Link building is more than a tick on the SEO checklist. It’s one of the most important strategies for improving search engine rankings, building domain authority, and driving organic traffic. In this guide, we’ll explore different link building methods that make a difference in moving the needle for a webpage so more people will click (and potentially convert). We’ll look into SEO best practices, link building essentials, and some advanced methods to strengthen your site’s link profile and competitive standing. Let’s jump right in!
Why Is Link Building Important for SEO?
Link building has always been an important ranking factor in Google’s algorithms. In fact, it was factoring links into the equation that put Google on the map back in the day…and they haven’t looked back since.
A link (or hyperlink) is a clickable element on a webpage that takes users to another page. This can be either on the same site (internal link) or a different one (external link). Links serve as a bridge from one webpage to another and, from an SEO perspective, are a key signal of trust and authority.
Over the years, Google has refined how it evaluates links. Factors like anchor text diversity, link relevance, and link context are becoming more important as algorithms get more sophisticated. But what does any of this mean? Let’s find out:
- Domain authority. This is one of the most crucial factors. Domain authority determines how relevant and how much of an authority a website is in a particular industry. The score was developed by Moz, and while it’s not a clear-cut predictor of rankings, there is a strong correlation. Getting one link from a relevant, high-domain authority website can boost your website to more than 10 links from low-domain authority websites. Getting a higher domain authority on your website improves your chances of ranking.
- Anchor text diversity. Google’s algorithms are wary of over-optimized anchor text. This is like a giant neon sign saying you’re trying to game the system. Diversifying anchor text (including branded, exact match, partial match, and generic) helps create a natural link profile that aligns with Google’s preferences and reduces the risk of being hit with penalties.
- Link relevance. Google values relevant links that come from websites related to your industry. High-quality, relevant links send strong signals to search engines about your site’s authority within your niche.
- Link context and co-occurrences. This is a fancy way of saying the words surrounding a link. These words provide extra context that influences the link’s value. Links embedded within relevant, contextually rich sentences are more powerful than isolated links.
Other factors also affect the outcome, but we’d be here all day if we wanted to mention all of them. Let’s say these are the main ones. Now, let’s move on to something more interesting—how to actually get links that would help your website (and business).
Foundational Link Building Strategies
Building a solid base of high-quality backlinks is crucial for your website’s success. Even though it’s easier said than done, here are foundational link building techniques we use to provide stability to our SEO efforts.
Guest Blogging on High-Authority Sites
Guest blogging (also known as guest posting) is a fan-favorite method for securing backlinks on high-authority sites in any industry. Websites are always looking for more high-quality content, and in exchange, they’re willing to give you a link back to your website. It’s a tit-for-tat method, but it works really well because it’s mutually beneficial.
To identify quality sites, we start by examining domain authority, relevance, and audience engagement. We want to make sure we’re choosing websites that are in line with our clients and are niche-specific. We then contact the website owner (or administrator) to start the negotiation process.
When pitching, we tailor the content ideas to align with the site’s topics and readership. This increases the chances of our pitch being accepted and building our client’s authority in the industry.
Broken Link Building Strategy
Broken link building is one of our favorite link-building methods. It’s a win-win approach because it benefits both the website owner and our client. We start by identifying broken links on high-authority sites using tools like ScreamingFrog or Check My Links.
After that, we contact the site owner or webmaster and offer to replace the broken link with a link to our client’s relevant content. This is a helpful solution to a problem they may not even know they have.
Resource Page Links
Resource pages are a gold mine for link opportunities. We target pages related to our client’s industry by offering valuable resources that improve the page’s content. We ensure the resource is genuinely beneficial to the page’s audience, not just because it increases the chances of acceptance but also because it’s the right thing to do.
Local Link Building
Local link building can seriously boost local SEO for businesses targeting specific regions. We use local directories, community sites, and relevant blogs. By building links in our client’s target location, we reinforce their authority in the local area.
Unlinked Brand Mentions
Unlinked brand mentions are a low-hanging fruit when it comes to link building. We use them in cases where a website has written content that includes your brand (let’s say, a product you’re selling) but doesn’t link to it. In that case, we contact the website owner or administrator and politely ask for a link. It’s simple, and it works most of the time. Sometimes, we even get ‘do follow’ links this way.
Content-Driven Link Building
Here at Uptick, we’re fans of creating high-value content to attract organic backlinks. These are, by far, our favorite methods. We’ll share some of our best techniques to drive natural links and establish our clients as industry thought leaders.
Skyscraper Technique
Borrowing from content marketing, the “skyscraper technique” simply means creating an improved version of a popular piece of content. In other words, the goal is to create content that’s more in-depth than what’s already out there or shares new insights. This gives other sites a reason to link to our client’s improved resource, which naturally drives backlinks.
Link Earning with Infographics
Infographics are highly shareable and visually appealing. This makes them excellent link-earning materials. We customize infographics to topics relevant to our clients’ industry, and reach out to relevant sites to offer them the infographic with an embed link.
Original Research and Data
Unique research or data insights are highly linkable. This is especially true if they reveal trends, consumer behavior, or industry benchmarks. When we publish research, it can attract links from industry blogs, news outlets, and other authoritative sites interested in citing fresh insights.
Of course, this will depend on the size of the client. Something like this would be a lot easier to pull off as a bigger player in a niche than an up-and-comer. Producing new research isn’t easy, but it has more benefits than simply link building potential.
Case Studies and White Papers
Case studies and white papers that showcase client results can be an amazing resource. They demonstrate the actual results behind doing certain work which seriously boosts credibility. Not only that, but other industry sites are likely to link to these documents.
