Link building is one of the most important strategies in SEO, but it often feels confusing to beginners. Simply put, it’s the process of getting other websites to link back to yours. These links—called backlinks—act like votes of confidence, signaling to search engines that your site is valuable and trustworthy.
But not all links are created equal, and building the right ones requires strategy. In this guide, we’ll break down why link building matters, what makes a backlink valuable, and the best tactics to build strong links that boost your site’s authority.
What is Link Building?
Link building is the process of getting other websites to link back to your website. These links, called backlinks, act as votes of confidence that tell search engines your site is valuable and trustworthy. The more high-quality backlinks you have, the better your chances of ranking higher in search engine results.
Link building is a core part of SEO (Search Engine Optimization) and plays a big role in increasing website traffic and authority. You might employ link building services to help you with this, or do your link outreach manually. Most likely, it’ll be a bit of both.
Why is Link Building Important?
Search engines like Google use backlinks as a key ranking factor. A site with many authoritative and relevant backlinks is seen as more credible, leading to better rankings in search results. Backlinks also drive direct referral traffic and help establish your website as an industry authority. Without link building, your content may struggle to rank—even if it’s high-quality.
What Affects a Backlink’s Value?
Not all backlinks are created equal. Several factors determine how much a backlink contributes to your SEO:
- Domain Authority (DA) – Links from high-authority sites (like Forbes or Wikipedia) are more valuable than links from low-authority sites.
- Relevance – A link from a site in your niche is more valuable than a random link from an unrelated site.
- Anchor Text – The clickable text of the link should be relevant and descriptive rather than generic (e.g., “best SEO tools” vs. “click here”).
- Follow vs. Nofollow – “Follow” links pass SEO value, while “nofollow” links do not. However, nofollow links can still be useful for referral traffic.
- Placement on Page – A link in the main content is worth more than one in the footer or sidebar.
- Number of Links on the Page – A backlink from a page with fewer outbound links is generally stronger than one buried among hundreds of other links.
How to Build Links: Pro Tips & Tactics
Here are my best link building tips and tactics for beginners and experts alike.
Source high quality, contextual links.
1. Sign Up for Authority Exchange
Authority Exchange is a premium link-building marketplace that enables fast, cost-free ABC link exchanges through a unique credit-based system. Unlike traditional link swaps, which can be time-consuming and risky, Authority Exchange allows SEO professionals, brands, publishers, and link builders to trade high-quality, contextual backlinks efficiently.
Why Authority Exchange Works:
- Safe & Efficient: By utilizing a credit-based system, users avoid direct swaps, reducing footprint risks and keeping link-building efforts more natural.
- Diverse Link Profile: A well-balanced backlink profile with varied sources contributes to a more effective SEO strategy. According to a Moz study, websites with diverse referring domains see a 25% higher ranking potential.
- Cost-Free System: No financial transactions are necessary, making it accessible for startups and small businesses looking to scale their organic traffic without high expenses.
Here’s a sample of what you’ll see on the Authority Exchange link building platform.
Relevant, contextual: the type of backlinks you actually want. Get them with Authority Exchange. Apply now.
2. Guest Posting
Guest posting remains one of the most powerful link-building strategies when done correctly. This method involves writing articles for reputable, niche-related websites in exchange for backlinks.
Best Practices for Guest Posting:
- Find High-Authority Websites: Aim for websites with a Domain Authority (DA) of 50+ for maximum SEO impact.
- Write Quality Content: Offer in-depth, research-backed articles. A study by Backlinko found that comprehensive blog posts (2,000+ words) receive 77.2% more backlinks than shorter content.
- Focus on Value: Don’t make guest posts promotional. Instead, provide actionable insights that align with the target audience’s needs.
Example: A SaaS company providing HR software might write a guest post for a popular HR blog about “The Future of Remote Work” and include a natural backlink to a case study on their platform.
3. Broken Link Building
Broken link building involves identifying broken (404) links on other websites and reaching out to suggest replacing them with your relevant, high-quality content. This technique is effective because website owners don’t want dead links harming their user experience or SEO.
Steps to Execute Broken Link Building:
- Identify Broken Links: Use tools like Ahrefs’ Broken Link Checker or Check My Links (a Chrome extension) to find opportunities.
