How to Get Natural In-Content and Editorial Links

By on Apr 10, 2011 in Content, Search, Social | 48 comments

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An editorial link is a one-way link placed within the body of a content that is given naturally by other websites to specify a resource. Basically, it’s a form of citation on the web, which generally indicates that the destination of the link is the original source of the procured data, idea, concept or statement.getting editorial links

In link building, I personally believe that these types of links – editorial or one-way in-content links – are the most powerful and the ones that really carry weight in signaling search engines that a certain content is offering so much value and they should return this piece on their results for people to see.

Whether the citation is a positive or negative evaluation of the source, it still offers a huge amount of weight in terms of linking, given that the anchor text of the editorial link depends on the discretion of the linker.

The real nature of web popularity was initially based on this linking system, and it still does. Perhaps that’s why search engines keep on devaluing other artificial link acquisition methods (such as article submissions, forums, low quality directories, paid links, web 2.0 properties, reciprocal linking and soon paid press releases) for sites, webmasters and search marketers to genuinely obtain links that they truly deserve – voluntary given in-content links!

I have been always stressing this to most who have sought for my advice that the most efficient way to get your site known over the web is through trust. And getting natural editorial links can simply emphasize trust between the relationship of the linker and the destination page of the link. An upright looking link profile that is focused on garnering special mentions from other trusted sites can certainly denote a strong brand and can easily achieve higher search rankings, that is for sure.

Two Types of Editorial In-content Links

Both types are attainable in which you’ll just need two things – a compelling content and a solid SEO strategy to making it visible to appropriate targets.

Attraction V.S. Proposition

The only difference between the two is the approach, wherein the first one attracts people to link to it, while the second one requires you to present a good proposition, which is the value of the content, in order to obtain the link.

Eventually, you’ll be needing both, since when people are naturally linking to your content without the need of asking them to will make it much easier for you to request for links, as you have slightly proven that your content is worth linking to.

On the other hand, sending requests to people to link to your content and getting them approved will increase the chances of getting your content out in the open and be publicly noticed through your linkers’ networks and in due course may mean more natural incoming links as it goes viral.

4 Reasons Why Would People Link To Your Content

Editorial links

Ingredients to a Successful In-content Editorial Link Acquisition Campaign

That heading was too long, it should have been just “elements of a powerful link bait” or something. Anyway, great content seems to be not enough these days to define it as a linkable one. There are a lot of aspects that touch the finish product in making it a linkable material (link bait), but the value proposition when requesting for a link or in psychologically manipulating your audience is one of the smartest way to deliberately diminish all the monotonous work.

So what is the value you are offering to your market besides the remarkableness of the content itself? Think about it, and then use it to your advantage. Below are some of the elements that make a successful linkable content:

Content that Attract Natural Links

12 Ways to Increase the Chances of Getting Editorial Links

1. Extract and reverse engineer links from your competitors’ similar content.

Knowing linking opportunities from your content’s SERP competitors is perhaps the best first move in building your list of link prospects before launching your link bait. Lurking through your competitions’ page and link profile is very advantageous, given that it will give your bait the edge in overcoming the competition in terms of the content’s comprehensiveness and timeliness, which can make your link request outreach almost effortless.

It’s imperative to determine the weaknesses of your competitions’ pages and to use them to your content’s advantage by simply offering what is not present on their content. With that being said, you will have higher response rate when requesting for in-content mentions on pages/sites that have a history of linking to a similar subject of content.

How to find the best pages linking to your competition:

o   Pagerank of the linking page
o   Date it was published
o   If the competitor’s link was placed on the body of the content (if it’s editorial)
o   If the page’s content is editable when requested
o   Contact details (specifically the email address) of the webmaster.

In sending the requests:

2. Externally hosted support content

Promoting your content by referring back to it as a resource on your externally hosted content such as guest blog posts, free report or PDFs can also improve the visibility of your link bait. Setting up this plot on a strict schedule can extremely amplify its chances of going viral, and that’s where content strategy comes into play.

