Introduction
In the world of search engine optimization (SEO), few assets are as powerful — or as elusive — as editorial links. Unlike paid links, reciprocal links, or those acquired through directories, editorial links are earned naturally when another website chooses to reference your content because it’s valuable, relevant, and trustworthy.
Search engines like Google have long treated editorial links as a gold standard of authority. They act as independent “votes of confidence” from other sites, signaling that your content is worth ranking. But while their value is clear, actually earning them is a different story.
In this blog, we’ll break down what editorial links really are, why they matter for SEO, the different types you can earn, and how to build a strategy that attracts them organically.
What Are Editorial Links?
An editorial link is a hyperlink placed within the body of another website’s content that points to your site without you requesting, paying for, or manipulating it directly. The linking site chooses to add the link because your content:
- Provides useful information.
- Supports their argument or point.
- Offers a unique perspective, study, or data point.
- Enhances the reader’s experience.
Example
Suppose a marketing blog is writing about SEO trends and they include a sentence like:
“According to a recent industry study, 68% of marketers prioritize content creation in their SEO strategies [link].”
If that link points to your research or whitepaper, that’s an editorial link — freely given, not solicited.
Why Editorial Links Matter for SEO
1. They Signal Authority
Google’s algorithm relies heavily on backlinks as ranking signals. When editorial links come from authoritative websites in your industry, they essentially “vouch” for your content’s quality.
- One editorial link from The New York Times carries more weight than dozens of low-quality directory links.
- Authority passes through links in a concept known as link equity or “link juice.”
2. They Drive Referral Traffic
Beyond SEO, editorial links can deliver direct referral traffic. Readers who trust the linking site are more likely to click through, expanding your audience.
3. They Are Natural (and Algorithm-Safe)
Unlike manipulative link-building tactics, editorial links align perfectly with Google’s E-A-T principles (Expertise, Authoritativeness, Trustworthiness). They reduce the risk of penalties from algorithm updates like Penguin.
4. They Build Brand Credibility
Being cited by respected publications enhances your reputation. It’s a form of digital PR — your brand is seen as a go-to source in your field.
Types of Editorial Links
Editorial links aren’t all the same. They can appear in different contexts and carry varying levels of impact.
1. Natural Mentions in Articles
The most common type: a writer links to your content within a blog post, news story, or thought-leadership article because it strengthens their narrative.
2. Resource Page References
Some sites maintain resource lists or “best of” compilations. If your tool, guide, or dataset is featured, that’s a valuable editorial link.
3. Citation of Research or Data
Original research, case studies, or surveys often earn editorial links because writers need credible statistics to support their points.
4. Thought Leadership Quotes
If your brand publishes expert commentary that’s referenced in industry publications, those backlinks often fall into the editorial category.
5. Mentions in Roundups and Guides
Guides like “Top 10 Tools for Marketers” or “Best Practices in Remote Work” often link to relevant companies and resources. If you’re included, that’s an editorial link.
Common Misconceptions About Editorial Links
Because backlinks are so critical, there’s a lot of confusion around what qualifies as “editorial.” Let’s clear up some myths.
Myth 1: Guest Posts Always Count as Editorial Links
Not quite. Links you place yourself in guest posts are self-created, not editorial. Editorial links must be freely given by the publisher, not added by the contributor.
Myth 2: All High-DA Links Are Editorial
Just because a site has a high domain authority (DA) doesn’t mean every link from it is editorial. Paid placements, sponsored content, or user-generated comments don’t carry the same value.
Myth 3: Editorial Links Can Be Bought
By definition, they can’t. If money changes hands, it’s not editorial — it’s a paid link. Google requires paid links to use rel="sponsored" or rel="nofollow" attributes.
Myth 4: Quantity Beats Quality
A handful of editorial links from reputable sites can outweigh hundreds of low-value backlinks. Editorial links are about trust, not volume.
Why Editorial Links Are Hard to G
If editorial links are so valuable, why doesn’t every website have them in abundance? The answer lies in the nature of how they’re earned.
- No Control: You can’t force other sites to link to you.
- High Standards: Only content that genuinely adds value tends to earn editorial links.
- Competition: Countless businesses fight for attention from the same publications.
- Consistency Needed: One good article might not be enough; you need ongoing content excellence.
This difficulty is exactly why search engines reward editorial links so highly — they are a true measure of merit.
Case Study: Editorial Links in Action
A SaaS startup published a comprehensive industry benchmark report with original survey data. Within weeks:
- Dozens of marketing blogs cited the report for key statistics.
- Two major news outlets included it in their coverage of digital trends.
- The startup’s organic traffic grew 65% in three months.
What worked here? Unique, valuable content that journalists and writers wanted to reference. The links weren’t requested — they were earned.
How to Earn Editorial Links
Earning editorial links isn’t about quick tricks — it’s about building authority, credibility, and visibility. Let’s explore the most effective strategies.
1. Create Link-Worthy Content Assets
The foundation of editorial link-building is content that others naturally want to reference.
- Original Research & Data: Surveys, studies, or industry reports are magnets for links. Writers crave statistics to support their claims.
- Comprehensive Guides: In-depth resources that cover a topic better than anyone else become go-to references.
- Visual Assets: Infographics, charts, and interactive tools often attract backlinks from bloggers and journalists.
