These days, everyone knows just how valuable link building is when it comes to building a successful SEO strategy. Not all links, however, are created the same. The value of a link extends beyond just the quality of the website it’s from; the method by which the link was acquired is equally important.
Among the different types of backlinks, editorial links tend to be the most valuable. Editorial links form the backbone of a strong link profile, and make sites with a substantial number of high-authority editorial links particularly difficult to outrank in search results.
However, securing editorial links isn’t exactly a walk in the park. They’re highly sought after precisely because they are hard to obtain. According to one study, 85% of SEO experts and marketers believe that building links is important for brand building and establishing authority, yet 41% of these professionals also find it the most challenging aspect of search engine optimization (SEO).
In this blog post, we’ll explore what editorial links are, why they’re so valuable, and how you can effectively acquire them for your website. Let’s get started.
What Is an Editorial Link?
An editorial link is a type of backlink from another website that directs traffic to your page. These links are neither paid for nor directly requested by you. Instead, they are earned organically as a result of creating high-quality, authoritative content that others find valuable enough to link to.
Editorial links are typically found in articles, blog posts, or other content on reputable websites and can come from major media outlets like Forbes or niche industry blogs. Unlike other types of backlinks, editorial links are not something you can easily buy or barter for.
These links are earned, and that makes them incredibly valuable. When a respected website links to your content, it’s basically like receiving a vote of confidence from a trusted source. This signals to search engines and users that your content is worth paying attention to.
Editorial Links vs. Acquired Links
When it comes to SEO, there are several ways to generate backlinks, but they generally fall into two categories: acquired links and editorial links. Let’s break it down below:
Acquired Links
Acquired links are links you generate through deliberate outreach efforts. This might involve contacting a website owner to ask for a link, paying for a link, or offering to write a guest post in exchange for a backlink. Techniques like article distribution and broken link building also fall under this category.
Editorial Links
These links come naturally, without direct solicitation. They are earned by producing content so valuable and relevant that other websites choose to link to it on their own.
Acquired links are typically paid for or requested, while editorial links are earned naturally through the quality of your content.
While both types of links can be beneficial, editorial links can be far more valuable. They are seen as more trustworthy by search engines because they’re harder to obtain and are not the result of any kind of transaction or request.
Research from Ahrefs shows that the average cost of buying a link is $361.44, while a guest post might cost around $77. Editorial links, on the other hand, are free — but they require a significant investment of time and effort to earn.
Many people mistakenly use the terms “acquired links” and “editorial links” interchangeably. However, the difference lies in how these links are obtained. Acquired links are typically paid for or requested, while editorial links are earned naturally through the quality of your content.
The Benefits of High-Quality Editorial Links
The benefits of securing editorial links are pretty significant, especially when they come from reputable, high-authority websites. Here’s why high-quality editorial links are so valuable:
Building Authority
When a respected website links to your content, it helps establish you as an authority in your niche. This not only boosts your credibility with users but also signals to search engines (like Google) that your content is valuable — which can lead to an increased domain authority score.
Driving Organic Traffic
Editorial links from high-authority websites can lead to a significant increase in organic traffic. When users click on these links, they are directed to your website. This, of course, increases the chances of conversions and sales.
Improving Brand Awareness
When your content is linked to by prominent, authoritative websites, it exposes your brand to a broader audience that may not have been aware of you otherwise. This can help you reach new customers and expand your market presence.
Why You Should Focus on Editorial Link Building
Now that you understand what editorial links are and why they’re so valuable, let’s talk about why you should focus on building these types of links as part of your SEO strategy.
Strengthen Your Domain Reputation
Building a strong reputation with both search engines and users is super important when it comes to increasing domain trust. In a competitive online environment, standing out from the crowd is becoming increasingly difficult.
Editorial links can help you do just that. Every time an authoritative domain links to your website, search engines perceive your site’s content as more trustworthy. This will very likely lead to higher search rankings.
Every time an authoritative domain links to your website, search engines perceive your site’s content as more trustworthy.
Build Relationships
The process of earning editorial links often involves building strong relationships with influencers, journalists, bloggers, and other businesses in your industry. While the main goal might be link-building, these relationships can also be very beneficial for your business in the long run.
