Here’s the thing: if you want organic online traffic, you need to be creating and curating linkable assets. Link building is a really in-demand service right now, and for good reason; quality content should lead its readers to other pieces of quality content. In this article, we’re going to go over the most effective types of linkable assets.
Still not solid on why you need SEO content on your website? Start with Rob Powell’s article outlining the advantages of SEO and how to use it to build your online presence. Then, once you’re more familiar, come right back and we’ll go over how to use linkable assets to your advantage.
What is a Linkable Asset?
Linkable assets are the articles, online tools, videos, infographics, and more that are so good, people want to share them.
When high-authority websites share and link your article in their posts, your content is likely to appear higher on a search engine results page, or SERP.
Unfortunately, just creating well-researched, high-quality content isn’t enough to garner organic traffic on its own. People have to be reading and sharing what you're publishing before it will even show up on other viewers’ radars. This is where link building comes in. It’s called the World Wide Web for a reason—when your assets get linked to by high-authority websites in your niche, search engines take that as a vote of confidence and give your work a better ranking. Like a web, you want to make sure your assets are linked to others.
Ready for a deep dive? Let’s discuss 5 of the most effective types of linkable assets.
The 5 Most Effective Types of Linkable Assets in 2021
So, you know what linkable assets are. You know you need them. Now what?
There’s a ton of different types of content that can lead to backlinks, but here are just a few effective ones.
1. First-Class Content
The first linkable asset is simple: quality content.
If you create great content on a regular basis, people are going to want to read it and share it. Of course, as we mentioned earlier, this is not the only step you need to take to get a highly-ranked piece of content. However, there are things you can do to improve your content in the first place. After all, if your content isn’t first-class, no one is going to want to link to it. First and foremost, you need to be producing content that’s the best of the best.
If you’re completely new to SEO, check out this article on SEO copywriting. Rob Powell goes over what SEO copywriting is, how to find keywords, and how to tailor your content to please both your audience and a picky search engine. This is the very first step in producing first-class content.
There are also a variety of ways you can write your articles to create good content.
Listicles, when made correctly, can be great pieces of content. Consider answering a question that people are searching, like “what are the best social media tools for businesses?”, and compile their pros and cons.
- Buying Guides
Buying guides are great, too. If your business sells something like electronics, you could put together a list of the best cameras for professional photographers, again weighing up their pros and cons. As an added bonus, readers might use your site to purchase a product after making their decision.
- 'How To' Articles
You could also consider writing a how-to guide. Think about what topics in your field are rarely discussed or harder for people to understand. By writing a how-to guide, you can establish yourself as a brand authority while also creating quality content.
- In-Depth Articles
In-depth articles are another great example of first-class content. Find a question or a tough topic in your field that people want to learn about, research it, and discuss it in-depth. Focusing on your niche is key!
- People Also Ask (PAA)
Another easy way to create first-class content is by answering People Also Ask, or PAA, questions. This is the section on Google that aims to answer related questions about the topic at hand. For instance, a quick search of “what is SEO marketing” pulls up the following PAA questions:
Writing articles that answer these questions is a great way to get Google and other search engines to prioritize your content.
Hill Web Creations has a great guide on how to ensure your articles show up in Google’s PAA boxes, which has all of the tips you’ll need for this. Answer The Public is another great tool to find out what questions people are asking about a topic you might wish to write about.
If you’re not sure where to begin with content marketing, consider checking out Pixpa’s article on content marketing strategies for eCommerce. They outline many different strategies to market your business, including starting a blog for your online store. Many of the tactics we have outlined here are discussed in further detail!
Infographics! They’re colorful, easy to understand, and fun to look at!
Sometimes, people don’t want to read an in-depth article, and they just want the highlights. This is why infographics can be so sharable! If you have a piece of content that you can be easily summed up in one attractive infographic, take advantage.
In his article on high-authority backlinks, Rob Powell suggests that, when creating an infographic, you need to be sure of three things:
- Your infographic is based on quality research
- Your infographic has an eye-catching design
- And your infographic uses a color scheme that pops.
If you’ve never used this tactic before and have no idea where to start, Venngage has a great guide to creating infographics in 5 steps, which is definitely worth a read. It explains everything, from setting goals for your infographic to collecting the necessary data and putting it all together in an impressive design that reflects your company’s branding.
3. Original Research
Another great way to create quality content is by conducting original research.
You don’t need to be a professional researcher to do this. Think of a question people are asking or something more people in your niche should know how to do. Find statistics, infographics, and other authoritative resources to link in your post.
There you have it — a well-researched article that people will want to link to as a reputable source of information!
4. Free Tools and Downloadables
You can also make your content linkable by providing tools or downloadables that viewers will want to share. Even simple calculators, finders, and other tools are incredibly useful!
There are lots of different ways to incorporate tools or downloadables into your website. If your business helps students seeking higher education, you could build a tool that helps them find the best school for their desired field of study. If you help freelancers and self-employed individuals build their business, you could offer an invoice template creator or an email signature generator. People love finding free help, and if they like the service you provide, they’ll be more likely to share it with other people. Great for them, and great for your SEO ranking.
In the same vein, you could also consider adding downloadable tools to your website. Again, people love free help! Provide your readers with a guide, eBook, template, or worksheet in exchange for their contact information, for example. Now you have a way to get in touch with someone who has expressed interest in your business!
If you would like to learn more about the power of free tools and downloadables, Foundation has a great guide to B2B marketing strategies that goes into depth about why both could make fantastic linkable assets for your company. It explains what kinds of tools you could create, and offers examples of where these have been used very effectively by other brands.
5. Create a Concept or Coin a Term
Coining a term or a concept can be an extremely effective linkable asset. By putting a phenomenon or idea related to your niche into words, other people in your field are likely going to relate. Think about Paul Graham’s Maker’s Schedule, Manager’s Schedule essay or Kevin Kelly’s 1,000 True Fans essay.
In Graham’s essay, he described a relatable concept of two incredibly different working schedule styles, how they can clash, and what can be done about it. Its honesty in describing a universal experience is what makes it so linkable.
Kelly’s essay is an enlightening piece that outlines just how many “true fans” you need to become successful—and it’s not as many as you would think. By coining the now-popular idea of having just 1,000 true supporters that give you $100 a year, Kelly was able to create a very linkable asset… And a popular one, to boot!
You to achieve your SEO goals in a lot of different ways, but the first step is figuring out what type of content you want to create.
There are plenty of options, but keep in mind that you can earn quality backlinks through the five most effective types of linkable assets: first-class content, infographics, original research, tools and downloadables, and coining a new term.
For further reading, check out 10 Tips for Organic Link Building.