- Create or Identify Relevant Content: Ensure you have a piece of content that closely matches or improves upon the broken link.
- Outreach & Suggest a Fix: Politely inform the website owner of the issue and propose your content as a replacement.
Example: A marketing agency finds a broken link in an article about “Email Marketing Best Practices” and offers its own updated guide as a replacement.
4. Skyscraper Technique
The Skyscraper Technique, coined by Brian Dean, is a high-impact strategy for earning backlinks. It involves finding high-performing content, improving upon it, and reaching out to sites linking to the original version.
How to Use the Skyscraper Technique:
- Find Popular Content: Use tools like BuzzSumo or Ahrefs to find well-performing articles in your niche.
- Improve the Content: Add updated statistics, better visuals, or more comprehensive insights.
- Outreach to Linkers: Use email templates to pitch your improved version to those who linked to the older content.
Example: A cybersecurity firm finds a popular guide on “Best Practices for Password Security” from 2018. They update it with 2024 insights, include more case studies, and reach out to those linking to the old post.
5. Business Directories & Citations
Listing your business in online directories is an easy and effective way to build backlinks while boosting local SEO.
Top Directories to Submit To:
- General: Google My Business, Yelp, Bing Places
- Industry-Specific: Avvo (Legal), Clutch (B2B Services), TripAdvisor (Hospitality)
- Local Directories: Chamber of Commerce websites, BBB.org
Why It Works:
- Local SEO Boost: 46% of Google searches have local intent. Proper citation listings can increase visibility in “near me” searches.
- Trust Signals: High-authority directories lend credibility to your website, improving domain trustworthiness.
6. Digital PR & Content Marketing
Creating valuable, data-driven content increases your chances of earning organic backlinks. Journalists, bloggers, and researchers frequently cite unique statistics, infographics, and case studies.
Effective Digital PR Tactics:
- Press Releases: Send newsworthy company updates to PR outlets like PRWeb.
- Infographics & Visual Data: According to Venngage, articles with images get 94% more views than those without.
- Expert Insights & Roundups: Contribute to industry expert roundups to get mentioned and linked.
Example: A fintech company publishes an annual report on “Trends in Digital Payments.” Multiple industry sites and news outlets cite their statistics, naturally building high-authority backlinks.
7. Networking & Partnerships
Building relationships with influencers, industry leaders, and fellow businesses can result in natural link opportunities.
Ways to Build Backlinks Through Networking:
- Podcast Interviews: Many podcasts link back to guest websites.
- Collaboration Content: Co-author articles or whitepapers with industry peers.
- Event Sponsorships: Conference and webinar sponsors often get featured on event pages with backlinks.
Example: An eCommerce software company collaborates with an SEO agency to co-host a webinar on “Optimizing Product Pages for Search Engines.” Both companies link to each other’s content from their respective blogs.
Link Building FAQ
Here are some questions people often ask me about link building, link exchange, and SEO link strategy.
How do search engines determine website rankings?
Search engines like Google’s algorithm use various factors to determine search engine rankings, including pagerank, content relevance, and website authority. A webmaster must optimize their website by following SEO best practices to ensure it appears prominently in serps.
Why is link building important for SEO?
Link building campaigns help improve search engine rankings by acquiring high-quality links from relevant links and external links. Inbound links and internal links create a strong site structure, while hyperlinks from reputable sources boost credibility. However, using spammy or manipulative tactics can harm your rankings. A well-structured linked page strategy ensures long-term SEO success.
How does content impact SEO?
Creating great content is crucial for digital marketing and SEO. High-value, engaging content attracts guest blogging opportunities, shares on social media, and discussions in forums. Valuable content also increases dwell time and encourages other sites to link back, boosting visibility.
What are the key elements of on-page SEO?
Effective on-page SEO includes optimizing content for organic search, structuring URLs correctly, and improving website usability. Ensuring an optimized own website with relevant websites linking back enhances credibility. SEO-friendly web pages help search engines crawl and index content efficiently, while strong relationships with site owners can lead to valuable backlinks.
What Next?
Take back your time spent finding backlinks. Authority Exchange simplifies growing your online authority. Apply now.