- Thought Leadership: Unique insights from subject matter experts position your content as worth citing.
Example: HubSpot’s annual “State of Marketing” report consistently earns hundreds of editorial links because it combines original data with expert insights.
2. Leverage Digital PR
Editorial links are often the byproduct of strong public relations.
- Press Releases: Announce major company milestones, product launches, or partnerships.
- Media Outreach: Pitch unique stories or data to journalists who cover your niche.
- Newsjacking: Provide timely commentary on trending topics to get cited in media coverage.
Digital PR transforms your brand into a credible source that journalists and bloggers naturally reference.
3. Build Relationships with Journalists and Bloggers
Connections matter. If industry writers know and trust you, they’re more likely to cite your content.
- Engage with journalists on Twitter/X and LinkedIn.
- Comment thoughtfully on their articles.
- Provide quick responses when they request expert opinions.
Platforms like HARO (Help A Reporter Out) or Qwoted connect businesses with journalists looking for expert quotes. If your insights are published, they often include an editorial link.
4. Guest Appearances and Interviews
While guest posting isn’t editorial link-building per se, interviews and expert features often lead to genuine editorial links.
- Appear on podcasts and webinars.
- Offer expert commentary in roundups.
- Contribute quotes to industry reports.
When your expertise is showcased, editors typically link back to your site.
5. Amplify Your Content for Visibility
Great content alone isn’t enough — people must find it.
- Share consistently on social media.
- Run targeted campaigns on LinkedIn and Twitter/X to reach industry professionals.
- Promote through newsletters, email campaigns, and community forums.
The more visibility your content gets, the higher the chance it earns natural links.
Advanced Tactics for Earning Editorial Links
Once you’ve mastered the basics, you can experiment with more advanced strategies.
1. Skyscraper Technique (Done Right)
- Identify high-performing content in your niche.
- Create something even more comprehensive, updated, and valuable.
- Reach out to sites linking to the original content, letting them know about your resource.
If your version genuinely adds value, many will switch their links.
2. Data Journalism
Publish data-driven content tied to current events or trends. Journalists love citing fresh, credible numbers.
Example: During the pandemic, companies that published data on remote work adoption earned thousands of editorial links.
3. Collaborations and Partnerships
Partner with influencers, universities, or industry bodies to co-create reports, guides, or research. Co-branded assets often earn links from multiple networks.
4. Unlinked Brand Mentions
Use tools like Ahrefs or Brand24 to track when your brand is mentioned online without a link. Reach out politely and request that they add a hyperlink.
5. Broken Link Building (with a Twist)
Traditional broken link building involves finding dead links and offering your content as a replacement. When done with high-quality resources, these replacement links can be editorial in nature.
Measuring the Impact of Editorial Links
Editorial links are not just about quantity — you need to measure their value.
Key Metrics
- Domain Authority (DA) / Domain Rating (DR) of linking sites.
- Referral Traffic generated by the link.
- Organic Keyword Rankings shifts after acquiring links.
- Brand Mentions across authoritative outlets.
Long-Term Value
Editorial links tend to drive sustained benefits: improved visibility, better rankings, and continued referral traffic months or even years later.
Future Trends in Editorial Link-Building
The landscape of link-building is evolving alongside changes in content consumption and Google’s algorithms.
1. AI-Generated Content and Editorial Links
As AI content becomes more common, human-vetted, authoritative content will stand out. Editorial links will increasingly favor originality and credibility over mass-produced content.
2. Niche Authority over Domain Authority
Google’s emphasis on topical authority means a link from a niche expert site may carry more weight than one from a general, high-DA site.
3. Visual and Multimedia Citations
Editorial links won’t just come from text. Expect more citations from YouTube video descriptions, podcast show notes, and even social embeds.
4. Semantic Relevance
Search engines are getting better at understanding context. Editorial links from semantically related content will carry more value than generic mentions.
Conclusion
Editorial links are the holy grail of SEO: difficult to earn, but incredibly powerful. They provide trust signals to search engines, deliver referral traffic, and enhance brand authority.
Earning them requires a long-term strategy — one rooted in creating high-quality, unique content and amplifying it through relationships, PR, and visibility.
While shortcuts may offer temporary boosts, editorial links stand the test of time because they’re built on merit. In a digital world overflowing with noise, being cited naturally is the ultimate proof of relevance and authority.
FAQs
1. What’s the difference between editorial links and other backlinks?
Editorial links are given naturally by other sites without your request or payment, while other backlinks may be created through outreach, guest posts, or sponsorships.
2. Are editorial links better than guest post links?
Yes. Editorial links carry more weight because they’re independent endorsements, not self-placed.
3. How long does it take to earn editorial links?
It varies. Some content can earn links within weeks (e.g., data reports), while building steady momentum often takes months of consistent publishing.
4. Do I need a PR team to get editorial links?
Not necessarily. While PR helps, small businesses can earn them by publishing unique, valuable content and networking with journalists.
5. Are nofollow editorial links still valuable?
Yes. Even if they don’t pass PageRank, they can drive referral traffic, boost credibility, and increase brand exposure.
6. Can I ask for editorial links?
You can’t demand them, but you can increase your chances through visibility, outreach, and by offering link-worthy resources.
