What is Link Building for SEO? [Explained in Simple Terms]

One of the most confusing, and yet most crucial, strategies is link building. I know how frustrating it can be to hear that “you need more backlinks” without anyone explaining how to get them or what really makes them effective. I’ve worked with websites across different industries, helping them climb search rankings through smart, sustainable link building, and I’ve seen firsthand what works and what doesn’t.

In this guide, I’ll break everything down for you. Whether you’re brand new to SEO or looking to refine your strategy, you’ll learn why backlinks matter, what makes a good one, and the most effective ways to build them—without wasting time or risking penalties. By the end, you’ll have a clear, actionable roadmap for building links that actually move the needle

Key Takeaways:

• Quality Over Quantity. Not all backlinks are equal; links from high-authority, relevant sites significantly boost your SEO performance more than numerous low-quality links.

• Strategic Methods Matter. Effective tactics like guest posting on reputable sites and participating in platforms such as Authority Exchange can facilitate the acquisition of valuable, contextual backlinks.

• Diverse Link Profiles Enhance Credibility. Building a varied backlink profile from multiple authoritative sources signals trustworthiness to search engines, improving your site’s ranking potential

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. Techniques like link insertion—strategically placing your link within existing, relevant content—can be an efficient way to build such backlinks. You can also write guests posts, do link exchanges with other link builders, or create content that is so head-turning that folks can’t help but link out to you.

Link building is a core part of SEO (Search Engine Optimization) and plays a big role in increasing website authority and traffic. 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. Here’s why link building is important + some link building benefits you can expect from a hard day’s work:

• Links are a core Google ranking factor: Google uses backlinks as a way to judge how trustworthy and relevant a page is. More quality links = more website authority in Google’s eyes.

• They drive referral traffic: A good backlink doesn’t just help with rankings—it can actually send real people to your site, especially from high-traffic or niche-relevant domains.

• They build site authority: The more strong, relevant backlinks pointing to your site, the more likely you are to be seen as an authority in your niche. Google picks up on that.

• They help new content get indexed faster: When Google crawls a site that links to you, it’s more likely to follow that link and index your new page. That means faster visibility.

• They build relationships in your niche: Good link building isn’t just technical—it’s networking. Whether you’re guest posting or collaborating within backlink communities, it gets you known in your space.

• They support EEAT (Experience, Expertise, Authority, Trustworthiness): Backlinks from reputable sources show Google and users that others trust your content, which supports overall credibility and rankings.

• They give you a competitive edge: In competitive SERPs, backlinks can be the difference between showing up on page one or being buried on page four.

• They have long-term value: Unlike ads, a strong backlink can keep passing value and traffic for years. It’s a long game, but it pays off.

Pro Tip: My downloadable link building task list covers prospecting, outreach, and tracking.

How to Build Links: 7 Tips & Tactics for Beginners

Here are my best link building tips and tactics for beginners and experts alike.

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.

Example: You sign up for Authority Exchange and offer a few top-quality pages for link insertion oportunities. Then, once someone adds a link on your page, you earn a “credit” that can be spent aquiring  backlink on an assortment of niche publications ranked by domain authority.

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. When executed with care, it not only boosts your site’s authority but also helps you reach new, relevant audiences.

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. It’s a win-win: you provide value by fixing a problem, while earning a quality backlink in return.

Steps to Execute Broken Link Building:

1. Identify Broken Links: Use link building tools from Ahrefs’ Broken Link Checker or Check My Links (a Chrome extension) to find opportunities.
2. Create or Identify Relevant Content: Ensure you have a piece of content that closely matches or improves upon the broken link.
3. 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. By offering a more valuable, updated resource, you increase your chances of attracting those same backlinks—and potentially even more.

How to Use the Skyscraper Technique:

1. Find Popular Content: Use tools like BuzzSumo or Ahrefs to find well-performing articles in your niche.
2. Improve the Content: Add updated statistics, better visuals, or more comprehensive insights.
3. 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. These listings help search engines verify your business information and improve your visibility in local search results.

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.

Example: Google My Business, Yelp, Bing Places, Avvo (Legal), Clutch (B2B Services), TripAdvisor (Hospitality), Chamber of Commerce websites, or BBB.org.

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. The more original and insightful your content, the more likely it is to become a go-to resource in your niche.

