What are editorial links?
An editorial link is a link that a writer or editor chooses to include because it helps their readers. Nobody paid for it and nobody required it. That independence is exactly why search engines value editorial links so highly.
Key takeaways
- Editorial links are given freely by writers, not bought or swapped.
- They are among the strongest signals of trust a site can earn.
- Data, expertise and genuinely useful resources earn them.
- Paid placements should be labelled; editorial links need no label.
Editorial vs other kinds of links
- Editorial: added by a writer because your content is a useful source.
- Guest post: included in an article you or your agency wrote for the site.
- Sponsored: paid placements, which should be marked as such.
- User-generated: links in comments, forums or profiles.
Why search engines trust them
Editorial links are hard to manipulate at scale. When independent writers keep citing a site, it is a strong sign the site is a reliable source on its topic.
How to earn editorial links
- Publish original data that writers need to cite
- Offer expert commentary when journalists need a source
- Create guides and tools that become the best resource on a topic
- Ask for credit when your work is used without a link
Frequently asked questions
Can you buy editorial links?
No. Once a link is paid for, it is a sponsored placement and should be labelled.
Do editorial links need to be followed?
Followed links pass the most value, but nofollow links from strong publications still bring traffic and trust.
How long does it take to earn them?
Expert commentary can earn links within weeks; larger campaigns take longer.