The common thread in all examples of successful linkable assets in SEO is that they attract links because they give another page a reason to refer to them, not just visit them. The definition of a “good asset” varies depending on the situation, but the common thread is that they are useful to another page.
What makes these examples worth looking at
Not all pages that attract links are designed as a linkable asset. Some are simply useful enough that they attract links as a side effect. Examining both kinds of pages can help clarify what makes a page more likely to attract links.
Data studies that became reference points
Data studies are one of the most clear-cut examples.
A page that analyzes thousands of search results, ranking factors, or content patterns is something that writers refer to when they need to prove a point. The value is not just in having that information, but in answering a question that people ask all the time.
Pages that analyze large sets of data tend to attract links because:
- they save another page the time and effort of doing their own analysis
- they provide hard numbers that can be used to prove a point
- they remain relevant over time if the topic is stable
Original research and industry benchmarks
Pages that provide benchmarks or surveys tend to be similar, but with a different purpose.
Whereas pages that analyze existing data tend to attract links because they save another page the time and effort of doing their own analysis, pages that provide new data tend to attract links because they provide new information that people want to refer to.
For example, a page that surveys email open rates or link acquisition tends to be something that marketers refer to when setting expectations.
They get links because:
- They clearly define what’s “normal” in that space.
- They’re often referenced in comparison and discussion content.
- They get reused across various content formats.
For many of these, the links are not coming because of the publisher, but because the asset just doesn’t exist anywhere else.
Tools that solve a particular problem
Free tools are another set of assets that get links, especially when they solve a particular problem that people face.
A simple calculator, analyzer, or generator tool gets links when it’s the simplest way to accomplish the task.
They get links when writers want to explain the process and provide the tool as an option for readers to try.
They get links when:
- The output of the tool is immediately useful.
- The tool’s interface is simple enough to recommend.
- The problem the tool solves comes up often in tutorials.
The link itself is not to the tool as a product, but to the tool as an option to accomplish the task.
Visual assets that make it easier to explain something
Infographics, charts, and visual breakdowns also get links when they provide an easier way to explain complex ideas.
A well-structured visual gets links when it’s embedded or referenced in an article that needs to present the same idea.
They get links when:
- The structure of the idea makes it easier to present.
- The visual asset itself stands on its own.
- The idea itself needs to be explained in various places.
The success of these assets comes not from the visuals, but from the clarity they provide.
Curated resources and structured lists
Some of these linking assets succeed because of their ability to organize existing information, not their ability to create new information.
A list of tools, cases, or resources becomes a time-saving resource for others. Instead of linking to many other resources, someone writing about a particular topic can simply link to one resource that has already organized all of these resources.
These types of pages get links because:
- the list of resources appears intentional, not exhaustive
- the way it’s structured is helpful for navigation
- the resource saves time for someone else writing about this topic
These work because of their ability to save time, not because of their ability to create new information.
Where these examples get misunderstood
It’s easy to assume that the way these pages are formatted is what’s allowing them to get links. But that’s not entirely true. The way these pages are formatted could be used for many other pages that don’t get links. The difference is that these pages fit into how other content is created and referenced.
It becomes obvious over time how these pages get links. The pages that get links tend to be ones that help someone else at some point. They tend to be ones that help someone else save time.
