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Besides great keywords and interesting content, something else that can help boost your site’s search rankings is the use of linkable assets. These are parts of your website or your organization in which your audience will find genuine value, and which they might reference in their own online transactions.

Linkable assets not only boost traffic to your site, but establish you as a trusted authority both in the eyes of your readers and search engines like Google. Some examples of linkable assets that you can take advantage of include:

1. Free Lessons or Tools. If you offer anything like a handy guide to income tax preparation, a well-made cooking tutorial, or a list of marketing tips for your clients, congratulations! These are your linkable assets. You’ve put a lot of work into creating them, so you need to make sure they get out. Share them on social media networks, insert links to them whenever you post guest comments online, offer them on community forums, and even request links from .edu institutions whenever your content is relevant.

2. Awards. After you, your audience should be next to learn about any awards your organization has received. How can you do this? Submit a press release to free online PR organizations, and promote your award with a blog post or announcement on your site.

3. Videos. Creating and embedding videos both into your site content and into any guest blogs you may write adds visual as well as sitecrawler interest. Start with a video campaign or series to maintain viewer interest across posts, and give your campaign a kick by using paid Discovery on StumbleUpon or a similar social sharing site.

4. Solid Research. If you’re discovering something important to your field, your peers will want to link to you. Take advantage of other organizations’ followings by pitching them your findings, and enjoy the links back to your site. The more important and well-presented your work is, the more reputable (and high-ranking) sites will want to pick it up!

5. Original Catchphrases. As Stephen Colbert showed us with the word “truthiness” in his 2005 premiere episode of The Colbert Report, words with a certain ring to them can catch on like wildfire. This type of linkable asset is a bit trickier to create than the first four, but if you’re feeling creative, why not give it a try? You might just fill a niche and see your new word go viral.

No matter what your business, you’ve probably got some linkable assets that you can put to better advantage. If you don’t yet, use these tips to decide which type of asset is best for your organization. Restaurants and hotels will find it easiest and most effective to create video content like cooking tutorials and virtual tours; business-to-business organizations will have a multitude of tools to share with each other. What value can you offer?