What is EGO Bait is link-building?

Unfortunately, "Ego Bait" is one of the most effective and well-liked methods of link building. As Chris Dyson said, it's a bad word or term because it immediately gives the technique a manipulative aura.

• Ego Bait, noun, /g bt/ A digital marketing strategy that involves mentioning someone favourably in a blog post or other piece of content with the goal of having them share it on social media or another platform.