This article will cover some of the essential aspects of a link building campaign including how to find linkable assets and the SEO benefits of beefing up your backlink profile.
It will identify what information is worth leveraging to earn links back to your website.
It will also discuss the most effective tactics for link building, as well as some alternative strategies to use if a site has minimal to zero linkable assets.
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What is a linkable asset?
A linkable asset is a piece of content on your website that people in your niche deem worthy to reference on their own sites. Linkable assets are generally not product pages or anything commercial.
They are content that has information that is interesting for your audience, offers a solution or unique perspective on a current issue, or backs up a point another writer has already made.
These resources should be information that is widely sought after but scarcely covered. They are “evergreen” pieces of content that endlessly attract links.
Resources that websites are linking to pose great benefits for the site’s SEO:
- Builds website authority – With more people linking to the assets on your website comes to the increase in “votes” that Google is looking for to boost your rankings on the search engine results page.
- Increases traffic – Linkable assets is a remarkable way to drive massive traffic to your website for free or at relatively low-cost. People will be referred to your site from other websites based on linkable assets, and this will result in increased traffic to a page, and leads to more traffic to other pages on your site.
- Promotes your brand – Because you offer unique insights or useful information with linkable assets, this can brand you as an expert and thought the leader in your field.
What to look for in a linkable asset
You probably already have several informational items on your site that could become linkable assets.
You must strive to understand what people are linking to and why they are linking to them. Here are some things to look for:
- Is there anything on your site that could be explained by an interesting infographic or map-o-graphic? These can help explain something complicated in a short space and be visually interesting.
- Any research your company has that is commonly searched for in your industry or that shows a unique perspective or not ordinarily considered aspect of a common issue.
- An online tool or tutorials for a common process, or question in your field that people are often confused by.
Where to look for to Find Linkable assets
Your company’s blog or research center are great places to find linkable assets by simply looking at what information or research you have already done.
This can also give you some ideas on what can be made into other pieces of linkable assets if you haven’t come up with ideas already.
If you want to check if a topic you have information on is commonly searched for but does not have a lot of existing information, you can use Google Trends to search for a specific term or compare terms.
You can also look at keyword volume and how it has changed over time. It will be worth investing time into doing this research for your niche, especially if your niche is a very common one.
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Types of linkable assets
There are many types of linkable assets that you can send around. Here a few examples:
Find information in your niche that people are talking about and make it into an easy to digest visual graphic.
You can also create an information image using GIFs or if the information that you are discussing is different in various geographical regions, such as within a state, a country or even comparing two or more countries, then you can create a map-o-graphic.
TransUnion has a great example of an infographic that explains how to create an effective screening policy. You can check it out here.
Studies and research
If your company has a lot of data for research that supports a conclusion someone else reached, you can let those people know about your data.
Many people write blogs based on their personal experiences and do not always back up what they say with empirical research.
They will be happy to share your data with the world to support their ideas!
Informational resources such as best practices or top 10 lists are linkable assets because people will always want to refer to these pages to see what sources of information are reliable or recommended for information.
Please look at this example of a great list of productivity tools by WordStream.
Often, people will turn to a trusted source for their Top 10 lists. If you are new to the industry, you can still make a rankings list based on what other industry leaders have written in their own lists.
Then send the people in your lists an email, or even a message on Facebook or Twitter, stating that you have included them or an article they wrote in your list.
They might publish your link in return and this will increase your exposure.
Tools & calculators
Is there something in your field or industry that people commonly do but that, it is complicated to figure out such as a calculation or a decision-making process?
If you have a tool such as a calculator or decision-making flowchart to help make this process easier, this is a great source for a linkable asset as well.
Here is an example of a very helpful tool that would be worth pitching
Tutorials & Tips
The idea here is similar to the Tools and calculators section.
If there is a process or piece of knowledge that is commonly searched for in your industry, but which little attention was given to, you can write a tutorial on how to perform this process.
These tutorials can come in the form of lists of tips and hacks that helps to do everyday tasks a little easier.
People will be glad to share this information on their own site especially if it is easy to use and understand.
Take this resource, by Guava Family, that is an easily digestible list of hacks to help parents fly with ease with their toddlers.
Not everyone likes reading long pieces of text, even if the information is easy to understand. Sometimes a video explaining the same thing is more accessible.
You can always make a video explaining the information or how to do something. Videos are usually more visually attractive than text and viewers can follow along with the video if they are performing a task.
For more detailed information on the different types of linkable assets and how to use them, please see this excellent Ahrefs article.
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Now that you’ve identified them, what’s next?
Once you have your linkable asset, it’s time to get some eyes on it by sharing it with the internet. This is a very important step, in that this is how you will get people to link to your resource.
This will, in turn, drive traffic to your site as we previously discussed.
To find people to link to your asset you can do a Google search for other blogs that are writing about similar topics and let them know about your resource.
They may choose to reference your information in their posts or lists of resources.
There is also the option of doing a bit of manual prospecting yourself to find sites that will link to your resource.
Once you have aggregated a robust list of prospected opportunities, it’s time to do some outreach.
For tips on how to build links to your linkable asset, please see this article on building links.
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Creating linkable assets are a great way to get people interested in your site. While they are certainly not the only reason, they don’t hurt, but will help to improve your search engine optimization strategy
Once you have a great article or infographic, let others who are talking about your content know about it. People won’t post your content if they don’t know about it!
Haku Kapule is a contributing editor at 365 Business Tips, a new blog that prides itself on presenting the best advice and practices for small and medium-sized businesses everywhere. He’s passionate about finding and offering useful tips to small business owners. He is an expert in digital PR and marketing strategy and has assisted with the increase of digital presence and customer support for small and large companies alike.
Moss Clement is a blogger and B2B freelance writer who blogs at www.mossmedia.biz. He is working with B2B marketers and individuals like you by providing high-quality blog content writing, ghostwriting, and other writing services that are tailored to the needs of your target audience.