Definition
In SEO, “assets” refer to the content or resources used to attract and generate links. These assets can include blog posts, videos, whitepapers, infographics, or any other form of compelling material that entices other websites to reference and link back to your pages.
What is it?
Assets are often the cornerstone of link-building strategies, as they provide unique value or insight that encourages others to share. For instance, a well-researched case study or in-depth guide can help position your brand as an authority, prompting industry peers and influencers to cite your work. Assets may take many forms—long-form articles, how-to tutorials, webinars, or interactive quizzes—but the goal remains the same: produce something worth linking to. High-quality, relevant assets not only increase domain authority through earned backlinks but also enhance user experience by offering truly informative or engaging content. Over time, creating diverse, audience-focused assets can substantially improve your online reputation, visibility, and keyword rankings.
How is it used?
Marketers plan and develop assets based on audience needs or gaps in existing industry information. Once ready, these resources are promoted through outreach emails, social media, and digital PR campaigns to attract quality backlinks from reputable sources. In many cases, the “skyscraper” technique is employed, where an existing popular piece of content is improved upon and then pitched to sites linking to the original. By tracking engagement metrics—like shares, downloads, and referring domains—teams can gauge each asset’s performance and refine future content strategies. Over time, consistently publishing valuable assets helps secure a robust link profile, strengthen search rankings, and amplify brand authority.
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