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SEO: creating linkable assets

One of the key parts of any SEO strategy is that of creating linkable assets.

It’s not enough to manually build links into your site, tweak titles, descriptions, body copy, architecture and the like. All of those are clearly part of any good SEO strategy.

But ultimately, the best way to create links into your site is for people to freely give them to you. This is why creating a content strategy is absolutely essential.

When creating linkable assets, you should consider the following:

  • What do your potential customers really want to read about?
  • What content are customers looking for when they are researching a purchase decision?
  • Can you offer useful content attracting links by targeting people that are not and will never be your customers?
  • What content will make people want to naturally share you around?
  • What content / stories, might capture people’s imagination and create a viral effect?
  • What content might specifically attract links from authority domains (i.e. .gov domains, mainstream media etc.)

It’s not just about text. Linkable assets could be any of the following:

  • White papers
  • Case studies
  • Videos
  • Step-by-step instructions
  • Kindle books
  • Downloadable PDFs
  • Images
  • A single authoritative source of information
  • A guide to the best resources out there
  • Press releases

This list is clearly not exhaustive (we don’t plan on giving some secrets away!).

The point is that when Google says that to rank you need to be regularly creating high quality content, you need to be doing just that. The focus must be quality, not simply quantity. and that’s where a lot of people go wrong.

In outlining any content strategy, the focus must absolutely be high quality content that really provides useful, original information and perspectives that deserve to rank highly. This is the only way that you’ll attract the kind of links you really want to be coming into your site.

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