The following excerpt is from the Garrett French and Eric Ward’s book Ultimate Guide to Link Building, 2nd Edition. Buy it now from Amazon.
The following linkable asset categories will help get you thinking about what your organization’s linkable assets could be. Thinking broadly and creatively at the beginning of a link-building campaign or project engagement can open you to a stronger, more effective campaign design. After all, you could be sitting on a link magnet and not even realize it!
1. Free apps and tools on your site
Do you provide any free applications or web-based tools to your site visitors? If so, it’s likely that these have already attracted links naturally. If you haven’t promoted these tools yet for the purpose of link building, then these assets could help you develop even more links.
Be careful, though, when designing and building a tool or app—they can be expensive (sometimes two to three times what you expect, or what you’re quoted), can seem to take forever to develop, and could still flop. That said, nothing demonstrates your expertise like a custom tool you’ve crafted to make your customers’ lives easier.
2. Products/Services to give away for donations/Contests/Review
If you have products or services you can give away, you can earn links through donation thank-you pages, through contests, and via product/service reviews from experts in your market. Often, this asset is one of the easiest paths to developing links. However, it’s fairly easy for your competitors to emulate. Further, these approaches to link building can create enormous and unexpected logistical nightmares, such as shipping and packaging, or even getting the winner’s contact information from the site conducting the giveaway.
Related: How to Ask for Reviews (With Examples!)