How to Leverage a Linkable Asset
In my last post, “What is a Linkable Asset and Why Does It Attract Links?” we dove into the basics of what makes a linkable asset and why it’s so valuable for your content portfolio. Today, we’ll answer a common question, “How do I leverage the linkable assets on my site?” Leveraging a linkable asset is no easy task, but if you or your team follow these three basic principles, you’ll be maximizing your website’s content in no time!
1. Determining what linkable assets you have on your site
Often, this part the process either gets over-complicated or overlooked. It’s essential that you take a close look at your website’s existing content to understand what assets are going to be the best to leverage.The #content you think is the most informative on your site is also what your visitors will find the most useful. Click To Tweet
A useful tool that we use at Vertical Measures is Majestic’s Top Pages Report. This shows us what the top-linked to pieces of content that are on a client’s website. The homepage and product/services pages will usually have the most existing referring domains. However, unless you have a product/service page that has unbelievable content on it, it’s likely that you will have trouble leveraging these pages successfully. Instead, look at your blog, resources and case studies to identify what you think has the best information on the page.
More times than not, the content you think is the most informative on your site is also what your visitors will find the most useful.
If you’ve looked through your entire site and are struggling to find a piece of content you think will impact your visitors, try creating individual blog posts that answer the most frequent, “Who, What, Where, When and Why” questions that you hear from your customers.
The posts don’t have to be fancy, but they should go above and beyond what your competitors have on their site. These types of blog posts are usually the path of least resistance for creating linkable assets.
If your company has in-house resources to create content beyond a simple blog post, the following assets are typically successful for leveraging links:
- Resource center
- Case Studies
- Free Guides
- Scholarship pages
- Links Page
- Interactive content
2. Finding the right opportunities
Now that you’ve identified the linkable assets that you would like the leverage, you’ll need to identify websites that you’d like to work with. I always like to start by looking at the three closest competitors to see what linkable assets they have existing on their website, as well as where those assets are earning links.
I’ll pull all the competitor data from a combination of Moz, Ahrefs and Majestic. This shows us all the existing backlinks where we might find some great opportunities. After I’ve done the data pull and remove duplicate URLs, I’ll then use filters in excel to identify backlinks that have either, “/resources” or “/links” in the URLs. Both keywords in the URL typically indicate that the page’s purpose is to provide a compilation of external links that contain information that the website deems valuable for their visitors.
Another strategy that works well for identifying opportunities are advanced search commands. While there are a lot of different combinations of advanced search commands you can use, I always find myself going back to the following combination of, “keyword + inurl:resources” and/or, “keyword + inurl:links”.Play around with a variety of #keywords to uncover the best opportunities. Click To Tweet
For example, if I’m looking for a digital marketing resource page, I’ll google, “digital marketing inurl:resources”. I’ll then play around with a variety of keywords to uncover the best opportunities.
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What is broken link building?
Broken link building is the process of identifying opportunities on resource pages where an external resource is listed, but the page is no longer live. Our team here at Vertical Measures is trained to run the Chrome extension, “Check My Links” to identify any of these opportunities while they are conducting research.
This is a great opportunity because that page has already shown that they think the piece of content is valuable enough to feature on their site. If you already have an existing asset to replace the piece, this is a great opportunity with a high likelihood of success. If you do not already have the linkable asset created, but you deem the opportunity valuable enough to pursue, take the time to create the content! If it has enough valuable information, odds are that webmasters are just happy to have a replacement for their broken external link.
If this is a tactic that you would like more information on, Moz has a great resource titled, “The Broken Link Building Bible” that explains the ins and outs of this process.
3. Reaching out to webmasters
While there is no right way to create link development emails, there are quite a few best practices that should be followed to ensure the highest success rate.
Successful leveraging of linkable assets comes down to writing great emails. If you are not a great communicator, or if you are sending out the same templated email just because your boss told you to, you’re not going to get very far.
Think outside the box, and remember that there is a person out there that is going to receive your email and they’ll decide on if they are going to respond in a split second. Find the tone that works well for you and go for it. If you can do an A/B test, see what subject lines and email styles receive the best response.Successful leveraging of #linkable assets comes down to writing great emails. Click To Tweet
For the body of your email, always make sure you include a direct value proposition. Explain to the webmasters why the piece of content you are leveraging will create a better user experience for their visitors. Talk about the asset, why you like it and why it is the perfect fit for their site.
Don’t stop after you have sent out emails to each of your opportunities. Keep track of who has responded and always follow up with each contact. Sometimes webmasters will have the best intentions of putting up a link, but since it’s not typically a priority, they often forget to follow through. I found that I obtain at least 10% of my links via follow ups.
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Keep track of the best performing assets
Always make sure that you are keeping track of what assets are performing better than the rest. Gain a better understanding of why the asset is performing well and how to create future assets that have similar qualities.Don’t stop after you have sent out #emails to each of your opportunities. Follow up! Click To Tweet
Remember to find the right assets and opportunities, create great emails and analyze why the assets you are leveraging are acquiring multiple links. If you follow these three steps for leveraging a linkable asset, you’ll be acquiring links for your business like a pro.
Have more questions about link development? Check out our Link Building Services page to learn more!
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About Billy Adams
Billy Adams started his career in 2011 working for a marketing agency in Boston, MA where he worked closely with clients such as Toyota, Verizon and UMASS Football. Since joining the Vertical Measures team in 2015, Billy has moved from a Link Development Specialist to SEO Specialist and now heads up the entire Link Development side of the business.