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Ha. Depends on your goals.
If you are Buzzfeed or otherwise a click-farmer it's "Make each web link seem like it leads to life-revolutionizing information, with only tangential regard as actual content".
Or tab-exploders like TvTropes or even Lesswrong at times- "Give links obscure and cool words which just barely hint at something novel and unusual without revealing it, and include as many of them as possible per paragraph"
The other side of that coin is "Never click on a link unless you already know that you will be glad to have clicked on it." Recognising clickbait is as valuable a skill as recognising spam.
"7 secret signs of clickbait you won't believe! Discovered by a mom! Spammers hate her!"
Didn't click on it.
I did, to check my conjecture about exactly what it linked to. (I was correct.)