What is an Editorial Link?
An editorial link is an organic inbound link that’s not traded for, asked for, or paid for. These types of links are also known as earned links. They are usually the most valuable and desired backlinks any website can get, but only specific types of content can attract these links.
For example, eCommerce product pages are not likely to earn editorial links. However, a helpful guide or free online calculator can earn hundreds or thousands of editorial links because websites want to recommend them to their readers.
Why are Editorial Links Important?
Editorial links are important because they don’t violate Google’s Spam Policies. Instead, they fall within Google’s three major ranking factors. Google views links as ‘votes,’ and these votes help them identify which pages should rank near the top of the search results.
Therefore, a general rule of thumb is that a page with more backlinks can rank higher in search results. Then, via internal links, you can spread the benefits of editorial links to other pages on your website that could be more successful in earning links.
What Content Tends to Earn Links?
To earn links, you need to create link-worthy content, also known as linkable assets. However, not all “types” of content are link-worthy, and not all ‘linkable assets’ are created to attract links solely.
There are also many other benefits when creating content that prioritizes generating organic links instead of search traffic. Here are a few examples of types of content that work well as “linkable assets” and how you can create this content yourself.
1. Infographics (Static or Animated)
Infographics are still one of the most popular content formats when it comes to creating “linkable assets.” However, you should only use infographics when the content benefits from being presented in a visual format.
2. Online Tools and Calculators
Online tools and calculators have the potential to attract lots of editorial links. For example, a title capitalization tool can earn many backlinks because of its utility.
3. Studies and Research
Studies and research are great at attracting links, depending on the industry. For example, SEO and marketing studies often attract many backlinks. Personal case studies can also generate lots of links.
4. Definitive Guides and Tutorials
Definitive guides and tutorials tend to earn many backlinks because they provide comprehensive and valuable information in one place. Websites prefer to link to one definitive guide rather than multiple different resources.
Promote Your Linkable Assets
Even the most amazing visuals and revolutionary studies won’t get links unless the right people discover them. This means you’ll need to invest in a content promotion strategy.
Pitch to Sites in Your Niche
It can help to pitch to sites in your niche that actively link to assets like yours. For example, if you create an infographic, you want to find sites that actively publish infographics in your niche.
Newsletters
Newsletters are a great way to promote assets such as guides, studies, and online tools. Whether it’s your audience or a sponsored post on another email list, it doesn’t require SEO or organic search traffic to build links.
Paid Promotion
Paid promotion using PPC ads can generate tons of links, especially for linkable assets like online calculators.
Find Resources That Are Out of Date
Look for resources that need to be updated. Often, studies will get tons of links when they’re first published but then won't be updated. You can find outdated resources and create updated versions to attract new links.
FAQs
Are Backlinks the Same as Editorial Links?
Not exactly. Backlinks are any links to your site, while editorial links are only links that you earned organically.
How Are Editorial Links Used?
Editorial links are typically used within content and in context to the external source. For example, a blogger or journalist might link to your research or study using a statistic as the anchor text.
Learn More
For more detailed information about link-building strategies and SEO, visit the Ranktracker Blog and explore our SEO Glossary.
