So you should separate out freebies such as freeware downloads or clipart onto their
own page, for a linkability boost.
Your Sales and Promotions
Everybody loves a bargain, and next to “free stuff,” a sale
or promotion is a strong contender for links. Trouble is, most websites move their pro-
motions around, showing them temporarily at whatever URL seems to suit the moment.
Take the smart approach: If your site runs promotions, make
one specific URL
promo materials! That way, linking sites will have an easy time sending you their bargain-
hungry traffic—and you’ll gain inbound links. If your organization runs promotions but
somehow doesn’t manage to get that content up on the website in a timely manner, put
linkability on the list of reasons to turn over a new leaf.
Tools, Worksheets, and Sample Documents
Are there any tools, worksheets, presenta-
tions, or documents that your organization is using in-house and might be willing to
share? For example, countless SEO firms offer keyword assessment tools or other use-
ful gadgets for free on their websites. Think they’re doing it out of pure altruism?
Nope. More likely, they’re trying to attract links and repeat traffic.
Offline Marketing Materials
You can add offline marketing materials, such as
brochures and sales presentations, directly to your website in whatever format they
were created in. However, from an SEO standpoint, HTML is still the best format for
your web content. Here’s why: Other websites might hesitate to link to non-HTML
documents because viewing them may disable the “back” button. Also, many searchers
will skip over links to non-HTML documents because they don’t want to wait for a
separate program to launch and they may not be in the mood for a long download. So,
if your organization has a large amount of linkable content in non-HTML documents,
see what it would take to re-create it in HTML. If that isn’t possible, be sure to opti-
mize your non-HTML materials. We’ll show you how later this week.
If you’re already writing and sending out e-mail newsletters, why
not add them to your site too? What appeals to your customers or opt-in readers may
also appeal to linking sites.
Press releases are excellent potential landing pages, naturally text based,
keyword rich, and often linkworthy because they’re news! In Chapter 5, “Get Your
Team on Board,” we discussed getting PR involved in optimizing press releases. If your
organization hasn’t been posting its press releases online, start now. But make sure the
press release is linkable news before asking for links. New products fit the bill. New
hires probably don’t.
Look to Chapter 10, “Extra Credit and Guilt-Free Slacking,” for guidelines on optimiz-
ing press releases.
Look for preexisting content within your organization that can be repurposed for your website, and
make contact with the person who can help make the necessary changes to your site.
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