[[How can create linkable content to drive more site traffic]]

One of the main purposes of linkable content is to expand your audience,” said Johnson. “It’s not about doubling down on the core audience that you’re already in touch with — it’s about connecting your brand with new, relevant audiences on the web.”Relevant content needs to be formatted in appealing ways to draw in a wider audience. This can make it easier for readers to see its value and search engines to analyze its information.

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There are two particularly effective content types that encourage linking, Johnson says — informational/education articles and resource guides.Educational articles are designed to give readers the information they need in a straightforward way. These pieces often use “How-to” or “FAQ” structures to make the content as easy to read as possible. Also, they’re particularly useful in that they work for practically any vertical.

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Johnson recommends marketers “think about the piece and how it connects your website with relevant audiences and topics that are being discussed.” When housed on third-party sites, that audience reach is expanded even further.

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Creating linkable assets means marketers should know what topics and content formats are relevant to their audience. As Google’s John Mueller said in an SEO office-hours hangout, “We try to understand what is relevant for a website … the total number of links doesn’t matter at all.”


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