Say before launching your link bait (could be anything – an independent landing page, a blog post or your site’s homepage), you can as well prepare 3-5 or more support pages (I recommend high quality guest blog posts) that will include an in-content link to your link bait as its prime resource and to be submitted to other authority websites/blogs in your niche. These external contents are capable of capturing attention as the message flows on each host’s network and in due course, hopefully, generate more natural links  to your mother content.

3. Engage with relevant bloggers who curate posts (round up posts).

Curation or rounding up blog posts across a certain industry has clearly redefined the reading experience of bloggers and information seekers around the web. This web marketing approach is able to generate not just interest to readers but also helps in building site-to-site relationships, which often increases the subscriptions on the recommended sites.

Communicating with bloggers who routinely do curated posts is a great way to increase exposure to your content, especially if you can manage to have them link to your content. Getting a link from them benefits your site in many ways, given that most of these blogs have their own community of followers, wherein you can possibly expand the reach of your content for more natural linking opportunities.

Simple ways on how to build relationships with curators:

How to find curators in your niche:

You can use several refined search queries via Google search when seeking for blogs that do blog post round ups such as:

If you are in a very remote industry that has no courageous bloggers who’re brave enough to link out to quality content on their niche, then perhaps you can use curation to your advantage by being the first one to do it in your sphere.

Luckily, there are many bloggers in our industry – online media – who religiously offer this kind of content to their followers. Here are some of those that I’ve personally found great when it comes to curating posts:

4. StumbleUpon Ads

StumbleUpon has 8 million active users, and counting, and probably hundreds of thousands that are genuinely into your niche. Having your content in front of their highly intellectual and tech savvy users can definitely intensify the chances of getting editorial links, given that users from this channel are out for entertainment and education.

It is easier to garner in-content mentions if your content is matching their users’ needs, so why not try using StumbleUpon’s ads to leverage linking opportunities for your content.

5. Participate and leave compelling comments on highly anticipated blog posts.

If you are in a social media-rich industry, then this method does apply. There are always highly anticipated blog posts being born every week. And exposing yourself by genuinely participating on comment threads can positively help your site as well as your link bait to be noticed by big players in your industry.

The main objective of leaving insightful comments on these types of blog posts is to mainly generate interest through intellectual interaction and intelligent contributions in order to manipulate other readers into checking out your own site (they’ll typically click on the name of the commentator that usually links to the commentator’s site).

6. Content marketing through CommentLuv

CommentLuv has been a very useful plugin to web marketers, bloggers, link builders and readers, since it supports the community by enabling web content creators to easily promote their recent blog entries on other blogs that use this tool. However, there’s more to this WordPress plugin that many are unaware of.

It has a paid version that allows users to promote any page on their site (even if it’s not a blog) with their preferred anchor text by setting that page/post as a default link. Paid users can choose on any of the default link they desire to display when commenting on CommentLuv enabled blogs just by clicking the “arrow down” button placed on the rightmost part of the “recent blog entry link”.

Having a strong headline for your linkable content can certainly grab a hold of readers or other commentators’ attention, which of course, may lead to a click, and sequentially or possibly, more natural links.

7. Social sharing and voting through personal network

This can be the easiest one on this list of tactics, but the most delicate I presume. Requesting for links or for your content to be shared on various social media sites from those that you already have a relationship with, professionally or personally (colleague, relatives, friends, business networks, etc…) is definite to have high success rate and it’s very self-explanatory why.

But sure enough, abusing them for your own benefit is bad for business and personal life. Keep it in the low key and only resort to this method when it’s really necessary.

It’s also best to build relationships on social voting sites by authentically participating and socializing (that’s why it’s called “social”) or encourage your personal network to join the social voting sites that you are active in (like Digg, Reddit, SERPd, etc…), to augment votes to your entries when you are in dire need of it. And of course, this system has to work on a two-way process, in which you also have to voluntarily vote for your networks’ submitted entries.

Having your content very visible to social voting sites can extremely boost its linkability, as it is capable of reaching thousands of people who are interested with your site’s subject matter, and that is why investing your time to build a solid reputation on these sites is undoubtedly worthy it.

8. Promote through related forum threads and questions posted on Q&A sites

A content that gives solutions to frequently asked questions can fortify its relevance and linkability, especially if your content is providing more than just the practical solution and contains extensive guides on how to actually solve the problem.

