Link building is the process of getting other websites to link to yours. It is the most active part of off-page SEO and, for competitive searches, often the difference between page two and page one.
The aim is not to collect as many links as possible. It is to earn links from sites your customers already trust, because those are the links search engines value most.
What makes a good backlink?
Before you start outreach, know what you are aiming for. A good backlink comes from a relevant, real website with its own audience, sits inside the body of an article, and exists because it helps the reader. A link you could buy in bulk for £5 is almost certainly worthless or harmful.
Nine link building methods that still work
1. Create linkable assets
Original surveys, industry statistics, calculators, templates and in-depth guides attract links on their own. Ask yourself what a journalist or blogger in your niche would need to cite.
2. Digital PR
Turn data or expert commentary into a story and pitch it to journalists. Our digital PR entry explains how to find angles and contacts.
3. Guest posting
Writing for respected sites in your niche builds links and reputation. Done for real readers it is fine; done at scale on link farms it is spam. See our guide to guest posting for the difference.
4. Broken link building
Find pages on other sites that link to dead resources, then suggest your page as a replacement. Tools like Ahrefs or Semrush show broken outbound links on any domain.
5. Unlinked brand mentions
Set up alerts for your brand name. When someone mentions you without linking, a polite email often gets the link added.
6. Resource pages
Many universities, councils and associations keep lists of useful resources. If your guide is better than what is listed, ask to be included.
7. Supplier and partner links
Manufacturers, distributors, software vendors and clients often have partner or case study pages. These are easy, relevant links many businesses never ask for.
8. Expert quotes
Platforms that connect journalists with sources let you contribute quotes in exchange for a mention and often a link.
9. Local links
Sponsor a local club, speak at an event or join the chamber of commerce. Local links boost local SEO and are almost impossible for out-of-town competitors to copy.
How to write outreach emails that get replies
- Use the person’s name and mention a specific article of theirs.
- Explain in one sentence why your resource helps their readers.
- Keep it under 120 words and send one follow-up, not five.
- Never offer payment for a followed link.
Anchor text and link attributes
You rarely control the words used to link to you, and that is fine. A natural profile is mostly brand names and URLs, with some descriptive phrases. Over-optimised anchor text where every link reads “best cheap SEO London” is a classic spam signal.
Paid and sponsored links should carry rel=”sponsored” or rel=”nofollow”. Our entry on nofollow links explains each attribute.
Tactics to avoid
Private blog networks, link exchanges at scale, automated comment spam and paid followed links all fall under black hat SEO. Google’s SpamBrain system is good at spotting them, and the links are usually ignored or penalised.
How many links do you need?
Look at the pages ranking for your target term and count their linking domains. That gap, adjusted for relevance, is your target. A keyword difficulty score gives a quick estimate.
Frequently asked questions
How long do new links take to work?
Usually between a few weeks and three months, depending on how often Google crawls the linking page.
Are directory links worth it?
Only a few: major business directories and respected industry listings. General web directories add little.
Related terms
See domain authority, toxic backlinks and the full SEO encyclopedia.
Mr. SEO
Mr. SEO is the webmaster at SEO TT - SEO tips and tricks, a publication about all things SEO related.