifically designed it for use on websites, thus increasing the chance of business owners adding a relevant link to the site, which in turn increase prominence search engine results.
Other examples of link bait include a brilliant campaign by the founders of Pastafarianism – they’ve achieved linkage in the authoritative website Wikipedia, and I can’t help but reference it myself – Flying Spaghetti Monster;
When creating an online marketing campaign, it is also important to note that mass link exchange, and large quantities of irrelevant links can damage search engine ranking for your site.
This is because Search Engines, particularly Google have algorithms in place which ensure that relevant information is returned to the user as much as possible.
This includes weeding out ‘black hat’ SEO techniques or unnatural/automated link growth, which tricks search engines into thinking they are relevant rather than including good content for the user. ContractStore are encouraging natural linkage using a useful legal document designed for use on business websites.