Definition
Editorial links are natural, non-paid hyperlinks that are included within the main body of quality content on a webpage. These links are typically placed by editors, journalists, bloggers, or content creators to reference relevant sources, provide additional context, or support claims made in the article. Unlike sponsored or user-generated links, editorial links are not solicited via monetary exchange and are given based on the merit of the linked content.
Because they are organically earned and embedded within informative or authoritative content, editorial links are highly valued in SEO as a strong signal of trust and credibility to search engines like Google.
Is It Still Relevant?
Yes, editorial links continue to be highly relevant in today’s SEO landscape. Despite the evolution of search algorithms, Google still places a significant emphasis on quality backlinks as part of its ranking systems.
Especially in the wake of Google’s Helpful Content Updates and Link Spam Updates (2022–2023), earning editorial links has become even more critical. The focus has shifted toward rewarding genuinely helpful content and penalizing manipulative backlink practices. Editorial links, which are organically integrated and come from trustworthy sources, align perfectly with these algorithmic priorities.
As emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) continues to grow, editorial links—often from authoritative publishers—reinforce a site’s perceived credibility, encouraging better rankings and stronger brand recognition.
Real-world Context
Editorial links commonly appear when a publisher finds your content noteworthy enough to cite or reference. For example:
- A SaaS company publishes an in-depth study on remote work productivity. A journalist writing for Forbes links to it in a trending article about workplace trends.
- A marketing blog references a case study written by a digital agency to illustrate successful email automation tactics.
- A health blog includes a hyperlink to a medical clinic’s article that provides expertly sourced information on nutrition.
In all these situations, the linking site is offering value to its readers by incorporating relevant external content—and the linked sites benefit from increased authority, referral traffic, and improved organic rankings.
Background
The concept of editorial links stems from the early days of organic SEO, when search engines used backlinks as a primary method to assess the authority and relevance of a webpage. Google’s original PageRank algorithm (launched in the late 1990s) fundamentally rewarded backlinks from trusted, relevant sources.
However, as the SEO industry grew, so did attempts to game the algorithm with manipulative link-building tactics. In response, editorial links emerged as a more authentic benchmark of a site’s value—links that are earned, not bought, and embedded naturally within contextually rich, quality content.
Over time, as Google became more sophisticated in detecting link schemes, the distinction between low-value and high-value links became clearer. Editorial links have stood the test of time as one of the few “white-hat” strategies fully endorsed by search engines.
What to Focus on Today
To attract editorial links in the current digital landscape, marketers should prioritize content quality and relationship-building. Here’s how:
- Create link-worthy content: Focus on producing original research, comprehensive guides, thought leadership, and unique data that others in your industry will want to reference.
- Enhance content visibility: Promote your content through email outreach, digital PR, and social media to increase its exposure to journalists, bloggers, and influencers.
- Use tools: Tools like Ahrefs, BuzzSumo, and HARO (Help A Reporter Out) can help identify link opportunities and connect with publishers seeking expert content or sources.
- Focus on relationships: Build long-term relationships with thought leaders and media outlets in your niche. Offer value, not just requests for backlinks.
- Monitor and analyze: Use backlink monitoring tools (like SEMrush or Moz) to track new editorial links and identify which content attracts attention.
Editorial links are not a fast or easy win—but they are among the most sustainable and impactful assets in a long-term SEO strategy.