Links built through these processes are capable of acquiring natural links, seeing as the contribution you have given, which links back to your content as its more detailed resource, are most likely be sought out by future searchers. Those who would benefit from the information you’ve given have high chances of sharing your content, bookmarking it or linking back to it.

In finding forum threads, it’s best to seek through high traffic forums within your niche or by specifically searching them via Google search (ex. “link bait reply to thread”, “inurl: forum link bait”).  Whereas to questions posted on Q&A sites such as Quora and Yahoo Answers, you can just do a manual search on those sites, as those questions are able to be categorized through their search features.

You can also setup Google Alerts when seeking for relevant pages where you can offer your content as a resource, as this free service from Google can also notify you with everything on the web that’s related to your targeted search phrases, which can include questions posted on Q&A sites and forum threads.

9. Offer incentives

There are many forms of incentives when it comes to developing a natural looking link building strategy to your site such as:

10. Interview or be interviewed

Interviewing experts or influential people in your industry seems to have its own natural charm in enchanting people to link to it, since more often than not, contents per se are consisted of highly trusted and very credible statements. Plus, notifying the expert(s) you have interviewed that the content is already live will, most of the time, link to it and share it through their own network, which signifies more exposure for your website.

Getting yourself, your client or an expert in your company interviewed also gives the same amount of leverage for linking opportunities, given that it’s an indication of authority, where in succession attracts links, traffic, leads, revenue, and who knows what’s next – but for sure it opens a huge door for opportunities.

The best part of being interviewed online is that it allows you to indirectly boost your site’s brand and of course, you have a slight control of the links that will be used in the content. Finding an opportunity to be interviewed is not that easy, but not that hard as well. You just have to find bloggers that will be interested to make one for you and/or to let them know that you or your clients are open to this idea.

2 ways to get an opportunity to be interviewed

11. Contact editors or writers from known online and local publications

News and feature writers love to include sources on their works, as it strengthens the credibility of their stories. Finding where to get those linking opportunities is actually easy if you have the right value in play.

Although this method requires a lot of research and precision, its returns are sure to be scalable, given that a successful approach can lead to a good viral effect for the content as well as a strong indication of content viability in requesting for links to your other prospects.

In finding and choosing news sites or online magazines, it’s important that you assure that they are providing content that’s related to your site’s industry and to gather all necessary information before the approach. The usual information that you’ll need:

Finding online publications and writers:

The approach:

12. Link out from the bait itself

Cite sources or link out to blogs that are generous with outbound linking. That’s a direct assault in capturing the attention of well-known people in your industry, and you have higher chances of getting a link from them or getting your content shared on social networking sites.

Rules of Engagement

So why spend so much for links when all it takes is a value proposition that’s focused on producing and offering highly linkable content to serve as your campaign’s foundation and a solid plan for those materials to naturally acquire editorial links – get links that attract more links.

If you enjoyed this post, you might want to subscribe to my feed or follow me on my new twitter account.

Image Credit: Thalassa-mabyn

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

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  1. Danielle McGaw

    April 10, 2011

    Post a Reply

    Wow dude – I can’t imagine how long it must have taken you to put this together! It’s a fabulous resource for anyone that wants to get more inbound links. Especially links that go to specific content. I have to give this a more thorough read later when I finish the project I’m working on but I wanted to say thanks for mentioning me. I think it is important to share valuable resources with your readers and many of the resources I find are through my comments.

    • Kaiserthesage

      April 11, 2011

      Post a Reply

      It took me 2 days to finish the post (the research was the time consuming part) :)

      I guess everyone is getting busier this month. Just let me know if you’re in need of an extra hand with that project of yours, maybe I can help you with that (no charge!).

  2. This post is the very definition of link bait. First thanks for the mention, second this is awesome and third, this one is going into the next round up on my blog! You did such a great job I don’t even have anything smart to say here, lol. You blog is so great!

    • Kaiserthesage

      April 11, 2011

      Post a Reply

      Thanks for the very encouraging comment Brankica! And I’m glad to make it on your next round up! :)

  3. Ingrid Abboud

    April 10, 2011

    Post a Reply

    hey Jason,
    A hell of a post you got here! Nicely done. It’s absolutely loaded with insight.
    By the way – thanks a lot for the mention – appreciated.

