What is an Editorial Link?
An editorial link is an inbound link that isn’t paid for, traded for or asked for. Instead, quality editorial links come from other websites that link naturally to your content because they are helpful and add relevant resources to their pages.
For example, a great way to earn editorial links is to have a few free online calculators/ tools (depending on your industry) because websites would want to recommend them to their readers.
The Importance of Editorial Links
Editorial links are important because they comply with Google’s Spam Policies and align with its three primary ranking factors. Google views external links as ‘votes,’ which help determine which pages deserve higher rankings in search results.
As a general guideline, pages with more backlinks tend to rank higher. Additionally, you can use internal links to distribute the value of these editorial links across other pages on your website, enhancing their potential to attract more links.
Types of Content That Earns Editorial Links
To earn links, it’s essential to create inherently link-worthy content, often referred to as linkable assets. However, not all content is designed to attract natural links, and not all linkable assets are created with that sole purpose in mind.
There are also numerous other benefits to creating content that focuses on generating organic links rather than just driving organic search traffic. Below are some examples of content types that work well as linkable assets and tips on how to create them yourself:
- Infographics (static or animated): Infographics remain one of the most popular formats for creating linkable assets. However, they are most effective when the content is best presented visually.
- Online tools and calculators: Online tools and calculators can attract many editorial links. For instance, the backlink profile of a title capitalisation tool shows how effective this type of content can be. Although this kind of asset can generate many earned links, it does require additional time and budget to develop. For some, however, it may be the best link-building strategy.
- Studies and research: Studies and research are excellent at attracting links, though their effectiveness can vary by industry. For example, we, as a digital marketing agency, benefit from articles on our blog (studies) about all marketing-related topics and earn editorial backlinks on a regular basis. However, a retail brand might not see the same results.
- Definitive guides and tutorials: With the abundance of online information, it can be challenging to find precise answers. That’s why definitive guides and tutorials tend to earn many backlinks. Most websites prefer linking to one comprehensive guide rather than multiple resources.
It’s important to note that brand reputation and trustworthiness also play a role in which strategy would be best, as people prefer to link to industry leaders.
How to Obtain Editorial Links
To secure editorial links, focus on acquiring high-quality links rather than many low-quality links. This can be challenging, but it’s achievable by following these steps:
Create High-Quality Content
To attract editorial backlinks, publish high-quality content people want to read and share. Ensure your content is well-researched, covers topics that naturally engage readers, and is written clearly and concisely, free of typos or grammatical errors. The more valuable and appealing your original content is, the more likely it is to be noticed and linked to by others.
Participate in Relevant Communities
Join online forums and communities related to your niche to increase exposure for your content and gain more editorial links. Actively engage in these communities by offering helpful advice and promptly responding to questions related to your business or industry. Building trust within these communities increases the likelihood of them linking to your website when relevant.
