Every year, Google rolls out new updates that shake up the SEO world—and 2025 is no different. One question I keep getting from clients and colleagues is: “Does link building still work? Or is it against the rules now?”

Let me be clear: link building itself is not dead, and no, it doesn’t violate Google’s new 2025 guidelines—as long as you’re doing it right.

The truth is, Google isn’t cracking down on link building. It’s cracking down on manipulative link building. Spammy tactics, paid links without disclosure, and irrelevant backlinks that add zero value? Google’s AI is smarter than ever, and it’s flagging those fast.

But if you’re focused on building links that are helpful, relevant, and earned through real value? You’re in the clear—and you’re building long-term SEO equity.

Google’s Official Stance on Spam

Google’s official stance on spam is outlined in their Spam Policies for Google Web Searce. According to these policies, spam refers to techniques used to deceive users or manipulate Google’s search rankings. Engaging in such practices can lead to a page or an entire site being ranked lower or completely omitted from Google Search results.​

Google employs both automated systems and human reviewers to detect and address spam, aiming to protect users and enhance the quality of search results. They actively act against any type of spam practices they detect.

It’s important for website owners to adhere to these guidelines to ensure their content remains eligible to appear and perform well on Google Search. Violations can result in significant penalties, including reduced visibility or removal from search results.

Is Link Building Dead in 2025?

Short answer? No. But don’t take my word for it. Here are the most recent stats on SEO link building:

• Impact on Rankings: Pages ranking number one on Google have an average of 3.8 times more backlinks than those ranking lower, indicating a strong correlation between backlinks and higher search rankings.

• Quality vs. Quantity: A significant 93.8% of link builders prioritize the quality of backlinks over quantity, emphasizing the importance of securing high-quality links.

• Budget Allocation: Businesses allocate an average of 28% of their SEO budgets specifically to link building efforts, reflecting its perceived value.

• Time to Results: It takes an average of 3.1 months to observe the impact of link building on search rankings, requiring patience and strategic planning.

• Content and Backlinks: Long-form content tends to attract more backlinks, with articles over 3,000 words receiving 77.2% more links than shorter pieces, suggesting the effectiveness of comprehensive content strategies.

• Guest Posting: This remains a prevalent tactic, with 64.9% of link builders utilizing guest posts to acquire backlinks, indicating its continued relevance in SEO strategies.

Good vs Bad Backlinks: Simple Chart

Good Links (Google Loves)	Bad Links (Google Hates)
Roundup blog post links	Bought links without proper tags
Links to cornerstone (pillar) content	Private Blog Networks (PBNs)
Links from shareable infographics	Blog comment spam
Earned links through manual outreach	Footer/sidebar link stuffing
Reclaimed broken link replacements	Low-quality directories
Internal links within your own content	Mass guest posting / article spinning
Testimonial links on trusted sites	Irrelevant backlinks from unrelated niches

Before launching your campaign, review my SEO backlinking checklist to make sure you’re not missing any critical steps.

Types of Link Building Google Hates

Here’s the stuff that gets sites penalized—or just ignored. I’ve audited hundreds of backlink profiles, and I can tell you exactly what not to do:

Buying links without disclosure

If you’re handing over cash for a link and there’s no “sponsored” or “nofollow” tag? That’s a violation. Google’s 2025 update made this even more strict. Paid links need to be clearly marked, period.

Private Blog Networks (PBNs)

PBNs still exist, but they’re mostly a waste of time now. Google is catching on quicker than ever. If all your backlinks come from low-quality, recycled domains, you’re risking a penalty that’s hard to recover from.

Comment spam

Leaving random blog comments with a link to your site used to give you a little juice. Now? It’s ignored at best, flagged at worst. Google can tell when you’re not adding real value to the conversation.

Footer and sidebar link stuffing

Stuffing your links into the footer or sidebar of unrelated sites just for volume might’ve worked in 2010, but now it just screams manipulation. I’ve seen sites tank from this alone.

Low-quality directories

Not all directories are bad, but most of them are. If a directory accepts anyone, without vetting or value, it’s probably worthless. And Google knows it.

Article spinning and mass guest posts

Churning out low-effort guest posts with the same anchor text across multiple blogs? That’s been on Google’s naughty list for years, and it’s getting hit harder in 2025.

Irrelevant backlinks

If you’re a finance blog getting links from a pet grooming site, that’s not a good look. Google is getting better at understanding topical relevance. Quality trumps quantity every time.

Types of Link Building Google Loves

Now let’s talk about the good stuff—the link building strategies I use every day that do align with Google’s 2025 guidelines. These methods take more effort, but they build real authority, trust, and long-term SEO wins.

Write roundup blog posts

This one works wonders. I write expert roundups and feature thought leaders in my industry. Then I let them know they’ve been included. Most of the time, they share it or link back. Win-win.

Write your cornerstone posts

These are the deep-dive, high-quality guides that become the backbone of your site. When you publish something truly helpful, people want to reference it. I treat cornerstone content like an investment—it pays off over time.

Create shareable infographics

People love visuals. I’ve built infographics around stats, timelines, and “how-to” processes, and they get picked up by blogs, shared on social, and even embedded in other articles—with backlinks pointing back to me.

Design an outreach strategy

I don’t wait for links to come to me—I ask for them (nicely). I build relationships with other site owners and bloggers, and I offer them content that fits their audience. Real outreach still works if you’re genuine. Some link building software will even have outreach tools built in.

Fix broken links with your content

This one’s a hidden gem. I use tools to find broken links on relevant websites, then reach out and suggest my own content as a replacement. It’s helpful, respectful, and usually well-received.

Use internal linking on your website

This might seem basic, but internal links help Google understand your site structure. I always link from older blog posts to newer ones (and vice versa) with relevant anchor text. It’s free, it’s easy, and it works.

Use testimonial link building

I leave honest testimonials for products and services I actually use—and many times, the company will publish it on their site with a backlink to me. It’s a low-effort, high-trust tactic.

Earn High-Quality Links Without Penalties

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