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, white-hat link opportunities. Genuine connections often lead to collaborations, mentions, and backlinks that are both relevant and authoritative.

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.

What Affects a Backlink’s Value?

Not all backlinks carry the same weight. I’ve seen backlinks that skyrocket rankings—and others that do next to nothing. Over the years, I’ve learned to evaluate backlinks based on a handful of key factors. (You can use a backlink quality checker tool for this.) Here’s what really moves the needle:

Domain Authority (DA)

Domain Authority, or DA, is a metric developed by Moz that gives you a rough idea of how strong a website is in the eyes of search engines. Higher DA usually means the site has a strong backlink profile itself, which can pass more “link juice” to your site. But I don’t rely on DA alone; it’s a starting point, not the full story. Still, a backlink from a DA 80 site is typically more powerful than one from a DA 20.

Relevance

This one’s big. Relevance is about how closely the linking site’s content aligns with yours. A backlink from a niche-relevant site, even if it has a lower DA, can often outperform a high-DA link from a totally unrelated domain. I always prioritize backlinks that make contextual sense. For example, a link from a health blog to a fitness equipment site? Great. A link from a cooking blog to a tech site? Not so much.

Anchor Text

Anchor text is the clickable text in a hyperlink. Google uses this to understand what the linked page is about. Exact-match anchor text can be powerful, but overusing it can trigger penalties. I mix it up: some branded anchors, some partial match, some generic like “click here.” The goal is to keep it natural and avoid patterns that look manipulative.

Follow vs. Nofollow

A “follow” link (technically, a regular hyperlink without the “rel=nofollow” attribute) passes authority. A “nofollow” link tells search engines not to pass authority, but that doesn’t mean it’s useless. I’ve seen nofollow links from major sites drive traffic, help with brand awareness, and even indirectly boost rankings. That said, for pure SEO value, I prefer follow links when possible.

Placement on Page

Where a backlink appears on the page matters. A link in the main body of an article carries more weight than one buried in the footer or sidebar. I aim to get links placed high up in content, ideally surrounded by relevant text. That tells Google the link is part of the editorial flow—not just tacked on.

Number of Links on the Page

If a page is stuffed with dozens or hundreds of outbound links, the value of each one gets diluted. Think of it like pouring water into multiple cups—the more cups there are, the less each one gets. I prefer getting links from pages with limited external links. Fewer distractions mean more authority flows to my link.

How Do I Check My Backlinks?

Before you get started building backlinks, you should understand what (if any) backlink profile you have already. There are both free and paid ways to check your built/earned links list.

Free Ways to Check Backlinks

1. Google Search Console (GSC) — Free & Reliable

• Go to Search Console → Links.

• Under “Top linking sites” and “Top linked pages,” you’ll see:

  • Who’s linking to you.

  • What pages they’re linking to.

  • What anchor text they’re using.

💡 Tip: GSC doesn’t show all your backlinks, but it’s a trustworthy starting point straight from Google.

Paid SEO Tools for Deeper Insights

2. Ahrefs

• Go to Site Explorer → enter your domain.

• Check Backlinks, Referring Domains, and Anchors tabs.

• Great for spotting lost links, link quality, and historical growth.

3. SEMrush

• Use the Backlink Analytics and Backlink Audit tools.

• See toxic backlinks, anchor text profiles, and competitor comparisons.

4. Moz Link Explorer

• Type in your domain to get a backlink profile and Domain Authority score.

• Good for seeing top linking domains and spam score.

5. Majestic

• Offers two metrics: Trust Flow and Citation Flow.

• Great for visualizing your backlink network and spotting strong links.

Link Building FAQ

Here are some questions people often ask me about link building, link exchange, and SEO link strategy. 

Can I build links myself?

Yes! There are a few levels of autonomy when it comes to link building:

• DIY link building: Use an assortment of free/paid tools to target sites you want links from and handle the email outreach yourself.
• Manual Link Building Tools: Leverage (typically paid-for) manual link building platforms to help automate the “finding” and “outreach” so you can focus on your content.
• Outsource your link building: Hand everything over to a link building agency, who will do everything from source links to create content worth linking to.

Over the course of my career, I’ve done all three. And most website owners will do a little bit of each across their brand lifespan.

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. The number of unique, contextual backlinks you receive per month also raises your domain authority in Google’s eyes. 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.