If you’ve hired an SEO company to do link building for your business before then you might have heard the term “linkable asset” thrown around. That doesn’t really mean much to the average person. My website needs links, the SEO guy is supposed to make links to it, so it’s the linkable asset, right?
A linkable asset is anything on your website that’s really worth linking to. More specifically, it’s something on your site that someone was hoping to find when they clicked on that link. David Farkas from TheUpperRanks wrote a great blog post about how essential these assets are, and encourages businesses to find a way to provide ‘free’ value to website visitors with this type of asset.
This way, you’re essentially trading the value of the page for the value of the link that you’re getting. The less valuable the page is, the less likely it is to get links.
It’s often hard to get over the urge to drive traffic directly to product pages, and it’s not necessarily impossible to use a product page as a linkable asset, if it’s done carefully. Usually, however, a great asset is more related to your field than you product. It’s not about driving direct sales, so much as providing something singularly interesting or useful that’s shareable and makes people want to link to it without feeling like they’re doing you a favor.