Lego is awesome. Let’s just get that out of the way right from the start, just so we’re all singing from the same hymn (or carol, if you want to be seasonally appropriate) sheet. But it seems that everyone on the internet really really loves almost anything to do with Lego. There must be something about its mix of childish geekery and potential for breathtaking creativity that really captures the interest of the web. Because in the last week or so I’ve come across more stories about Lego than I can shake a stick at. So what, I hear you cry. Well despite your impertinence, I will explain why this is important. People like silly lego things, and they will happily show it to their friends, link to it, tweet about it, Facebook it and so on and so on.

This page about Lego Lord of the Rings has already been tweeted 48 times and liked 67 times. It’s even managed to acquire 8 Google +1s, which accounts for about 90% of the Google Plus population that isn’t in the marketing industry (NB, this is a joke). And it’s only been up on Wired for a relatively short time. The Lego Christmas Tree in St Pancras Station in London has had a ton of coverage, both online and in traditional print. People. Love. Lego. So why not make some linkbait out of it? It might seem silly, but I personally believe that its a strategy that can be deployed for almost any industry niche.

One of the biggest problems with linkbait is that while it is a great idea if you are doing SEO for a big company with an established, cool brand, its not so easy to come up with a great linkbait idea that people will actually care about if you are working for a smaller company on a more limited budget that hasn’t got a particularly “sexy” product. But the beauty of what I plan to trademark as the LegoEverything Linkbait strategy (patent pending) is that you can apply it to virtually anything at all, no matter what your client’s product is. The fact is, if you can make the London Underground Map seem interesting and worthy of coverage in the Time Out blog, you can do it for anything. You can use your company logo, replicate one of your ads in Lego, it doesn’t really matter what you do, so long as it is sufficiently mad…Just add Lego!

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