How Marketers Can Create Linkable Content To Drive More Site Traffic

When most SEOs think of link building, the idea of ​​getting high authority backlinks often comes to mind. But, as Michael Johnson, Head of Partnership Development at Page One Power, argued during his session at SMX Next, creating great content should be the top priority in any link building effort.

“One of the things I’ve noticed is that a lot of people think their link building campaigns fail because of their reach – in reality, it’s because of their content that they aren’t able to. to gain backlinks. “

“If you want to be good at bonding, you have to think about the people you engage with,” he added. “Think about audiences and think about the value you can bring to them. “

Creating linkable assets means marketers need to know what content topics and formats are relevant to their audience. As Google’s John Mueller said in an SEO Hangout during office hours, “We’re trying to figure out what’s relevant to a website… the total number of links doesn’t matter at all.”

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Effective types of content that can be linked

“One of the main goals of linkable content is to grow your audience,” Johnson said. “It’s not about doubling the primary audience you’re already in touch with, it’s about connecting your brand to new relevant audiences on the web.”

Relevant content should be formatted in an appealing way to attract a larger audience. This can make it easier for readers to see its value and for search engines to analyze its information.

There are two particularly effective types of content that encourage linking, according to Johnson: information / education articles and resource guides.

Educational articles are designed to give readers the information they need in an easy way. These pieces often use “How To” or “FAQ” structures to make the content as easy to read as possible. Additionally, they are particularly useful in that they work for virtually any vertical.

Johnson recommends marketers “think about the article and how it links your website to relevant audiences and topics under discussion.” When hosted on third-party sites, this audience is even larger.

Image: Michael Johnson

To that end, Johnson shared a resource guide that his content team put together for a client who supported STEM education for students with disabilities. The structure of the article and its highly relevant content helped them generate promising results: “So with this information, not only can we help an audience that can use the help and give them valuable information, but we connect also our site with a lot of great resource pages on the web, ”he added. “We were able to gain some amazing .edu links, like the one we got from, but also links from public school websites.”

Image: Michael Johnson

Not all relevant binding properties have a high domain authority (or DA, which isn’t a Google ranking factor), so Johnson suggests SEOs avoid getting sucked into it. Focusing too much on high authority sites can cause you to miss out on relevant and low authority resources, so create resource type content with them in mind.

How creating linkable content increases traffic

“The purpose of linkable content is to connect to relevant sites on the web to broaden your audience, so it has to be a useful and valuable asset,” Johnson said.

Generating content that is relevant and applicable to readers makes these elements even more interrelated. The most important factor in determining how your content connects is how it connects with your audience – everything else is secondary.

Johnson emphasized how creating this type of content can have a huge impact on your target audience: “We solve problems and we help business owners. This [content] is something that fascinates people, that is close to their hearts.

“If your content can solve problems for people, it’s going to make them want to connect with it,” he added.

Watch the full SMX Next overview here (free registration required).

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About the Author

Corey Patterson is an editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.

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