At times the world of ecommerce and digital marketing can seem to be a bit of an arms race with SEO professionals doing everything they can to keep the websites of their clients in top rankings. Much like a race with everyone vying for first place it becomes easier to understand that search engine optimisation is an ongoing effort that faces some assertive challenges. The goal remains to place your business ahead of your competitors in the search engine results pages (SERPS) for traffic and sales benefit.
If everyone is doing the same thing, it obviously pays to take a different and more creative approach for the benefit of your business and SEO. Where can you position valuable links and how can you stimulate traffic to the website outside of the traditional methods? That is where linkable assets become important.
A linkable asset is any type of content or interaction that provides a solid, easy to follow attribution which prompts online audience to visit your business website. They can take a variety of forms but in general they act as road signs that encourage traffic to visit your domain. By some methods they are the best introduction and means of penetrating new markets and online communities and diversifying your broadcast to reach new audience. With some creativity and investment of time and strategic planning, incorporating linkable assets into your digital marketing mix will create more long tail link opportunities and support your existing SEO in an effective manner and over a longer term.
So what do linkable assets look like? You are probably quite familiar with the most common and highly effective type which is the infographic. In 2011 the current style of the infographic became popularised when marketers began to realise that information presented in a fun, easy to read method had a highly shared centrifugal effect among online audience. Infographics even have the potential to go viral, which has an immeasurable value to online marketing and is much like winning the lottery when it comes to digital marketing. As they are entertaining and non-cumbersome information sources, people like to share them and the infographic continues to proliferate in every sector from marketing to finance, healthcare and retail industries.
We found a great example titled “UK Mobile Consumer Survey 2012” by Deloitte. Note that this linkable asset is embedded on their blog as highly effective graphical content. It is fun to read and informative. But in addition to being an effective post for their onsite readers, Deloitte encourages embedding of the infographic on other sites (see bottom) to stimulate offsite sharing. Readers can also email it or share it on their own social networks by conveniently placed buttons (top right hand corner). The offsite sharing will continue to generate traffic to this page and their website for as long as the data remains relevant and searched, which may be as long as one to two years on average.
Remember that quality infographics are well worth the investment and should be incorporated into the content mix where appropriate for the niche sector. They simply work well. Below are some examples of some our recent infographics:
Not all linkable assets require as much effort or investment. Did you know that you can acquire a number of benefits by donating to large charitable events? Many large non-profit organisations host annual fundraising events and place names and business donors on an online directory. If the charity provides a hyperlink opportunity to your business site you can count on some SEO value from that link. If the event is a large one, most charities will maintain that list live on their own site for at least a year, providing long term digital traffic opportunity. You can effect some change in your community by supporting local charities and building new commerce and online audience at the same time. Relationship marketing you can feel good about!
Never underestimate the value of the press release. The classic form of business broadcast is highly effective at advising news agencies of new products, services or your organisations participation within the community. Look for the human element that is non-biased and non-advertorial when choosing a topic for a press release. Has a staff member won an award recently? Did you take up a corporate challenge for fitness in the New Year? Put your best foot forward and share what is great about your organization and inspire news agencies to write about you. The link value of these articles is helpful to building even more long tail SEO assets.
An example of the level of pick up you can receive from a press release is below:
The above statistics relate to a press release we created for the Poppy Factory when the Queen visited their premises.
Generate UK is a full service digital marketing agency. Looking for even more creative ideas? Get our team and expertise on board to develop a strategic plan that will provide measurable results. We can increase your digital traffic using all elements of effective SEO, white-hat link assets, promotions, campaigns and social media.
If building qualitative content that provides intrinsic long term SEO value to your website is high on your list of priorities, contact us develop a strategic digital marketing plan for your organisation.
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