In-Depth Guides
In-depth guides are evergreen resources. This makes them perfect for attracting links over time. With this in mind, we create well-researched guides that address common pain points or answer questions. Not only does this content provide value, but it also makes it a natural linking opportunity for other content creators.
Outreach-Based Link Building
Outreach strategies involve building connections to gain high-quality links. This is the most effective but also the hardest part of link building. Here’s how to use outreach effectively.
Digital PR Campaigns
Digital PR campaigns combine link building with traditional PR efforts. This can help secure coverage and backlinks from top publications. It’s a bit of a long shot, but if you focus on newsworthy or unique story angles, this can attract attention and high-quality links.
Competitor Backlink Analysis and Replication
Sometimes, it’s best to stay on the beaten path. Analyzing competitors’ backlinks can provide insights into effective link sources. Identifying and replicating valuable backlinks gives our clients a competitive edge.
Influencer Outreach for Content Amplification
Sometimes, the best way to get the word out is by working with industry insiders to amplify content. Influencers with engaged audiences can share your content, which naturally expands its reach and attracts backlinks.
Note: We don’t necessarily mean “influencers” as in “people with large social media followings.” Any industry leader could be considered an “influencer” even if that’s not their main focus.
Collaborative Content Creation with Experts
With the right connections, you can even take it a step further. Co-creating content with industry leaders allows for shared promotion and backlink opportunities. The fact that the influential person co-created the content lends it even more credence than the previous point.
Thought Leader Spotlights
Featuring industry leaders in content can encourage them to share and link back. Whether through interviews or top 10 lists, these spotlights can create a huge amount of backlink opportunities.
Advanced Link Acquisition Strategies
Now we’re getting into the trickier territory. Most of the following link building techniques require some finesse to pull out. Let’s check them out.
Reclaiming Lost Links
We monitor all our clients for dropped backlinks and try to reclaim them if any go missing. Reclaiming links helps maintain a strong link profile and keeps clients’ authority stable.
Link Reclamation Through Outdated Content
Finding outdated content with broken or outdated links and suggesting our client’s updated resources is one of the most surefire ways to build quality links. This technique benefits both parties by replacing outdated information with fresh content. The only downside is that finding sites with outdated links sometimes seems to take forever, no matter how much you automate the process.
HARO (Help a Reporter Out) for Media Links
HARO used to be a great source of links back in the day. Nowadays, it’s still good but many link builders know about it so the competition can be quite fierce. Basically, the idea is to respond to media requests for expert input on HARO to gain backlinks from reputable sources.
This method helps us position our clients as a trusted voice in their niche and build some links while we’re at it. On the other side, reporters get an expert opinion for their articles for free so it’s a win-win.
Round-Up Posts
Round-up posts featuring industry experts or tools encourage links from contributors. However, this will be highly dependent on the niche. This method works amazingly well in some industries.
Link Exchange with Trusted Partners
This is a great way to build links, but an even better way to build connections that make sense. Here’s how we handle link exchanges in an ethical way that benefits your brand and website without risking penalties:
- Relevance is key. We don’t just exchange links with anyone. We partner with sites that actually make sense for your business and your audience. For example, if you’re in health and wellness, we’re looking to link with other credible wellness brands—not random, unrelated sites. When the links make sense, your visitors get more out of every click, and Google loves that.
- Quality over quantity. Always. You don’t need thousands of links. You need the right links from trusted sources. We focus on finding high-quality sites that help your reputation and bring value. A few quality links beat a mountain of low-value ones every time.
- Building real partnerships. Ethical link exchanges are about relationships, not shortcuts. We connect with brands that share your values, and that partnership helps both of you grow over time. These are links with staying power, not quick hacks that could come back to haunt you later.
Technical and Niche-Specific Link Building
These niche-specific techniques are cusomtized for targeted link building.
Forum and Q&A Link Building
We dive into forums and Q&A platforms where your audience is already asking questions. By providing helpful answers—not spammy links—we build trust and naturally place links that add value for both readers and search engines. However, this really is a very niche approach, especially these days. It needs to fit perfectly with the target audience and genuinely help.
Going on Podcasts
Podcast guest spots are a great way to boost brand awareness and generate links. Every episode page and set of show notes adds valuable links and brings in new listeners, expanding your reach and credibility simultaneously. Of course, podcasts need to be niche-specific (unless they have a truly enormous following).
Sponsorships and Scholarships
Sponsoring events or setting up scholarships is a powerful way to secure links from .edu sites and community organizations. These aren’t just links: They’re reputation builders that strengthen your local presence and authority.
Participation in Industry Awards
Some of our clients are frequent award winners (or nominees). Winning or even getting nominated is a chance to add serious authority to your link profile, making it clear you’re a leader in your field. We try not to let such opportunities go to waste.
Strategic Link Building Through Content Syndication
Platforms like Medium and LinkedIn are powerful for content syndication. By sharing your best content with broader audiences, you attract backlinks from readers who see the value in your insights, driving more traffic and reinforcing your authority.
The Final Link in the Chain
Building a solid link profile takes a lot of time and even more work. From foundational strategies to advanced, data-driven methods, it’s never easy but always rewarding when done right.
If you’re ready to go beyond the basics, working with an experienced agency can elevate your link building game. Our team combines deep expertise with customized strategies to secure high-quality links that boost rankings and drive real results. Contact us today for a no-obligation chat that allows us to learn more about your business and look at ways we can help it grow.