    Needless to say that a thorough and well thought-out post such as this – surely deserves to be in my next SuperPost Sunday roundup :). I’ve also bookmarked it for future reference.

    Have a great week.

    • Kaiserthesage

      April 11, 2011

      Post a Reply

      I’m quite excited to see your next round up :) I sincerely enjoyed the links you have been sharing recently.

      Thanks for dropping by Ingrid!

  4. Wow, what a post, Jason – this must have taken you days to write!

    There’s so much good stuff here, I don’t know where to start – this is a post that I’m bookmarking, and will definitely be sharing – I wouldn’t be surprised if this post shows up on in the regular roundups of every single blog that you listed, and it’ll definitely show up on ours!

    Thanks very much for the mention! :)

    • Kaiserthesage

      April 11, 2011

      Post a Reply


      It took me 2 days in completing this entry (day 1: research, day 2: the 7-hour drill, which was really exhausting). Glad to hear that you liked this post. I was able to read some of your posts last week (and a guest post), you have solid things happening their on your blog, really great.

  5. I find it interesting you mention link round-ups. While they are useful for anyone needing to catch up on some reading, or saving resources, and while they are in a post and not a page, they are essentially a “link page” are they not…..not what I would call a “high quality contextual (in-content) link”.

    As apposed to A link, preferably by itself, inside a post of the same topic…..do you see a vast difference in the two?

    • Kaiserthesage

      April 11, 2011

      Post a Reply


      I think you have a point there, though I personally think that both are still the same, knowing that the writer of the hosting content have chosen to voluntarily link out to a source (which makes the link pretty much relevant). Hmm, or maybe you are right, but the value of the link may perhaps be the same, as they would appear as a positive vote/recommendation for the destination page.

  6. Jacob

    April 12, 2011

    Post a Reply

    The problem, I think, that most people run in to is that they blog and don’t put enough effort into their writing. I remember early in my blogging career, the goal was to push out as much content as I could rather than high quality content. So, naturally, no one was linking to me. Now that I focus on higher quality content, people are commenting more and linking more. In the long run, I am benefiting more.

    A natural, in-content, editorial link is always better than anything else you could get because you’re getting it without having to ask. If you’re going to update your blog anyway, you might as well update it with the best content so you can get the most links possible.

    • Kaiserthesage

      April 15, 2011

      Post a Reply

      It’s strange how I always seem to agree with you Jacob. I guess we do have the same principles when it comes to search marketing, I think that’s great :) More whitehats on board.

      Thanks for dropping by.

  7. i am new into blogging career….everyone is advising about a quality content……and this is absolutely right….when ever i write quality content….i get a different response from the visitors in form of comment…when i dont they hit me hard…….i enjoyed blogging.

  8. Hats off to you kaiser! This has been one of the greatest posts I’ve ever encounter this year! Whoa you’re so great having drafted this great, full of SEO substance article. I swear, this is it, this is the Best SEO tips, completely done. You got there the four crucial elements in SEO, namely: keywords, links, content, social media.


    • Kaiserthesage

      April 15, 2011

      Post a Reply

      Thanks for dropping by and for those kind words Kira :)

      By the way, I checked out your site, excellent design man! You should start investing on your own domain and webhost, I think you’ll do great with blogging.

  9. lawmacs

    April 14, 2011

    Post a Reply

    Great stuff Jason getting editorial link is good but we do not always get them no that the search engines are dicrediting paid links i believe it is fair to say that we need to start looking forward to editirial links. I do really enjoy this post and thanks for mentioning my effort here, i believing in networking it is the easiest way of gaining links natrually.

    • Kaiserthesage

      April 15, 2011

      Post a Reply

      I have to agree with that point Gary, networking is definitely one of my favorites when it comes to quality link building, that also includes linking out to those that you found to offer value within the community 😀

      • lawmacs

        April 17, 2011

        Post a Reply

        Forget to say thank you jason for mentioning my blog in your elite list much appreciated have a great week ahead

    • Kaiserthesage

      April 15, 2011

      Post a Reply

      Thanks for the kind words Jilliane, and I’m glad that you have found this post useful :)

  10. Thim

    April 15, 2011

    Post a Reply

    What an incredible blog post. Thank you very much!

