SEO
How Can Resellers Create Linkable Assets & Build Better Links?
Today’s Ask An SEO question comes from Abdul from Nairobi, who asks:
“I’m a junior in-house SEO for a company that resells items both in a traditional store and online.
Is there a way to create linkable assets for a reseller company like the one I am working for? And is there a way to do link building using such content?
Most of our competitors have little to no top of the funnel content. … In our industry, we are mostly focused on sales, and I’m looking for a way to increase our value to customers by providing such content for them.”
Hi Abdul,
Great question!
Yes, creating linkable assets for resellers is super easy and fun.
It is about thinking outside the box a bit.
For resellers and service providers, I start by creating something “link-worthy” and then find targets to reach out to.
Creating link-worthy content isn’t just one piece of content. It is building a library full of it.
I don’t mean a literal library; I mean making sure each area of your website is filled with good, quality content. That could include images, videos, guides, infographics, etc.
If you pitch someone to link to one good blog post or video, they’ll likely look at other pages on your site.
If only one has quality content, they will likely look for a similar piece of content elsewhere – and you lose the backlink to a different site filled with resources.
So let’s get started with building the resources.
Types Of Linkable Assets
Start by talking to your customer support team.
Take the conversations they’ve had, and run them through a keyword cloud.
The most commonly used phrases will wind up being the largest.
Now, plug that into a question or topic generator and a keyword research tool.
You can also create a list of questions customers ask (current customers and leads) and have your customer support team check off the list each time someone asks them one of those questions.
Now you have what people want to know before they convert. Turn this into copy, such as:
- Explainer and how-to videos.
- Infographics showing a process or flow, with tips on reducing friction, improving output, or something unique only an expert like your company will know. Please do not make it about your services; make it about any and all services. This way, it is inclusive of everyone and more likely to get shared or linked to.
- Blog posts explaining concepts with real-world examples.
- Calculators and widgets to solve problems and show expertise.
- FAQs as individual pages if the answer is long, added to product/service pages, or as a blog post on its own.
- And more.
By doing this, you’ve created a topically relevant archive of information. This is something that shows expertise and becomes worth linking to.
You can also use the content on other channels.
- Videos can go onto YouTube and, if they’re shorts, also onto TikTok, Instagram Reels, and other platforms.
- Vertical graphics and infographics can be shared across Pinterest.
- FAQs can make for great interview questions or themes for podcasts.
Lastly, you’ll want to ensure your site is easy to navigate.
Do not hide the blog or links to your resources in a hamburger menu. Create well-labeled navigation that encourages people to find this content.
You won’t take people out of the funnel if done the right way.
Instead, you’ll show your knowledge and that you understand their problems.
By showing you understand their problems and have solutions, you’re likely to get more qualified leads and speed up the time to close a deal.
The consumer knows they’re in the right place, and you’ve been there with others before.
The final benefit here is that you’ll have resources available for journalists, industry publications, and bloggers to find.
By having them find your content, you may end up with backlinks. You may get sourced and cited even if you don’t get the link.
Having others talk about you in a positive light, especially in the media, can help build trust and authority.
It is part of E-A-T. And the mentions in major media allow you to create an “as seen in” box to build trust with visitors.
We follow this process for building links to resellers and service providers.
We focus on answering our current and potential customers’ questions. Then, we create universal resources to show our expertise – even if we don’t use our products – and build relationships with media companies in the niche.
I hope this helps!
More resources:
Featured Image: paulaphoto/Shutterstock
SEO
Executive Director Of WordPress Resigns
Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.
She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”
She wrote:
“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.
…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”
Turmoil At WordPress
The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.
Resignation News Was Leaked
The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.
He posted:
“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.
She’s working on a statement for the community. She’s in good spirits despite the turmoil.”
Screenshot Of Deleted Tweet
Josepha tweeted the following response the next day:
“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”
Rocky Period For WordPress
While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.
Read the official announcement:
Featured Image by Shutterstock/Wirestock Creators
SEO
8% Of Automattic Employees Choose To Resign
WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.
Reactions Of Automattic Employees
Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.
One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.
He shared:
“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.
I’m going to spend the next month taking a break, getting married, and visiting family in Australia.
I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”
Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.
She tweeted:
“Today was my last day at Automattic.
I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”
Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.
Mullenweg himself was bittersweet to see those employees go, writing in a blog post:
“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.
However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”
Read the entire announcement on Mullenweg’s blog:
Featured Image by Shutterstock/sdx15
SEO
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