Achieve Higher Rankings
When a high-authority site links to your website, it passes some of its SEO value to you. This can help your site climb the rankings more quickly. However, you should always focus on quality over quantity. A single link from an authoritative and relevant website is far more valuable than ten links from low-authority sites.
Save Money
Unlike paid links, editorial links don’t require a financial investment. Instead, they rely on your ability to create relevant, high-quality content. This makes editorial link-building an especially attractive option for businesses that regularly publish valuable content.
Drive More Web Traffic
High SEO rankings naturally lead to more web traffic. By posting relevant, user-friendly content, you can attract readers who are more likely to click on your editorial links. The more clicks you get, the more traffic your website will receive. A well-executed link-building strategy will position you as an expert in your field and help you spread the word about your products.
How to Get Editorial Links
Once again, getting editorial links isn’t easy. You’ll need to use a strategic approach in this case. Unlike regular link building, which usually involves direct outreach or payment, editorial links must be earned. Here are some strategies to help you generate editorial links:
Create Link-Worthy Content
Naturally, the foundation of any successful editorial link-building strategy is high-quality content. You’ll need to produce content that’s not only informative and engaging but also original and well-researched. We’d recommend creating content that answers common questions in your industry, or offers a unique take on a trending topic.
Leverage Infographics
Visual content (like infographics, for example) is highly shareable and often attracts editorial links. We’d recommend creating infographics that provide information in an easily digestible format. Make sure to include an embed code that allows others to share it on their websites, too.
By conducting your own research or compiling data from reputable sources, you’ll be able to create content that’s not only informative but also highly linkable.
Publish Data-Driven Content
Articles that include original research, statistics, or trends are much more likely to be cited by other publications, which can result in editorial backlinks. By conducting your own research or compiling data from reputable sources, you’ll be able to create content that’s not only informative but also highly linkable.
PR Backlinks
Digital public relations are super important for growing a business and increasing brand awareness. It also plays a huge part in boosting online visibility and improving search engine rankings. Although it can be challenging to come up with stories that catch people’s attention all the time, creating press releases is a great way to get media coverage and generate backlinks to your website.
One common method to earn links from well-known publications is by issuing a press release when you launch a new product or update an existing one. Similarly, doing something noteworthy with your brand can lead to media coverage. When brainstorming ideas, don’t just pick something at random; think about the kind of content your target publications usually cover.
Content Promotion
Content promotion, even though it’s often considered an off-page SEO strategy, is a very effective tactic that sometimes goes overlooked. In a nutshell, content promotion involves distributing your content through different channels (both paid and unpaid).
Some common ways to promote content include paid advertising, digital PR campaigns, email marketing, and social media outreach. However, for this strategy to be successful, your content needs to be link-worthy from the start. Once you’ve created valuable content and have evidence that it’s effective, you can set up your promotional efforts and wait for it to gain traction and attract links.
Reference Other Websites
One of the best ways to build trust with others is by showing appreciation for their content. So, if you’re trying to earn an editorial link from a reputable publication, you should start by mentioning them in your own content (either on your website or through social media).
After you’ve mentioned them as a resource, send them an email to let them know you’ve referenced their content. Be sure to thank them for sharing great information online. If your business is credible and has some influence in the industry, these companies are likely to respond positively and may even extend editorial backlinks.
While this strategy might not immediately result in a lot of editorial links from authoritative websites, it’s a great long-term approach because it will help you build trust and increase brand recognition. Also, since you’ve referenced them in your content, you’re probably already on their radar.
Conclusion
Editorial links are difficult to obtain, but most people agree that the benefits they offer in terms of authority, traffic, and brand awareness make them well worth the effort. By focusing on creating high-quality, link-worthy content, and building relationships with influencers and journalists, you can earn more editorial links.
Are you ready to take your link-building efforts to the next level and secure valuable editorial links? Don’t hesitate to Book a Call with our team at Reporter Outreach. We specialize in connecting businesses with the best journalists to secure the media coverage and authoritative editorial backlinks that drive results.