    What theme was your site built on? I am new to blogging, sry…

  11. Hey Jason:

    I came to your site after a long time, though I did like reading your posts all the time. But you know how it goes, workload keeps moving and things change. But human connection is the most important of all. I am here because I was contacted, and when I read I became so found of reading you again. Your post is a great example how a post should be. I agree with your mentioned list also, I like reading most of these bloggers too.
    Jason, since you are an SEO expert, I will like to see your input for my latest post.
    Have and awesome Sunday
    Fran A

    • Kaiserthesage

      April 19, 2011

      Post a Reply

      I feel the same way when I read your posts Fran, you are an exceptional writer, and others should check out your works, seriously, you have great things happening their, since I can still remember the moment I first left a comment on your blog, it was endearing (and I as well enjoyed your recent post).

      Thanks for dropping by, and glad we could catch up! :)

  12. Two thumbs up for this post! I thought I was reading a book! There’s really a bunch of knowledge that I’ve learned here. I highly agree on your point at # 6. I do make sure first that there’s a Commentluv badge on a blog before I comment. It’s a very helpful plugin ever for me. Expect me to forward this article to my colleagues, thanks a lot for posting!

    • Kaiserthesage

      April 19, 2011

      Post a Reply

      Thanks for the comment :) Andy’s commentluv has been tremendously useful to the community and I hope they can create more useful plugins. Glad you liked this stuff.

  13. Tho Huynh

    April 19, 2011

    Post a Reply

    Wow, such a great post that everyone in this field has to read again, again and again.
    Thanks for precious link building tactics 😀

  14. Richard

    April 23, 2011

    Post a Reply

    What a massive context and content for all of us looking for the extra edge in link baiting. Tremendous link juice. I ts going to take me a wee while to fine-tooth comb all of this content.

    I consistently follow popular posts similar to my niche. There is an enormous array of strategys available which you have stipulated in this post. Very compelling.

    Thanks a million

    • Kaiserthesage

      May 3, 2011

      Post a Reply

      Wow, thanks for the support Chandan! Saw it already, I really feel flattered :)

  15. Rob

    May 28, 2011

    Post a Reply

    Hi Jason,

    Excellent read! This is concise, complete, and dead on. I will be using this information to help my clients understand their part. Many people have not a clue that links make up an enourmous part of the content in a web page. I see tons of keyword stuffing still, and this is where I could see myself stuffing (Link stuffing?). Having gobs of information is one thing. Having information that matters, and is useful is another. But having text that is deemed ‘pertenant’ ,Rich media that enhances the text, links to information that is consistant with your topic, and having discussions about the topic is what is necessary. Thank you for not only explaining the link-trust building process, but also demonstrating how it is done.

    Great Job, and thank you.

  16. Hulbert Lee

    May 28, 2011

    Post a Reply

    Hello, I stumbled onto this site earlier. This article was lengthy, so I had to print it out and read it later. I just finished reading the six pages and wanted to say that I learned a lot of strategies from it. You’ve explored some very useful ways to attract natural links, and also provided a nice resource to other online media experts — some of which I will check out right now. Thank you so much for putting this together! After going through many short article blog posts, finally something stands out.

  17. What I like about contacting the site owners is that you are offering valuable content for the link. I always get random link requests that don’t offer anything in return. Another great article. Thanks again.

  18. crhome

    November 16, 2011

    Post a Reply

    I just read a Matt Cutts comment from Pubcon Las Vegas that said “One really good editorial link can go a long way”. An indication of the value of working on editorial links from trusted sites.

  19. Again I’m fascinated what I read, just came through your “Linker Outreach” article, which I will read a second time :).

    Also, what I have just done lately is to connect with local newspapers & editors to introduce yourself and what you are trying to achieve. Really worth it, especially if their PR is in a “good shape”.

  20. Jordan

    August 31, 2013

    Post a Reply

    We’ve heard so much about how important it is to get links from other websites. But we had no idea that getting them in the content was more valuable. Thanks for pointing how to go about doing that!


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