Link building strategies are the methods used to earn links from other websites to yours. The ones that last create something worth linking to, reach the right people and build real relationships, and they steer clear of paid or artificial links meant to manipulate rankings. If you'd like help building links safely, see my off-page SEO service.
I'm Kim Alimorom, a freelance SEO specialist working remotely with clients mostly in the United States, Australia and Europe. I have more than five years in SEO, and link building and backlink cleanup are part of my work. For the online store Mergescreens, I handled backlink cleanup, link building and blog content over four years, and the Mergescreens case study shows the data. Links are still one of the ways search engines discover pages and judge how well known a site is, but how you get them matters. This guide covers practical strategies, how to judge an opportunity and what to avoid.
What Actually Works For Links
- Relevance beats volume. A few links from related, trusted sites are worth more than many from random ones.
- Start with something linkable. Useful guides, tools and original information give people a reason to link.
- Outreach is about value. Contact people who would genuinely benefit, and personalize every message.
- Stay away from link schemes. Buying or trading links to influence rankings goes against Google's spam policies.
- Keep a record. Write down every link and what it did.
Learn Where The Line Is Before You Start
Before choosing a strategy, know what Google treats as a link scheme. Its spam policies cover link spam, which includes buying or selling links to pass ranking signals and excessive link exchanges. Strategies that follow these rules earn links on merit, and anything that looks like a shortcut carries risk. When in doubt, ask yourself whether you'd be comfortable if the link, and how you got it, were public.
Make Something Other Sites Want To Reference
Links are easiest to earn when you have something people want to point to: a clear guide, a tool, a checklist, original data or a well explained concept. Our SEO audit checklist is the kind of resource others may cite. Ask what a writer would link to when covering your topic, then make that page the best answer available.
For another view of how link building tactics differ, this video from Semrush, an SEO software company, separates tactics that produce many links from harder ones that build your brand's association with a topic.
Write To People Who Would Genuinely Care
Outreach means contacting people who might find your page useful. Pick sites that cover your topic, read what they've published and explain specifically why your page would help their readers. Send personal messages, not templates blasted to hundreds of addresses. Expect that most won't get a reply, and never offer payment in exchange for a link.
| Strategy | How it works | Main risk |
|---|---|---|
| Link-worthy content | Publish guides, tools or data others reference | Takes time, and not every page earns links |
| Personal outreach | Tell relevant sites why your page helps their readers | Low reply rates when messages are generic |
| Partnerships and suppliers | Earn mentions from businesses you work with | Links may be limited to existing contacts |
| Guest contributions | Write genuinely useful articles for relevant publications | Low quality guest posts made only for links |
| Digital PR | Share newsworthy information with journalists | Needs a real story and good timing |
| Broken link replacement | Suggest your page where a linked page no longer exists | Only works if your page is a true replacement |
Lean On The Relationships You Already Have
Businesses you already work with, such as suppliers, partners and local organizations, may be willing to mention you if you give them something useful to link to. Guest contributions can also work when you write a genuinely helpful article for a relevant publication, but articles written only to place links are low value. Google's guidance on qualifying outbound links explains how links in sponsored or user generated content should be marked, which is useful to know when you work with publishers.
Ask A Few Questions Before Chasing Any Link
Before you pursue a link, check the site. Is it relevant to your topic? Does it have real readers and editorial standards? Would the link make sense if search engines didn't exist? Skip sites that exist only to sell links. Our backlink guide explains what makes a link valuable.
| Question | Good sign | Warning sign |
|---|---|---|
| Is it relevant? | Covers topics related to yours | Covers everything, or unrelated subjects |
| Does it have real readers? | Active content and an audience | No visible readers or recent content |
| Is the link editorial? | Placed because it helps the reader | Placed because someone paid for it |
| Does it sell links? | No sign of it | Pages advertising paid links or guest posts for a fee |
The Work In The Order I'd Tackle It
| Priority | Task | Why it matters |
|---|---|---|
| Highest | Fix technical and content basics first | Links to a weak or broken page waste effort |
| Highest | Learn which practices break Google's spam policies | Avoids penalties and wasted work |
| High | Create at least one page worth linking to | Gives people a reason to link |
| High | Find relevant sites and personalize outreach | Raises the chance of a reply |
| Medium | Earn mentions from partners and suppliers | Uses relationships you already have |
| Lower | Review links regularly and note what worked | Helps you repeat what succeeds |
Where Link Building Goes Wrong
- Links take time. Earning them is slow, and nobody can guarantee a number or a ranking.
- Don't buy links to pass ranking signals. It goes against Google's spam policies.
- Bulk and automated tactics are risky. They tend to produce low value links.
- Keep records. Note where each link came from so you can review it later.
- Quality over quantity. A handful of relevant links is a better result than many poor ones.
Questions People Ask Before Building Links
What Is Link Building?
It is the process of earning links from other websites to yours, which helps search engines discover your pages and gives a signal of how well known your site is.
Is Link Building Still Important?
Links remain one of the signals search engines use, but they are one of many, and content quality and technical health matter too.
Is Buying Links Allowed?
Google's spam policies say that buying or selling links to pass ranking signals is link spam. Advertising is different when links are properly marked.
How Many Links Do I Need?
There is no fixed number. It depends on your competition, so compare with the pages already ranking for your target search.
How Long Does Link Building Take?
Earning links is gradual, and the effect on rankings may take months to appear, if it appears at all.
What Is The Safest Link Building Strategy?
Creating genuinely useful content and contacting relevant people about it, without payment, is the safest approach.
What Should I Do About Bad Links Already Pointing At My Site?
Start by finding them, then judge whether they look like paid or artificial links. Backlink cleanup is part of the off-page SEO work I do, and it was part of my work on Mergescreens.
How Much Does Link Building Cost?
It depends on your site and goals. I give a clear quote after a free first audit, so you know what you are paying for.
Is There A Link Building Case Study I Can Read?
Yes. The Mergescreens case study covers four years of backlink cleanup, link building and blog content, with Ahrefs and Search Console data: read the Mergescreens case study.
Pick One Page And Make It Worth Linking To
You don't need a big campaign to begin. Choose the page on your site that deserves links most, make it the best answer available, and then send a few honest messages to people who would care. Keep a record, see what worked, and repeat.
If you'd like help with a link building campaign, see my off-page SEO service or request a free SEO audit.
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