Using AI To Build Linkable Assets
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
25 min
2 speakers
3 chapters
transcribed 28 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is a linkable asset and why is it essential for SEO?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello SEOs and marketers, my name is Jordan Cooney from Previsible. Joining me today is Stefan Spencer, who is an SEO expert, author, and speaker, offering innovative solutions in digital marketing and web development. Stefan specializes in helping businesses establish a strong online presence. And today we're going to discuss using AI to build linkable assets. Here's my conversation with Stefan Spencer, co-author of The Art of SEO. Stefan, welcome to the Voice of Search podcast. Oh, thanks for having me, Jordan. Yeah, looking forward to diving into our two topics today. A lot has changed in the SEO space over the last 20 years, but I think notably in the last 24 months, it's been pretty unique to see how the industry has evolved.
Um in particular I think link building is is one of the hot topics right now. What what and how to use link building, is it still relevant? Uh is it becoming increasingly important as consumers discovery changes towards environments like ChatGPT, Gemini, and other uh AI search experiences? Um, but ultimately like when we talk about linkable assets, I think we should start our show off by just getting a baseline understanding so so all of our listeners know. What are we talking about when we talk about linkable assets? What's the general purpose of those? Um may maybe we should start there, Stefan.
Yeah. Well, in order to acquire a link, you need to earn it, unless you've paid for it. And Google doesn't like it when you pay for it. So in order to earn a link, you have to have something worthwhile. Why would a webmaster, a journalist, a TV producer, whoever, why would they link to you? You must have something of value. And what is that valuable thing? It's a linkable asset. Now if you wonder if Link building is even a thing still because of AI. If you go all the way back to the very early days of Google, even before it was called Google, when it was still called Backrub, can you believe they had that as the name? Crazy. Thank goodness they changed that. But if you think about what the foundation of what made Google Google instead of InfoSeek and Lycos and all that, it was
citation analysis. It was weighting the link based on authority and trust and importance of uh i it wasn't just one link is one vote. So if you now apply that idea of citation analysis, which is that predate search engines, that was you know from back in the information uh retrieval data. And everything. If you think about how do I value somebody's vote, somebody's citation, I need to consider it more seriously if it's in a reputable journal. I need to consider it more seriously if it was a reputable author. You know, the more prestige the journal, the author, or the researcher has, the more I'm going to take seriously that link, that reference. So it's still valid whether we're talking about an LLM giving you the answer or Google in the search results.
Either way, we still need to have links. We still need to be cited. If you're invisible, if you're the best kept secret, how is an LM or Google going to know that you exist to recommend you as one of the sources? Right. So that means you you have to play this game, you have to be a a a worthy uh linkable site with linkable assets.
Hundred percent. And and and I mean the evolution of linkable assets has also changed a lot, right? I mean, uh I I gotta safely assume that it probably started off by with some content or context based sharing, but it's changed so much in the last decade.
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