Simply put, clickbait is content designed to entice an audience to click on the headline and consume the content. Defined by SEO and Content Strategist David Ambrogio, it’s “any content with sensationalist headlines used to encourage clicks or drive ad revenue.”

Clickbait has negative connotations such as fake news. It can employ deliberately ambiguous headlines and out-of-date information, simply jazzed up by updating the year to make it seem relevant to today. This can increase click-through rate (as readers are always searching for the latest info) but it’s misleading and ultimately annoying.

You don’t have to implement sensationalist practices to get results. Instead, understand your audience and deliver content they actually need. Content that delivers on headline promises.

Think clickworthy not clickbait.