Joe Wilcox:

Clickbait and linkbait also corrupt longstanding, and sensible practices regarding headline writing that negatively affect audience attitudes about what is valuable content. Good headlines should be aggressive or provocative, such that they pull people to read the story. Emphasis: Read. Deliver value. Clickbait and linkbait headlines and stories aren’t written for people but for Google—to capture search ranking and pageviews.

This is worth a read.